You know that video marketing is a great way to promote your business, but are you using video content to your best advantage? There’s more to it than just putting up the occasional video on your Facebook or Instagram. The best video marketing strategies offer an amazing opportunity for your audience to connect with your brand. Here’s how to develop the perfect video marketing strategy for your business!
Place Your Viewers First
Too many marketers think about their video marketing as a way of running commercials on social media. The key to building your brand via digital video is to move away from sales-y content. Especially on social media, consumers don’t want to be inundated with ads. They want to learn new things, get answers to their questions, and be entertained. By using an inbound marketing approach with your video content, you can produce videos that will actually garner engagement.
Here’s how the inbound approach works: you think of your target audience as a set of people with specific interests and problems. Then, instead of funneling them toward a purchase, you try to attract them organically. Once they’re engaged, you can sell to them. In inbound marketing, the goal is to build a community around your brand so that your customers become loyal to you. Videos are a great way to get them invested in your brand.
Think Outside the Box
It’s ridiculously easy to turn PowerPoints into videos or simply shoot a “talking head” giving an overview of your company. Those videos have a time and place, but they’re not something that people seek out or engage with. If you’re using the inbound approach, imagine what types of content your audience would enjoy. Do they want tutorials about how to use a certain product? Would they like to take a behind-the-scenes tour of your company?
Brainstorm some ideas for topics that would attract your target audience. Then, be creative in how you execute those ideas. Everyone has seen the “company overview” video. Why not make yours animated and whimsical if that suits your brand? People really enjoy time-lapse videos. You could portray how your product is made with this format. People want to see short, fun content that inspires them and gives them valuable information.
Know Your Channels
All video-sharing platforms are made the same, right? Wrong. While it may be tempting to release your newly-produced video across all channels, each network has its own best practices, preferred length, and popular style. For example, people are more likely to watch longer, detailed videos on YouTube because they’re in video-watching mode. But on Instagram, people are scrolling through their feeds and their attention is split. Plus, Instagram posts can only contain up to 60 seconds of video.
You also need to understand the purpose you’re serving on each channel. People turn to YouTube for education and entertainment, so your explainer videos and behind-the-scenes content should perform well there. On Instagram, people are often looking for lifestyle tips or funny videos, and they’re more open to “brand awareness” content. Map out your audience’s behavior and interests on each platform, then customize your video content to match those.
What Does Your Video Marketing Strategy Look Like?
A powerful video marketing strategy should be unique to your company and brand. Think of it as a way of attracting your ideal customers and getting them excited about your business, rather than relying on it as yet another sales tool. Be creative in how you generate, edit, and release content on each platform, and keep a close eye on your engagement to see what’s working and what’s not.
Ready to get started on your video project? We’d love to help. Schedule a conversation to get started!
