Video is starting to dominate online marketing strategies. This trend is driven by consumer behavior which shows video content is more engaging, shareable, and informative than other marketing campaigns. So, if you are not taking advantage of video marketing content in your online strategy, you can be assured your competitors are or will soon be.
Compared to other forms of online advertising and marketing, video content can potentially be the most effective, with a relatively low cost when compared to the return on investment. According to a report by HubSpot, a leading developer of software products for inbound marketing and sales, states, "When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later."
Video content is more captivating, engaging and persuasive than text-only content. This fact is why video has now exceeded blogging in practice for social media marketing. Ultimately, your audience is more likely to sit through a whole video than read an entire blog post, which is often times only skimmed. However, building up a strong video content library is not easy.
Adding video to your online marketing strategy is not as simple and straightforward as you may think. There are several aspects and best practices that you will need to recognize before producing even your first online video. Some of these are simply complying with general marketing best practices. Others are unique to video content marketing.
Best Practices for Successful Video Content Marketing
- Before crafting your first video, identify your audience. - Take a moment to think about your existing customers. It is likely that you can break your clients, shoppers or patrons into specific target groups. Important characteristics to consider include customer goals, desires, skills, attitudes, and values. Rather than creating one general video for the purpose of running a content marketing campaign, the better choice is one video for each target group.
- Utilize an online marketing funnel to capture those not ready to buy. - It is important to recognize the stages of a consumer's life cycle. The customer lifecycle includes five distinct stages: reach, acquisition, conversion, retention, and loyalty. Some people are just learning about your company, while others are ready to make their purchase. A single video cannot accommodate your entire funnel. Some videos will need to focus on building an audience and brand recognition, while others will concentrate on the buyer's journey and their eventual conversion.
- Keep it short and simple, getting to the point quickly. - Online users are notorious for their short attention spans. As a result, you have approximately 5 to 10 seconds to grab their attention. Moreover, if you want people to watch the entire video, consider limiting the length to 90 seconds. As you build interest, and more narrowly target groups, you can make them a bit longer. Still, you want to avoid adding a lot of filler and fluff.
- Make sure to focus on the voice narration. - A larger number of people, especially YouTube users, will listen to videos while doing something else, and not paying close attention to the visuals at all. So, consider adding voice narration to your video content. Ideally, this voice narrative should be crafted in such a way that it could work as a standalone, voice-only podcast. Remember, the goal of a video is to attract leads and convert sales. If you are going to invest in creating a visually appealing video, also invest in crafting the ideal audio.
- Examine and understand all your video metrics. - When it comes to video content, very often the only metric ever considered is the view count. The fact is it does not matter how many views you receive if the videos are not attracting leads or converting sales. So, rather than becoming obsessed with view count, focus your attention on the often overlooked back-end metrics, such as engagement levels and conversion rates.
- Pair your video with other useful types of content. - While video is a powerful marketing tool on its own, it works best when combined with other forms of content marketing. Make sure you are adding video content to your blog posts, landing pages, email marketing, and other types of content. Video increases the value of other forms of content, producing a higher impact.
What haven't we covered yet that is important to you? Do you need help with your video content creation? If you would like more best practices for video content, or need information on a related topic, please contact us today.