In your hunt to have the most complete interactive marketing strategy, you’ll inevitably come across video marketing. And consumers are eating video up; Mediapost reported that, during the 2011 holiday season, product videos play a key role in consumer purchase decisions and retailers surveyed saw a 9x increase in retail video views. So what does that mean for your business? Your potential customers are eager to see more than a two paragraph description and a couple photos; they want to fully experience your product or service before making a purchasing decision.
1. Presentation Matters.
One of your first considerations should be what you want your video to be about. Could your product come across as complicated or confusing to users? Or do you just want to give your product the extra human voice to put you ahead of the competition? A thoughtful and well produced video may be right up your alley.
To make the most out of your efforts, keep these simple tips in mind:
- Don’t be sloppy! Take the extra effort to make sure the lights, audio and background are well planned and aesthetically pleasing.
- Promotional is okay, but authentic is best. Sometimes that means looking outside your company for your product’s champion. Consider mobilizing an army of fans to speak on your behalf.
- Time is money. Consumers want short and sweet. If your video is more than 2 minutes, consider breaking it up into multiple videos.
- Have a transcript ready to go. If you’re posting your video to your site, this will be vital for any SEO benefits you hope to reap. And if you’re posting to a video site, there may be a place to upload this information.
Unless you have a website with large amounts of bandwidth, hosting a video on a video sharing site like YouTube or Vimeo is probably your best bet. These services, and the many others like it, offer easy ways to embed videos onto your website.
Setting up a profile is easy, and usually only requires a username, an email address and a password. (For specifics on YouTube, Vimeo, DailyMotion, Blip, and MetaCafe, follow the links.) Also a little research will help determine if your specific industry has a video sharing site.
3. Optimization Shmoptimization.
You made a great video, you uploaded it to a video sharing site. Now what? It’s time to optimize!
- Have a distribution strategy in place. Are you planning on sharing your content on your Facebook or Twitter pages? Or do you plan on posting to multiple video sites? Spending a few minutes to list out the place you plan to share and post your video to will help make sure you’re not leaving out any important properties.
- Make sure your brand is included. This could simply be a branded page (see the YouTube pages of Lexus, Starbucks and GoPro Camera for inspiration) or incorporating branding into the video itself through text captions, backgrounds and apparel.
- Call to actions are important. Not only should there be a clear call to action in the video itself, the content surrounding the video should give viewers a strong idea of what you want them to do next.
- Keep content unique. If you upload your video to multiple video sharing sites, have different titles and descriptions ready to go. Reusing the same titles and content on multiple sites dilutes any SEO benefits you hope to reap.
4. Measure, learn, repeat.
An added perk of embedding your video on a file sharing site is access to its analytics. Check in on your video occasionally and compare which ones are getting more views, more comments or whatever you decide is important to measure. And don’t just stop at one video. The more you work with videos, the easier it’ll be to deliver your consumers exactly what they’re looking for.
With the basics down, you’re ready to film, post and share like a pro. Need that extra help with your interactive marketing strategy? Contact us to learn how we can make your video really bring in the viewers.
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