By Ian Pearson
As many as 92% of all marketers speak highly of video as a part of their marketing campaign. In 2015, this was the case with only 78% of marketers, which means that there was a drastic growth of 14% over the last 5 years. Now, in early 2021, it is more than clear that video is a predominant force for promoting your business, raising your brand awareness and gaining the trust of your audience. In order to achieve all of these tasks, nonetheless, you need to make a quality video marketing strategy. Here are several things you can do in order to get there.
A formal introduction is always the right way to go. In order to be efficient when making it, try to keep it short. Offer some basic info regarding your company – who you are and what is it that you do. When creating your story, make sure to understand some core storytelling techniques. First, you’re not a protagonist of the story – the client/customer is. You are merely an agent that will help them solve their problem. Getting a bit deeper into how you can do this should definitely be the focus of this story. Since it’s all in a video format, you have time-constraint to worry about.
2. Put an emphasis on social proof
Don’t ask people to take your word for all your successes. Instead, offer them some social proof. Allowing your clients to share their satisfaction with your product/services is one of the smartest moves you can make. Why? Because your gains are two-fold. First, you get to share proof of your success. Second, asking your clients for their opinion will further strengthen the bond between them and your business. Social proof in a video form is much more effective than its text-based counterpart.
3. Educate, entertain, inform
Previously, we’ve talked about how you need to generate value for your audience. Well, through video format, there are three ways you can achieve this. First, you can educate your audience, thus allowing them to grow in a certain aspect through your content. Second, you can provide them with entertainment, which has intrinsic value. Finally, providing new information can be invaluable. Every single piece you produce should have at least one of these three things in order to provide value.
4. High quality standards
Nowadays, there are so many video creators out there. One of the ways you can prove that you are different is to raise your quality standards by quite a margin. Professional video production and editing always stand out. The clarity of image, responsiveness for various devices and overall user-friendliness are something that laymen video editors seldom get right. Moreover, regardless of how organic or genuine, you want your content to appear, you need to bear in mind that you’re still creating commercial videos. Therefore, you need someone with previous experience in this field.
5. Showcase your products/services
What better way to persuade your audience that they need your product/service than to actually showcase it? First of all, in e-commerce, one of the biggest challenges is the fact that your audience can’t actually inspect the product. By providing them with a 360-degrees video, you will rectify this error quite efficiently. This is also a perfect opportunity for you to demonstrate the way in which the product works. Overall, with so many advantages on your side, you just can’t miss.
6. Introduce various formats
Video is an umbrella term that consists of a wide range of different formats. We could be talking about live-streaming, interviews, trailers or previously-discussed product showcasing. The key thing to bear in mind is the fact that the introduction of various formats provides you with a much greater diversity of content. This is something that your audience will know to appreciate. Still, it also requires you to become more knowledgeable about the production of each of these content formats.
7. Recycle your content
When lacking ideas for your next piece, you can always dip into your previously published content formats. A previously written blog post can become a topic of your new video and some online platforms have found great success by creating infographics in video form. The best thing about this particular strategy is that it perfectly aligns with your attempts to diversify the types of video content. In other words, it gives you more maneuverability.
8. Humanize your business
Other than showing social proof, you might also want to put a slight emphasis on the importance of your staff. Showing your team at work will help humanize your business. Otherwise, people might start seeing your brand as yet another faceless corporate entity, which is not something you want to allow. This greatly benefits your image but also does wonder for the loyalty of your employees. This is one of the ways for you to show them that you value them and that they are an integral part of your company.
In the end, the success of your marketing campaign depends on your ability to meet your goals. Setting objective and realistic expectations is the only way to avoid getting disappointed, which is why it might be best for you to compare industry averages. This way, you can set realistic goals and, upon receiving your results, see whether they’re above or below the industry average. Overall, doing your homework is the first step towards running a quality video marketing campaign. Hiring some professional assistance is also a notion that you shouldn’t dismiss too quickly.