Video marketing is perhaps the most powerful tool for marketing your products and brand today. But it can be tricky to get what you want out of it if you don’t know how to use it properly. In this blog, we’ll let you in on the best video marketing strategies to get more customers through your door.
Video marketing falls under the umbrella of content marketing. Most people wrongly assume that content marketing is all about blocks of words, prose, and blogs. However, content means anything that engages your audience and helps them interact with your brand and products, and this includes video. Video marketing is much more effective in getting you the traction you need because it yields high engagement levels.
Think about it, would you read a long blog on how to install a particular app on your iPhone or watch a YouTube how-to video? 9 times out of 10, it’ll be the latter. Although videos are more engaging and can have a far greater impact on the consumer’s purchase decision, they don’t always produce the results you need. Here are the top tried and tested ways you can use video marketing to promote your business.
Define your Goals
Before starting your video marketing campaign, you must define clear and measurable goals. Why are you doing it in the first place? Is it to create awareness about your brand? Is it to promote a particular niche of products? You must answer these questions as they’ll be the very foundations of your video marketing campaign.
For instance, a video about your company will be very different from one promoting a line of products or an upcoming sale. Ideally, you’ll have a marketing funnel that has 3 levels:
- Awareness — Your video makes the audience identify and feel a problem they have and present you as the sole solution to it.
- Consideration — You present your video to customers that have a myriad of potential solutions and are just researching their options.
- Decision — This is the stage where a customer has almost found a solution, and you want them to remember you as their top priority.
These are the different stages, and you’ll need videos for each of them. To start, however, we recommend you focus on the awareness level because that’s where you attract customers. Crafting the perfect video doesn’t have to be difficult – just use these video templates as provided on PosterMyWall to make it in a few clicks!
Identify your target audience
Once you’ve figured out the stage of the marketing funnel you’ll focus on, it’s time to find your target audience. Your target audience will determine the kind of video you’ll want to produce to engage with them and bring them to your doorstep. But the problem is, how do you know who your target audience is? Develop buyer personas
Buyer personas are the different types of people who might want to buy your product. Personas are created during product development, so if you’re unsure about them, ask your product development team for any insights they have. Typically, buyer personas help you figure out not only who to target but also how to reach out to them in a way that they respond.
Social media is a powerful tool
When it comes to reaching out to new people and making new customers, there’s no better place than social media platforms to showcase your videos on. However, not every social media platform is created equal, so you’ll have to figure out which ones are right for you. For most businesses, Facebook and Instagram are the likely go-to places since they’re the most-used around the globe.
Create your company pages on Facebook and Instagram, and start posting your videos. Alternatively, you could post your videos on YouTube and share the URLs on your social media pages, accompanied by a catchy caption and thumbnail. The goal here is to get traction on your social media channels and divert that traffic to your website to promote sales.
Go live on social media
Building an audience base on social media takes time and effort. Don’t expect results overnight because you’ll have to spew out valuable content for your audience regularly. Once you have a good number of followers, you can go live on social media. This is one of the latest social media marketing tools that has surfaced in the past few years.
The live video feature is good for capturing a live event. For instance, if you recently hosted a charity raffle and want people who couldn’t come to see what they missed, you could upload the whole thing or little snippets of the event by going live. The live feature on social media is a good way to showcase to your audience what you’re all about in real-time without any gimmickry or marketing shenanigans.
Ever considered digital signage?
Gone are the days when you had to advertise your brand via billboards. Digital signage has changed the marketing game for the better. Now you can put up your marketing message on screens in malls and other high-traffic places. The benefit of using digital signage is that you can change your marketing message on the fly without having to print out new flyers and posters every time you need to tweak something.
Displaying your video on a screen can make all the difference. Just make sure it is concise and conveys your message loud and clear. You can also run a slideshow of multiple short videos, each catering to one step of the marketing funnel we discussed above. Be sure to use plenty of graphics, and if you’re using graphs and charts, make the statistics meaningful to the audience.
Influencer marketing can take you a long way
One way to increase your brand awareness and get more traffic to your social media accounts is to pair up with a social media influencer on Instagram or YouTube. Influencers have a large following on their channels and are considered experts in their field. Their loyal followers seek their advice when making a purchase decision.
Pairing up with an influencer and asking them to promote your brand is the best way to get fast results and see your sales skyrocket in mere days. This way, you’ll essentially be outsourcing the video marketing to a person who has spent years crafting engaging videos and building up an audience.
However, you have to be careful with who you partner with. Do your research and pick an influencer who is passionate about your brand and products and would like to see you succeed. And, of course, you could always return the favor by giving them freebies.
A few final tips
The above-mentioned strategies work like a charm for a variety of businesses in different industries. However, you must remember that every company is different and has a unique target audience. Therefore, there’s no universal formula that works for everyone.
Instead, you’ll have to experiment with different video marketing techniques to see which ones work best for you. Lastly, your videos should look professional and reflect your brand identity. Use colors and fonts that represent your business, and don’t forget to include your logo and contact information.