In the first of this two-part series, we touched on why video marketing is so important, what types of videos you can create to achieve better ROI, and how you can create videos. If you didn’t read it yet, check it out here A Beginner’s Guide to Video Marketing (Part 1/2)
In this post, we’ll discuss some critical tips and “hacks” that you can employ to maximize your video marketing ROI.
Here are 10 essential tips to a winning video marketing strategy:
1. Create your buyer personas
This is the most fundamental part of the process.
The first step even before you think about creating a video is creating your buyer personas.
Who is your audience? What do they like? What are their pain points? What kind of solutions are they looking for?
Answers to these questions are very critical to create an effective video marketing strategy. Buyer personas can help answer these questions.
2. Don’t target “everyone”
This is as basic as it gets and it fits marketing campaigns in general.
Don’t create a video and try to target everyone. Such a generalized approach and basic video will inevitably fail to drive the desired outcome.
Remember, when you’re focusing on “everyone”, you will end up focusing on no one.
Instead, each of your videos should be targeted at a defined consumer segment; that’s your primary audience and that’s who you should be talking to in your video.
3. Contextualize your video per individual distribution platform
People consume content on LinkedIn with a different mindset than when they are on Instagram.
Different social platforms have their own purpose and value proposition. The user psychographics varies. This means the video that worked on Facebook may not exactly work on Twitter.
So, you have to contextualize your videos per the distinct needs and requirements of individual distribution platforms.
If YouTube likes long-form videos, you have to publish long-form videos on YouTube. If professionally themed videos work better on LinkedIn, you have to publish such videos on this platform.
Don’t just take one video and distribute it across all platforms.
4. Avoid being salesy
Not all of your video has to drive sales; not all of them should get you more leads.
Video marketing is a long-term game. The more free value you can provide to your audience, the better will it position your brand name.
This means, instead of trying to sell something in your every other video, focus on bringing more free value to the audience.
For instance, if you offer financial advice, instead of making social media videos telling people to hire you, you can create an explainer video on topics like “how to pick the best stop (a guide for beginner)”. This will attract you more top-of-the-funnel attention, also adding credibility to your brand identity.
Do not sell in your videos; do not have your videos end with a sales pitch and a sales-driven CTA. Keep it valuable.
5. Add a flair of spectacular colors
Vibrant colors can help your videos stand out.
Plus, they are also appealing to the eyes.
Such colorful videos can grab attention and drive engagement much more effectively. Plus, they also have high recall value, which is great for your brand name.
6. Invest in motion graphics
Motion graphics is one of the most popular types of animation. These videos are especially popular on social media platforms.
So, while you should definitely try different types of animation, as well as other types of animation styles, motion graphics videos should have more of your attention. They are great visually, can deliver a message very clearly, and are easy to digest (aka have high retention value).
Even the top agencies offering the best SEO service in India leverages motion graphics to enhance their on-page content and subsequently improve search ranking.
7. Put your brand ahead
Make sure your brand name is visible all over the video through an introduction, watermark and end credits.
You can add your logo in the video as well.
If you have an audio logo, which every business should in 2021, you should add that audio logo in the video as well.
Make sure people know from which brand this video has come from.
8. Ensure ownership and consistency
Consistency in your video is important to improve your brand identity.
For instance, you can have all your videos start in a certain way. Or, you can use a certain type of background music. Or, you use a unique transition style.
There are many things you can do with your videos to give them a distinct identity. You have to own this “identity” thereon, and you have to use this “identity” consistently in your videos. So, there will come a time whenever someone sees this “identity” they are automatically reminded of your brand name.
9. Excel in first 10 seconds
This is very important. The first few seconds of your videos are very critical; they can make or break the video for you.
Based on these early seconds do people decide whether they want to stick around and watch the video for longer or hop on to the next thing in their feed.
So, you have to be incredibly careful of your first 10 seconds to drive the desired ROI.
10. Experiment aggressively
There’s no hard rule to successful video marketing. Different things work differently for different industries, niches, and target audiences.
It’s your responsibility to find out what type of videos will work for you optimally. And this requires A/B testing and a lot of in-depth analysis.
Be open to try new types and styles of videos. Experiment with different CTAs, color schemes, background music, and more.
To sum up, one of the key video marketing tips you should always tag along is “be yourself”.
Yes, humor helps. Adding one-liners can be great. But if that’s not you and if that’s not how you want to position your brand, you don’t have to do it.
In your videos, whatever you’re saying or are trying to portray, always be yourself.
And, of course, if you need help with video marketing, get in touch with an experienced digital marketing agency in Canada.
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