Here at Ludlow Media we take pride in our role as video marketing strategists, but as we roll in to 2015, the importance of using video to connect and engage with customers seems to grow with every passing month. Technology has made video both an ubiquitous medium for consumers and an accessible tool for businesses of any size. Here are just of few of the advantages video can offer:
• Video is the perfect medium to put a “face” to your business, and is effective in evoking an emotional connection with the viewer.
• Video can be an effective way to demonstrate your expertise.
• Video can be repurposed: You can create blogs, infographics, webinars, transcripts and podcasts from a single video. We call this “Video as the Master Format”.
• For many, video is the preferred platform for learning about products and services, and the growth in viewership backs this up (Source: Adobe report finds massive 43% growth in online video watching).
• Video engages people: with more shares, likes and comments than traditional text (Source: Online videos more engaging than text, study finds).
• Video on landing pages has been shown to increase conversion rates by as much as 70% (Source: Hub TV guide: Video Marketing for Business).
• Search engine mojo: Google is 50 times more likely to rank video organically than it is plain text (Source: Forrester Research, January 2010)
Everyone has a story about an amazing viral video, but we see greater value in finding out how to capture the right viewer for your video. Here are a few tips for creating a video content strategy that will attract the most valuable viewer:
1. Have a clear goal in mind: Be clear what you want your video to achieve, like increased conversions, social engagement or relevant links.
2. Share your expertise: Satisfaction comes when viewers learn valuable information or have a problem solved.
3. Focus on quality: It’s clear that Google favors relevant, quality content. Also, you’re much more likely to retain viewers and create a loyal following when you focus on quality.
4. Be consistent: Create a realistic editorial schedule to release material on a regular basis. This is how you will build an audience.
5. Promote your video: This is as important as creating the video itself. With so many platforms and outlets to chose from, make sure you research what will be most effective for you based on your goals.
6. Keep it brief: 2 to 5 minutes is the sweet spot for your online audience.
7. Don’t be afraid to show some personality (and humor)! This is one thing video is uniquely suited for and it will help build a connection with your audience and make you memorable.
8. Include a call-to-action: Make sure you’re clear on what you’re asking your viewer to do next.
If you’re ready to begin creating video content and want to dig deeper into the nuts and bolts of your video marketing strategy, feel free to give us a call for a no obligation consultation.
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