There is no question that videos can be a powerful marketing tool. In order for them to be effective, however, it is essential that you create something your customers actually wants to see. Unfortunately, this is often times easier said than done. With technology and other distractions, it is more difficult than ever to cut through the noise to truly grab your viewers’ attention — and keep it.
The good news is that with proper planning, you will stack the cards in your favor and significantly increase the chances of your video becoming a success. Here are three planning tips to consider before you jump into video marketing.
Identify Your Video Marketing Goals
To start, you need to determine what you want to accomplish with the videos you create. Are you trying to draw attention to the products or services you offer? Are you going to use the video as a recruitment tool or to increase brand awareness? Are sales your primary focus?
It doesn’t matter what you ultimately want to accomplish with your videos; the key is to define your long-term goals and build a strategy around that, with video as a tool to help you succeed. You will not be able to measure the effectiveness of any video campaigns unless you first decide what it is you want to get out of your video marketing efforts.
Make the Goal in Your Video Clear
You need to make it clear (within the first few seconds) why a viewer should watch the video you have created. This means you have to articulate the value they might receive in exchange for their time. Producing and publishing a video is a great way to engage potential customers, but the key to overall effectiveness is to let viewers know what the immediate value is for them. Convey this early on and watch viewer engagement and sales conversions skyrocket.
Also, make sure that your call to action is clear, both in a visual and audible manner – since this will provide a higher likelihood that the viewer will actually take the desired action. If you can work it in, mention it both at the beginning and the end of the video for even more impact (just make sure you don’t sound redundant).
Consider Video Distribution Methods
In addition to planning out your video, you also need to think about what you’re going to do with it once it’s finished. When you brainstorm how to get your brand new video out there, do not overlook social media. Often, a light social media push can help drive the sorts of eyeballs your videos deserves. Promote your content across a number of channels and ensure that it is properly optimized for viewing on mobile devices.
It is estimated that within the next two years, video will comprise about 70 percent of all online traffic. As videos become a more critical method of meeting both the information and entertainment needs of consumers, it is essential that you embrace this trend since the likelihood is that your competitors already are.