Video content is a powerful way to tell your story. Not only do consumers develop more emotional connections with video thanks to the sound, motion, and visuals, but they also are more likely to engage with a video to the end (and see and hear your entire message) than they are to read content. When done correctly, video content marketing makes significant impacts on your audience and gives you an ideal platform for testing your promotional campaigns and content efforts.
Another reason to pursue video content marketing efforts is to connect with a younger audience who communicates mostly through visuals like GIFs, live-streaming, and social media platforms like Snapchat. To grow your business, embrace video and use it to your advantage in long and short formats, stand-alone pieces, ongoing conversations, main advertising messages, and teasers. You also need to start using video content marketing sooner, rather than later: HubSpot’s State of Inbound report found that nearly 50% of marketers said they’d invest in YouTube and Facebook videos in the coming year, and Cisco says video content will account for 69% of all consumer internet traffic by the end of the year.
The key, of course, is to get video content marketing right, and that’s where our tips come in:
- Deliver Personalized Video to Enrich the Customer Experience
- Test, Track, and Test Again
- Center Video on the Story – Not the Sale
- Use Video in Email
1. Deliver Personalized Video to Enrich the Customer Experience
Personalization is a must in terms of meeting customer expectations today. And, now that the average U.S. adult spends approximately 72 minutes each day watching digital video, marketers need to seize the opportunity of using personalized video to enrich the customer experience. Personalized interactive videos create a more engaging dialogue with customers and are most effective when they are convenient, accessible, and easy to understand.
To deliver a truly personalized video, you need to use your customer data. When you have a betterunderstanding of your customers, you know which content to deliver by way of a personalized video. You also have the opportunity to give customers the chance to, as Pitney Bowes puts it, “self-serve in a personalized and interactive way, which can help businesses lower customer service costs and increase customer satisfaction, among many other benefits.” They also suggest integrating personalized interactive videos with a multi-channel communications strategy to streamline processes such as creating easy-to-understand personalized video bills and statements, deliver highly-personalized consistent presentation videos designed for each viewer, and entertain customers to keep them more engaged and improve their experience.
2. Test, Track, and Test Again
Marketers know that the only way to determine how well their campaigns will work is to test, test, and test again. The same is true when creating and delivering video content marketing. Video strategy is part of your overall content marketing strategy and should have its place in your content processes. Be sure to plan, produce, position, and measure the performance of your video content and determine your success with the number of actions taken by consumers after they view the video rather than by the number of views it has. One safeguard is to include a call to action to guide viewers to the next step on the customer journey.
Also, you need to add tags, titles, and descriptions to your video content metadata and track engagement data and other key performance indicators (KPIs). By taking these steps, you will be able to gain insight into your audience’s preferences and behaviors to then refine and customize your video strategy. You may need to shorten the length of your introductions or shorten the length of your videos overall. It’s also helpful to track the emotional responses the audience has to your videos to determine the value they place on them. If you live-stream video on Facebook, for example, track the like, love, sad, or angry responses you get.
3. Center Video on the Story – Not the Sale
One of the tricks to getting your video content marketing strategy right is elevating your video above the others. When you center your video on the story, just as you do for your written content, you increase the likelihood that your video will provide value to your customers. Focusing on the sale will add to the noise that consumers are inundated with on a daily basis.
To focus on the story, appeal to your customers’ needs and desires. Use the power of emotion to tell your story. Then, place a strategic, relevant call to action and a tracked URL at the end of your video. Without question, this call to action needs to fit into your overall story so you don’t turn off viewers in the end.
4. Use Video in Email
You can engage your customers nearly anywhere with video, including email. Consider adding a creative video to your email signature block to give prospects, partners, and clients a different view of your business. Be sure the video is short and fun to increase their goodwill toward and respect for your organization. Consider highlighting your personality, some elements of your work culture, or other interesting content in your email signature video.
Another way to use video in email, and increase your open rate and click-through rate, is to include a play button on top of a static image. The button should like to video content hosted on YouTube or Vimeo, and it will take viewers to the video on the hosted site. Another option is to enable the video to autoplay from the email to eliminate the need for customers to click again on the hosted version.
Keep in mind that people receiving your email will have varying attention spans, depending on where they are in the sales funnel. Typically, the video should be 30-90 seconds in length for top-of-funnel campaigns and 1-30 minutes for individuals further down the funnel. This means that you need to highly target your emails and your videos within them. Keep your top-of-funnel lead messages short and sweet. The goal with these individuals is to attract new contacts and guide them through the sales funnel, so you can synthesize product details or skip them altogether. When targeting prospects further along the funnel, include videos featuring answers to questions you know they have about the product, detailed product demos, or personalized videos focusing on how the product solves problems in their particular industry.
Video content marketing strategy is a must for companies that want to remain competitive. To optimize your use of video content, deliver personalized videos that enrich the customer experience, test and track and test again, center your video on the story instead of on the sale, and use video in email. You will be more likely to engage your customers and connect with them on an emotional level when you follow our video content marketing tips.