As technology continuously edges the professional world into a new normal, entrepreneurs are having to adapt to new methods of brand development. Amidst this evolution, COVID-19 has eliminated countless in-person marketing opportunities. As a result, more businesses and marketers are having to develop digital branding strategies.
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One of the most useful tactics in digital marketing is employing video content to develop a strong digital media presence. Wyzol recently found that 85% of businesses incorporate video content into their marketing strategy, and of those businesses, 87% are noticing significant increases in site engagement. The success and accessibility of video marketing will only continue to grow as the pandemic expands remote work opportunities.
But video marketing is a versatile strategy, and it can be challenging to get a running start in such a broad field. Here are some tips for launching a successful video marketing campaign:
Decide on a Format
There are several styles of video marketing that can bring about success for your brand. But it’s important to be cognizant of which format will work best for your target clientele. The following formatting options offer just some of the many successful video marketing strategies to choose from:
- Personal Advice: Select some questions or concerns raised by your clientele and address them directly. This format allows you to forge meaningful and personal connections with those interested in what your business has to offer.
- Testimonials: Interview a customer about their positive experiences with your business. Testimonials are one of the most common video marketing tools because they reveal the benefits of your brand from the perspective of a client rather than from the brand itself.
- Product Demonstrations (Unboxing): Show, in a straightforward way, how one of your brand’s products or services works. This will demonstrate to potential clients what it’s like to experience what your brand has to offer.
- Expert Interviews: Document a conversation with another professional from within your industry. These interviews are the perfect opportunity to show not only your brand’s connections but also how knowledgeable you are about trends and practices within your field.
- Educational: Walk through issues your clients may be facing with a product or service in your industry in a way that is clear and informative. For example, a financial firm may create an educational video that walks users through how to apply for a mortgage loan.
- Live Streams: Use social media platforms to broadcast live to potential clientele while at an event or completing a relevant task. This is a more natural, less produced way of connecting with your audience in a more “face-to-face” manner.
Production Quality: Amateur or Professional?
Depending on your brand’s vision, you may decide you want to leave the actual production aspects of your video marketing campaign to the experts.
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Hiring a professional video crew can bring a more polished look to your content, but that doesn’t always come cheap. Videographers handle every aspect of the production process, including lighting, filming, editing, and providing equipment. Although this takes a huge burden off of your back, these crews typically charge about $1000 per 1-minute of video.
It often costs far less to simply purchase the essential video equipment and create your own content. This usually allows for a more flexible production schedule and doesn’t restrict you as much to a specific location. However, you do lose out on the high-quality visuals a professional team can offer, and your workload increases with the filming and editing responsibilities.
Ultimately, both options offer valid pros and cons, so you have to make your decision based on what works best for your business, taking into consideration budgetary and scheduling constraints.
Share Your Content Anywhere You Can
Once you have fully realized your video content for your marketing campaign, your work isn’t finished yet! For your brand to gain traction with a digital strategy, you need to spread your content anywhere you can.
No rising brand can truly succeed in 2021 without a solid social media presence. Platforms like Instagram and Facebook are useful for publishing short-form clips from educational or personal advice videos, while also offering features geared towards longer-form content like live streaming.
Along with social media, you should publish all video content on your brand’s official webpage. This is the perfect place for expert interviews and testimonials that can boost your brand’s image from the moment someone encounters it for the first time. Maintaining a solid online presence with your video content will extend your reach and allow for endless networking opportunities.
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With a consistent success rate, video marketing is proving to be one of the most innovative and fastest-growing practices in the professional world. Developing a substantial video marketing campaign could be the key step that allows you to make a major impact on your industry and fulfill your career goals. For more tips and an even more comprehensive visual guide on video marketing campaigns, take a look at the following infographic from RentSpree: