With the shift towards high-quality videos for brand engagement and sales, investing in video marketing content can be a sure way to drive conversions and growth. In fact, according to a 2018 study, more than half of viewers demand more videos from businesses.
But, if you’re reading this, chances are that you still don’t know a whole lot about the area. In this case, here are 6 questions you need to consider before opting for video marketing for your business.
Does it Make Marketing Sense?
First and foremost, you need to ask yourself whether video marketing content, as a medium, suits your marketing goals and needs. This can involve identifying what your target audience is in terms of age, demographics and interests and whether your ideal persona watches videos to educate themselves about new products or offerings.
More importantly, you may need to narrow down your goals and expectations to consider several video marketing strategies. For example, do you want to focus on building your brand identity in which case you’d want to educate consumers, or do you want to increase sales where boosting conversions will be more crucial? In either case, you need to make a case for video marketing beforehand with the right audience, personas and goals.
What Kind of Video Marketing Content Should I Invest in?
Video marketing for businesses encompasses a range of forms and types that can be used for communicating your product or service offering. Some examples include: corporate filming, video testimonials, promotional adverts, aerial or travel filming and time lapse videos.
Deciding which particular type of video marketing content will give you the most traction will depend on the type of business you have (e.g. B2B or B2C) and your goals. If you have a B2B business, for example, then your target audience will most likely respond better to corporate filming and video testimonials. In contrast, an aerial filming video will be more suitable for a tourism business.
What Value Does It Provide to Viewers?
Simply creating a few videos will not give you traction automatically. As the saying goes, ‘the devil is in the details’.
You need to pay attention to the specifics. Focus on elements like the messaging in your video marketing content and what aspects provide value to viewers. Is it signing up for a new product on a special discount? how does it identify and solve the pain points of the target audience? What actions should the viewer take upon watching the video? These are all vital questions for which you should have the answer to.
Furthermore, You may also want to decide whether the type of videos you want to use for your campaigns are in line with your brand identity. For example, does your brand rely on humour to sell its image or is it more professionally-focused? Having a consistent video communication message is critical in helping you position as a brand and meet your goals.
What Will the Creative Process be Like?
The production and execution process should cover all the nitty gritty from how many videos will be needed to produce for the campaign, the time frame of the videos, who will be responsible for creating and executing the videos and how long it will take to produce them.
Moreover, you should also identify the various components that will go into creating the actual video marketing content such as concept, script-writing, sample and feedback so you know exactly how much time and effort each activity demands. This should go hand-in-hand with considerations about costs and budgets and the ease at which you can scale video production.
How Will It be Distributed?
With any video production comes distribution. That is, on what channels the videos should be promoted to drive traffic and engagement? Mediums such as your website, landing page and blog are a great to start off. However, you’d want to also explore video marketing for social media websites like YouTube, Facebook, Twitter and LinkedIn.
Another excellent approach could be to incorporate video marketing content into your weekly or monthly newsletters or through specific, time-bound email marketing campaigns. Such activities are more likely to see better results in terms of engagement and conversions.
How Do I Know It’s A Success?
Before you give the go-ahead to a video production team, you should also decide what particular performance metrics or KPIs you need to track to gauge its effectiveness. In most cases, the performance of your video marketing content can be tracked easily via analytical tools such as Google Analytics, Crazy Egg or Kissmetrics. Depending on your video marketing goals, some common metrics you should consider monitoring include: number of views, shares, impressions, watch time and click through rate. Other metrics such as comments, play rate and conversion rate.
These 6 points should give you a much clearer picture of video marketing for businesses and what it entails for you. If you’re keen on using video marketing content for your first or next big campaign, hire Creative Video Solutions’ specialist video production and execution team to spearhead your customer reach and engagement.
For more info, call us at 01706 318200 for a free 15-min consultation or email us at [email protected] for enquiries.