For many businesses, video is becoming an important component in their marketing plans. It is being used with direct mail, email, mass media, social media and other marketing tactics as part of an integrated strategy. Videos can enhance, reinforce and compliment your overall messaging. Here are five tips to consider for effective video marketing.
- Define Your Audience -When you are targeting and segmenting the market, be sure that video is a consideration. Craft well defined customer personas to guide your video content development efforts. Key criteria to include in your personas are their demographics, buying behaviors and habits. Including:
- A profile of your ideal customer in terms of:
- Demographics: Age, Gender, Education, Income
- Psychographics: Values, Attitudes, Lifestyles, Buying Behaviors/Habits
- What information do they seek when buying?
- Product information
- How To Do Something
- Where are they in their decision making?
- Just kicking the tires
- Ready to buy now
Having a detailed understanding of your audience will make it easier to create videos that serve the information needs and requirements of the personas you develop. The goal should be to produce videos that provide the right information at the right time to the right customer. Knowing your audience will make it easier to select the appropriate type, tone and format for your videos.
2. Define Video Content – With video content, one and done should not be an option. Helping customers solve problems, explaining your products or giving customers a forum to talk about you provide a wealth of topics that can be communicated with video.
- Explainer/Tutorial – Customers need information. Explainer or “How To” videos provide the information customers need to solve problems or make purchase decisions. They are ideal for posting on social media and position you as a valuable contributor, offering helpful input to the online conversations consumers may be having about your products, brand or services.
- Product Reviews – Videos are an efficient way to communicate the features and benefits of complex products. Product videos on your company website can also help close sales. A 2014 study by Animoto revealed that 96% of consumers find videos helpful when making purchase decisions online and that almost 75% are more likely to buy if they watch a video explaining a product before they buy it.
- Testimonials – The Nielsen Global Trust In Advertising study found that in North America the top two most trusted forms of advertising are 1) people we know and trust and 2) consumer opinions posted online. This suggests that providing a forum for brand advocates via video testimonials can be a powerful and credible way to connect with prospective customers.
If you are going to use testimonials you will need to make sure that you give consumers something positive to talk about. A focus on providing a superior experience at every touch point is critical if you follow this approach.
- Emphasize Help over Hype – People use social media to be social not to be sold. Businesses should be aware of this and refrain from using social media for explicit selling. Your video content should consist of a mix of both informational and promotional. The video you post on social media should be geared towards helping your customers. Promotional video content is better suited for your website and email marketing.
- Keep Videos Short and Impactful – When it comes to video, a good rule of thumb to follow is, the shorter the better. According to Wistia Video Analytics, the longer the video the less people watch. Depending on the topic and the target audience, you should be able to get your point across in 90 seconds or less. If not, you can produce multiple videos as part of a series.
- Make Your Videos Accessible – Consumers control when, where and which devices they use to watch video content. So make sure your potential viewers can watch your videos in a format that is compatible with mobile and desktop devices.
- Mobile Devices – Video is particularly effective on the smaller screens of mobile devices. Smartphone and tablet users are 300% as likely to view a video as laptop/desktop users (Invodo).
- Video Platforms – Although YouTube is the undisputed leader for video sharing there are other alternatives. According to Top Ten Reviews there are over 50 video sharing websites on the Internet. Select the best one that meets your needs to increase access to your videos.
- Your Website – Videos are an effective way to add variety to your website. Research shows that adding video content to a text heavy web page can increase customer engagement. Diode Digital found that 60% of viewers will watch video on a website before reading any text.
Finally, in terms of accessibility, make sure your video loads up quickly. Internet users are an impatient bunch; after 2 seconds they will leave a video that hasn’t loaded. All the more reason to keep your videos brief.
The keys to a successful video marketing campaign are knowing your audience, defining your content, emphasizing help over hype, keeping videos short and making them accessible. The data shows that the use of online video will continue to increase. Keep these customer driven keys in mind to maximize your video marketing.
If you’d like to add additional tips, think we’ve missed anything, or have insights you’d like to share, please contact us, or leave a comment, below.