Getting Video Production Right Every Time
Digital video marketing is a field which has absolutely exploded over the past several years, growing in both relevancy and size to an exponential degree. There are countless metrics and STATISTICAL FIGURES that can back this notion of extreme growth. Within big growth there always lies big opportunity.
As the field has developed, common best practices have become more concretely established each day. Ensuring that you and your business are following these video marketing best practices is a core element to securing success through your video content efforts. Otherwise you’re simply trying to write the rules as you go, even though they’ve been established for quite some time now.
Sometimes it pays to play by the rules.
Consistency is Key
When it comes to any kind of content marketing, consistency is absolutely key to realizing success. This is no different with video content marketing. If you are not providing either a consistent stream of new content or regularly promoting the content you already possess, you’re simply losing potential leads that you’ve already invested quite a bit into marketing to.
As you may have noted I made a point to mention two different ways you can be consistent. Knowing which of these methods your business should employ is just as important as applying the principle of consistency itself. In light of this, let’s take a moment to discuss a scenario where each method would be most appropriate.
Regularly producing video content is an extremely invested strategy for any business and in many cases revolves around the use of a Youtube channel, with the goal being to leverage the platform to further increase your reach. If you’ve set your heart on establishing your brand this way, make sure you maintain a consistent pace with your production – your audience will notice if you aren’t.
On the other side of the coin are businesses which have invested in some video content but are not pursuing video in the same manner as a brand which invests in a fully developed Youtube channel. This would include many businesses who make investments in explainer video of content (not a bad video marketing best practice itself – explainer videos work!). The type of consistency these businesses must seek comes down to distribution and promotion. This means making sure you’re regularly leveraging the content you paid for, distributing it across your website in an appropriate fashion as well as your social media channels and third party websites you wish to promote your brand on. It’s never a one-and-done deal, so don’t act like it is.
Analytics ARE a Big Deal
This is easily the most overlooked video marketing best practice made by folks new to the game.
There are many video analytics platforms out there, some native to the platform you’re already publishing the video content on. To save space in this article I’m not going to get into the differences between each, although I will address this in the future. The important thing to note here is that you should approach video analytics with the same rigor as if you were testing a new landing page.
It’s shocking what even simple metrics, like the time at which users are stopping or exiting your video, can tell you about your content. Just through that one metric alone you could get right to the bottom of why people are leaving your content because now you know exactly where they are leaving. From this point you can move towards addressing these root causes.
A/B testing applies just as much to video as it does to any type of content. Any quality video production studio will work with you to help develop multiple versions of your video content which you can then test against one another just as if they were different iterations of a landing page.
You’ve invested a lot in this content, make sure you’re getting the most you can out of it by learning as much as possible about it.
Video Shouldn’t Have to Stand Alone
Some of the most successful video content out there has become so by their handlers following the video marketing best practice of integrating their video within a broader marketing context. Video should be part of your marketing toolbox, not the entire thing.
This goes far beyond the digital world as well. It should go without saying that the video content you purchase should become a part of your greater digital marketing campaigning. But have you ever thought about integrating digital video content into your offline strategy to help drive folks towards the upper echelons of your digital marketing funnel?
Let’s say you were recently at a relevant conference or industry event and incorporated a recording of the highlights of the event into your offline strategy you are pursuing while at the event. Make sure to make a big stink about the video to the folks at the event and try to gather their contact information under the pretext of wanting to let them know when the video is up, also don’t forget to piggyback off of any hashtags or social media trends related to the event.
Even if you’re only reaching a few hundred, or even dozens of folks with this strategy they will all be highly qualified leads and the moment you send them the link to that video they’re officially in the top of your funnel – you have their contact information already too!
Your Video Should Always Have a Clear Message and Call-to-Action
While this seems like a fairly common sense suggestion, it’s remarkably common to see one of these without the other. That’s a major no-no when it comes to video marketing best practices.
Unfortunately for those folks, a clear message without an appending call to action is just as worthless as a confusing message with a call-to-action that is more confusing than compelling as a result of the garbled message.
Whatever your message is, the overall goal of it needs to be to drive the prospect through a standard sales flow – just through video this time. You should do your best to ensure that your video content follows this flow:
Attention → Interest → Desire → Action
You grab the attention of the prospect, pique their interests (you do know their interests, right?), embrace their internal desires and then finish it off by driving them towards making an action based upon these desires that they wish to see fulfilled. Another way of thinking of this same flow looks like this:
Problem → Solution → Benefits → Call-to-Action
Making a bit more sense now? This is how you sell without actually coming off like you are selling. Take the time to review and begin implementing some of these principles to your own video marketing and I guarantee you will see results. These are time-proven tactics that have provided positive returns for countless businesses – there’s no reason you can’t be one of them too.