Video marketing is one of a marketer’s most important tools, and it continues to evolve. According to research from Wyzowl, one of the world’s leading explainer video companies:
- 81% of marketers linked video to a direct increase in sales
- 79% of consumers would rather watch a video than read text to learn about a product
- 84% of consumers said they were convinced to make a purchase after watching a brand’s video
So how can you differentiate yourself in an endless sea of videos and multimedia content?
Here are a few things to consider as you develop your video marketing strategy:
- Establish a goal upfront for your video. A short impression statement — thirty to forty words — written from the first person perspective can help establish your goal. Establishing a clearly agreed upon goal will ensure that the video makes the greatest impact once you release or publish it.
- Tailor your story to your intended audience. Make your video focused on the story and not the sale. Concentrate on providing value to your audience. Consider creating unique videos or variations of the same video for your different audience segments.
- Keep it short. Studies show that one-fifth of your viewers will watch for ten seconds or less so get right to the heart of your message. Everyone has heard reports that with the prevalence of electronic media our attention spans have shortened from 12 seconds to eight seconds which is less than a gold fish’s attention span! Initial introductory videos should be short and to the point — 1 minute and thirty seconds to two minutes tops. As you move the buyer through the funnel, subsequent videos can be longer.
- Invest in producing quality. While you can produce compelling video content from your camera phone these days, make sure that you are using the best creative possible in your circumstances. People are more likely to watch and remember videos that are well produced and designed to play on all devices.
- Strive to educate your audience. Sixty-five percent of people are visual learners. So video is a powerful medium. Product demos or ‘unboxing’ the product can be a useful tool. Customer testimonials also can be very powerful and educational.
- While you can just create a video and post it on your YouTube page, video isn’t really meant to be a standalone marketing tactic. You will see a lot more success by integrating videos into your marketing automation platform or CRM. Video also can be incorporated into your booth at tradeshows and customer events.