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3 Ways To Use Video Marketing To Your Advantage

Have you recently thought about adding videos to your brand’s marketing budget for the year? Well, you should, video marketing is here to stay and will not be going away anytime soon.  Videos provide powerful ways to communicate your brand’s story, engage with customers through interactive content, and showcase your brand’s strengths. The use of videos in your digital marketing strategy has become a place where brand positioning and audience engagement meet.  If you utilize video marketing successfully your efforts will result in higher conversion rates and more traffic to your website. Not only has interactive video become a trend, but a necessity to gain new consumers and keep current customers engaged. Here are 3 tips on how to use video marketing to your company’s advantage.

1) Planning and Kickoff

When adding videos to your marketing budget it is important to set goals of what you want your videos to be. Ask yourself, what are you looking to get back from them? What types of content do you want to produce? Throughout the video planning process, remember to think about what your audience enjoys and wants to see.  Mixing up the content of videos will keep your customers engaged with your brand.  You should still create traditional product or service demo videos or highlights of people in your company, but don’t do too much of one or the other.

Next, structure out the timing and launch dates of the videos ahead of time to ensure you are on schedule and staying within your marketing budget.  It is imperative to hire a videographer to ensure you will create the highest quality videos and video edits. Before kicking off your videos, make sure you have setup a tracking system measuring the ROI, collecting data on how your videos are watched, and how viewers are engaging with them.  Your manager will want to see the bottom line numbers of the video efforts, so ensure the tracking is precise.

2) Video Content With Purpose

Next, create your video content with purpose and structure.  When producing videos for your brand it is important to grab your audience’s attention within the first ten seconds to prevent users from moving on.  Video marketing shows how your brand adds value to the user and what your company is all about more than images or text.  It also gives your audience a live look into your brand.

When structuring your videos do not make the content too lengthy or uninteresting. Consumers respond more frequently to funny or interesting videos that make them feel connected to your brand.  When consumers feel connected to your brand they feel more compelled to share your videos across social media platforms, which causes them to go VIRAL.  Your videos are more likely to become viral when the content is high quality and edited appropriately.

The video editing phase is just as important at as the recording and planning phases. Video editing allows your brand to be creative with messages and lets more information be delivered in a short period of time.  By inserting captions on the video people get a live view of your brand through video and text, which makes your message even more clear, and accessible when sound isn’t available.  At the  beginning and end of the video there should be a clear call to action of what you want the user to do next.

3) Optimizing Your Videos

When you are ready to post your completed video remember to ensure the video is optimized for search results.  Optimizing your video for search results means having the video’s description and title full of relevant keywords explaining the video’s content. The keywords should match what people are most likely to look for on a search engine.  For example, “social media best practices” is what people might search for when looking for information on how to effectively utilize social media.  You might be tempted to pick a clever or catchy title, but most often people will not search for those phrases and then your video will not appear toward the top. Descriptions and titles are essential for indexing, but you should also have closed-captioning on your video for better optimization efforts. Closed-captioning files allow the video’s context to be accessed across multiple platforms and will give you greater placement. For optimization best practices ensure your video is posted on your company’s blog, YouTube, and social media platforms.

You now know three helpful ways to use video marketing to your company’s advantage. These are proven ways to help your video marketing strategy perform better and deliver results.  Your videos will also help consumers understand and engage with your brand while leading traffic to your website.  Get on the board with video marketing today!