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The Winning Formula: How to Build a Rock-Solid Video Marketing Strategy

video marketing strategy

Did you know that by 2020, 80% of online traffic will involve videos?

Video offers all marketers an opportunity to engage and captivate consumers.

Plus, it's easy and cost-effective to implement. Some business owners even shoot compelling marketing videos using standard iPhones!

If you are ready to harness video's great advertising potential, you need a strategy first. Without a coherent strategy, those YouTube clips may have a minimal return on investment (ROI).

In this post, we discuss tips and tricks for crafting an effective video marketing strategy. Keep reading for more!

1. Know Your Target Audience

This is the most essential component of your video marketing strategy. If you don't know who you're targeting with your videos, you won't see the results you crave!

Take the time to pinpoint who you wish to reach with your campaigns. Be as specific as possible. Identify age groups, genders, geographic locations, and other demographics.

Think carefully about your target audience's needs and desires. Identifying a perceived need (or lack) is a great place to begin: you can focus on filling this need or lack in your marketing efforts.

You will likely have to do a fair bit of research to understand your target audience. One way you can do this is to visit public online forums like Quora to see what questions consumers are asking about your industry, product, or niche.

Social media can also give you insight into user activity, behavior, and preferences. If you have business profiles on Instagram or Facebook, for example, you likely already have some data on trending content, popular hashtags, and keywords.

If you already have an established customer base, send out customer experience surveys. To ensure responses, offer incentives in the form of discounts and freebies (like e-books and membership access).

By this time, you'll have enough data to assemble a buyer persona. This is your ideal customer with a specific set of needs and qualities. Keep this buyer persona at the fore as you are honing all of your marketing strategies.

2. Pinpoint Specific Campaign Goals

Now that you know your target audience, what are your campaign goals? If you don't have concrete video marketing goals, you won't be able to measure your campaign's success.

Be specific when creating your goals, just as you were in identifying a buyer persona.

What do you want to accomplish with your campaign? Do you want more brand awareness? Greater site traffic? Higher conversions? More subscribers?

 

Try to put numbers to these campaign goals, if possible. A great video campaign goal, for example, might be to obtain 10% more newsletter subscribers each month for four months.

Naturally, you may have multiple goals within one comprehensive marketing goal. That's okay: video marketing content makes use of multiple channels. It also takes many different forms.

3. Understand Your Brand and Your Message

This may sound like a given, but it's more important than most business owners realize. In fact, businesses with powerful brand images have 20% more success, in general, than those without.

What is your brand all about? What message do you want to convey to the world with your product or service?

If you've been following the steps in this post, you've already partially answered these questions.

Figuring out a target audience can help business owners establish a brand identity. Campaign goals often come from a business's “why”–what they are all about and what they wish to accomplish.

Brand identity can also emerge from a company's “personality” and emotional appeal. If you had to specify your brand's personality, what adjectives would you use? What emotional connection have you established or do you want to establish with your core audience?

Once you can answer these questions concretely, you're on your way to a solid video marketing strategy. Your goal should be to communicate your brand identity and message in every single video clip.

4. Create a Reasonable Budget

Video marketing can get expensive, and it can get expensive fast. While most small businesses allocate $400 per month to marketing, professional videos can have price tags of $4,000 and upwards.

That being said, video marketing has the potential for a significant return on investment (ROI). A potential customer may view your Facebook video ad, for example, and convert after thirty seconds.

If that conversion is worth $1,000, and if it happens with lots of different customers, those video costs are suddenly quite minimal!

Keep this in mind as you incorporate finances into your video marketing strategy. Pinpoint a budget ahead of time and make it reasonable.

Think about quality here. Fronting thousands of dollars for a video campaign doesn't equate to getting stellar results. On the flip side, shelling out $100 for a low-quality ad can hurt your brand image in the long run.

Your ultimate aim should be quality, but within parameters that make sense of your business. If you know your target audience, figuring out a budget should be even easier.

For example, let's say you want to cater to millennials. To do so, you may only need to invest in short, snappy social media video ads. You may even be able to repurpose social media content.

If you wish to cater to retirees, you may want to create longer, more informative videos showcasing industry experts.

Marketing budgets can be fickle things, and they often adjust as you follow your strategy and adapt results. Over time, however, those numbers will feel more precise.

5. Choose Your Distribution Channel(s) and Strategy

Marketers can distribute video content across a wide range of channels, including websites, blogs, social media, and email.

Videos can also take different forms. You may launch a social video ad campaign on Facebook, for example. Or you may embed an informative video into a pillar page on your website.

