Video marketing is easier than ever before to actually get involved with. It doesn’t require a huge budget or a team dedicated to it.
Dedicate The Resources
First of all, what great brands do is they make a commitment to building your marketing strategy. Dollars may be tight and it may take you a little while to measure an actual return, but enough for basic shooting equipment is enough. As long as you have some editing equipment and someone who can use it, that’s half the battle.
You will need to produce a video at least every two weeks to keep customers interested. Feel free to spend as much or as little as you want, but make sure you commit something. Remember, 68% of companies have already pledged to raise their video marketing budgets this year.
What Story Do You Want To Tell?
This is the next crucial part of the process. Every video is about telling some sort of story. This story must engage customers and it must encourage them to do what you want them to. This can be absolutely anything you like. For example, you may want them to sign up to your newsletter or you may want to sell them your latest product.
It can never be a straight sales pitch. It has to be something that encourages them to find out more. It has to be engaging and something they actually want to watch. Take a look at your competitors to see what they are doing if you are all out of ideas.
Show People Over Products
Your strategy should always revolve around people not products. Yes, it’s important to explain your products, but if you are not creating a compelling story behind it nobody is going to care. People identify with other people not objects. Put a human face to the company.
You should start to incorporate various personalities behind your marketing efforts in order to give your company a certain personality.
Keep Videos Short
It may be tempting to try to pack a video with as much juice as possible. It’s always better to create five two-minute videos than one ten-minute video, though. All your videos should be short because most of the people watching your videos are likely doing so on the go from mobile devices.
On mobile devices they are only going to watch for so long, thus shorter videos will increase your views and ensure that people are going to get to the end.
Typically, long videos are only done on-demand and when you already have a significant following.
What Is Your Call To Action?
Fading to black is the biggest mistake you can make. Think about what every video you produce is designed to accomplish and then consider your great call to action. This should be at the end of your video. It has to direct customers to where they need to go next or the video is near pointless.
A video should be integrated directly into your sales funnel with clear call to action buttons.
Where you place your videos can have a big impact on what you get out of them. It may be tempting to use them as exclusive content on your own website, but this is actually a mistake. People are unlikely to view them here and you are never going to rank high in the video search indexes.
YouTube, on the other hand, makes it easy to rank and you are always going to get more viewers. It’s why practically every large company has a YouTube channel these days. You also have to consider your strategy for sharing this content on social media, since that will make up the bulk of your marketing.
Analytics And Measuring Your Returns
The final part of your video YouTube marketing strategy is about measuring the value of each video. Track the feedback you are getting and the amount of traffic that’s flowing into your website. Work out what’s working and what isn’t. Like with anything, you need to constantly test to get the best results.
Video marketing is something that can be extremely powerful, but on the other hand you need to bear in mind the fact that you have a lot of competition. You are trying just as much to get customer eyeballs on your videos as you are to make sure they are not viewing your competitors instead.
How are you going to make video marketing work today?
AJ Agrawal is the CEO and Co-Founder of Alumnify Inc. Follow him on Twitter at @ajalumnify