How to get results with video
January 28, 2019
How do you get results with video?
It starts with an understanding of your brand. Who is your target audience, what problems do you solve for them and what makes you different from everyone else? If you are new to marketing then look up SWOT analysis, buyer personas and USP. This information is vital for any marketing strategy, not just video.
Ask yourself, are you are doing these five things …
1 – ATTRACT the community that is unfamiliar with your business.
2 – ENGAGE those who now know you exist.
3 – EDUCATE those committed to making a purchase.
4 – CONVERT customers who are ready to buy.
5 – RE-ENGAGE your core fans who have already made a purchase.
The next step is to list your goals. I recommend that you start each goal with the words ‘HOW TO …’
‘How to launch a new product in the UK.’
‘How to increase the number of visitors to my website.’
‘How to raise donations for research.’
‘How to get business owners to attend my conference.’
Research your audience and make sure you set the right goals. Then decide on what type of content you want to create. Video is not the only option but it is proving to be one of the most effective.
Did you know that social video generates 1200% more shares than text and images combined? That’s why 87% of marketers use video content. [Wordstream 2018]
A lot of businesses start by creating a company overview video because it covers the most bases when it comes to communicating with audiences. Product demos, testimonial videos and explainer animations are also very popular. They translate the written word, often sourced from a website or a sales pitch, into a short engaging video. If done well, it works but it is just the tip of the iceberg.
How can you do more with video? Try looking at video marketing as three levels.
Level 1 is focused on keywords (SEO). Audiences find the answers to their questions using search engines like Google and YouTube. If your marketing doesn’t focus on relevant keywords then you will not be visible to your target audience.
Create a vlog, podcast or demonstrational video that walks the viewer through the key points on how to achieve their goal.
If you prefer a DIY approach, then get your phone out and try making a Level 1 video yourself. If you need any help, Captive North runs regular iPhone and Android video workshops to train individuals and businesses on how to create content with their mobile devices. Contact firstname.lastname@example.org for more details.
Remember, consistency is key. Get that bit right and generate a steady flow of content. After that, look at how you can make the content even better. For example, you might decide to livestream the content or invite a panel of influential experts to discuss a topic with you. Audiences will value the quality of your production but if you wait to get everything perfect you will probably never do it and miss out on the benefits. If you are short of time, then film your video content in bulk and schedule it throughout the year.
Level 2 content is delivered directly to your existing audience, which can be an email list, a social media following, or your LinkedIn contacts. Create a case study, a showreel or a ‘day in the life’ post and send it to your audience. This type of content has a narrative structure and works best as a series like a monthly newsletter. It will demand more resources than Level 1 content but it is essential to keep audiences engaged with your brand. For more information about this, check out our blog, ‘How to keep customers’.
If you struggle to see the differentiation between Level 1 and 2, then take a look at UNILADs Facebook page. The video content is not search friendly but it is consistent and it keeps the fans engaged. Audiences come back every day to see more videos and that is the point of Level 2 content. Create a platform that people want to stay connected to because once you have that, communicating with your audience becomes a lot easier.
What I like about Level 2 content is that it has the ability to surprise people. One of Captive North’s clients used to send out an email to their customers every month with their ‘latest news’. The content was safe and predictable but when Captive North created a parody music video about the business it increased engagement by 300%. Don’t be afraid to make your messages entertaining.
Level 3 content is designed to raise awareness by appealing to a broad audience. This is your ‘wow’ content! Create an advert, a live stunt, or a big event. Focus on a theme that will appeal to a mass audience. Most businesses will only produce Level 3 content once or twice a year.
It is effective when all three Levels focus on the same goal because together they can promote the brand message, offer specialist advice and give an insight into your organisation. The content can also be distributed across multiple platforms including website, social media, email, print, radio, television and games.
Try directing your audience from an email to your social media or from your social media to your website. Consider which platforms attract audiences and which platforms convert them into customers.
Don’t assume that one type of video suits all platforms. Tailor the content to fit. Facebook video consumption is different from YouTube, Twitter and Instagram. Each one has different viewing preferences. Your conversion rate has the potential to triple if you tailor the content correctly.
I hope you find this blog useful. If you are interested in having a discussion about Level 3 marketing for your brand then contact email@example.com.