Video marketing has become a powerful tool used by brands to connect with their target audience and achieve marketing goals. With video consumption rising, businesses can utilize online videos to boost brand awareness, drive traffic, and foster customer relationships. In part 1 of this two-part article, we discussed the effectiveness of video marketing in creating captivating and memorable content. Now, let’s explore some effective video marketing strategies and look at examples of how a company can implement them to achieve success.
1. Define your goals
Firsly, define your goals. The first step in any marketing campaign is to define clear goals and objectives. Whether it be to generate sales, attract new investors, increase sign-ups, drive traffic to your website, or all of the above; when creating video content have a clear objective to tailor your efforts towards and track the traffic generated from these videos. Doing so will guide you through the development of your campaign and allow you to measure its success.
2. Know your target audience
Understanding your target audience is crucial for creating videos that resonate with your key demographic. For instance, a copper mining company may with to target the EV industry, or investors with portfolios based heavily on green battery metals. The company can create videos demonstrating the need for the move towards electric vehicles and how the demand for copper in the market is predicted to increase over time. Personalized content that speaks to the interests of your target audience, will engage them and spark interest in the company’s story. Understand your niche and market towards them specifically.
3. Tell a story, provide a solution
Furthermore, storytelling is a powerful technique in video marketing. A company mining potash could start a video by highlighting the need for fertilizer in the agricultural industry, then elude to their operations as a solution to this problem. Immediately, the video resonates with the viewer and they are more likely to continue watching or follow through for more information. By highlighting real-life examples, the company can create an emotional connection and improve the chance of the viewer following through on the CTA. This brings us to our next tip…
4. Always include a call-to-action
Every video should have a clear call to action (CTA) that guides viewers towards the next steps. At the end of the video, include a CTA, whether it is to visit the company website, sign-up for more information, or a click a link to invest/purchase. By providing a seamless transition from watching the video to taking action, the company can drive conversions and increase sales.
5. Optimize for SEO
Additionally, to ensure maximum reach, it’s essential to optimize videos for search engine ranking. Here are a few starting points for improving the SEO of your video content:
- Video Title and Description: Craft compelling titles incorporating relevant keywords to improve search visibility. The video description should provide a concise summary of the content while incorporating relevant keywords naturally.
- Video Tags: Research descriptive and relevant tags that align with your video’s content. This helps search engines understand the context of your video and increases the chances of appearing in related search results.
- Transcriptions and Closed Captions: Including transcriptions or closed captions in your videos enhances accessibility and increases your video’s ranking / searchability.
For more information on optimizing video content for SEO, we love this article on WordStream.com
6. Optimal video length and format
Attention spans these days are short. Viewers are inundated with a multitude of content throughout the day. Keeping videos concise and engaging is crucial due to short attention spans. Starting the video with a question or highlighting a problem grabs the audience’s attention. Depending on the purpose of the video you’re producing, it’s important to only make the content as long as it needs to be. You want to hold the viewers’ attention and ensure they grasp the key points without feeling overwhelmed.
7. Leverage social media platforms
Distributing videos across various social media platforms allows companies to reach a wider audience. For example, you may want to focus on various types of video content across different platforms. Short form content is generally best received on TikTok, Instagram Reels, or YouTube Shorts. Longer, more informative content such as interviews or educational videos is best hosted on YouTube and shared on networking platforms like LinkedIn or Twitter. Other industry professionals use these social media sites as a source for a lot of their news. See the infographic below from facelife-bbt.com for valuable insight on what types of video content thrive on the various social media platforms:
8. Collaborate with industry leaders
Collaborating with reputable influencers in your industry can significantly amplify your video content’s reach and instil trust in your brand. Find influencers, analysts, or industry professionals whose audience aligns with your target demographic and create videos together. This collaboration can take the form of company reviews, market analysis, sponsored content, or simply featuring your company in their videos. Leveraging an influencer’s credibility and reach can help you tap into new audiences and build trust with potential customers.
9. Monitor analytics and adjust
Regularly monitor the performance of your video content using analytics tools. Monitor metrics such as views, engagement, click-through rates, and conversions. Analyzing these data points will provide valuable insights into what works and what doesn’t. Use this information to refine your video marketing strategy, optimize future content, and improve results.
Don’t sleep on the power and effectiveness of video marketing. By using it as a tool to tell your company’s story, highlight relatable problems, and the solutions your company provides, you can create impactful video content that drives results. Stay informed about the latest trends and technologies in video marketing, and continuously monitor and iterate your strategies based on data and feedback. With a thoughtful and strategic approach, your brand can harness the power of video to connect with your audience and achieve your marketing objectives.
