A Beginner’s Guide to Effective Video Marketing

Video is no longer a single component of your content marketing strategy. It’s central to growing consumer engagement and allowing campaigns to reach their full potential. Thanks to the advent of social media and its gained notoriety, the marketing gameplan has been revised (for the better of course) with new X’s and O’s to score the attention of your audience. One of which being, promoted videos through social media. It’s no surprise that video has dominated the social media ecosystem. According to a recent study, four of the top six channels on which consumers watch videos are, in fact, social channels.

So, are you present on social media? That’s the first step to maximizing full video exposure. It allows you to put your video in front of people who have already expressed a general interest in your brand. To have access to a (virtual) sea full of people and potential leads, you must create a strong presence and layout a content marketing strategy that includes helpful information about your business and address any pain points or challenges consumers may be experiencing.

Once your social media presence is established, you’re ready to reap the many benefits of video marketing. Follow these five tips to incorporate video into your next marketing campaign, and attract more potential customers for your business.

1. Define Your Video Goals

Strategically outline your goals, and define whom your message is going to speak to. What audience are you trying to reach? What topics should be discussed? Do you want to raise brand awareness, or provide helpful information to gain the trust of consumers? Be clear about what you want the video to accomplish. Remember, it’s about laying the groundwork that will resonate with your audience and fulfill their needs as consumers – not just about making a hard sell.

2. Use Enticing and Engaging Visuals 

We’re visual learners. Ninety percent of the information our brain processes every day are visual (you can’t argue with science). So, go ahead, include visuals. Wait, like what?  Visuals are pretty vast and can encompass graphics, charts, images, and infographics. These play an important role in getting your video message across. Provide compelling evidence or tutorials to give your audience a more profound understanding of how your business can solve an issue at hand.

3. Include a Call-to-Action (CTA)

Adding a CTA to your video is another significant component of your video marketing strategy. What action do you want a viewer to take after they’ve watched your video?  A CTA enhances the user experience by providing a clear path to additional resources, such as a landing page to download an e-book or to schedule a free consultation. Perhaps your video is for educational purposes. Alternatively, maybe it’s an entirely random video about “Talk in an Elevator Day” (yeah, it’s a thing). Regardless, encouraging viewers to download an e-book or schedule a free consultation is a great way to help viewers to take the next step and provide your company with valuable leads.

4. Optimize for SEO

Just like a blog post, it’s essential to include relevant keywords in your video. Did you know YouTube is the second largest search engine with more than three billion searches conducted a month? Similar to Google, YouTube utilizes the same SEO functionality, such as including keywords in the title and description. Include tags with multiple keyword variations, and make your video thumbnails as eye-catching as possible.

5. Decide What Channels to Share Your Video On

In addition to posting your video as a blog post on your website, it should be posted on all social media channels to further optimize for reach and engagement. Below is a list of recommended social media platforms to capture the full attention of potential customers.
  • YouTube: As mentioned above, SEO is crucial on YouTube. Remember to add industry-specific keywords, links in your descriptions, and tags on your video. Keep your title concise and within 60 characters and include a compelling thumbnail.
  • Facebook: Facebook is currently one of the most used social media platforms in the world. It’s important to remember that social media users want to digest content quickly. Make sure the first 10 seconds of your video immediately captures their attention.
  • Twitter: Twitter is the best place to keep your keywords, hashtags, and video length as short as possible for effective engagement. Videos should be between 30-40 seconds long for optimum viewing purposes.
  • Instagram: On Instagram, videos are capped at 60 seconds, but can be up to ten minutes long on IGTV. Write a sentence or two for your caption that’s clear and to the point. Adding hashtags to your Instagram caption can help attract more followers and viewers. Research a multitude of keywords related to your video topic and brand and include them within your Instagram caption.
There’s always more to be discovered when developing effective video content, but hopefully, these tips will get you started. But one last tip! Make sure you set-up your videos for mobile and desktop viewing. With so many social media users absorbing content through their phones, it’s essential to make sure your videos look appealing on both devices. Happy creating!

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