The channels and content forms you choose will depend upon your campaign goals and buyer persona!

If you're unsure of your distribution channels, start with where you currently have the most traction.

This is often a social media page. If you have several hundred followers on Instagram, for example, begin here. Launch targeted video ads and release regular Instagram stories that align with your buyer persona, campaign goals, and message.

Set up a timeline for distribution, too. This is paramount. Timelines give you an additional parameter for tracking results.

What's a good timeline for a video marketing campaign? This depends upon your goals. However, most video marketers work in months-long timelines.

6. Figure Out Production

How are you going to create your videos? Will you be hiring professional video services? DIY-ing it? Working with a freelance designer?

Identify the mechanics of video marketing production in your strategy. These will also be tied to your campaign goals, buyer persona, and–most especially–your budget.

It's also possible to work with a marketing agency to produce video content. These partnerships typically support businesses interested in a comprehensive internet marketing campaign.

7. Create a Plan for Optimization

Once you have a video product, your work's not done yet. It's important to optimize your video content for distribution.

Optimizing videos involves refining them to ensure maximum engagement and reach.

Marketers targeting social media channels should upload mobile-friendly video content. 77% of American adults have a smartphone. Many of these smartphone users access social media from their mobile devices.

You'll also want to optimize your videos to suit specific social media channels.

Shorter videos, for example, are more suitable for Facebook browsers. What's more, make sure you start your video with the most important information.

This will ensure that viewers get a snapshot of your message and brand immediately–regardless of how long they watch for!

You'll also want to use the appropriate captions, hashtags, and keywords once uploading video content to social media. If you have a Search Engine Optimization (SEO) campaign in place, be sure to tag your content with SEO keywords.

If you are embedding video content on your website, make sure you compress it first. This will ensure quick loading time.

8. Analytics, Analytics, Analytics

Establish a system for obtaining and analyzing your video marketing campaign's results. This is essential!

If you can't analyze how your campaign is doing, you won't be getting the insights you need to adapt accordingly. Make use of social media insights, for example. These are readily available to any social media business profile or ad campaign.

To track website traffic, spend some time with Google Analytics and Google Search Console. Google Analytics can be especially valuable, as it shows you where traffic is coming from. It also shows the devices used for access.

As you measure results, keep coming back to your campaign goals and target audience. Tweaking these can help you achieve that ROI you want!

Final Thoughts: Your Video Marketing Strategy

Now you have all the tools you need to develop an effective video marketing strategy.

Remember that every marketing campaign takes time and effort. It also requires a solid amount of advertising savvy!

Are you ready to take your marketing strategies to the next level? You can do so without hiring an ad campaign company–and from the comfort of your home.

Get started now!

6 Video Marketing Trends to Keep an Eye on in 2019

video marketing trends

Each day, people watch more than 5 billion videos on YouTube and more than 100 million hours of video are watched, per day, on Facebook. Videos with no sound even capture and retain the attention of people from all over the world.

The popularity of videos continues to grow, which is why businesses need to adopt this effective marketing tactic. However, similar to anything else, what works with videos changes each year.

If you want to ensure your videos are still effective in the future, then make sure to remain updated on some of the latest trends. Some of the video marketing trends to keep up with 2019 are listed here.

1. Extremely Short Video Ads

This trend was originated in 2016 with the introduction of YouTube’s six-second “bumper” ads. This new format was designed for much more than just the shortened attention spans of consumers. It also met the trend of mobile video and shorter videos.

Also, most people would only watch the countdown on a longer video ad until they could click on the “skip” button. Since then, short-form and mobile videos have become the norm.

Today, people follow a scroll and swipe technique when looking at content on websites, social media, and mobile devices. As a result, it’s necessary to capture people’s attention and become memorable within seconds.

This is the case when it comes to Instagram. If you want to ensure your business is competitive on Instagram, then creating short, concise, and memorable videos is a must.

2. The Growth of the Ephemeral Stories

When it comes to online video, the biggest story for last year was Stories. With this social media content format, there was a combination of image and/or video posts that were only able to be seen for a short period of time.

While this was pioneered by Snapchat, it was quickly borrowed by both Facebook and Instagram.

Today, Stories are more prominent on social networks than ever before, and this is a trend that’s set to accelerate in 2019. Why?

The answer is simple – this format is extremely popular, both with advertisers and audiences. Today, over 400 million people are viewing Instagram Stories each day, and the product is expected to drive the video spend on this platform to more than double.

3. Increased SEO and Google Friendliness

In August of 2018, Google added a new feature to their search results shown on Android devices. This feature was to auto-play video previews, which meant when people performed any type of search, the relevant videos appeared at the top of search results while playing a preview, which made them even more eye-catching.

