How to Build a Successful Video Marketing Strategy
Videos are some of the most engaging content on the web, accounting for approximately 50% of all mobile traffic. That stat is only expected to rise over the years with research specialists projecting that by 2021, videos will account for a whopping 70% of mobile traffic.
Why Are These Stats Important?
They’re important because research has also found that shoppers who view videos are 1.81 X more likely to make a purchase than those who don’t view videos. What does this mean for the world of marketing?
This means all marketers need to focus on developing a successful video marketing strategy. Since the people who view videos have a higher propensity to purchase than the non-viewers, it only makes sense to begin marketing those video viewers more heavily than the non-viewers. By creating engaging videos that interest viewers, you just might be able to increase your sales.
Videos can help in optimizing your website to rank higher in the search engines. Search engines tend to favor those websites that generate fresh, new content on a regular basis, and all that content doesn’t have to be text content.
As long as you’re providing your readers with valuable content, the search engines will count that content valuable. It doesn’t always take as much time to create a video as it does to write out a text article, so videos could be a quicker and more effective way to get your point across to your audience.
Never underestimate the power of going viral. In today’s day and age, videos are what tend to go viral more than anything else. All it takes is the right people and the right amount of people to like your video and share it with others before the whole world seems to be talking about it.
Interactive videos have eye-popping call-to-actions (CTAs) that have high interaction rates. Including buttons, links, email captures, and web addresses right within the video that viewers can click on can increase leads, website visits, and shares. Try to include a CTA front and center such as subscribe now, click here, buy now, or visit. See example below.
Social networking is one of the most powerful marketing tools available today. Facebook is filled with ad opportunities where you can advertise your product, and Facebook now boasts 2 billion active users worldwide. Bring your marketing message to life by utilizing Facebook video ads with engaging visuals. Show behind-the-scenes footage, customer stories, or product launches to connect with your customers. Use apps such as Piclab, Quik, Vidlab, or Videoshop to create fun videos where you can add effects, text, overlays, and sound. Video ads are cheaper than the typical ads too, costing only pennies per view! Today, Facebook receives over 4 billion video views per day.
According to Digital Marketer “A recent study by Nielson showing cumulative brand impact on Ad Recall increases 74% after just 15 seconds of a video ad, and Purchase Intent increases 72% after just 10 seconds of viewing!” This just proves how powerful video marketing is to brands.
Also, don’t forget to upload videos to your business’s Facebook page where users can like and share them. Plus, Facebook has plenty of marketing options to help you boost the number of people who see a particular post, and sometimes those options are worth investing in.
Below is an example of a 15-second GIF video ad which is another ad format that Facebook accepts.
Another great aspect about videos is that they receive higher engagement rates. People tend to remember videos more than text, and they’ll especially remember ones that grabbed their attention.
To increase video engagement be sure to do the following:
1. Keep it short.
2. Get straight to the point, no beating around the bush.
3. Say the important stuff in the beginning of your video.
4. Make it personal to the viewer (ie. “You”)
Optimizing Video Marketing
If you want to take your video marketing to the next level, first and foremost, you should make sure that you create videos with your goal in mind. Consider the personas of your target market, and create videos that will appeal to them.
Of course, it’s also extremely important to make sure that you use the appropriate keywords and descriptions with your videos. Choose keywords and phrases that aptly describe your content and that people are likely to search for.
Finally, track your video’s activities and responses, and analyze your performance so that you can plan for future videos accordingly. Find out what works and what doesn’t, and modify your videos based on that.