Just like your home, your video marketing needs maintenance to retain value. Dust-filled marketing can easily give you an outdated company tag.
1. Clear The Exposure Clutter
Competing against yourself by posting the same content in every online location does not do your marketing efforts justice. Each social media platform gives you the opportunity to communicate with your audience in a different manner. Choose one platform that showcases your video best and focus there.
YouTube
According to HubSpot’s 2018 State Of Inbound Survey, 48% of all marketers plan to add YouTube to their marketing strategy over the next 12 months.
If you think your audience is not on YouTube, consider these stats:
- One third of all online activity is spent watching videos
- 54% of people want to see more video content from marketers
- Overall, 83% of consumers worldwide prefer YouTube to watch video content
- 18 is the average number of videos published by businesses each month
Facebook
Paid advertising and clickable “call-to-action” options at the end of videos expand the possibility for reach on this platform.
Video allows you to bypass any Facebook text restrictions – the 20% text policy only applies to static image use.
Note that multiple studies show that more than 80% of users do not turn on the sound when watching video on Facebook, therefore your video should be designed as if no-one is listening.
Mobile Platform
According to a 2016 Ericsson Mobility Report, video will account for 70% of all mobile traffic by 2021.
As people browse the Internet on a small smartphone screen, it’s far easier to watch a video than to read text. Are you worried that mobile users are hesitant to watch videos on their devices due to exceeding their plan’s data limit and incurring extra cost? Free Wi-Fi in more and more public spaces are increasing video content views “on the go” as we speak.
That being said, your video should immediately convey its value and answer that “why should I watch it?” within the first 10 seconds. Should your target audience watch it because it will make them laugh, inspire them to act or because it will teach them something new?
Don’t feel constrained by what’s gone before you in your industry – stand out and take a chance on perhaps being funny!
If in doubt about including this platform in your video strategy… think about what you do while waiting for someone or something to start? Do you take out your mobile to help you pass the time? Your brand should make use of this opportunity and create top video content to pull people into your message.
2. Dry-clean Your Audience lists
Verify your email contacts – reach out to your audience and simply drop a reminder video to ask if their information is still relevant. This will not only keep your list current, but creates a positive customer touch point to open up “dried-up” communication again.
3. Optimise More
Are your videos optimised for viewers to land on your website? Including backlinks to your website is a must. As with any other content, the title is the first thing people will read when scrolling through a list of videos, so make sure it’s clear and compelling and make searchers curious about the content.
Hosting your video on your own domain may help with your overall SEO efforts, but could mean reduced exposures or shares. Expert advice, depending on your specific video goal, will be beneficial.
Enable embedding on your video as this will help you increase the likelihood of receiving inbound marketing links – links from other websites directing traffic to your site.
Remember that it doesn’t matter how good your marketing plan is if your video is used as a stand-alone product. It’s tempting to cut corners and produce a quick video just to jump on the video marketing band wagon, but in the long-run, it won’t pay off. Video Marketing is one key element in the bigger strategy to reach more of your target audience.
Once you’ve identified your video channel and have a plan to clean up your target audience, call us to create your marketing videos with purpose.