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Tips for Improving Your Video Marketing Strategy Part One
There’s no disputing it, it’s clear that a significant portion of the population prefers to consume content via videos. More and more businesses are investing in a video marketing strategy. Video has become so popular that:
- Video now accounts for about 80% of all consumer internet traffic
- The volume of mobile video consumption increases by 100% every year
Given the trends, video marketing provides a great opportunity to connect with your ideal clients and develop stronger relationships more effectively. People respond well to video, as it can facilitate more of a human element, and enable your prospects to get to know you more intimately. Your face, tone of voice, body language and surroundings can help you create a more compelling story than text-based articles, still graphics and/or email. It’s also a powerful content medium for storytelling, which can help to set you apart from your competition, especially those who’ve yet to add video marketing to their overall marketing strategy.
Remember, people buy from people, not companies, and by using video as part of your marketing and sales strategy, your ideal clients will get to see the person behind the company that they’re interacting with.
According to research, 79% of consumers now agree that video is the easiest way to get to know a brand online. That same research shows that nearly three-quarters (74%) of consumers can draw a direct connection between watching a video on social media and their purchasing decision-making process. In fact, roughly half (46%) of consumers said that they’ve made a purchase as a result of watching a brand video on social media, while another third (32%) have considered doing so.
Now, if you’re like many businesses or social sellers, you might be hesitant about creating and sharing your own videos, but I can assure you that the benefits are worth it. In fact, for lead generation purposes, businesses and sellers get better results when they create the video themselves. A video of yourself can leave you feeling a bit vulnerable, thereby giving your video a level of authenticity that’s often lacking in high-quality marketing videos. Those slick marketing videos, in many cases, are actually more likely to be ignored.
Emails which include a video see 4x the click-through rate compared to those without. It’s also important to note that video is one of the best ways to establish authority on your topic, and in your niche.
Here are tips that will help you improve your video marketing strategy and increase engagement with your ideal clients:
1. Know your audience
If you try to market to everyone, you ultimately market to no one. This notion holds true with video marketing. While having a viral video that everyone loves may be great social proof, your video marketing strategy, and the videos that you create, should help you to achieve one or more of your business or marketing goals (i.e. drive awareness, sales, traffic, etc.). How you make your videos effective is to begin with your ideal client/s in mind.
You need to do your research and have a clear understanding of your audience’s needs and preferences. To do this, you need to determine:
- What channels they’re using to consume video
- The type of language they use, and which will best communicate your message
- What challenges or needs they have, which you can provide a solution for
If you understand what their motivations are, and you speak their language, you’ll be able to connect with them in a meaningful way. When you create targeted video that’s specific to your audience’s questions or needs, this will drive better outcomes for your business, and be more useful to your audience.
2. Consistently brand your videos
Whether you’re creating live videos on the fly, professionally scripted and edited webinars, or something in between, you need to be consistent with your digital branding. This will make it easier for people to recognize you when they see a video you have shared, while it can also instill a sense of professionalism which, over time, will build trust.
Decide what branding elements you’re going to include in all of your videos, which will help your viewers to recognize your video content when they see it. This could range from something as simple as a unique item of clothing you always wear when recording, to a simple brand logo in the same corner, or the inclusion of a short, branded intro or outro on each video.
3. Make the video topic clear
There is now a ton of video content that’s competing for the attention of your ideal clients. Because of this, it’s essential that you quickly grab their interest, and clearly communicate the topic of the video with your title and description. You have to provide enough information for people to decide whether they want to watch your video or not – and worth noting, often viewers will be deciding whether or not to watch based on your video title alone.
If you want viewers to commit to a lengthier video of five minutes or longer, you’ll need to provide them with an accurate and informative synopsis. In your synopsis, try to highlight two or three benefits that they’ll get from watching your video, or provide the main plot points if it’s a narrative.
It can also be helpful to transcribe your videos. This will enable viewers to skim the content if they prefer, while it can also help search engines index your video content for relevant search queries.
4. Tell stories with your video
Storytelling is vital to successful video marketing. Viewers will often forget the various stats and numbers you share, but they’ll remember a funny or inspirational anecdote which connects with them emotionally. People use stories every day to help them understand the world around them. Stories can also be one of the best ways to communicate a complex situation or idea.
View our blogs on storytelling for tips on incorporating effective storytelling into your videos!
If you would like us to help you create YOUR marketing video contact us at:
Dolphin Video Productions