From television commercials to online bumper ads to mobile campaigns to social media snapshots, video marketing continues to immortalize the power of innovative brands willing to commit to their targeted consumer bases. However, as these strategies continue to expand and morph into varying forms, companies looking to set themselves apart from their competitors need not overcomplicate. Rather, the key to developing successful video marketing lies in the basic, undeterred tactics that we’ve all been using since the very inception of video. So whether your company is a big-ticket brand looking to improve its already-impressive ROI or a smaller start-up aiming to develop some brand credibility, integrating these three basic video marketing strategies can help your company generate success.
Strategy One: Develop Creative Content
No successful video marketing endeavor was without this key strategy, and modern technology continues to influence the parameters of what we can do to reinvent the content wheel for companies big and small. To maximize the effectiveness of your company’s video marketing efforts, make sure to focus on creating consumer-centric concepts that are memorable, innovative, and explosive. In other words, remember the “5 second rule”: if audiences aren’t intrigued within the first five seconds of your video marketing, it’s game over. Additionally, successfully creative content should include a clearly defined call-to-action: not a screaming request from viewers, but an invitation that furthers the opportunity for relationship development between you (the brand providing a service/solution/product) and the consumer (potential buyer/investor/promoter).
Strategy Two: Integrate a Strategic Schedule
When developing your video marketing, make sure to consider your videos not as individual snapshots in time, but instead as pieces to the comprehensive puzzle that is your ever-developing marketing campaign series. Content should tie into your social media posts and website design elements, and all scheduled publishing for any campaign materials should reflect the lifestyle habits of your target consumer. As a critical, contextual piece to your company’s video marketing strategy, consider current and upcoming events that your target audience may be heavily invested in so that your company can better predict when (and how) consumers are most likely to engage with your content. This will influence overall reaction to your videos while improving your company’s effectiveness in funneling viewers into customers.
Strategy Three: Set Measureable Metrics
When developing your company’s video marketing, KPI discussions should integrate the overall goals of your data-driven brand, but still flex based on the specifics your team has determined as most relevant for the company’s current campaign. Specifically, this requires brands to analyze the results of their videos with targeted AND general metrics in order to ensure all efforts can be effectively evaluated. For example, when determining KPIs, delineate this further by deciding whether your video marketing efforts will be focused on Awareness, Consideration, or Action KPIs. This response will dictate which statistics to pull from analytics reports, and which metrics will be key indicators to compare between varying video marketing efforts.
Successful video marketing includes three basic strategies: developing creative content, integrating strategic schedules, and setting measureable metrics. Regardless of tactics, budget, company size, or brand lift, by making sure each of these strategies influences your company’s current video marketing efforts, success won’t be far behind.
To learn more about how to create an award-winning video marketing campaign, discover our recent post, SpinSense: How to upgrade your online video marketing.