With the development of social networks, video marketing has established itself over the past 5 years as one of the best ways to develop your brand.
Whether your videos are aimed at educating your audience or converting them into customers, any good marketing strategy should incorporate video marketing.
Video marketing is already present in most sectors of activity and your competitors have surely already at least tested it.
In this article we will see together 5 tips for develop a successful video marketing strategy.
What is video marketing?
THE video marketing or video marketing is a strategy that consists of using video in its marketing strategy.
Today video marketing can be done in different ways on several different platforms such as Youtube, Facebook, Snapchat, Twitter.
5 tips for developing a video marketing strategy
1. Set a goal per video
Before you start filming your videos, it is strongly recommended to define a clear objective for each video.
Indeed, you will not create the same type of content if you want to educate or convert your audience, if you want to develop your brand image or if you want to get closer to your community.
There are different types of video:
- How-to videos: educational objective
- Promotional videos: conversion goal
- Live videos: community loyalty objective
- etc.
Developing a good video marketing strategy involves choosing your main objective with the monitoring of key metrics, in order to then be able to analyze the success of it.
Think of add a call-to-action at the end of each video no matter what your end goal is!
Encourage conversion, subscribing to your channel, discovering a new video, in short, tell them what to do!
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2. Take care of the quality of the video and the content
This may seem obvious, but it is quite complicated to create a quality video.
Although providing value to your audience is not the most complicated thing, the achievement is often much more technical.
Our advice for having impactful content is to write the storyboard of your video in advance as if you were writing a blog article.
The value provided and the structure will then be clearer and the implementation simpler.
In addition to having a good camera and a good microphone, you will have to pay close attention to the editing aspect for a more professional effect.
If you want to communicate this video on social networks for example, it is almost mandatory to add subtitles to your video in the target languages.
In fact, many Internet users watch videos without sound while reading the subtitles, whether on Facebook or Linkedin.
For example, for most of our clients, we use a service like Fiverr to add a professional voiceover and it gives our videos a whole new look!
If you do a live, make sure you have a professional setting (in the field of vision), to animate it properly and to answer questions from Internet users.
3. Create a communication plan around video
Creating a video and having a goal is important, but if you don’t have an upstream communication plan, it may not get views and therefore have very little impact.
There are many ways to communicate on video.
In particular by optimizing it for SEO by adding keywords in the title of your video, you will be able to develop your reputation organically and over time!
Also, you can use your video for advertising purposes on social networks, but ask yourself the right questions beforehand:
- What budget should be allocated to video promotion?
- What are the expected benefits?
- How long to run the campaign?
- Which audience should you target?
Make sure to answer all of these questions up front for best results.
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4. Adopt a catchy video start
You know, the first impression is decisive, and it’s the same with videos!
The beginning of your video must be very catchy to avoid losing the Internet user.
For example, if you are promoting on YouTube or Facebook, if the beginning is not catchy, the Internet user may then skip your video ad.
Conversely, if it is catchy, then it will be hooked and you will potentially be able to convert it or at least broadcast your message correctly.
Keep in mind that the first 5-10 seconds will determine if the Internet user will stay, so go all out at the beginning to attract attention and curiosity.
5. Analyze the results rigorously
Once your video marketing campaign is complete, analyze the results.
To do this, it is essential to have upstream, as seen in step 1, to set metrics to analyze.
Have you set a target number of views because you wanted to develop awareness around your product?
Have you set a conversion goal?
Have you set a reach goal?
Very well, take a step back and analyze what could have been improved, whether in the editing or in the substance.
For example, thanks to Youtube analytics you can know when Internet users stopped watching your video. Useful to understand whether the content is popular or not.