Understand what your goal is
What is the aim of your video marketing strategy? Answers may be various. Whether you are seeking an explainer video for a new product, trying to acquire new website users or showing customer support, it is important that the content corresponds to what you are trying to achieve.
Explore your competitors
Watching your competitors’ videos will not only give you more experience for making your own ones but will also help you understand how to differentiate your videos from them. Or, you can also integrate video marketing strategies from unrelated industries and make them work.
Pass to the creation
A couple of years ago, the creation of a video would be a big headache, but nowadays the technological innovation allows everyone to create great videos without a professional camera, only using a phone camera and some editing tools. Websites like Renderforest offer a wide variety of templates that will help save both time and money without sacrificing the video quality.
Know who your target audience is
Depending on who your target audience is, your video content, format and topic may vary: in fact, audience changes everything. So do some researches to find out what topics will interest your niche and use others’ experience to learn how to attain your goals.
Keep it short
Today short videos have the majority of views on the web. Thus, it’s better to fit in less than 3 minutes, and the shorter, the better. If there is a lot to say, the message can be split into several shorter videos, because it is more likely that visitors will watch several short videos instead of a long one.
Use micro videos
You can also use micro videos on social media websites like Instagram, Snapchat and Vine, as they have a large number of users and provide a great amount of views (e.g. 1 billion of loops are played daily on Vine). However, the maximum duration of the videos on these websites are super short - from 6 seconds to 15, which will significantly limit your scope. For this reason, you can make your original video and then cut it into a shorter version designed mainly for these websites.
A CTA is an action you want a viewer to do after watching your video. Include a CTA at the end of the video, because if a viewer has reached this part of it, he is most likely to be interested in what you present. So now it’s the viewer’s turn to do something, and a call-to-action is a prompt for it. Depending on the type of your company, your audience and your goals, the CTA may vary. Nevertheless, CTA mainly includes ways to contact you or calls to engage with more of your content: visit your website, watch more videos, etc.
Share your video
Once your video is ready, you need to choose where to share it. There are plenty of distribution sites on the Internet, so you are the one to decide which are more suitable for your business. Websites like YouTube, Dailymotion, Vimeo, Facebook, Twitter and LinkedIn are proven platforms to increase visibility for all types of business, depending on who your target audience is. On Twitter, make sure to provide the corresponding hashtags so that your video is easy to find. On LinkedIn, search for different groups that suit the topic of your video to increase audience. If your video is entertaining, chances are you will reach your audience organically for totally free. However, you can invest just a little on advertising to make it more visible.
Keep track of your video
What now? Once your video is published, you need to keep track of how it’s going. Use Event Tracking on Google Analytics to see whether the obtained results were worth the effort. This tool will show you several indicators, e.g. the number of unique visitors on you website, the number of video views, the channels that have provided the most views, etc. This information will help you understand what works the best and what does not so that necessary changes can be made. If everything is done correctly, a video can attract more customers without breaking a bank!
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