Top tips for video marketing excellence

Video marketing strategy | Visual comms | Video advice
There are some common misconceptions people have about online video marketing. It’s too expensive, too time consuming and not worth the effort. These can all be true if you’re doing it wrong, but don't have to be a hindrance for your video marketing campaign. Here, Casey Sleigh, account executive at Stone Junction, offers three top tips to make sure your video marketing strategy hits the mark.

Video marketing is any video made and distributed with the purpose of helping you reach your company goals. It has become an increasingly effective way of getting the message across, with noting that 135 per cent greater audience reach can be achieved using video over photos.

Advances in technology allow us to watch video content just about anywhere, so when there’s an option to see something more visually enticing, we take it. Wyzowl found 79 per cent of consumers prefer watching a video to reading about a product.
These top tips will make sure you’re equipped for the world of online video marketing.

1. Be Unique
A common mistake is trying to create a generic video that appeals to everyone but instead ends up lost in the white noise of unnecessary mainstream content.

The more focussed your video is on your target audience, the more likely you are to attract valuable interest and potential leads. Digital marketers can achieve this by understanding what appeals to their target audience and using this insight to their advantage.

Marketers should also strive to be distinctive and not follow the formula set by their competitors. Disrupting the industry standard can mean the difference between standing out and fading into the background.

2. Keep it short and sweet
With the culture of scrolling through mobile content and social media feeds, you now need to capture your consumer’s attention in the first 10 seconds to increase the likelihood that your content will retain viewers. The importance of being concise is extremely underrated.

Of course, there are scenarios where a longer video is essential, like demonstrations or tutorials, but adverts and videos designed for social media should never be overcomplicated or lengthy. You’re distracting the consumer from its purpose and decreasing the chance of viewers arriving at your call to action.

Be open minded when approaching your content. A five-minute-long interview could instead be a concise collection of vox pop style testimonials lasting only 60 seconds, which is much more appropriate for online consumption.

3. Know your reach
Achieving the best reach is an important goal for any marketing campaign, and this is no different for online video. Reaching as many people as possible sounds ideal, right? Well, that’s not always the case.

Going viral should not be the goal. Instead, you only want the right reach for your business. You could be targeting thousands of people who have no use of your services and letting potential customers fall through the gaps.

Have the widest spread of placements, posts and shares you can, but avoid needless wastage by only choosing relevant social media channels and industry blogs. Remember: context is key when distributing your content.

Keep these top tips in mind and you’ll be on your way to reaping the rewards of a great online video marketing strategy.

If you want to talk about the kinds of video Stone Junction could build into a content campaign for your business, get in touch on +44 (0) 1785 225416.

Kirsty McMahon

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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