There is no question that the online video market is growing dramatically every day. With thousand of videos being uploaded to YouTube (alone) every minute, people are starting to realize that video is here to stay.
But if video is so popular, why are my videos not being watched?
Well, it’s easier said than done. There are millions of videos already out there and just uploading another one won’t get you too far ahead. In order to effectively leverage the communication potential of video, it is necessary to build a road map: a video marketing strategy.
When developing a video strategy for a client, it is important to evaluate the overall marketing plan and then evaluate how video can help attain the marketing and sales objectives. There is no set method of developing a video strategy, but it’s always a good habit to start with the following:
Objective – Understanding the objective and target audience for video should be the utmost priority. It is very important to identify who you are targeting and what you want to get out of the video in order to put together an effective strategy and avoid (or minimize) getting off track along the way.
Content – Content is key. Social media, the increase in available online content, and our fast-paced lifestyles have left us with as much attention span as a goldfish – about nine seconds. In order for your video to be effective it needs to be appealing, which is achieved through original and engaging content.
So far, the most effective videos on the Web are “how to” videos. This is because they offer dual value: to the viewer and to the host. Value to the viewer in the sense that they are getting free information on how they can do something (they are being empowered), and value to the host in the sense that the host is being positioned as an expert, making viewers pay more attention while strengthening the brand’s image and reputation.
Audience and Relationships – It is important that you keep in mind at all times that the purpose of developing a video strategy/campaign is to create viewership. You won’t go anywhere without an audience, so make sure you make them feel as if they are “part of your gang.” Make them feel as if you are talking to each and every one of them individually. Ask for their feedback and find ways to keep them engaged.
Publishing Platform – Consider the publishing platform a tool. There are plenty of hosting services out there, all with different functionalities. Pick the one that will benefit your project-specific goals the best, whether it be monetizing, increasing traffic or just building brand awareness.
Traffic – Understanding your market’s interest and lingos will help when it comes to SEO. The more industry terms you use, the more likely you are to attract traffic. Also, when creating tags or identifying keywords, it is important to use “long tail keywords” instead of the typical “head” terms. Long-tail keywords are naturally less competitive to rank for organic searches and less expensive to bid on for Pay Per Click.
Social Networking – Never has a little elbow grease generated so much return. Thanks to social media tools like Facebook, Twitter, LinkedIn, Digg and Pinterest, you can get a lot of leverage out of your videos with very little work. Use these tools to continuously feed your viewers with content; remember that repeat visitors are generated by having new content added to the page fairly often.
ROI – The most passive but important step of your campaign. After identifying your objective, developing your video, publishing and optimizing for searches, the next step is to see how effective your video is. There are quite a few tools out there, but Google Analytics still seems to be the preferred service. This is mostly because it’s free, but Google Analytics also happens to be one of the best tracking tools out there. It provides detailed information on traffic, embeds, regions, and unique and regular visitors, among other benefits.
These eight concepts are key to an effective strategy – understanding them will facilitate the task of applying them to your plan. Keep in mind that there is no set method, and the tools and processes will change on a per project basis, so learning to adapt is essential to your continuing success.
Now that you know the fundamentals of what goes into formulating a successful online video marketing strategy, contact us! We can help you create a campaign that reaches members of your target audience with relevant messaging they respond to at every stage of the buyer's journey.