Here are the statistics*:
- 1/3 of all online activity is spent watching videos
- YouTube reaches more US adults aged 18-34 than any cable network, and is now the #2 search engine in the world
- 80% of visitors to a site will opt to watch a video, and 90% say seeing a video about a product is helpful in the decision-making process
- 75% will click through to a site after watching a video, and will be 64% more likely to make a purchase because of it
It’s unanimous: Videos boost brand awareness, lead generation, and online engagement. They not only increase open and click-through rates, but reduce email unsubscribe rates. So you should probably get started now, right?
Yes—but wait! To reap the rewards of video, you need a plan of attack. Before you start filming, do these four things:
What do you hope to accomplish with your new video content marketing strategy?
Would you like to demonstrate a new product or service? Increase brand awareness? Educate a market? Make a sale? Generate an inbound lead? Or simply entertain?
Whatever it is you hope to do, it matters now. Taking the time to clearly define your goals will help later, after your video has been made and distributed, in determining its success.
Which brings us to another point: How will you define success? By the number of times your video is viewed? Shared? The leads it generates? Figuring out your markers now will make everything much easier later on.
2. Determine your target audience
Another means of measurement: Who are you trying to reach? Who will find your video relevant?
Are you hoping your strategy resonates with senior executives? Mid-level managers? Entrepreneurs? Small business owners? Consumers? And what does your audience care about—metrics and numbers? Creativity? Details?
Additionally, are you reaching out to viewers in another, less familiar industry, or is your ideal viewer someone who speaks your industry language? If buyCalls were to make a video catering to digital marketers, for instance, we’d naturally use a fair amount of search engine/analytics/tech jargon. If we were to make a video catering to lawyers, we wouldn’t.
There are so many video formats available to brands and marketers. To reach your desired outcome, it’s necessary to choose the right format. Some of the possibilities:
- Product demo
Will the tone of your video be corporate? Creative? Competitive? Informal or formal? Technical? Funny?
Additional considerations include music, subtitles, voiceovers, and length. If your aim is to get a laugh, short videos under 90 seconds are best. Short videos are almost always preferable, but if you’re looking to position yourself as a thought leader, TED-length videos—about 15-20 minutes—might be more your style.
Most importantly, what do you want viewers to do when they get to the end of your video? To make an impact and usher users to your site, you need a call to action that is both visual and audible.
Sharing your video is as important as all the work that goes into creating it, after all. In the wake of “Mobilegeddon,” don’t forget this hard-and-fast rule: your videos MUST be optimized for all digital formats. In the past 2 years, mobile video views have increased by 400%, and by 2016 50% of us will regularly turn to our mobile devices for video viewing.
To give your video a little push, optimize it for search by including relevant keywords in the title tag, video description, category listing, keyword tags, and/or subtitles and captions.
In terms of distribution, the possibilities are endless:
- Video sites like YouTube, Vimeo, Google Video, and more
- A dedicated page on your website
- Your business e-newsletter
- Personal contacts
- And don’t forget: social media!
As we become an increasingly mobile and visual-driven society, videos will gain more hold in the coming years. Marketing is an evolving art; don’t miss a golden opportunity to share your brand’s story, experiment, and have a little fun in the process.
Like the sound of video marketing but still not sure where to start? buyCalls can help.
* Statistics compiled from Fast Company, DigitalSherpa, QuickSprout, and InSivia