It’s expected that this feature is going to arrive for iOS devices in 2019, providing plenty of incentive to make SEO-friendly.

4. Brands Will Increase Platform-Specific Targeting

The growth in video marketing opportunities online is generally great news for marketers. However, it’s also presenting a new challenge. It’s becoming less and less effective to try and distribute the same piece of video content all across the web.

If a brand wants to succeed with video going forward, then it’s important to optimize pieces both for the actual platform and the delivery format. For example, not just creating a video for a specific social network, but also for organic video posts versus paid placement versus a Story.

Brands that do this well are the ones that are most likely to experience the biggest return on their video efforts moving forward.

5. The Ability to Maximize Video Value

With such a wide array of options for when, how, and where people view videos, marketers, and brands have to put in the effort to get the most value out of their production. For example, recording a long-form video that works in both the vertical and horizontal format.

how to get more views on youtube

When this is done, the video can be produced in a way so it can be cut into smaller, bite-sized clips for Instagram Stories and short bumper ads, which may lead viewers to watch the entire video on another platform.

6. The Reduced Cost of Video Creation

For many years, brands have understood that a digital video is a powerful tool. The issue that has been present is that it’s challenging to develop pieces efficiently and quickly.

When asked to name the top three challenges, many marketers stated that the creation process is too time-consuming, the tools are too complicated, and the costs are too high.

The good news is, all this is changing. It’s easier and more affordable to use modern tools and equipment, which allows videos to be created faster, and for a lower price than in the past.

The shift in the effort needed to produce higher-quality videos highlights an extremely important point – from the way it is consumed, created, and delivered – online video is getting better. This is something that bodes well for marketers this year and into the future.

Video Marketing Trends to Know

When it comes to video marketing trends, 2019 has some pretty interesting changes in store. If you want to ensure your business stays ahead of the curve, then fully understanding these trends is essential.

Be sure to review the information here and keep track of how video marketing efforts change across the board. This is the best way to keep up with changes and avoid any negative consequences from creating video content that’s no longer effective.

If you need help or more information about video marketing and how it is changing for 2019, then check out our Free Course. Our team can help your business build a video marketing strategy that gets results.

Internet Marketing: How to Harness the Power of Youtube

Did you know that people around the world watch up to one billion hours of YouTube every day? 

Just as with any other online platform, YouTube marketing is about optimizing your strategy to reach out to as many users as possible. You just need to settle on your marketing goals before you get started.

Do you want to know more about how you can make the most of internet marketing on YouTube? Discover more below!

1. Regular and Consistent Video Posts

If you want users to regularly watch your videos, you've got to give them regular and consistent video posts.

You should be clear and specific about when you're going to post your YouTube videos on your channel. Don't keep your schedule to yourself. You need to publish it for everyone to see. 

But, when you make a commitment to post your videos regularly, you should make sure you can meet expectations.

After all, you should remember that the regular creation of YouTube videos is time and energy intensive. Make sure you're up to the task.

Say you announce that you're going to post videos each week. That doesn't mean you have to create a brand new video every single week. You can create the content all at once. So you can prepare a few weeks before with several videos, then post them at the relevant times.

You should also consider posting at the optimal time to get the most views. The best time is weekday afternoons to get the most traffic.

2. Establish Your Video Production Strategy

If you're going to meet the commitments you've made to your subscribers, you've got to establish a strategy for your video production.

Any tactics you can develop to streamline your video production should be grasped. Can you set up a template for editing? Can you hire an assistant to help with production?

You may need to invest in a video production studio to really save time. This way whenever you've got to create new content, you're ready to go!

3. Start Your Videos with a Hook

This is bread and butter stuff for marketers.

You've got to hook the viewer with something extra interesting or engaging to start off your video. Just because a YouTube user was convinced to click on your video, that doesn't mean they're going to stick around for long.

You've got to retain the attention of the viewer. The hook helps you keep the viewer on the side throughout the video.

Your hook can do anything from showing the viewer what happens at the end of the video without showing how you got there. Or, by leaving the viewer on a cliff hanger, before they can't stop watching to find out what happens next.

You could also hook the reader with a personal story of how you were inspired to create this particular video. This will help to convince the viewer to discover more.

4. Short and Sweet Title Opener

You don't have to include a title opener for your YouTube videos. But, they're definitely a nice touch. 

It's also important to impose your brand on the video. When your video gets shared by users on social media, you'll still have your brand all over it.

