What does it really take to create and execute a winning video marketing strategy? Video is by far one of the best ways to reach audiences across the Web. The average consumer (and even business owners) are watching hundreds of hours of online video weekly. It makes perfect sense to have a marketing strategy that includes video, whether you’re in the B2B or B2C markets.
The year 2015 has been dubbed the year of video marketing. This is when we watched thousands of businesses integrate video into their marketing initiatives in very unique ways. Some succeeded and others failed. This goes to show that a well-thought-out plan is needed if you want your video content to be useful for your brand.
Video content stands out on the Web, especially when it’s posted on social media. It grabs the attention of users and allows them to absorb significant amounts of information in a short time frame (30 seconds, one minute, two minutes, etc.). But when done inappropriately, users will bounce away from your videos and will likely ignore them in the future, so it’s important to get it right the first time and every time thereafter.
So what do you need to ensure that your videos are performing optimally? Let’s review.
A Content Publishing Schedule
The first thing you need to create is a publishing schedule for all of your content. It’s just like timing when you tweet and post content on Facebook or other platforms. There’s a time and a place for different audiences, so it’s important to research this. One way to appeal to your audience is to create video content in the form of a series. For instance, you can introduce a new product, then showcase how it can be used in different ways in each new video.
It’s a good idea to space out the publishing, so people have time to watch each video when it’s convenient for them. If you’re about to launch a product, schedule your publishing so that it leads up to the event. Hopefully, it will carry over a lot of viewers that end up converting.
Keep in mind that Internet users have short attention spans, so you need to keep your video content short-form. Be precise and to the point, so they’re not dragged out. Find ways to say what you need to say quickly and in an engaging fashion. You don’t want to bore your viewers.
Calls to Action
Every video you post should have a call to action at the end. This way, people are driven to perform actions that bring you closer to reaching your goal.
Hugh Benjamin is an Internet marketing expert that has helped many small businesses with their video marketing. Other services he provides include SEO, content marketing, PPC, social media marketing and online reputation management.