While video marketing has long been recognized as a powerful tool for businesses, its significance has reached new heights in recent years. With the rise of platforms like YouTube, TikTok, and Reels, the potential for businesses to leverage video as a marketing medium has expanded exponentially. We have witnessed firsthand the profound impact a single viral video can have on companies, propelling unknown brands to overnight success and redefining entire industries.
If you’re looking for a creative spark or just some general advice on how your business can use video to engage potential customers and drive revenue, you’ve come to the right place. In this post, we’ll provide you with a few tips and things you should consider beforehand.
1. Establish WHO your video is targeting
Successful video marketing goes beyond simply creating videos that grab people’s attention; it involves connecting with the right individuals—your ideal audience. With so many channels readily available for consumers to explore, pinpointing your buyer personas has never been more important. So, the question becomes, how do you identify them in 2023?
In addition to researching your existing customers and identifying their needs and challenges, it’s important to determine where they spend their time online. This could be specific social media platforms, websites, forums, or online communities. Once you’ve identified your buyer personas, you can devote your efforts to those who genuinely need and value what you offer.
2. Choose the right channels to post your video content
The videos you create and the message you send are important, but so, too, is where you publish the videos. In today’s digital landscape, where attention spans continue to dwindle and there are more channels available than ever before, it’s critical to choose the right channels to post your videos on.
Because not all marketing channels are suitable for video content, we encourage businesses to determine where their target audience spends their time online and focus on those platforms. It’s also important not to post the same videos on different channels. We’ve all followed individuals or businesses, whether on Twitter, Instagram, or TikTok and they post the same thing on different channels because it’s easy to configure. This is not the approach we recommend taking because your followers don’t need to see the same video 3 times on 3 different outlets in one afternoon. This is a turnoff for most people (including yours truly).
Another tactic to consider is utilizing different channels for different types of videos. For example, a client of ours provides IT services to SMB’s. They use LinkedIn to post videos of employee testimonials, TikTok and YouTube to share productivity hacks, and Facebook and Instagram to showcase their unique personality.
3. Don’t forget to post the videos on your website
It’s no secret that search engines like Google and Bing favor pages with videos, but all too often businesses only publish their videos on YouTube and completely neglect their own website. We encourage posting videos on both YouTube and your website.
Videos are highly engaging and can keep visitors on your site longer. Typically, the longer someone is on a website, the higher the conversion rates. Videos can also make your content more accessible to people who have difficulty reading or prefer to consume information visually or audibly.
4. Add captions to your videos
Data from 2021 revealed that 83% of consumers who view your painstakingly edited video online will do so without audio. As such, if your video doesn’t include captions, you’re missing out on your full audience. Another advantage of having a transcript of your content is that it enables a video or stream to be found by search engines.
Formulating a potent video marketing strategy can be a complex task. It necessitates in-depth research and up-to-date understanding of the digital environment. Despite the hurdles, initiating a holistic strategy at the earliest opportunity is the optimal approach to optimize marketing investment returns and harness the potential of video to fulfill corporate goals.
