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By now, almost everyone agrees that the video is the The leading vehicle for effective content marketing. You can find many statistics backing up that claim — including some amazing numbers from the information center 50Wheel . According to their report, ninety-one percent of marketers saying that video provided an ROI in 2020!
But just because you think video is great doesn't automatically make it an effective part of your marketing mix. That takes work — and planning. So here are some helpful guidelines, whether you're just getting started or trying to turn your inbound or social media marketing strategy around.
Rule #1 – Video is not as expensive as you think.
If you are a small business, a start-up or simply an author or an expert with an idea to share, you will be shocked to discover the video. The cost of traditional Video production starts at around $1,000 per minute completed! There are good reasons for this, such as cost to the camera crew and studio space, but it remains a huge deterrent.
The traditional video production model requires a lot of travel time and some expensive equipment. Either a film crew has come to your location, or the principals have to go to a recording studio. Both add significant costs. Fortunately, smartphones have changed all of that. Mobile cameras have improved exponentially — to where they are now a normal part of a feature film production, professionally . For marketing teams, this means that the need for a large team is no longer paramount. Everyone has a productive camera in their pocket.
It's true that managing large video files on smartphones is a pain, and that recording Zoom live streams is problematic over Wi-Fi. However, there are great solutions for shooting remotely — temporarily storing high-quality footage on the device before uploading it for editing. Some even allow the director to lead sessions remotely and turn your smartphone or tablet into a remote camera!
With remote shooting, even if you add lights, microphones, lenses, and other basic equipment, the basic video completion minute price has dropped by about fifty percent! That means even small businesses and startups can practically see video as the primary vehicle of a sustainable, integrated, inbound marketing strategy.
Rule #2 – DIY videos aren't as affordable (or effective) as you think.
After reading the above, some people will conclude that, to “make videos”, all they need is a suitable phone or tablet and some accessories. While the DIY approach is admirable, it has limitations.
First, there is a steep learning curve and lots of other tasks competing for your time. Great videos require a story concept, measurable goals, and time and expertise to edit and publish each video to the appropriate channels. If you assign video to a member of your marketing team, be prepared to let them drop other duties — or else hire more staff.
Second, there are too many different types of videos to do them all well. (See Rule #4.) Making a simple vlog yourself is pretty easy. Create effective lead generation videos — not so much.
Finally, DIY is difficult to maintain. Like all good inbound marketing, video has to be made over a long period of time to be effective. That means adding new content — especially at the top and middle levels of the sales funnel.
Rule #3 – Always consider SEO, format, and platform choice.
The way we design and produce videos has changed, but the rules for making videos visible to qualified leads in the marketplace have not. Even if your video is engaging and engaging, just posting it is not enough. Applying real-world SEO to video content makes more sense than using keywords in titles and descriptions.
Videos shouldn't stand alone either. The best results happen when both video and text content are integrated — and both are coordinated with your overall SEO and marketing funnel strategy.
While the cost of video has dropped, it's still a good idea to optimize it for multiple locations. That means planning ways to “recycle” existing content and knowing how to format it for different social media feeds and platforms.
Finally, there are a lot of video-friendly platforms to choose from so you have to be careful not to go viral too thin. Choose a social media platform whose age and income demographics best match your target market. Offer video content as a regular part of a drip email campaign or e-newsletter. Above all, choose a hosting environment that offers the best balance between search-friendliness and interactivity.
Rule #4 – Not all videos are created equal!
There are a lot of questions and debates about when video marketing should be — based on what the typical web user notices. These are not the right questions to ask. Of course, a video should always be engaging and not only in the first moments, but first it should be the right kind of video . For example, a brand video used at the top of a channel is completely different from an animated explainer, a recorded demo, or an interactive solution video.
In other words, yes various types of videos to consider, so marketers should always avoid the “one size fits all” generalization. Each type has different technical and design requirements and an optimal place in the sales funnel .
A successful marketing funnel has one simple requirement. Each piece of content should give qualified leads a good reason and a means to explore further, commit to your solution, and move on to a decision. Video is the ideal vehicle to achieve that, but only when produced and deployed to do so.
Rule #5 – Done right, video marketing has a significant ROI.
Most marketing gurus know the old quote, “Half the money I spend on advertising is wasted; the problem is I don't know which half. “Video marketing is not a guarantee or a panacea. However, if done properly, video offers a clearer opportunity than most online media to realize a return on investment.
By definition, good video is engaging. It's easier to experience cognitively. Viewers can immerse themselves in the story without having to read and interpret the words on a page. It also fulfills the basic requirement of all good marketing: “Show me; do not talk to me. “On top of that, with the right amount of interaction, video provides users choice make their interactions with your brand direct, instant, and deliver results.
Anyone can add a “buy now” button or SEO keywords to a marketing video. But not everyone can use video to craft a compelling story — one that addresses a real need — that guides qualified buyers into a lasting relationship with your brand.
About the author
John Parsons is a passionate business and technology writer and head of marketing for IntuIdeas , a content studio in Seattle that offers video production, animation, interactive media, and writing services. John is a published author and former Editorial Director of Seybold Report .
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