Source: NikkieTutorials
ix. Testimonial Videos
Testimonials are close to product reviews, except that these are mainly like a company review. They are perfect when done during a company event, where you can record live testimonials from existing customers.
Alternatively, you could create a contest or offer a discount for customers who can offer in-person video testimonials. Generally, you want your customers to raise any concerns they might have encountered while buying the product, the results versus the expectations they had, any specific feature they liked the most and what they would want potential customers to know about the product or company in general.
x. Live Talks/ Presentations
You can always take advantage of an opportunity where a team member is giving a speech or presentation by filming it and using it for marketing. Double benefits. Another way brands can benefit is by giving targeted talks at related company events or small-scale networking events.
8 Effective Steps for Developing an Effective Video Marketing Strategy
Any video marketing strategy that has as main and only purpose to sell is destined to struggle if not to fail. Of course, selling is the final purpose of any marketing campaign, video marketing strategies have also this ultimate goal, but today’s audience wants much more than that. In order to be successful, your video marketing must entertain, educate and inspire, genuinely convince the audience that your offer is valuable and perfectly able to solve their problem.
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Know Your Goals
Your goal could be brand awareness, sales or traffic generation, whatever it is, you ought to be clear and base each decision you make on this goal. Without goals it will be impossible to measure the success of your video marketing strategy and the one of the subsequent campaigns.
Successful goals must be specific. This simply means knowing exactly what you want to achieve. They should also be measurable, meaning you must identify key performance indicators that can be used to measure the success. These goals must also be attainable or achievable and relevant to your overall business. Finally, they must be time-bound; you must have a specific time frame in which these objectives can be achieved. This will guide every step that you take and the time to spend on it.
2. Understand Your Audience – Research and Insights Are Key
A good campaign always starts with a thorough research on who you’re targeting and what you want from them. Here you must know the kind of content that will resonate with them and as consumers’ appetite for video content increases, brands are learning that targeted video content that’s specific to their audience’s needs and solutions are what’s driving better outcomes for their campaigns. What this means is that the content you create should be about your target customer and must be what they’re looking for.
By being relevant to them, your content will attract more of the right kind of customers because they will organically align themselves to your brand. Use analytics and metrics to review previous data and see the things that your customers liked in the past and use similar content to find more potential customers.
3. Type of Video and Where to Publish It
Having identified your specific target, it will now be easier to depict the best place to find them and the type of video that will work best. Consider the story you want to tell them and identify the video style that will suit best.
Another important factor to consider is where this entire video campaign will fit within your brand’s customer journey and marketing funnel. Have in mind that all your customers are not in the same spot in their purchase journey, so your message and videos must address all of these various points.
There are various platforms you can use to publish your video; the main ones are Facebook, YouTube, Instagram and Twitter. This, however, is largely dictated by your target audience, publish it where they are.
4. Set Your Budget
Your budget will always influence the creative tactics you can employ. And all the video marketing examples listed above vary in cost because they all vary in the kind of resources they will require. This notwithstanding, the quality of your video and its authenticity should be priority.
Another consideration will be whether you will create this video inhouse or whether you’ll outsource to a production team.
You must also consider the frequency of creating them and the equipment needed such as the video camera, a tripod, a stabilizer, lighting, audio and editing equipment among others. If at this point you can’t afford any of this, start with your smartphone. It’s not that complicated.
5. Identify How You’ll Measure Your Success
The good thing about video is that it’s quite easy to track the metrics. Some of these metrics include:
Average view duration - Measures how long viewers watch your videos on average.
Average completion rate - Measures your videos ability to keep the view’s attention.
Re-plays - Number of times people re-watch your video.
Audience retention - Shows you the number of people that watch the video from beginning to end.
Click-through-rate - Measures how viewers respond to your call to action.
Engagement - Shown by likes shares and comments.
6. Create!
This is the fun part. Here you may encounter a few issues e.g. your editing skills may not be professional yet, you may discover that you need more than one camera angle and so forth, there is the lighting issue and the truth is, your first video is not going to be your best video, but it will place you in a position to get better, so go ahead!
7. Edit and Publish with SEO Guidelines in Mind
There are myriads of free video editing programs and apps available. Examples include Adobe Premiere, Corel Video Studio, CyberLink Power Editor or Splice. Keep the best clips and cut out unnecessary footage.
Once you’re done editing, publish your video while considering SEO guidelines. These include optimizing your title, description and use of hashtags with the relevant keywords. While applying this, don’t forget to be catchy and appealing.
With this done, you’re good to publish!
8. Promote
Finally, remember to promote your video across all relevant channels, depending on where your target audiences are. This could mean through emails, social media channels, affiliate websites and so on.
Responding to any comments you receive on your video is also a great way of boosting engagement which may lead to more shares.