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Create a video posting calendar
Just like a successful blogging strategy requires an editorial calendar, a successful video marketing campaign requires a video posting calendar too. You need to prepare well in advance with what you want to post and showcase to your audience. Consistency is very important when it comes to engaging viewers through a video marketing campaign. They need to know that there is a regular effort being put into what was shown once. This allows them to look forward to something new from your side every now and then.
Consistent, and more importantly, value-based video content helps you create a loyal audience that comes back to watch your content time and again. Make sure that you have a calendar planned out well in advance and stick to a schedule.
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Tell a story, don’t sell a product
No one will want to watch your video if you outright start selling your product. Sales content doesn’t get much traction or engagement, which is why you need to sell your audience a story. Weave a story about how your product can fit into their daily lives or how it can help them tackle a problem they are facing. Think about ‘how’ questions more than straight up selling things.
Develop your story around how helpful your product can be, and what value they add to people’s lives. The idea is to subtly sell them on the value and purpose of the product, and not the features of the product. Once in a while, you can add product demos or tutorials, but these too should tell stories. For example, if you are a coffee machine company, do not make tutorial videos on how to use your product showing all its features and rather prepare a video on ‘How to make the perfect cup of steaming hot coffee’. How you brand and sell your product in the most subtle way possible is what will set you apart from others.
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Define the purpose of your videos
Whenever you choose to create a video for your brand, choose a definitive purpose, and drive the point across effortlessly. Do not mix and match multiple themes since that blurs the message you are trying to send and doesn’t come across as a clear and concise video. Decide as to whether you are looking to create brand awareness, talk about a Unique Value Proposition, build customer loyalty, increase website traffic, or bring in rapid sales. Once you have the definitive purpose set in your strategy, you should then build a script for the video around that purpose.
When you have a set goal in mind, it becomes very easy to decide what information you want to include in your video since you know what will bring value and what will not. It also helps you eliminate and take out the parts that are repetitive or blurb, thus allowing you to prepare a concise and to the point script.
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Do not try to cover numerous topics in one video
People love watching videos that are short, sweet, and drive the point across well. They do not have the time to watch lengthy videos that keep going on without reaching the main message quickly. This is why you need to pack a powerful punch in the first 10 seconds of the video to capture the attention of the viewer. Further, to hold this attention and make sure that they do not abandon the video later, keep the video shorter than 5 minutes. It is highly suggested that you go for 3 minutes but if you have to, extend it to 5 minutes, but not more than that.
It is crucial to understand that one way of making sure that you stay in this time limit is to cover only one topic in a single video. Do not talk about multiple topics in a single go. Stick to one theme or purpose, and talk only about one particular thing.
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Do not forget to include a Call To Action
Your audience has watched the video, they relate to it a lot, and wish to buy your product to try it out for themselves now. However, once the video is over, they have no idea how to go ahead with the purchase since you didn’t tell them how they could go about it. It is important for you to tell your viewer what they should do next after they’ve watched the video, which is why you need to include a Call To Action or CTA in every video you release.
What your CTA should be can be decided based upon what your purpose with the video is. If it is a demo video, include a CTA at the end where the viewer can get in touch with one of your experts and know more about the product or directly redirect them to the checkout page where they can make a purchase. If your video is looking to increase website traffic, include a CTA such as ‘Learn more now!’ and redirect them to an informative web page of your website. This helps them stay on your website and makes sure that they are one step closer to making the purchase.
