Video marketing is more than simply posting a video and hoping for the best. Here are our 7 tips & tricks for getting the most out of your video marketing efforts. Useful for newbies and seasoned video marketers alike.
Topics we're about to cover:
- Define your goals
- Engage your viewers’ interest
- And… ACTION
- The video is out there
- Appearance DOES matter
- Optimize for search engines
- The numbers tell the tale
We've said it before and we'll say it again. Before you dive in, you should set concrete, reasonable and measurable goals that match your budget.
Most marketers want to make a viral video. Is that your dream too? It shouldn’t be. Going viral is not the best goal for your video. You need an actual business benefit, such as:
- Build brand trust
- Increase your visibility
- Help educate your customers
- Transform leads into customers
- Increase your reach via social media sharing
It has been repeated time and again: people love watching videos. Make sure your video tells a clear and compelling story. Meaning: one that strikes a chord with your audience and is not littered with unexplained jargon.
Other ways to engage your viewers’ attention? Add some interaction. An interactive video requires the viewer to participate. Giving him control and giving you real insight in customer behaviour. And this information is priceless.
Finally, tailor the length of your video to your goal and audience. You may have to experiment since there are no hard and fast rules about how long your video should be. From our experience we advise to keep it as brief as you can. Your audience’s time is scarce so get your message across quickly and clearly.
Whatever you do, always add a call to action at the end of your video. One that fits your audience and the goals of the video.
And think outside the box. ‘Buy now’ or ‘mail us for more info’ are standard. Yet, there are plenty of other ways in which you can spur your audience on:
- Bring out a vote
- Answer a question
- Fill out a short form
- Watch another video
- Sign up for a newsletter
- Get a free trial or demo
- Sign up for a free webinar
Select the right channels to distribute your video. There are numerous platforms where you can post your video, YouTube and Facebook on top. More than often marketeers post their video everywhere and hope for the best. Yet, it’s better to make a careful selection of channels based on your goals and video marketing strategy.
Use custom-designed thumbnails when posting your video. Of course your video needs a decent description - even if it’s just to benefit SEO. But keep in mind that it’s not always the description that wins people over to click and watch. An attractive thumbnail can do the trick as well.
Think about SEO to perform well in search results. From an SEO point of view the most important question you should ask yourself is: ‘Is this something my audience wants to see?’ If not, then all your other SEO efforts are futile.
If your video is relevant, then simply follow these 3 steps to improve your appearance in search results:
- Find out which keywords are crucial for your video.
- Include the main keyword in the title and the description.
- Use relevant tags and meta-tags.
Make sure you measure the results to see if your video campaign was successful or not. Hosting and tracking analytics will do the trick. Additionally, in this way you get better insight in your audience and the opportunity to improve your videos.