4 Essentials for Running an Effective Video Marketing Campaign
If you’re looking for a marketing strategy that will not only engage your audience but also help you rank higher in search results, look no further than video. Today’s digital media consumers are hugely attracted to video, and brands that incorporate videos in their marketing strategy get 41% more web traffic than those who don’t.
And if you’re looking to help consumers remember your brand, video is a great tool to do so: 80% of video viewers recall a video they’ve watched in the past 30 days. Video can be the perfect addition to what you’re already doing to build your brand recognition online.
That being said, creating an effective video campaign isn’t as simple as slapping together an unrehearsed video. Plenty of planning goes into creating videos that have the potential to go viral.
Here, get four tips to maximize your video efforts.
- Start By Setting Goals
Just like with any marketing effort, knowing what you want to accomplish is key. Don’t just say you want to “create a viral video,” because that’s not a goal. It’s a wish.
Are you looking to drive traffic to your website? Boost entries in your Instagram contest? Get people to buy your products? Video can help do all of these things. Identifying your goals up front can shape how you should move forward with the video production and subsequent sharing.
Each video may have a different goal, especially if it’s tied to a specific marketing campaign. Maybe you have one video that’s demonstrating your product, and you have a call to action for viewers to buy the product at a discount. Another video might be a behind-the-scenes look at your company, which might have more of the brand recognition goal.
- Tell a Story
The most successful videos create a connection between your brand and the viewer. He should feel like you’re speaking directly to him. How do you do that? Weave a story. Rather than just talk about your product, tell the story of how you came up with the idea. Share the backstage stories of the fails that happened before you got to your current success.
Whether you’re creating a pre-planned, edited video or a social media live streaming video in real time, consider what stories your audience will appreciate. Remember: emotion is a big way you can connect with your audience. Don’t be shy about getting personal; no one wants to watch an “all business” CEO talk about his brand when they could feel like they’re sitting down to coffee with him and really connecting on an emotional level.
Here’s a great example: Starbucks released its “A Year of Good” video in January 2017. Now, you might not think about the impact your daily latte addiction has had in the world, but this video does an excellent job of crafting a story around America’s obsession with its coffee. The video shows some of the veterans the brand has hired, the baristas Starbucks has helped go to college, and the trees that the company has donated to offset its paper consumption. You can’t help but tear up watching it…and then maybe order a macchiato.
- Maximize Your Video’s Shareability
Today’s video viewers are an impatient bunch, so don’t stress them by making your video longer than a minute. Keep it short and sweet. If you can’t fit everything into that time constraint, consider making a series of videos.
Viewers sharing video is a key component to the success of your campaign. In fact, they’re doing so in masses, especially from mobile devices (92% share videos from there). As long as your videos are engaging, entertaining, and easy to share, your audience can do the work for you.
But make sure you post each video to all marketing channels you use to position them for maximum sharing. As soon as one is ready, publish it on your social media channels, your blog and/or website, and email. It never hurts to ask for the shares, either.
- Review Analytics, Make Changes, Improve
We can’t stress enough the importance of video analytics, because understanding them can help you improve future marketing campaigns. Sharing analytics, for example, can help you understand consumer behavior around your videos. You can easily see which videos have resonated with your audience and which fell flat. Knowing this, you can do a better job of engaging them with your next video.
Also, pay attention to what people do once they view your video. Do they click your call to action button or link? Share it? Leave the page? Go back to those goals you set up and make sure that your videos are accomplishing what you want. If they’re not, assess why and make small changes until results improve.
Video is a fantastic addition to what you’re already doing to market your brand. Because it takes a break from standard content and engages people in a different way, you can expand your reach to a larger audience.