Are you already in the process of Video Marketing or planning to dive into it any time soon? Good for you! You have chosen a right path!
Want to know why? Well, let the video marketing statistics tell you all.
One quick stat though! Almost 50% of web users search for a video before visiting a brick-and-mortar store. So what?
So, Video Marketing is a key Marketing tactic that brings high number of leads not only to online sites, but also to physical stores.
Now, let’s dig into the 5 key steps you should take for creating and implementing a successful Video Marketing campaign. Ready?
Define Your Objective and Target Audience
Whatever you do in Marketing, or anywhere else, you always need an objective(s) for your actions. Why are you doing it? What’s your purpose? What do you want to get out of it? Who do you do it for?
You have got to have the answers to these questions before starting doing anything.
So, in Video Marketing as well you need an objective and a clearly defined target audience for your videos.
- Who is your video intended for?
- What is the main goal of your video?
- What do you want your target audience to take away from it?
See, it is simple! Yet, setting an objective for your videos right from the start is an essential success factor in your Video Marketing efforts.
Choose the Type of Content
Once you have your video’s target audience and objective(s) defined, you should then hop on deciding what type of content the video should be.
Brand film? Storytelling? Short documentary? How-to film? Product explainer? Company culture video? Testimonials? FAQs? Personalized videos? Or, Instructional videos?
This chain can go on and on, but before hurrying to pick any of these types of video content, you need to understand your buyers’ journey. Then, you can make the appropriate choice of video content based on what stage of the sales funnel your buyers are.
For example, if your target audience is in the consideration stage of the buyer’s journey, you can create a product explainer video to help them learn more about you and your product, making them move towards the decision stage where they will decide to actually buy from you.
Pay Attention to the Length
Let’s cut to the chase here, and say that you need your videos to be short! Short and full stop!
You don’t want to bore your audience, do you? 1/5 of viewers click away from videos within the first 10 seconds. Thus, it is also very important to keep your videos interesting to watch, in order to grab your viewers’ attention immediately. Make it informative and fun at the same time! Appeal to their emotions! Interact and Engage!
As a matter of fact, Wistia’s research shows that 2-minute videos get the most attention. And, attention picks up again for videos between 6 and 12 minutes long. So, that’s that!
Choose the Platform
Now, it is time to choose where you will make your video go live. Choosing the right platform for sharing your video is of critical importance. In the end, you want to maximize your reach, right?
Right! That’s why you need to consider where your target audience spends most of its time, to reach them right where they are.
Facebook, Twitter, Instagram, YouTube, Pinterest, Tumblr…. Choose the social media platform that will best serve your video’s objective(s). And, don’t forget to post it to your website, if needed.
Don’t Forget About Measurement
And now, the most important part of your Video Marketing efforts is to make sure to analyse and measure performance.
Important aspects to look at:
- Click-through-rates (CTR)
- Number of Views
- Number of likes and shares
- Engagement rates
- Feedback and comments
Once you gather and analyse this information, you will be able to measure your Video Marketing efforts more successfully. And, this will help you understand what’s working and what’s not, giving the chance to improve your doings.