As an online marketer, you know that video is becoming increasingly essential to your digital marketing strategy. It comes with more than its fair share of benefits.
You’ll quickly find out that it isn’t always easy to create high-quality video content that drives traffic, engages audiences, and converts leads. Use the following tips to avoid mistakes and take your video marketing to the next level…
1. Getting The Proper Tools
Building a successful video marketing strategy is possible with a tiny or massive budget. For smaller budgets, you can pull out the old equipment and start filming or use your smartphone camera, a simple tripod, and a couple apps to get started.
Or, if you’re working with a bigger bankroll, you can upgrade to a professional studio setup with a digital camera and expensive editing software.
No matter what you choose, investing in a microphone and a lighting setup should be the first thing on your list. You want to ensure the best picture and sound quality you can afford for your audience to create a better brand image.
2. Hit ‘Em With A Hook
Almost every audience is made up of busy people whose attention span never seems to last.
Persuading them to watch your videos is tough enough, but encouraging them to stay and watch until the end can be a next-level challenge. If you’re holding attention for longer than a minute, you’re not doing too shabby.
One of the easiest ways to improve video marketing is to add a hook within the first few seconds of the video (after your intro). An effective hook offers a glimpse of what’s to come and gives the viewer a good reason to continue watching.
The goal of each new video should be to better the audience’s experience and improve your hook, so don’t be afraid to test out different video introduction styles.
3. Make Every Second Count
As you create videos, you’ll find a list of reasons to make your content longer from SEO improvements to more ad spaces to making sure you touch on every subject.
While longer videos can certainly give your brand a boost, it won’t make a difference if people leave right before the juiciest part or when the video drags on.
Make sure you make the most out of every second before you publish. Avoid fluff and remove any dead air with the appropriate edits.
4. Write A Script
It can be extremely difficult to film natural-flowing video content if no one has had any practice, which is where planning out your script & movements makes all the difference.
If you or others have never been on camera before, take the time to go over body language, projection clarity, and sticking to the lines. Throwing out information off the top of the dome can lead to low-quality content that looks relatively amateurish. Even my “no-cut” videos have to be recorded 2-3 times before I send them to launch.
You don’t have to create a word-for-word script for the entire video. Use bullet points on the major talking points to keep the message clear and concise.
5. Add Value For Viewers
Instead of thinking about your video content as a sales pitch, view it as another path for adding value to the buyer’s journey. Not every video needs to result in a sale.
Skip the hard sell techniques and guide your audience by answering frequently asked questions, producing educational materials, and showcasing new ways to leverage your brand’s offers, i.e. product tutorials or service improvements.
6. Call To Action
Even the best-looking productions can “fail” if your viewers don’t know what to do when they reach the end of the video.
Don’t leave your audience hanging, provide a call to action that instructs them to subscribe to your channel, leave a comment, share the video, find you on other platforms, or link to your brand’s offer/website.
Be sure to customize your CTA for your audience. Otherwise, it won’t be effective at converting those viewers into subscribers (or customers).
7. Search Engine Optimization
Video content should complement your written and social SEO strategies. Search engines can’t decipher the dialogue or imagery in your videos (yet), so you’ll need to optimize titles, descriptions, and tags to feature your content prominently in searches.
Try a mixture of generic and long-tail keywords for each video to boost your SEO and link them in & embed them on your relevant posts to ensure viewers can find your work.
8. Consider Your Video Platform Options
There are a few directions you can take when you enter the realm of video marketing, and one of the most important decisions you can make is where to host your videos.
Each offers pros and cons. Choosing the right one for you/your brand from the beginning will help you reach your audience and improve metrics over time.
- YouTube is great for organic traffic and easy searching with over 1.9 billion users logging in each month.
- Facebook is better for building a social audience with short, easily consumable videos. The more entertaining, the better.
- Vimeo for ad-free viewing and more detailed information over who is watching your videos.
9. Share Your Videos
Your videos can be absolutely stunning and never get the recognition they deserve. Especially if you never share them. New videos won’t magically reach your audience, so you need to find a distribution plan outside of the video platform.
- Share your videos on social networks like Facebook, Twitter, Pinterest, and Instagram.
- Throw the link to your new content on the next email you send out.
- Embed them in high-quality blog posts.
Try all of the above to get even greater results!
10. Track Your Results
You won’t ever know how well your marketing strategy is performing if you don’t measure your ROI. It doesn’t matter where you publish your videos or how you share them, you need to use the platform’s native analytics to track your results.
Review your video views, track likes, read comments, and check click-through rates. Then, identify what works best for your brand and adjust to accomplish your goals.
Take everything you learned here today and apply it to your next round of videos. Video marketing is growing and improving at breakneck speeds, which means it’s a tool you can’t afford to ignore.
Continue to research how you can take your expertise to the next level, better your content, and produce superior results.