How to Develop a Video Marketing Strategy

In an ever-changing digital world, video is the new trend in marketing. Video has rocketed promptly in importance for digital marketers in the last year or so, and it will continue its growth in the coming years. According to Cisco, video will account for 69% of all consumer internet traffic by 2017.

shutterstock_116283283This new trend has been changing the way we do business. Many are turning to video marketing. Statistically, it is no surprise since as many as 76% of business owners and marketers have said video has a direct impact on their business. Yet, to be succeed in utilizing video marketing, R3D Global recommends to consider how to develop a video marketing strategy that works.

Primarily, always examine the audience you are trying to reach and ensure the video is relevant to them. If it is not the most appropriate means of getting your message across, you are probably wasting your time. Also, when creating scripts and realizing your video, make sure that every single piece includes a message. This way you will ensure that viewers leave your video with one specific takeaway that will help them to differentiate your brand from competitors. Considering the other possible goals of video marketing beside introducing your product, as of course it is the main purpose you are using video marketing. Other possible goals could be helping audience learn new skills, teaching them how to use your product, providing advice and answering popular questions to minimize support requests, or building a brand personality.

It is also important that you integrate different video types into your strategy – it will help you learn which perform best for your business and truly engage your audience. There are three main types of videos used for marketing: a. Storytelling videos, helping customers to learn the story behind a brand and get an idea about the people operating the business in some interesting behind-the-scenes videos. Such videos are excellent for building a strong brand and fostering a sense of consumer trust and loyalty. b. Animated Explainer videos, these videos are focused on solving a problem, explaining it in a ‘how to’ format. This kind of videos is great for SEO over the years. c. Video testimonials, sharing videos which show third party testimonials are great for building your credibility and showing potential clients that your product or service brings tangible benefits.

R3D Global also suggests you to ensure for keeping your videos short and to the point. The longer is your video, the less likely users will continue to watch it. In most cases 60 to 90 seconds will work perfectly – just enough to deliver a piece of meaningful content, offer a few takeaway messages and leave your audience craving more. Last but not least, include call-to-action messaging at the very end of your video – give your audience the next step to follow. For example, ‘Leave your comment below’, ‘Visit our website to learn more’ or ‘Follow us on Facebook/Twitter’.

Adding video to your content strategy can be a big jump in the right direction for improving visibility for your brand in 2017. However, do not neglect social media and be sure to promote across multiple channels. Be creative, not only with the videos themselves but in the campaign strategy you build around them. And of course, R3D Global can help you with that as one of our specialties is taking you digital.

For more information about what we can do to help plan, run and grow your business, don’t be hesitate to contact us!

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R3D Global (ASX: R3D)
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