An internet user watches on average 17 hours of online video every week. Also, internet users watch a variety of long-form and short-form videos published by brands. The massive popularity of online video creates opportunities for your brand to engage and influence customers by creating and publishing long-form and short-form video content.
But you should remember that internet users upload over 500 hours of online video to YouTube every minute. Likewise, a consistent surge is being noted in the number of videos uploaded by internet users every hour. Hence, you can accomplish the desired marketing goals only when the video content published by your brand stands out from the crowd.
A video content marketing strategy will help you increase video content visibility and reach simultaneously. The strategy will focus on accomplishing marketing goals by publishing the right type of video in the right way and at the right time. Here are a slew of ideas and best practices you should adopt to implement a winning video content marketing strategy.
As a fictional representation of the ideal customer, buyer personas help you identify and understand the target audience. While planning and creating videos, you can use the buyer persona to answer important questions like who will buy your product/services, what platforms they use while accessing brand videos, and what type of video will influence their purchase decision. The answer will help you reach out to the target audience by publishing the right video on the right platform.
Video content marketing is a multi-step process. You have to build multiple teams to produce, distribute, and promote the video content. Hence, you can streamline the entire process by setting a timeline for specific activities like production, distribution, and promotion. The timelines will make each team complete their tasks according to preset schedules. Also, they will help you track the progress of individual marketing campaigns.
Your video marketing strategy must focus on the creation and publication of both short-form and long-form videos. At the same time, it must accomplish specific marketing goals by publishing specific types of videos. For instance, you can make the target audience understand your product/service deeply by publishing explainer videos.
At the same time, you must publish product demo videos to show how your product works. You can boost the video marketing strategy by publishing a variety of video content – explainer, product demo, behind-the-scenes, customer testimonials, interviews, narrative, and entertainment.
Consumers these days access brand videos using multiple channels. Some consumers will access your videos using video-sharing platforms like YouTube, while others will access them on social media. Hence, your content marketing strategy should focus on distributing video content using paid, free, and owned media.
Each of these distribution options has its pros and cons. Also, some channels will increase video marketing costs. Hence, you should identify and combine channels that enhance video content reach without breaking preset budgets.
As a free and popular video-sharing platform, YouTube helps you deliver long-form video content to millions of users in a short amount of time. But you can make the most out of the channel when your brand videos get more likes, shares, and views.
That is why; your video content marketing strategy must implement several YouTube SEO tips. For instance, you can make it easier for the target audience to find the video by including keywords in the video title, video description, and video tags. At the same time, you can increase the video’s visibility by requesting viewers to post comments and responding to their comments.
While publishing long-form videos on YouTube, you should not forget to embed social media links in the description. However, it is also important to promote your video content on popular social media sites like Facebook, LinkedIn, Instagram, and Snapchat. Also, you must optimize each short-form video for the targeted social network. The customization and optimization will help your brand videos go viral on social media.
While initiating a video content marketing strategy, you must define the marketing goals and purpose of each video. The clarity will help you assess the performance of individual video marketing campaigns using the right metrics. Also, you can boost video marketing campaigns by understanding what is working and what is not.
For instance, you can know if a video is accomplishing the desired marketing goals using important metrics like view count, play rate, completion rate, social media shares, click-through rate, and conversion rate. This understanding is essential to discover and fix issues affecting a video’s marketing performance.
Despite using buyer personas, marketers cannot predict if a video will resonate with the target audiences. That is why; many enterprises create multiple versions of marketing video content. Also, they compare and evaluate multiple versions to publish the perfect video. You can perform A/B testing or multivariate testing to compare different versions of the same video elaborately. The test results will help you optimize the video as well as decide the right channel and right time to publish a specific video.
Leading brands save both time and resources by automating video content marketing. They accelerate video marketing campaigns using tools that speed up video creation, editing, optimization, and publication. Likewise, they leverage tools to evaluate the performance of each piece of video content using real-time data. Hence, your strategy should focus on selecting and combining the best video marketing tools.
Internet users have been spending most of their digital time watching online videos. But your brand can leverage the surge in video consumption only by publishing and promoting each piece of video content in the best way. You should look for ideas and best practices that help you implement a video content marketing strategy that captivates, influences, and converts the target audience.
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