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What is video content marketing and why has it become such a prominent part of any digital marketer's toolbox? How can you utilize this technology to market your brand and to increase your sales figures?
Social media has become one of the key ways brands market their products, and video content marketing is starting to play a primary role in the overall marketing strategy. According to John Rampton, 2016 was known as "The Year of Video Marketing, as businesses find new, inventive ways to use the medium to reach customers." We are now in 2017, and the use of video marketing content is expected to grow both in its use and its effectiveness.
Simply put, video content marketing is the process of assimilating video content into your digital marketing strategy. Video content can be a short-form video that contains simple but powerful marketing statements, which highlight one or more reasons why consumers should prefer with your brand over your competitors, and usually a call to action.
In his article, Rampton continues to say that videos are successful because they “stand out on social media, giving customers a quick overview of a product without overwhelming them with text. In less than thirty seconds, a customer can get the information he needs about a business through a short, visually-appealing video”.
And he is not the only one: Mark Zuckerberg, Facebook CEO, has been pushing the "video-first" approach for a while, stating that video will become the main communication tool in Facebook, and that the average Facebook newsfeed will include more videos then images and texts.
Now that we have established that a successful marketing strategy should include video content, the next question that needs to be answered is how to establish a successful video marketing strategy. Here are 10 things that you should include in your video marketing strategy:
1. Publishing schedule
One of the most important aspects of any marketing strategy is a publishing schedule. It does not matter how many days a week (or even a month) you publish your video content; however, it is crucial that you create a diversified video content marketing plan and a balanced distribution strategy.
2. Multiple video channels
There are many different channels for your video content including YouTube, Facebook and Snapchat, and each channel has a different audience and a different end goal. It is recommended to develop a video marketing strategy for multi channels to attract users in different devices and during the different stages of the marketing funnel.
3. Length of video
Different video lengths have different aims. Short-form videos are designed to get a quick, powerful message across to your customer-base. Longer videos, on the other hand, are designed to provide users with more in-depth content.
4. Quality content
Content is seen as one of the cornerstones of any media marketing strategy. Poor quality content will detract from any marketing effort, while high quality content adds value to your marketing strategy.
5. Live video
In 2017, live video streaming should be a part of every video marketing strategy. Live videos offer a higher level of interaction with the viewers, and you can use it to broadcast events in real time, create live Q&A sessions or interactive tutorials, etc.
6. Catchy titles & opening scenes
The aim of the video title is to draw the viewer in, and the first seconds of the video will determine whether the viewer will continue watching it or moving on to the next distraction. In other words, with billions of videos available online, people need to be encouraged to watch your video.
7. Customer-generated content
Asking your customers to send in short videos of how they use your products is a very effective way to market your brands. People are drawn in by videos of other consumers using your products effectively.
8. Tips and tutorials
It is always a good idea to show people how your products work. For example, if you are the manufacturers of a sports watch, you can shoot a video demonstrating how to use your watch in a simple and appealing way.
9. A call to action
A call to action invites the viewer to respond to the video content, or to continue engaging with your brand, either by subscribing to the YouTube Channel, opting-in to your mailing list or sharing the video with their Facebook friends.
10. Performance measurement
As with all marketing strategies, it’s very important to track the success of your video marketing campaigns. If they are successful, you continue along the same lines. On the other hand, if they are not successful, you need to make changes to your video marketing strategy.
As noted above, video marketing played a major role in all marketing efforts in 2016. All signs are pointing to the fact that the use video content marketing will increase in 2017.
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