The Secret Recipe to a Successful Video Marketing Campaign
Virality is an objective most video marketers yearn for—but it isn’t the end-all-be-all of a successful campaign. A well-crafted video strategy can generate up to 1,200% more shares on social media than text-and-image assets and boost conversions on landing pages by at least 80%. If your existing video marketing campaign isn’t propelling your social media status into stardom, consider incorporating the following best practices into your developing strategy.
Tip #1 – Don’t Sell—Tell a Story
Contrary to your business goals, you don’t want to oversell your brand to potential customers. Instead, focus on value-adding media that play to viewers’ emotions. Appeal to their needs and unspoken desires with personal touches that reflect your brand’s culture, mission, and vision.
To funnel leads into your landing page, cap off your video with a clear and concise call to action. Publish an appropriate link in your accompanying caption. Consumers don’t want to be sold to—but they appreciate a gentle push towards the next step.
Tip #2 – Lure Customers in Within the First 10 Seconds
If you don’t have your viewers hooked within the first 10 seconds of your video, you can lose up to a fifth of them. As such, you’ll want to entice viewers from the get-go by getting straight to the point. If you’re highlighting a new product, tease its features and let consumers know why they need to have it. Consider your video’s purpose—are you trying to sell a service, educate your viewers, or simply make them laugh?
Tip #3 – Inject Some Humor
Corporate entities tend to stray away from comic relief—but if it can get your point across, why not? If humor isn’t your forte, study corporate competitors who have successfully enticed unassuming viewers. Throw lines at your peers to determine an appropriate tone and delivery. The more viewers realize you aren’t taking yourself too seriously, the more they’ll be willing to patronize your brand.
Tip #4 – Don’t Forget to Optimize
Like blog posts, videos can rank just as quickly on search engines. Before publishing your video on social media, host it on your domain. To increase the likelihood of inbound links, allow embedding, and create a video sitemap.
Prioritize your video description—incorporate the appropriate keywords and hashtags and publish a unique yet informative title. Avoid keyword stuffing. Remember, Google knows.
Tip #5 – Always Educate
65% of Internet users are visual learners—what better way to educate them than with a thoughtfully-produced video? If you’ve already mastered the likes of infographics and visually-assisted blog posts, graduating into video production is only the next logical step.
Sell your audience on how useful your products are by leveraging a how-to format. Let them know about satisfied customers with a video testimonial. Stand out as an industry expert by hosting a webinar or DIY TED Talk. With video, methods of collecting leads and offering social proof are endless.
In the end, the return on your video campaigns depends entirely on how you connect with your audience. Did you offer value? Does your audience know how to use your product? As with any marketing scheme, success doesn’t happen overnight—but with video, you’re more likely to get there quickly.
If you’re reaching for ways to get your message across but don’t know where to begin, work with us at Lavender Digital. We’re an Atlanta video marketing company dedicated to the whos, whats, and whys of your video project. Give us a call—we’ll drive the results.