Marketing Strategies are fun little plans that seem to fluctuate in their complexity and form. Nevertheless if you’ve incorporated video into your marketing strategy, either from an inbound marketing angle or something a content marketing strategist told you, there are a few concepts to keep in mind as you continue on the path of video as a tool to reach your target audience. John Rampton published a great article over at Forbes on this very subject.
Just as you time your tweets and Facebook posts to run consistently, your video marketing plan should have legs, as well. Instead of posting one video about a new product, think of your campaign in terms of a series. What type of story can you tell that will allow you to post it in multiple parts over the course of several weeks?
Social media has revolutionized the way online users communicate with each other, with short, concise statements trumping longer forms of content. Micro-video apps shorten videos to less than ten seconds, making them ideal for sharing on sites like Twitter and Instagram. In this format, customers can quickly view a message as they scroll through their social media feeds. Brands can quickly send a message that will be seen by a larger audience, especially on Vine and Facebook, where they automatically play as a user scrolls past.
Tutorials and Tips
One way to connect with customers is by posting tutorials relevant to your line of work. While it may seem as though you will be giving away your secrets, you’ll actually establish yourself as a subject matter expert, leading viewers to want to learn more about your business. A salon could offer styling tips, for instance, and a marketing firm could do a series on building your brand using the latest social media site.
An even better way to connect with customers is to put them behind the camera. User-generated content is more likely to generate a response than company-generated content. Instead of spending hours coming up with a script and producing a powerful video, invite your customers to create one of their own. Offer a prize for the best video showcasing customer use of your product and you’ll likely get an overwhelming response.
Call to Action
One mistake many marketers make is in creating a great video without attaching a call to action. Customers may enjoy your message, but if they have no idea what to do after watching it, your hard work will have been for nothing.
Are you including these in your video marketing strategy? If not, contact your Digital Media Producer and see how you can fit them into the production pipeline.