How to Build a Successful Video Marketing Strategy

 2018-09-25

The latest trend in video marketing is going viral. In fact, this isn’t so much a trend but a goal for many. Unfortunately, while they pursue this goal, they actually miss out on the most important aspect of video marketing – conveying a message and marketing your brand. The strategy should focus on the quality of the content rather than how many people it is shown to.

What’s the point in having a video seen by millions of people but not end up doing anything at all for the business? Instead, a successful video marketing strategy needs to have clear goals set and a way to achieve results that will benefit organizational ambitions. The ROI needs to be defined and set, as without it, you may as well just throw your money down the drain.

As the attention span of users shortens, video is the only way forward. It is expected that all content will consist of 80% video and 20% of everything else because people aren’t too fond of anything that will take too much time.

At any point when a business decides to launch a video marketing campaign, a successful strategy will always consist of the following aspects to cater to today’s audience:

Keep Videos Brief and Encourage Action Throughout

Previously, videos were long and finally ended with a call-to-action before everything went blank. With the number of videos available on the internet, people are just swiping away now without giving it much thought.

If they don’t like something, it is highly unlikely that they will spend more the 10 seconds on it. Create content that captures people’s attention, make it brief and have a call-to-action in the middle and at the end of it. Don’t expect everyone to watch till the very end and have them miss out on what really matters.

Share a Story and Add Value

Despite seeking approval from everyone, life and especially business, doesn’t work out that way. There will always be mixed reviews and feedback, which should be used to improve future campaigns.

Keep things real, tell a story and add value to the target audience. It may seem great to promote the business as much as possible, but how does that differentiate it from the millions of others who are doing the exact same thing?

A story can be integrated in many ways. Here are some ideas:

• Big announcements and how they make a difference
• Seasonal videos
• Promoting an event
• Product demos and how it improves a lifestyle
• Company overview, employee testimonials, customer feedback etc..

Create videos that people will naturally want to share. This is where true success lies. Keep over the top branding and sales at a minimum because people will identify what is organic and what is being heavily promoted. Be different from all the businesses out there and these minor details will surely be noticed by the people who can really make a difference out there.