4 Steps to Marketing Video Success
Marketing videos are everywhere these days, and for good reason. Not only does video help grab attention, it has also been known to boost sales (both online, and in stores), increase conversion rates, and build brand awareness. Unfortunately some people mistakenly (and expensively!) believe that just having a video will magically boost their business. But not every marketing video is created equal.
Here are 4 steps to marketing video success that will work for you, your business, and your customers.
1. What’s the story?
We can’t say it enough… the most important factor in your marketing video production should be the script. If people can’t understand what you’re selling, they aren’t going to buy it. Writing a script can be intimidating, so consider enlisting an outside party to take a stab at it. They aren’t all wrapped up in the minor details of your brand, and they might be better at taking an approach from the customer’s perspective.
2. Who’s your audience and what do they want?
You need to find out why people are coming to your site, and what they want from you. In order to effectively market your business, you should have a clear understanding of what problems your customers are facing, and how you can solve them. There are many tools out there to help you collect customer information and feedback, such as UserVoice, Qualaroo, and even Twitter! Engage your customers and figure out what makes them tick.
3. What’s your style?
If you’re going to invest in a video, you should make sure that it fits with your branding. It may seem like a simple idea, but it’s harder than you think. Often marketing video productions succumb to the “too many cooks in the kitchen” problem. Are you Quirky? Serious? Colorful? Hip? Figuring this out shouldn’t take too much time, but it should be discussed before diving in.
If you have more serious clients, you should probably avoid cartoony character animation that may end up feeling out of place. If you have a tangible product, consider live action video to truly showcase your product or service. Live action can also be a great choice for people-oriented service businesses. When it’s all said and done. this video is going to be smack dab in the middle of your homepage, so make sure it doesn’t stick out like a sore thumb and turn people away.
Symplified did a great job integrating their marketing video into their website so that it fits seamlessly with their branding.
4. What’s your marketing video promotion plan?
Simply putting your finished marketing video on your homepage probably isn’t going to cut it. You need to make sure people actually see it! Try hosting your video on a site like Vimeo and/or YouTube. These sites are major search engines, and will reward you with better rankings for things like views and ‘likes’. Check out our blog post on video SEO, as well as the video below from ReelSEO, to learn more about what you can do to improve your video search rankings. Also make sure to share your video with customers through social media, blogging, and sending it out in a newsletter tool like MailChimp or Constant Contact.
In the end, taking the time to plan out your video marketing strategy will definitely payoff in the long run. Once you figure out your goals, drop us a line and we’d be happy to help!