The popularity of video content marketing has increased exponentially because videos are an excellent marketing tool to communicate with existing customers as well as prospects. Videos have been shown to help viewers accelerate the buying decision, helping businesses ramp up their revenues.
However, video marketing isn’t always effective. And often, that’s because although businesses create good video content, they don’t give enough thought to coming up with a sound marketing strategy.
If your marketing team needs help with a marketing strategy, it’s a good idea to partner with a video marketing agency with experience in the same domain as your business.
Experienced video marketing agencies will be able to help you decide what sorts of videos to create, which platforms to use, create ads that work, A/B test the ads, target and segment your audiences and optimize your spends. They will also give you insights based on pre-decided key metrics so that you can fine tune and optimize your reach, engagement, conversions and spends every month.
Here are some tips to create an effective video content marketing strategy:
1. Produce Content For Each Phase Of The Buyer Journey
It’s important that each business create a diverse range of videos to keep the audience engaged. For example, create 30 second ads, teasers and explainer videos in the awareness phase. You can create ‘how to’ videos, unboxing videos, benefit/key feature videos and product demo videos in the interest and consideration phase. Produce in-depth case study videos and testimonials in the purchase phase.
While determining your marketing strategy think through which platforms you’ll be using, how you’ll be getting your video content in front of the right people, how you’ll be segmenting your target audience and what marketing budgets you will allocate to each platform. Most importantly, decide which metrics you’d like to focus on and what success looks like.
2. Keep Engagement Levels High
Once a video has been created and released, keep track of audience engagement metrics to gauge how much of the video your TG is watching, where viewers are dropping off and if they are responding to your call to action. Use these learnings to tweak your existing videos or create videos that engage better. Get a good idea of the demographics/psychographics of your TG, what devices they are using to view your content and keep optimizing for engagement and conversions. Make sure that you learn how to use and decipher all the analytics and reports that platforms like YouTube, Facebook and Instagram offer you.
3. Leverage The Power Of Social Media
Different platforms are effective for different types of video content and to reach different sets of people. Create personalized videos for each segment of your target audience and use the right video format for each platform. Make sure that your narrative is compelling and use a strong call to action. If your target audiences connect with your videos and feel that they are worth sharing, you have a winning marketing strategy on your hands. The more organic reach, engagement and shares you get, the less you’ll have to spend to reach your marketing goals.
4. Optimize Your Video Content For YouTube
YouTube is by far the largest video viewing platform in the world. Be sure to tag your content correctly, transcribe your videos, optimize for the right keywords and create headlines and descriptions that attract viewers. The goal is to get YouTube to recognize your video content as high quality and useful content so that your videos get recommended to YouTube watchers who are viewing similar content or searching for the sort of video content that you are putting out.
5. Integrate Content
Make sure that you send viewers from YouTube and all other social media platforms to your website, landing page or e-commerce store. You can also sell directly from Facebook and Instagram, especially if you have a lifestyle product that’s not high in value. If you have a high value or B2B product, make sure that your Call to Action directs viewers to your marketing and sales teams via your website, landing page, SMS or whatsapp.
If you need help creating engaging videos for prospects at different points in the buyer journey and formulating an effective video content marketing strategy, our specialist teams would be glad to help.
Visit our website for more information or contact us and we’d be happy to set up a complimentary consultation!