Video creation has undeniably revolutionized content marketing. In 2017, 63% of businesses used video for marketing purposes. This year (2018), that percentage has blown past 80%, so far. A recent survey indicates the average person consumes at least 1.5 hours of video each day, with 15% watching more than three hours. This translates into a prime marketing opportunity for brands in all industries.
Creating videos that are not only engaging but relevant to your audience can be a tricky task. Here’s a look at 8 ways you can ensure you’re investing your time properly. These tips can enhance engagement, increase conversion, and provide a strong return on investment (ROI).
Want to read more about maximizing your content efforts? Check out our blog post, “5 Ways to Maximize Your Content Marketing Efforts On a Budget”
1. Create a Template and a Process
Your product will only go so far when you don’t have a process to spread brand awareness. Fortunately, others have come before you and have paved the way to success. You can easily follow in their footsteps. Do a quick online search for “video templates” and you’ll come across thousands of video templates and work plans that have been used by other businesses.
Video templates expedite the video creation process. In fact, some of them allow you to create a video in the same amount of time it takes to finish off your favorite latte. Templates also take the hassle out of having to be a video guru. They are extremely intuitive and require no serious training. More so, they mitigate the cost of having to hire a professional team to create videos for your brand, which can easily exceed $5,000 for a short 2-minute video.
2. Set Goals
Without goals, it becomes nearly impossible to create key performance indicators (KPIs), which are essential to measuring the success of your video marketing efforts. Examples of goals you can set include:
- Provide useful, interesting content that’s easily shareable.
- Integrate emotional and inspirational aspects into the videos.
- Always include elements of your brand.
- Get straight to the point.
3. Tell a Story
Storytelling has quickly become one of the most preferred forms of marketing. 92% of consumers want brands to target them with content that feel like a story. And did you know telling the story of your brand can increase the value of your product by a mind-boggling 20x its initial value? To create a video that tells a story, you’ll need to start by writing an engaging script that tugs at the heartstrings of your audience or connects with them on an emotional level.
4. Always Be Friendly and Conversational
The goal here is to make the video sound natural. You don’t want to make the audience feel like they’re sitting in a college lecture. Use language they can understand and don’t be afraid to throw in a little humor.
Make sure your script is short and to the point. Across most industries, we are seeing videos under 120 seconds in length to be highly favored by viewers. However, if you happen to be in the media or publishing industry, you may want to consider making a longer video on a regular basis. (Video length averages for these types of businesses often exceed 20 minutes.)
5. Don’t Forget Your Target Audience
In order to engage your target audience, you must know who they are, and this requires creating your videos according to your buyer personas.
- Who are you targeting?
- What are their challenges, goals, interests?
- When do they spend their time online?
- Which channels do they spend the most time on:
Social media, websites, blogs, or YouTube?
6. Post the Video With a Transcript
SEO shortfalls are maximized when you don’t include a transcript with your video postings. The only SEO help a video receives is from its title and category tags. When you attach a transcript to it, though, you ensure Google and other search engines are able to crawl each word spoken in the video. This boosts its SEO value and places it in front of your targeted audience.
7. Analyze and Optimize Results
You can have the best video on the whole internet, but if you don’t analyze and optimize it accordingly, your marketing efforts will be in vain.
Analyzing your KPIs will help pinpoint which parts of the video need to be tweaked and adjusted. Comprehensive analytical dashboards allow you to see view time rates, identify which videos are garnering the most views, and which ones aren’t engaging your audience.
8. Monitor Reactions and Comments
Your audience’s reactions and comments will give you a clear indication of whether or not they find your videos engaging. If you have a massive number of people commenting on videos that focus on a certain topic, you’ll know to adjust your content schedule to incorporate more videos that focus on the same topic. This, of course, requires that you analyze each video you post for comments and reactions. With the right software and analytics, you can easily monitor each video on an individual basis.
Whether you’re starting from the ground up or you’ve been doing video marketing for some time now, the tips outlined above will increase engagement and conversion. As online marketing continues to evolve, so will video marketing. Staying up-to-date on the latest trends will maximize your ROI and help you stay attuned to the unique needs of your audience.