In this media-saturated age, videos have risen to become powerful tools for content marketing. Companies are realising that through high-quality produced videos, they can increase their influence on their target market by delivering a brand message in the most memorable manner, and at the same time establish what truly sets them apart from the rest.
It’s worth mentioning as well that video has emerged as a top choice for marketing content. In a survey conducted by Demand Metric and Ascend2, videos are the preferred form for:
Establishing brand awareness (52%)
Lead generation (45%)
Online engagement (42%)
These figures only go to show how video content marketing is truly a must for enterprises across all industries that want to push their operations forward and increase their sales. However, it’s important to point out that producing videos for marketing purposes needs a winning “formula” to ensure that the effort will indeed create the intended impact. What are the crucial variables to this formula? They are rounded up below.
It goes beyond YouTube
It doesn’t just rely on the number one media sharing site to deliver videos to the world. There are other hosting services out there worth considering. But if you’re using YouTube as the launch pad, make sure to embed your videos in blog posts on your own site, and then drive further traffic to those pages by means of social media, emails to your list, and PPC advertising.
Relevance and usefulness
Video content should be interesting and consistently able to provide timely information to help users’ problems. Instructional videos, such as tutorials or guides, are highly sought after in ensuring a positive user experience for products and services.
The video should be able to connect the business to the viewers easily. Therefore, it’s important to include forms, in-video links, quizzes, surveys, and most importantly, clear calls to action or CTAs which will create opportunities for viewers to engage further and make decisions toward the advantage of the business. Also, these interactive elements will allow you to collect email addresses so you can stay in touch with your audience.
Right video length
Short and sweet does the trick for videos intended for marketing. It’s hard to hold the attention of viewers beyond the 2-minute mark, so by this time, it’s imperative that the message has already been properly established and has locked in the interest of the viewer.
Easy to understand
Use transcriptions and make them completely accurate, especially if the message is delivered by someone with a distinct accent. This is one of the most important video content marketing tips to implement because you want your information to be used by everybody. Likewise, transcriptions can have a huge impact on your search rankings when utilised properly to improve indexing, usability and content quality.
These have the power to increase the likelihood of user engagement and drive traffic from searches. Incorporate keywords into the titles to make them even more SEO-friendly.
This will allow you to gauge the success of your video marketing campaigns for it generates information on engagement rate, location, number of viewers, etc. The data provided here will allow you to make necessary improvements to further boost your marketing impact.
Link to CRMs and marketing automation platforms
You can track your audience’s viewing habits on an individual level through these platforms and then make adjustments not only to engage them further but to develop their loyalty to your brand as well.