Vimeo<\/a>, social media channels like Facebook and Twitter. This alone makes it worth sound investment. Once your customer base is established, you can use the power of email to send out links to any new campaigns.<\/p>\nIn an era of content overload, videos are more instant and easier to absorb. If you create a video that engages, entertains or inspires your audience, then they are likely to share it, as well as stay on your website for longer.<\/p>\n
Videos can be featured anywhere and everywhere: in blog posts, social media posts, landing pages, online adverts and email campaigns. A video with a clear call to action can increase website traffic and give potential customers a reason to visit your website.<\/p>\n
Once they have arrived, you have the opportunity to engage even further with them, increasing the likelihood of a conversion.<\/p>\n
Crafting a Video Marketing Strategy<\/h2>\n
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Carefully crafting a video marketing strategy is vital in maximising the reach you want to accomplish. A strategy is a road map outlining your goals; how you\u2019re going to achieve them; and how you\u2019ll measure success. It ensures that you stay on track and avoid creating aimless content that fails to achieve your objectives.<\/p>\n
1.What do you want your video content to achieve?<\/strong><\/p>\nVideo content for businesses must always have a purpose. For example, if you are just starting up and people are not familiar with your business, then your videos should aim to build awareness of your brand for the start of the customer journey. Or perhaps you\u2019ve established your customer base but you\u2019d like to drive more sales \u2013 so videos could help to better position your products to increase revenue. This will define the style of your video content.<\/p>\n
Videos can be educational, entertaining, insightful, inspirational, or a combination of all . How you decide this depends on the tone of your brand and the needs of your audience. Determine what you want your audience to take away from your videos.<\/p>\n
2. What’s your story?<\/strong><\/p>\nAudiences now expect you to do much more than simply tell them why they should buy your product. Today, it\u2019s more important than ever that you do everything you can to forge an emotional connection with potential customers, and the best way to do this is through effective storytelling in your video.<\/p>\n
But why is storytelling so important in your video marketing efforts?<\/p>\n
Stories produce experiences. <\/b>Experiences then leave a lasting impression- a lot more than features, facts or figures.<\/p>\n
Storytelling is more subtle. <\/b>Even though your objective may be to sell your product or services,\u00a0people don\u2019t respond positively to direct\u00a0sales pitches. Crafted in the style of a story, video marketing then allows you \u00a0people to pick up the key message themselves without having direct messages hammered into them by repeated sales pitches.<\/p>\n
This is much more effective, as it feels like the viewer is sharing an experience with your brand, rather than being pushed into buying something by a sales person.<\/p>\n
Stories are the emotional glue that connect you to your customers.\u00a0<\/b>You can tell people how great your products and services are as much as you want, but it\u2019s always going to be more effective to show the benefits of your product\/service and, more importantly, what it does for people.Effective video marketing will craft a story around key marketing to create meaning for the audience.<\/p>\n
3. What types of videos do you want to create?<\/strong><\/p>\nIdentify the areas of your business that will benefit from video content and whether this content is to be communicated internally, externally\u2013 or both. For example, an HR department may benefit from communicating internal videos to visually communicate aspects of your business or new messaging to your employees.<\/p>\n
Once this has been confirmed, it\u2019s time to review the different types of videos out there to find those most suitable to communicate your messages. These include:<\/p>\n
\n- Short form clips to drive social engagement. We\u2019ve shown some examples here of the work we completed for Trainline which have been very effective for mobile marketing :<\/li>\n<\/ul>\n
![\"video](\"https:\/\/visu.al\/wp-content\/uploads\/2017\/01\/video_marketing_80_Blog_VISU.AL_.png\")
<\/p>\n![\"video](\"https:\/\/visu.al\/wp-content\/uploads\/2017\/01\/video_marketing_33_Graphic_Blogpost_VISU.AL_.png\")
<\/p>\n![\"video](\"https:\/\/visu.al\/wp-content\/uploads\/2017\/01\/video_marketing_75_graphic_Blogpost-VISU.AL_.png\")
<\/p>\n![\"video](\"https:\/\/visu.al\/wp-content\/uploads\/2017\/01\/video_marketing_64_Graphic_Blog_VISU.AL_.png\")
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