Video marketing: First steps
“Video content is king”, or so the saying goes. It has an element of truth, as video boasts the highest return on investment of all content types. Videos allow businesses to convey a message and better connect with their target audience. On social media, they are more likely to share more than text posts or images. Videos are also a more effective method of increasing brand awareness than, say, written content.
Many digital marketers preach about the benefits of video marketing for businesses, and with good reason. If you want more people to remember your brand, videos are the best option for you.
But as an entrepreneur, you must first ask yourself: will videos be a boon for the type of business I have?
In truth, you can already answer this simply by looking at the competition. Are they using videos too? If so, has it been a major factor in your success?
If the answer is yes, then it’s about time you jumped on the video marketing bandwagon.
But where should you start?
Starting
When starting out in video marketing, it’s perfectly fine to start small if you can’t go big yet. Even using your mobile is fine. Granted, of course, the video quality is good. Later on, you may want to consider getting a video camera. A DSLR works too and is also quite versatile. You may also want to invest in a tripod and microphone, if you really want to make your own videos.
But you should also take the time to learn how to edit them, if you don’t already know how. And you have to figure out what message you want to convey in the video. Plan in advance what the objective is and make a script if necessary.
here comes the hard part
You also have to monitor the statistics of your videos. If you use Facebook for video marketing, for example, studying insights can yield valuable insights into how your videos are performing. View count is not the only indicator of success. You also need to consider if people are watching with the audio muted and if they actually reach the end of your video.
You can experiment with different styles of videos until you can figure out which one works best with your target audience. You may also want to keep track of current events, trends and topics and capitalize on them. However, caution should be exercised when taking this path, as not all viewers share the same opinions. It could result in the loss of potential customers. Too much focus on content that isn’t related to your business can also lead to confusion about what your brand is all about.
For a truly polished video and a well-planned marketing strategy, hiring the expertise of a professional is the best option. It will cost money, but with the potential ROI that benefits of video marketing brings to the table, it can be a worthwhile investment.