Connecting with your audience and building relationships – this is why we do what we do in the marketing world. There are countless ways it can be done, but some frontrunners prove time and again to be the most effective. A specific genre of marketing that amplifies your overall strategy by providing viewers with a dynamic and captivating way to consume content is what we like to call video marketing.
Did you know 65% of your audience are visual learners? With content marketing best practices continually evolving to accommodate short attention spans and cutting through the overwhelming amount of content already out there, video marketing can be your cut-to-the-chase saving grace.
What makes great video marketing? Here are four of our go-to tips:
Your video marketing strategy should have a strong focus on providing value. Just like in a content marketing strategy, it’s important not to push a sales angle but rather give answers to the questions that your audience is asking. Testimonials can also be a valuable tool – having other real people talk about how your products or services actually helped them will be a great addition to your strategy. Positioning yourself as a reliable and follow-worthy expert in your industry will help you build credibility, grow your audience and gain leads.
Messages should be compelling and inspire viewers to do what you are promoting. If they are not moved by it, why would they share it or even keep watching? We are bombarded by ads all day every day (some estimate upwards of 5,000 a day) so when it comes time to press that ‘Share’ button, it had better be worth the customer’s time and effort.
The feeling you’re going for here is like this:
Dare to be humorous, edgy and fun. Show a human side of your business – people connect with this engaging type of content, so it provides an exceptional opportunity for them to see your team, products or services in a different light.
Some companies or more professional industries feel that taking risks with their content – written, video or otherwise – is too dangerous. In our eyes, it’s more dangerous to be so cautious that you end up morphing into every other business just like yours. It’s important to note that “edgy” should not be confused with explicit or offensive – there should always be a level of tastefulness to any marketing strategy. Rather, our caution here is to not stifle yourself into a boring state for fear of daring to be different.
You’ve got about 10 seconds (or less) to captivate your audience with a video before they hit ‘Skip’. Make it so good they can’t possibly click that button. Give them the valuable content that they are looking for, but in a concise and to-the-point manner. In the vast sea that is existing content, it’s important to cut through the noise. Package up those videos in nice, quick and informative nuggets so they’re easily digested by audiences.
Video viewership continues to increase exponentially each year, and it’s not slowing down any time soon. This medium gives audiences a fast, convenient way to get the information they want, in the visual manner that has proved to be how the majority of consumers prefer to learn.
One of the best things about video marketing? It could be applied to literally ANY business, industry or promotion, and – with the right SEO – get successful results. We believe video marketing should be a cornerstone in every company’s strategy. If you’re ready to shine some lights, camera, action on your marketing plan, give our team at Stray Media Group a call to see how we can help.