Most consumers follow brands that use videos to show processes, launch products, and give a deeper insight into the company. Since consumers buy from people they trust and can relate with, video content is integral to any successful marketing campaign.
As prospects and consumers view videos, they see faces, non-verbal cues, and more emotion than in images or written content. Let’s consider the importance of videos in digital marketing and how you can launch a successful campaign to increase brand awareness, leads, and sales.
Why Consider a Video Content Strategy?
Consumers Love Videos
People love to consume video content. YouTube averages about 5 billion views per day, and it’s the second most popular search engine after Google. There are also over 1 billion hours of content consumed on YouTube every single day. If you were unsure if there was a large enough market to watch your videos, those statistics should answer the question. There are plenty of people out there waiting to watch your videos. And there are places to have your business videos produced such as this outstanding video production Miami company, Ball Media Innovations.
Optimized Videos Will Increase Your Ranking and Traffic
When searching for something online, Google can prioritize videos if they meet the searcher’s intent. This will lead to more site visits, and if it’s properly optimized, it will result in conversions and sales.
Builds a Strong Relationship with Prospects and Clients
Customers want to buy products or services from brands they know, trust and have a long-term relationship. With regular videos with real faces, consumers can relate better with you, be more loyal and even refer you to their friends and family. This translates to more brand awareness and revenue in the long run.
Videos Create a Competitive Edge
Videos take time to create, edit and upload. So it’s natural that some brands take linger to develop a solid video content strategy. It also leaves a window of opportunity to beat the competition before they begin. In addition, 87% of video marketers affirm that video content gives them a positive ROI, which means greater profits compared to the competition.
How to Launch a Successful Video Content Strategy
Like any other marketing aspect, it is important to be strategic in your approach to video marketing. Otherwise, you will be frustrated since you won’t realize the mentioned benefits.
That said, let’s see how you can launch your strategy.
Understand the Goals of Your Videos
There are many types of videos, and the best way to determine the ones you should create is to know your end goal. This involves understanding the stage of the marketing funnel you want to use the videos in.
For example, do you want to attract new prospects, engage your clients, nurture leads or delight your customers? You need an awareness stage video for new customers, while a decision stage video would be ideal for nurturing the prospects. Awareness videos introduce customers to your brand, but decision videos would detail your specific product or service.
Understand your Buyer Persona
Now that you know the goal and type of video content you want to create, it’s time to develop the persona of your ideal client. This ensures your videos are targeted, and you’re keeping the user in mind. Otherwise, when the wrong audience views your videos, it will have low conversion and ROI.
When you clearly understand who needs your product or service, the marketing funnel stages, and where users spend their time online, you can know the best distribution channel.
Understand the Story Your Videos Intent to Tell
Your video content can tell different stories. For example, you can create videos about:
- An introduction to your brand
- Your audience’s pain points
- New products
- Your business’s mission
No matter the type, all of your videos need a clear topic, direction, and story with which your viewers can develop an emotional attachment. Creativity is key in crafting an irresistible video that your audience will watch and share with their circles.
Also, showcase your expertise and remain personal in your videos. You want your audience to know the authentic person behind what they are watching. This creates a strong bond and relationship.
Social Proof in Your Video Marketing Strategy
Social proof is the evidence you can provide to your audience that shows you can be trusted and other viewers or customers can vouch for you. It comes in the form of comments, views, shares, and upvotes.
To leverage social proof, encourage your viewers to engage with your videos through commenting, asking questions, liking, or even sharing. You could also create customer testimonials and case study videos.
If your budget allows or as your brand grows, you can feature industry experts and influencers to validate your credibility among viewers.
Have a Regular Video Creating and Posting Schedule
When you build an audience that consumes your videos, they want to know when to expect a video from you. This further strengthens the bond and enhances your credibility.
Whether posting on Facebook or YouTube on any other channel, strive to maintain a regular pattern. This would mean scheduling your posts and ensuring you plan for unanticipated events.
Have a Clear Call to Action (CTA)
After watching your videos, what actions do you want your viewers to take? Be clear and strive to have a relevant CTA in each video. Some things you can ask your audience to do include:
- Go to a landing page or website
- Watch another video
- Subscribe to your channel or newsletter
- Go to your blog
As people get more time on the screens, they want to make the best buying decisions from brands they trust and products they understand properly. Know your marketing goals and buyer persona, distribute videos regularly, and have a CTA for a successful strategy. This will increase sales and conversions and help you build a lasting relationship with your prospects.