It is undeniable: video marketing works. But how do you integrate video into your overall marketing strategy and make the most of your efforts?
Set Clear Goals
First of all you will need to identify your business objectives and make a clear plan of action. When you set out to create a video marketing strategy, the road ahead may seem very long – but drill in deep and simplify it down to the key objective for your campaign. Once you have done that, planning around it becomes much easier.
For example, do you want to:
Increase your conversion rate?
Reduce your bounce rate?
Increase brand engagement?
Of course – it is likely to be a combination of all these things and more, but it is important to focus on one area at a time, and plan your strategy around each of the cogs that will turn the wheel.
For example, if you are looking to generate exposure, there is no better way than a video that goes viral. Easier said than done, perhaps, but with video sharing sites getting millions of hits a day – you could just hit the big time.
Take Tipp-Ex’s “Shoot the Bear” video for example, which went viral from day one – with 1 tweet per second in the first 10 hours, and one million viewers after 36 hours. How about that for brand exposure!
Our previous article looks at some of the ways video can be implemented to increase your website conversion rate.
At a cost of around 900,000 Euros for “Shoot the Bear”, not every company will have the marketing budget of Tipp-Ex!
The reality is that you don’t always need Hollywood-style production to make a video that delivers value, so once you have worked out the budget your business is able to put towards video marketing, it is just a question of tailoring your strategy to make the most of it.
There will be potential video content all around you every day – capture one of your team giving a talk; introduce your staff on camera; film testimonials from happy customers… Content is king, and there are opportunities everywhere – you just need to open your eyes to them!
Professionally-made video is also becoming much more affordable. A bespoke, high-definition video can cost less than £1,000 and will show a massive return on investment if done well – so it is worth exploring your options carefully.
Contracting a team of video production experts will take most of the work off you, but if you are on a shoe-string budget – be as creative as you can, like these guys were using just one camera and a few borrowed treadmills. You never know – you may just get your brand seen by millions too!
Reaching your audience
Probably the first area to look at is the one where you already have a captive audience: your website.
For increasing visitor engagement, reducing bounce rates and increasing conversions – effective video is an unbeatable medium, and your website is your prime piece of real estate to showcase your business.
If there are areas of your site that are less successful (maybe visitors are spending less time on a particular page, or not completing an action you hope they will), look at how video could be used to keep your audience engaged and informed.
The next part of your video strategy will be to look at the channels that can connect quickly to your audience. Everyone knows the power of YouTube, and video sharing sites have the potential to engage a worldwide audience of millions with your brand – take a look here to get a more detailed look at some of your options.
Social media networks such as YouTube, Facebook and Twitter are changing the way businesses communicate with their customers, and make it possible for everyone to create and share content. Tap into these incredible marketing tools and plan how to get your content out there (these all warrant individual posts so apologies for the lack of detail)!
The next important part of your strategy is to plan and research how you are going to optimize your video for the search engines. Google loves video content and will rank you high on the search engines if you learn how to choose the right keywords to target.
Make sure you fill out all information fields relating to your video, and add descriptive, catchy titles. Relevant tags and descriptions will make your content much easier to find. Also, use schema.org HTML mark up for your videos – check out REELSEO’s recent post on this as it will also help get them quickly indexed and ranked.
Again – video SEO can seem like an impossibly daunting task to tackle. A good video production company will be able to advise on the best way to get started once your video has been produced, but if you are going it alone, take a look at our recent article on the video seo basics and also running a quick search of the relevant video sharing sites will find you tutorials and advice.
Take it step-by-step, and there may well be a fair amount of trial and error – but it will be worth it!
Having invested so much time and effort into your video marketing strategy, you will want to make sure it is working for you. Many video platforms offer detailed metrics to help you measure and track the effectiveness of your strategy, so decide which are the most important for you to measure and choose the appropriate platform.
Again, this will come back to the original goals you set: ie. for brand exposure, number of views could be important; for bounce rate, time spent on the site etc.
Without visible analytics, it will be impossible to know whether you should continue down the same path or change tack – and hopefully, with a clear strategy in place you will already be half way down that path!