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Aaron Agius

Plan Ahead: 5 Core Elements of a Solid Video Marketing Strategy

Aaron Agius
Plan Ahead: 5 Core Elements of a Solid Video Marketing Strategy

Strap on your seatbelts and get ready to delve into the world of video marketing. According to Hubspot experts, video marketing is here, and it’s here to stay:

There are plenty of great reasons why video marketing consistently comes out ahead:

And that’s just scratching the surface...

If you’re thinking about adding video marketing to your online arsenal, you’ll want to familiarize yourself with the core elements of a solid video strategy.

That way, rather than having it all end in a huge disappointment, you’ll know that your time, energy and money are all going to result in some big wins instead.

1. Map Out a Publishing Schedule

Sure, you can have some videos that may stand alone, such as an explainer or introductory video.

But if you want to take video marketing seriously and reap the benefits, then – like any other type of content marketing – consistency is the key to success.

TheMarkStudios Tweet

Yet, the reality is most brands can’t do it. It isn’t always inability that shoots them in the foot; sometimes, they simply fail to think about consistency before entering the video zone.

From the outset, you have to realize that video marketing is going to take time and commitment.

And if you look at the statistics, you’ll see that it’s well worth the effort.

People that publish video content regularly can dominate.

For example, MiniMatters shares how “PewDiePie, which has more than 26 million subscribers [now it’s 40,701,954], rose to popularity publishing five to eight videos about video gaming a week, and has only recently scaled back to four to seven a week.”

A whopping 40,701,954 subscribers.

PewDiePie

I’d call that major domination.

Though five to eight videos is a big ask for most people, aiming for at least one video a week can be beneficial for business growth.

The point is, being prepared with a publishing schedule up front, and maintaining consistency will make your business look more professional and help you get a good return on your investment.

2. Stories, Focus and Length

How many videos have you come across that blather on and take forever to get to the point?

For me, I know it’s been more than a few.

“Marketers have 10 seconds to grab the viewer’s attention in a marketing clip,” says MavSocial.

“Furthermore, 20% of users will click away from the video in 10 seconds or less. Then, by the 2 minute mark, you can expect to see 60% of users clicking away.”

You don’t have time to waste, so get to the point already.

Marketing Land suggests that before you launch your first video campaign, you should map out what stories you’re going to tell so that you can focus the message of each video.

Think about what your customers want. What problems do they have and how can your videos help solve those problems?

Map out some content categories.

These could “include breaking headlines, industry news, ongoing series, feature stories, in-depth product or service reports, polls, special promotions, events, tips, lists and social content.”

Then, consider the length of your videos.

If people have a short attention span, it makes sense to keep your videos short.

Take your cue from new video platforms, like Vine (which hosts just six-second videos) and Instagram, where clips last just 15 seconds.

Can’t get it done so quickly? Yoav Hornung, filmmaker, recommends making them as short as possible - no longer than two minutes, while Wistia shows that videos less than 30 seconds perform the best.

Video Length Viewed

And, just to hammer home the ‘keep it short’ message, research compiled by Video Brewery suggests that videos 15 seconds or shorter are shared 37% more often than those that last between 30 seconds to a minute.

3. Integrate Video Content Across Platforms

Video content doesn’t exist on its own island.

Instead, it must be viewed as an integral part of your overall content marketing strategy.

The data below from Demand Metric, generated by surveying 207 participants in July-September 2015, shows where people commonly share videos (orange) and where they get the most engagement and traction (grey).

Demand Metric Video Channel Chart

As you can see, using videos on your company website and email newsletters is almost as effective as deploying it on video sharing sites.

Take a look at the way tech website NewEgg integrates video into their product pages:

NewEgg Marketing

Or, check out Marie Forleo, who embeds videos on her website each week and includes video images in every email news blast, driving readers back to the site to view.

M Forleo Videos

Blog posts incorporating video attract three times as many inbound links as blog posts without video – so there are more than a few advantages to using video in on-site content.

And, don’t forget to share videos across your social networks. As SocialBakers show, in recent times the bulk of interactions have moved away from YouTube to Facebook:

SocialBakers Video Shares

Further, to inspire some ideas on what video content to use where, check out this data from Demand Metrics, showcasing the type of content that’s commonly used across different platforms:

Demand Metric Video Use

4. Call To Action

Many video marketing campaigns fail to include a call to action (CTA).

This is a huge mistake. The whole point of any marketing effort is that you want people to do something.

Therefore it’s critical that you remember this step.

For video, Rocky Walls, from 12 Star Media Productions, and Megan O’Neill, from Animoto, provide these tips:

  • Overlay your video with your website link.
  • Use voice CTAs – if someone is speaking, make sure they actually tell people what to do.
  • Have a screen in the video itself that tells the viewer what to do. Embed text CTAs on individual slides or all throughout the video.
  • Include annotations in your videos – platforms like YouTube allow you to embed these and they are virtually like fly in pop ups on the video, prompting the viewer to do something.

Here’s how this can look in practice:

Video Coupon CTA

5. Track and Measure

Michael Litt, from Marketing Land, says:

“Measuring performance is the only way to know whether your videos are successful. Don’t settle for vanity metrics such as the number of views. That won’t lead to more leads and deals. Collect data on how your videos are watched and how viewers engage with them. Check the duration of views, repeat views and drop-off rates. That data helps you know whether your videos are working.”

Here are a few things you want to track:

  • Engagement and interaction
  • YouTube rankings
  • Audience retention – how long viewers are watching your videos
  • Subscription rate – to your channels or email list
  • Conversions – set up conversion goals from videos to Google Analytics

Platforms like YouTube, Vimeo, and Wistia all have built-in tracking stats. You can combine in built data with Google Analytics data or look at a dedicated video tracking software like Ooyala.

Most importantly, if you want to measure performance and know what’s working, you simply must track and measure.

You want to make sure you get a good ROI, so don’t start your video marketing without first having a good strategy in place.

Have you implemented some of these core elements into your strategy? Leave your comments below sharing some of the things you’ve learned so far.

Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands to build their online presence. See more from Aaron at Louder Online, their blog, Facebook, Twitter, Google+ and LinkedIn.

Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands to build their online presence. See more from Aaron at Louder Online, their blog, Facebook, Twitter, Google+ and LinkedIn.

Comments

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davidhunstone
davidhunstone
Great blog and sound advice
Kathleen Burns
davidhunstone
We do our best David! Any suggestions for improvements or content are welcomed. Feel free to contact me at kathleen.burns@semrush.com
SeoKungFu
Маке videos with lulcatz !
Kathleen Burns
SeoKungFu
If only content was that simple! Everyone would do it!
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