Sometimes it’s fun to look back at the good old days during the infancy of video. Do you remember when we “taped” our favorite things- music videos, soap operas, a tv show’s season finale? Back in those dark ages we often hoped there was enough tape left, that you did not forget to set the timer, and that there wouldn’t be a power outage. Video was almost purely for the value of entertainment. But its marketing edge was just around the corner. It is fun to reminisce about those times especially when we both personally and professionally utilize the practicality and power of video today.
Video marketing is a key component in any successful strategic marketing campaign. In today’s advertising world, with its seemingly endless variety of marketing options, video is front and center reeling in targeted customers, facilitating engagement, and building the all-important brand awareness in a highly competitive marketplace no matter your product or service. Enlisting the expertise of experts skilled in video content creation is a vital first step in your overall marketing strategy.
It is obvious we live in a world of short attention spans and myriad distractions. How many times have you clicked on a video but swiftly moved on because you weren’t hooked? How often have you been captured by a video and then shared it with others? We know the easy answer to these questions- many, many times. The popularity of video is a marketing powerhouse that is a necessary tool for businesses to build and maintain engaged audiences.
Your Video’s Purpose
Who are you? You are a storyteller. The very reason you are creating a video is to tell the story of your business. This is your stage to target and thus engage your audience with compelling, often emotional content. Learn who your viewers are and what do they want. Collaborating with marketing strategists, highly skilled in analyzing the algorithms of each platform, will provide you with a targeted approach that brings your story to life with viewers.
What to Include
Hook and headline = bread and butter. If you don’t have a compelling headline followed by content with an immediate hook, you have already lost your viewer. Your audience is bombarded with options and distracted in every direction. Secure their engagement with a headline that includes specific words that establish your powerful presence.
Then give viewers what they want. From your videos, they expect to learn who you are, what your products or services are, and why they should be engaged with your content. What they see and hear will first grab their attention. It is then up to you to connect and interact with your audience in a way that increases traffic and potentially increases sales. Remember- you are a storyteller.
And something that can often be ignored during the creation process is your call to action. It is essential that you make the ask. Give your audience a directive- call, contact, email, visit- whatever the method, make sure you tell them you want to connect.
Video Creation across Multimarketing Channels
Google may take the gold as the premier search engine in the world, but YouTube takes a very close silver as a platform where consumers conduct searches and learn about products and services. Other platforms are not far behind. You want your brand to establish a foothold on the platforms that see the greatest levels of traffic. YouTube, Facebook, and Instagram offer powerful tools for video presence. Your business can also capitalize on the exceptional engagement aspect of Facebook and Instagram by directly interacting with your audience and forming bonds that lead to brand loyalty.
It is also important to align with the influencers. They are named this for quite an effective reason- they drive popularity, increase traffic, and motivate an audience to purchase. Favorite musicians, actors, athletes, and other people of notoriety make a huge impact on the actions of their followers. If your favorite tennis star is Serena Williams, why wouldn’t you want to use the same racket? Or if your celebrity eats at a particular restaurant, of course you will be making reservations there. Their clout is undeniable when they endorse or merely mention something that has merited their attention or engagement.
Nut and Bolts
Now that you have your content established, do not cut corners with the basics because savvy consumers will notice. Whether you are opting for slick production or an authentic, homespun feel, you must ensure that you use the correct tools to achieve the visual and sound results you want. Camera quality and lighting are essential components for making a video that grabs viewers. Grainy images or distorted sound will immediately turn off viewers who are used to the very latest in high definition. Keep this in mind as you want your videos to be accessible and appealing across numerous platforms.
They must be mobile-friendly as phones are often the source of viewers scrolling for the most recent or popular find.
Adding a video marketing component to your overall strategic marketing campaign is easier than you might think. The options are practically endless- be serious, be funny, but most importantly be engaging and educational. Ensure your audience learns about you and that they become part of your story.
Contact CDMG today to create and schedule your video marketing campaign as part of your marketing strategy.
Lights. Camera. ACTION!
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