August 8, 2016 Posted By Joydeep Bhattacharya
The digital domain is a rapidly evolving marketplace. If you are using interesting text to attract users, that's good. If you are using infographics, even better.
But if you are not using video marketing, you need to make a change in your marketing strategy.
Video marketing is hot. Videos are fun to watch and easy to share. An interesting video gets your message across with ease. Ninety percent of users say thatproduct videos help them in making decisions to buy a product.
Additionally, one in four consumers will lose interest in a company that does not incorporate video content on any of their channels. But even without the statistics, you know that video marketing is the next big thing.
Video marketing, quite simply is incorporating videos in your marketing. The concept is simple; make an interesting video about your product or service and upload it to a hosting website. Post the link or better still embed the video at relevant pages and wait for the user to engage with it. If your video succeeds in generating user’s curiosity, you have favorably turned a visitor into a potential customer.
Factors That Shape a Video Marketing Campaign 1. Targeting Audience
Your marketing should not be a one-size-fits-all approach. You need to tailor it according to the needs of your consumer. A video marketing company Eye view was able to generate 6X ROI to a home improvement retailer by implementing a one-to-one video marketing approach. They delivered over 180,000 “personalized” videos to more than seven million visitors.
For a more efficient targeting of customers, remember:
Undertake an exhaustive pre-production research about your audience, their needs, and online behavior. Use data science to do a behavior analysis of your audience.
Include the language and regional references that reflect your target market and resonate with them. Try to gauge what makes them “click”.
Fire online and offline surveys to your current customers as well as your target market to know about their preferences.
2. Message and purpose
While you might have overall marketing campaign goals in your mind, but every single video must have a unique purpose. When developing the script everything must relate to that “unique purpose”. Do not jump to start making a video before answering strategic questions like the message of video, business objective, desired response from the viewer etc.
Cost is a major factor to drive your campaign in any type of marketing. SMBs generally skip digital marketing efforts, especially videos, altogether in fear of incurring heavy costs. Opposed to popular misconception, it is fairly affordable to create an appealing video these days.
Here comes the main part. You have successfully created a video, now the important step is to promote it to let people know that your video exists. In order to create an effective video marketing campaign your video needs to be seen by a huge audience. Promote your video extensively for users to discover it as below:
After you have successfully implemented the video marketing campaign, your work is still not over. You need to review your video’s performance using a video marketing analytics tool. YouTube provides a decent analysis about your engaged visitors’ details and demographics.
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