How to optimise video in your marketing strategy
In 2017 online video accounted for 74% of all online traffic. More specifically this meant…
- 500 million people watched videos on Facebook every day
- 82% of Twitter users watched video content within the platform
- People spent on average 2.6x more time on pages with video than without.
If these stats aren’t enough to convince you that you need video content in your marketing strategy then we will just throw in the SEO benefits too (especially video hosted on YouTube, as this is owned by Google).
So you understand the benefits of video, but how do you sensibly build it into your marketing strategy? First of all, start with the basics and consider the following:
- Where does your audience hang out?
- What sort of content do they respond to? Is it funny, educational or personal?
- How long do you want the person to be engaged? Are you trying to capture attention or give detailed information?
- What channels will you use your video on? Social, website, email, internal, exhibition etc…
- What’s the story behind your video? Like social, video is best when regular and relevant. So how can you develop this with your audience once you have them engaged?
Now that you know who your audience is, and where you are targeting them, think about the second stage before you begin the process of creating your video:
- How will your video stand out?
- How will it be engaging and relevant?
- Is it sharable to your audience?
- Is it consistent and should/could it be regular?
- How does your video reflect your brand values?
- Do you need to create user generated content or source a professional?
Once you have clarity on who, where, why and what, you can now think about the sort of video that you would like to create.
Having gone through the first 2 stages you should now be clear on whether you are going to create user generated content or hire a professional.
Both have their place in a marketing strategy, however make sure this decision is based on your target audience and end goal, not necessarily your budget.
User generated content in the wrong place can have a detrimental effect on your brand. Equally done well, and on the right platforms, it can have a quick and big impact on your market.
So if you are thinking of creating your own content, here’s some Top Tips!
- Good presenting video comes from communicating without self editing as you are doing it. If you don’t have the budget for a professional, get a friend/colleague to audit whilst you are filming.
- In terms of confidence, you can’t beat lots of practice! You could do this in front of a mirror to help see how you are coming across.
- Before you deliver your words try and think of something happy, then when you speak this will come though in your facial expression.
- Hands – do you use your hands when you talk to friends, colleagues? If so use your hands/ gesticulate when delivering your message. This will give you confidence and the viewer will be more engaged.
- Don’t worry about it going wrong! That’s what the editing process is for. If you are working with a professional you will be surprised how they will get you to deliver your message without you knowing it.
- Doing it yourself may take more time, but again you can always take out the elements that you aren’t happy with.
- If you are considering ‘Live’ video, then be super prepared ! Make sure you have notes and back up content available to discuss and draw on should you need it. Also think of your surroundings. You don’t want this to happen 😃
At this point if you have decided that video needs to play a part in your marketing strategy here’s our top tips on making the most of this opportunity:
1 – Planning
To make the most out of video content it’s best done regularly. So if you intend to use comms as part of this then make sure that you utilise your time in front of the camera. During one filming session could you also create a teaser for a future event or an introduction to your website/social channels?
2 – Branding
Don’t forget your video represents your brand.
So if you were in a large corporate then it may be relevant to invest in top quality production.
However, equally it can also be relevant to your audience to create user generated content.
Make sure that your logo is clearly represented and includes CTAs at the end
3 – Create yourselves as an authority in your sector
How can you resolve a current market sector issue? Create a video with the answer and make it shareable relevant content (don’t be afraid to share other, non competitive, engaging content too)
4 – Video on mobile
- Over half of video content is viewed on mobile.
- 92% of mobile video viewers share videos with others.
- 90% of Twitter video views happen on a mobile device.
Therefore consider where you are leading them to and how accessible on mobile it is. In other words what action do you want them to take?
- Visit website
- Email sign up
5 – Video on social
85% of Facebook video is watched without sound and nearly two-thirds of consumers prefer video under 60 seconds.
Therefore if your video is intended on social make sure you have text overlay, or subtitles created on YouTube (which has SEO benefits too).
If your final video is longer than 60 seconds, consider a creating teaser for social to drive people to your full length version.
Pin your video posts!
Finally, on Facebook, create a version of your video to be used as the cover photo too.
6 – Video in emails
Video can’t be embedded in emails effectively, however using the word ‘video’ in the subject line improves your open rate.
7 – Video on Landing Pages
Including video in a landing page can increase conversion by 80%, therefore embed your video into web pages and blogs wherever possible. Don’t be afraid to use the same video in multiple pages (as long as its relevant!)
8 – YouTube
Tags – make sure you tag your video on Vimeo and YouTube.
Also make best use of your description and title as this will bring you up in the rankings.
Thumbnails – make them clear and describe what the video content is, this encourages the people to click and find out more.
9 – Selling a product
Create a short video showing how your product works and include this on your website. Done well this increases sales massively.
Once you have this content utilise it on social media. If you are savvy, get a 30sec version with messaging over the top made at the same time, it’s much more cost effective!
10 – Testimonials
Get your best customers to give you a short testimonial or review. Again this can be used on your website, or social media and not forgetting to add this into your email marketing too. Once again keep these to 30 seconds so that they can also be used effectively on Twitter!
11- Customer Service
This is particularly valuable when selling products. If you have a frequently asked question then create the answer in a video. Make a prominent link on your website so that customers go there first before picking up the phone!
Hopefully this post has given you some ideas on how to optimise your video into your marketing strategy.
For more advice get in touch with us at Breadcrumb Media, as video production specialists we ware always happy to chat through your ideas.