While content marketing is always changing, it’s clear that video marketing is here to stay.
If you haven’t started making videos, it’s not too late! Now is a great time to get into digital video. And if you’re already on the video train, you can always up your game and make your videos work harder for you.
Here are five simple strategies to maximize your video marketing.
1. Map out your video marketing goals
What results do you want to achieve with video? Is it part of a bigger strategy, or a stand-alone tactic?
People often get excited about video’s potential, but don’t take the time to outline what they want to achieve by using it. Setting goals is a roadmap that helps you, and any collaborators, know where you’re headed and whether you’re on track.
What exactly do you want to achieve through visual storytelling? Do you want to increase the number of your email subscribers? Do you want to convert your viewers to buyers? Do you want to build a movement or raise awareness about a cause? Or do you just want to boost your sales? In each case, the road map will be a little different, so plan accordingly.
2. Focus on creating value
No matter the niche you’re in, there’s an audience ready to watch your videos. But to win with video marketing, you don’t just need people to watch your videos. You need people to like them, share them, and keep engaging with your brand.
Make videos that answer your most frequently asked questions – this is clearly content that’s valuable to people (since they keep asking the same questions), and as a bonus it saves you the time of having to answer them. Use the video on your website, YouTube channel, and even in your email signature.
You can also use video to share tips and tricks from your areas of expertise. People love a good lifehack, and useful content is more likely to get shared than just a plain old marketing video.
When valuable content gets shared (which it does a lot), it will help increase your reach. Sharing valuable content boosts your conversion rates because the valuable information lets your audience know that you’re an expert in your field. This in turn breeds trust. Even if they aren’t in need of your services right now, the next time they are, they will think of you first.
3. Use your video content to tell a story.
Every good video must do two things. First, it must capture the attention of your viewers. Second, it must sustain your viewers’ attention to the end of the video. Nothing does that better than a video that tells a compelling story.
Stories are an essential way humans communicate and share meaning with each other. Using a strong narrative can make a lasting connection with your audience. So ask yourself the questions: What story is your organization trying to tell? How does it fit into the situation we are in? How does your message fit into the lives of actual people? How could you frame your message with a narrative, with characters, with a beginning, middle, and end?
Whether your goals are to raise money, convert leads to customers, or simply spread awareness, now is the time to act.
Turns out we have a lot of thoughts on storytelling… check out some of our other blog posts on what makes a good story.
4. Create video content that’s perfect for mobile devices.
There are more people on their smartphones than any other device, and videos are the most shared content on mobile phones. Considering the vast number of eyeballs that are on mobile devices, it’s only wise that marketers make videos optimized for mobile viewing.
Given the popularity of Instagram, Snapchat and TikTok, quick, well produced videos have more impact. So, instead of creating long videos to increase watch time, switch to shorter ones.
5. Collaborate with a professional.
It’s easier than ever for anyone with a cool idea to make a video with their smart phone and some cheap, downloadable software. But that doesn’t mean all videos are created equal. Consumers are becoming more discerning as viewers, and your pieced-together, not-optimized-for-mobile, in-house job is not going to be as effective as a professionally-made video. Take it from us – hiring a professional voiceover artist, and having a solid script, are completely worth it.
