Video is not only fun, it’s really one of the best ways to get up close to your audience and give them a real glimpse of what you and your business or your clients are doing. The key here is to think beyond profit and product -- show them something about your philosophy, or share some information on an interesting event, or offer some valuable information. The more they know about your positive practices, the more likely they are to stick around.
Your marketing videos are an important step in the buyer journey. However, keep in mind that they are only one part of your overall acquisition strategy. Your marketing videos should be informative and to the point. This isn’t abstract art and you don’t want to leave your viewers guessing. Give them enough information to take the next step with a strong call to action and not overwhelmed with product information or a complete brand story. You can save the longer version for your website.
You should focus on targeting one goal per video (as we talk about here). Some of the most common video goals are to increase brand awareness, views, clicks, or inbound links or social shares. Depending on how you use the video in your marketing material, the goal could be to increase the open rate of an email series or improve the conversion rate on a landing page. YouTube is a great platform for growing brand awareness.
People Before we talk about video marketing, let’s talk about the base of marketing in contemporary times. Content is what we hear all around the world in the contemporary world. In the year 1996, Bill Gates stated that “Content is something where I expect much of the real money will be made on the internet, just as it was in broadcasting”. This statement gave people an idea about the importance of the content in the coming times, but people were not exactly aware of where it will be used and how important will it be.
What I like about it is that when users hover over the image, they can see some basic information about your channel (name of the channel and number of subscribers) and when they click on the image they are redirected to your channel. This is especially useful for videos embedded on other websites. It allows people to be redirected to your channel and subscribe if they enjoyed the video, even if they are not on YouTube to begin with.
The best way to keep users occupied is to produce long videos that strategically disperse valuable information throughout the duration of the entire video. Videos that hit the 10-minute mark are often able to achieve significantly higher watch time than those that cram too much information into a short video or those that don’t cover a topic thoroughly enough to retain their audience. The average length of page one YouTube videos is 14 minutes 50 seconds.
The comment section of your videos can be used to build a personal connection with viewers. It provides an open forum for your audience to interact with you and other viewers. An easy way to suggest comments is to mention it verbally in your video or recommend it in your video description. Asking your audience to respond to a question in the comments like Zoella does in her videos may be a good place to start.
Search engines love videos because they see them as high-quality content, so to this end, using videos in various types of content as well as on your main web pages can work wonders for your SEO -- as long as the videos themselves are optimized properly as well. This means incorporating the right keywords, a solid meta description, and also a strong title.
Your tags will help YouTube better understand what your video is about. That will help it place your video in relevant searches and as suggestions on other relevant videos. Performing a quick YouTube search for one of the keywords in your title will help you identify more potential tags. For example, if your video is called "How to Use Old Clothes to Make New Styles," you might search the word "clothes" and see what the suggested searches are.
Noble DigitalFounder, and award-winning Creative Director Allen Martinez has created successful content campaigns for some of the largest brands on the planet, including: Coca-Cola, In-Bev, Subway, Nestle, AT&T, Quest, Hilton Hotels, Burger King, Univision, Yamaha, Miller Lite, Proctor & Gamble, Heineken, Orbitz, Wrigley’s and has then used those same principals to help scale startups like: Telesign, Plated and Fundrise, BiohmHealth.
Video is engaging. Ever try to have a conversation with someone when the television is playing in the background? You can’t help but sneak a peek over their shoulder from time to time. Video is a magnet for eyeballs. Video is often more expensive than a print or email execution. It requires the proper equipment to get the best quality of videos. Also, hiring professionals can cost you a high amount.
There are plenty of different types of videos out there and part of creating an effective content marketing strategy is having a solid understanding of your purpose before you sit down and create the video (or any other type of content, for that matter). To that end, you want to make sure the both the type of the video and the channel purpose (if you’re posting on social) fit the purpose of the video itself.
Ask yourself – Who are they? What are they looking for? What do they value? What position do they hold in their company? For instance, Lululemon’s buyer persona is a 32-year-old woman called Ocean. She is a single professional that makes $100,000 a year. Feel like you know her? They do too. That’s why they know exactly how to get her into their store. This persona focuses their marketing strategy and reminds them who is taking their products home at the end of the day. It works wonders for them, and it can do it for you too.
This is one of the most usable annotations of them all. It’s a simple square that you can enter text into, as well as the links to other YouTube features like the speech bubble allows you to add. This annotation looks professional and is an easier way to present links to relevant destinations like a brand’s Twitter account or website. A marketer could utilize this annotation in a similar way to the speech bubble, but this annotation is more relevant for a variety of video content.