However, don't go overboard with your title opener. That means avoid The Game of Thrones titles blueprint, which takes up to 90-seconds to run.

Just add a quick and engaging title sequence to remind the viewer what they're watching before you go ahead with the main content.

5. End Screens Before the Video Finishes

Once the viewer is on your YouTube channel, you've got the opportunity to keep them watching your videos over and over.

A great way to keep them knocking around your channel is by adding end screens to each of your videos.

The end screens can last up to roughly 20 seconds. Make sure you include the end screen before the video finishes up.

You can continue to engage the viewer while highlighting other videos which they might enjoy. You can also use the end screen to encourage viewers to either subscribe or visit your website for more.

6. Tempt Viewers With Your Thumbnails 

While YouTube recently announced that custom thumbnails won't be a thing as much anymore, they remain an important part of attracting viewers to click on your videos. They actually have the ability to make or break a YouTube channel.

You need your thumbnail to stand out from the crowd. You can do this in a number of different ways.

Bold fonts and bright colors are always helpful. However, you may need to go more subtle to appeal to your target audience.

But, don't just create clickbait. You'll alienate your audience with tempting thumbnails which don't deliver as promised. 

This is also an opportunity to market your channel to users. You need to learn to make unique thumbnails with a consistent look and feel. 

7. Collaborate With Other YouTubers

If you to expand your audience quickly, why not work with other YouTubers. You're not in competition with other YouTubers since people can watch multiple videos.

You can learn from others each about how to increase your audience and market your brand through your YouTube channel. 

If you can exchange support with an influencer within your niche, you can reach out to an audience which you wouldn't normally be able to. When you return the favor you both benefit.

You should also work with YouTubers with a similar audience with different content.

For example, you could be a healthy food recipe YouTuber. You could collaborate with a Yogi YouTuber or an eco-lifestyle consumer vlogger.

8. Give Viewers What They Want

You don't want to push your video content on viewers which doesn't actually appeal to your audience. 

You need to learn from your success rate with different types of videos. If long videos don't work with your audience — stop making them!

You can also take advantage of trends in the most popular content. For instance, there has been a growth of 70 percent in “How To” videos. 

9. Direct Viewers to Your Store 

You can take advantage of the power of YouTube to direct your viewers to your online store.

Around 80 percent of YouTube viewers watch videos to learn about a product or service. This is the start of the shopping journey for many people.

You can direct consumers to your products and services through your video. You can do this by providing explainers about your products and services. 

If your products or services are new and innovative, it may require a brief description of what exactly you're selling to consumers. 

10. Write an Engaging Title 

You need to optimize your YouTube video title as well. You want to encourage people to click on your the video without simply giving them clickbait.

Make sure you consider keyword optimization. That means that you include keywords and phrases which are searched on YouTube and other platforms, such as Google or Yahoo. 

You can achieve this by including half a sentence to persuade users to click through to discover more. For example, “This is the best photograph ever by…” or “The most incredible touchdowns from…”

11. Make it Mobile Friendly

YouTube has a bigger audience among adults on mobile devices than any cable network during an average week. 

Moreover, over three-quarters of Americans watch YouTube on their mobile devices. You've probably noticed everyone streaming content on their phones. 

If you're not creating content which can be enjoyed via a smartphone or tablet, you could be missing out on your audience. 

If you want to hold the attention of your audience with advertising for your business, you're going stand a much better chance on YouTube. YouTube video ads are 84 percent more effective than television equivalents. 

You can optimize your mobile-friendly videos by including captions and subtitles. Many mobile users want to watch videos without sound.

Don't go on too long either. Shorter video lengths are much more popular on mobile devices since people are usually on the go and don't have time for a feature-length movie.

12. Include a Call to Action

The call to action (CTA) is an essential part of YouTube marketing. You've got to keep the user coming back for more next time. 

You've provided free content for their enjoyment. It's only fair that you would ask for something in return.

You can encourage viewers to subscribe below to your YouTube channel. You can indicate this before the end of the video and in the description.

You can also take the opportunity to engage with the viewers via comments. While the comments below page is not always a space of pleasant conversations. It's a means of interacting with your audience. 

Internet Marketing on YouTube

YouTube is an important platform for any business looking to market to their target audience. With so many people streaming video content via YouTube, it's an essential place to reach out to your customer base. 

However, marketing on YouTube isn't always easy. You need to follow the tips in our guide on internet marketing on YouTube to optimize your efforts. 

Do you want to know more about making the most out of YouTube marketing? Check out our tips on how to hack YouTube's algorithm. Don't forget to take a look at our Free Training Course!