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Consumers simply love videos, especially millennials.
Videos are dominating the digital space since quite a while now. They have become one of the most effective ways to connect with consumers and engage them.
The statistics below justify the effectiveness of video content:
- 79% of consumers prefer to watch a video over reading text to learn about a product.
- 84% of consumers feel convinced enough to buy a product after they watch a branded video about it.
- 4 out of 5 shoppers say videos about how a product works are important.
Considering the massive upsurge in the popularity of video content, this is the perfect time to include video in your marketing strategy.
In fact, 63% of businesses are already leveraging videos as a powerful marketing tool today. 82% of them feel video is an important part of their marketing mix and 83% of them agree that videos deliver a good ROI.
You need an effective video marketing strategy to ensure success. Here’s how you can develop one.
#1. Set Objectives
If you want to create an effective video marketing strategy, it is important to understand the purpose of your marketing initiatives.
Video content has proven helpful in lead generation and nurturing. But that’s not something you should primarily focus on. Instead, you should create videos that can help educate, entertain, and inspire your consumers.
Your consumers are more likely to appreciate such content, remember it, and share it in their circles.
The goal of your video marketing strategy should be to:
- Improve customer education.
- Increase brand awareness.
- Increase user engagement.
- Generate more leads and conversions.
- Improve sales.
- Improve website traffic.
Focusing on these goals provides a solid foundation for your video marketing strategy.
#2. Create Useful and Interesting Videos
Not many people will watch and share your videos if they don’t offer anything useful or interesting. You need to create videos that provide your audience with what they want or like.
When creating a video marketing strategy, you should:
- Know who your target audience is.
- Understand what kind of information they are looking for.
- Identify topics that your audience will appreciate, like, share, and engage with.
- Think about how you can cater to their needs or help solve their issues.
Create videos that are relevant to your audience and can keep them engaged.
But you should not limit your videos to being informative. You should create videos that are entertaining and that can help you build an emotional connect with your audience. Such videos are known to drive more engagement.
#3. Tell Stories
People love stories. That’s why many brands are leveraging the art of storytelling to engage with their audiences.
You should craft and share interesting stories as a part of your video marketing strategy. You can talk about your brand’s values, discuss future plans, or reveal interesting behind-the-scenes stories.
Another great idea is to craft stories that cater to your audience’s needs, interests, and pain points. Such stories can help them connect with your brand on an emotional level.
Dollar Shave Club is a California-based company that delivers razors and other personal grooming products. They deliver razor blades on monthly basis as a part of their razor subscription service.
The company CEO, Michael Dubin, himself created videos to help their audience understand the concept behind their brand. The first video received nearly five million views within the first 90 days of its launch.
Since then, the DSC team constantly looks for new stories to fuel their video marketing initiatives.
Video via YouTube
#4. Experiment with Different Types of Video Content
You should experiment with the types of videos you want to offer. It is always good to provide your audience with a variety of content to enjoy and engage with.
Here is how Van Damme created a testimonial for Volvo.
Video via YouTube
Let’s take a look at a few popular types of video content that you should include in your video marketing strategy:
- Customer testimonials
- Demonstration videos
- Explainer videos
- Entertaining or humorous videos
- Expert interviews
- Case studies
- Event videos
- Behind-the-scenes videos
You can start with using two to three types of videos to see how your audience responds to them. In the long run, you will have to determine which type of videos work the best for your brand and audience.
#5. Promote Your Videos
Creating interesting videos and publishing them is not enough. You need to strategically promote your videos for greater exposure.
You should publish videos on your website. This will help you attract more traffic, keep visitors engaged, and give your content more exposure.
Don’t forget to engage your audience on social media. Your video marketing strategy should massively leverage various social media channels to generate high user engagement. Aim to get more likes, comments, and shares.
When sharing videos on social media, you should optimize your videos for every channel. This will help you drive the maximum possible engagement.
You can also partner with relevant social media influencers to further increase the reach of your videos. In fact, collaborating with influencers can help you create videos that have the potential to go viral.
Many successful brands partner with these influential content creators to create impressive unboxing videos of their products. These videos can help to generate audience’s interest in your products.
YouTube influencer, Lewis Hilsenteger, created an unboxing video of iPhone XS and XS Max, which received over 4.6 million views.
Video via YouTube
Videos can make a significant contribution to your brand’s growth. However, you need to carefully craft an effective video marketing strategy.
You should create videos that are relevant to your audience, can engage people, and compel them to take actions such as sharing your content or making a purchase.
Are you ready to craft a solid video marketing strategy for your brand? If you need any help or consulting, you can always connect with me here.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.