Video
creation has undeniably revolutionized content marketing. In 2017, 63% of
businesses used video for marketing purposes. This year (2018), that percentage
has blown past 80%, so far. A recent survey indicates the average person
consumes at least 1.5 hours of video each day, with 15% watching more than
three hours. This translates into a prime marketing opportunity for brands in
all industries.
Creating
videos that are not only engaging but relevant to your audience can be a tricky
task. Here’s a look at 8 ways you can ensure you’re investing your time
properly. These tips can enhance engagement, increase conversion, and provide a
strong return on investment (ROI).
1. Create a
Template and a Process
Your product
will only go so far when you don’t have a process to spread brand awareness.
Fortunately, others have come before you and have paved the way to success. You
can easily follow in their footsteps. Do a quick online search for “video
templates” and you’ll come across thousands of video templates and work plans
that have been used by other businesses.
Video
templates expedite the video creation process. In fact, some of them allow you
to create a video in the same amount of time it takes to finish off your
favorite latte. Templates also take the hassle out of having to be a video
guru. They are extremely intuitive and require no serious training. More so,
they mitigate the cost of having to hire a professional team to create videos for
your brand, which can easily exceed $5,000 for a short 2-minute video.
2. Set Goals
Without
goals, it becomes nearly impossible to create key performance indicators
(KPIs), which are essential to measuring the success of your video marketing
efforts. Examples of goals you can set include:
• Provide
useful, interesting content that’s easily shareable.
• Integrate
emotional and inspirational aspects into the videos.
• Always
include elements of your brand.
• Get
straight to the point.
3. Tell a
Story
Storytelling
has quickly become one of the most preferred forms of marketing. 92% of
consumers want brands to target them with content that feel like a story. And
did you know telling the story of your brand can increase the value of your
product by a mind-boggling 20x its initial value? To create a video that tells
a story, you’ll need to start by writing an engaging script that tugs at the
heartstrings of your audience or connects with them on an emotional level.
4. Always Be
Friendly and Conversational
The goal
here is to make the video sound natural. You don’t want to make the audience
feel like they’re sitting in a college lecture. Use language they can
understand and don’t be afraid to throw in a little humor.
Make sure
your script is short and to the point. Across most industries, we are seeing
videos under 120 seconds in length to be highly favored by viewers. However, if
you happen to be in the media or publishing industry, you may want to consider
making a longer video on a regular basis. (Video length averages for these
types of businesses often exceed 20 minutes.)
5. Don’t
Forget Your Target Audience
In order to
engage your target audience, you must know who they are, and this requires
creating your videos according to your buyer personas.
1. Who are
you targeting?
2. What are
their challenges, goals, interests?
3. When do
they spend their time online?
4. Which
channels do they spend the most time on:
Social
media, websites, blogs, or YouTube?
6. Post the
Video With a Transcript
SEO
shortfalls are maximized when you don’t include a transcript with your video
postings. The only SEO help a video receives is from its title and category
tags. When you attach a transcript to it, though, you ensure Google and other
search engines are able to crawl each word spoken in the video. This boosts its
SEO value and places it in front of your targeted audience.
7. Analyze
and Optimize Results
You can have
the best video on the whole internet, but if you don’t analyze and optimize it
accordingly, your marketing efforts will be in vain.
Analyzing
your KPIs will help pinpoint which parts of the video need to be tweaked and
adjusted. Comprehensive analytical dashboards allow you to see view time rates,
identify which videos are garnering the most views, and which ones aren’t engaging
your audience.
8. Monitor
Reactions and Comments
Your
audience’s reactions and comments will give you a clear indication of whether
or not they find your videos engaging. If you have a massive number of people
commenting on videos that focus on a certain topic, you’ll know to adjust your
content schedule to incorporate more videos that focus on the same topic. This,
of course, requires that you analyze each video you post for comments and
reactions. With the right software and analytics, you can easily monitor each
video on an individual basis.
The Takeaway
Whether
you’re starting from the ground up or you’ve been doing video marketing for
some time now, the tips outlined above will increase engagement and conversion.
As online marketing continues to evolve, so will video marketing. Staying
up-to-date on the latest trends will maximize your ROI and help you stay
attuned to the unique needs of your audience.
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