5 Steps To Create A Winning Video Marketing Strategy

5 Steps To Create A Winning Video Marketing Strategy

Video Marketing Strategy

Video is a fantastic way to grab people’s attention, but it can also be expensive and time consuming to produce, something that leaves many small businesses feeling that it’s not worth their resources. Fortunately, there are lots of affordable ways to create videos for your business and as long as you’ve got a great strategy then you will be able to create a powerful impact without blowing the budget.

Step 1: Do Your Keyword Research

If you want to ensure that relevant people are finding and watching your videos then you need to make sure your work is optimised correctly. By understanding the keywords that people use to search for the terms related to your business you can create your video strategy around those keywords. This means that your videos will stand a better chance of being found and seen.

Step 2: Make Sure Your Videos Tell Your Audience What They Want To Hear

It can be very tempting to make your videos about the things you want to talk about, for example products, services or issues that you want to promote. Instead, flip this idea on its head and think about what customers would be more interested to hear. What are the most common questions that your customers ask? What problem are they trying to solve that you can help them with? Make your videos so that they target these customer questions and provide your audience with the solutions they need. This will help you build trust and credibility with them.

Step 3: Put Your Videos Where They Will Be Seen

Keywords alone aren’t enough to ensure your videos will rank well in the search engines, you have to make sure that you are also putting your videos in the right places. YouTube is the second largest search engine in the world, and the advantages you get from posting your video there are far greater than if you were to only post the video on your own website.

When you post your video to YouTube, make sure you also complete the title and description boxes and choose an interesting Thumbnail picture for your video too. All these things will affect how many people find and click through to watch your work.

You should also post videos to Facebook too and if you really want to reach out to a new bigger audience consider boosting the video by paying for a targeted Ad campaign.

Don’t forget to send an email update to existing contacts with a link to your video and encourage them to like and share it too. It’s a fantastic way to keep your business fresh in their minds and to put yourself in front of their friends and contacts too.

Step 4: Don’t Forget A Call To Action!

Whenever you make a video you need to think about what people to do after they watch it, and then make sure you ask them to do that. If you don’t include a call to action in your video then you will lose much of the benefit of making it. You must tell your audience what you want them to do next, otherwise they will just watch the video and walk away. What you want them to do may be different depending on the ultimate goal of your video, so have a think about these examples:

  • If you are trying to build brand awareness, you might ask them to like and share your video
  • If you are running a competition you might ask them to subscribe to your channel and leave a comment.
  • If you are promoting a new product you might ask them to click a link that takes them to a landing page
  • If you want them to phone in and book an appointment, ask them to call.
  • If the video is for a limited time offer you could tell them to download a coupon
  • Other ideas could be to ask them to subscribe to your email list, visit  your website, offer a free gift to download, or watch the next video in the series.

Step 5: Track Your Results

With any form of marketing it’s important to know what works and what doesn’t. Monitor the statistics so you know how many views your video has, how long people watch for, who is watching and what action they take afterwards.

  • If you have a good sized audience watching the video but no-one is following through with what you ask, then you know your call to action needs to be more compelling.
  • If a lot of people click through to the video but don’t watch it all the way through then you need to understand what is putting them off.

By understanding your numbers and adjusting the content and style accordingly then over time you will see a marked improvement in the results of your work.

Just posting any old video will not do you any favours. It will waste your time and resources and could even reflect badly on your overall business reputation. By thinking carefully about your strategy and planning what you want to achieve you will see that video marketing really is worth the effort.

Your Reputation Is and Always Has Been Your Biggest Competitive Advantage

Your Reputation Is and Always Has Been Your Biggest Competitive Advantage

Your Reputation Is and Always Has Been Your Biggest Competitive Advantage

Business ReputationReputation has always been important to any business. For many businesses, word of mouth and referrals from customers has been a big part of their growth strategy. Even companies with teams of salespeople and generous marketing budgets rely on their brand name and reputation to help seal their deals.

In the last few years thanks to the growth of the Internet and social media we’ve seen huge changes to how people interact with brands, and businesses that have struggled to adapt to the change of pace have seen their online reputation out of sync with their real world persona.

Businesses of every type who don’t take care of their online reputation are missing out on customers. This may sound like a bold statement, but it’s true.

Think about when you last wanted to buy something, or the last time you were looking for cinema listings or a restaurant. What about the last time you needed some information? The chances are you Googled it. Every time we need inspiration and turn to the internet what we’re really looking for is articles, videos, reviews or blogs to show us the answer, or let us know that what we’re interested in is approved or enjoyed by others too. Or the opposite!

The point is, that what we’re searching for is actually the human connection, because people want to connect with other people. We go online to share information and ideas, to find out on social media what our friends have been doing and to see what is liked, what is popular and what is newsworthy. We are connecting with other people, and brands that we like and are interested in.

This is where business reputation becomes even more important because increasingly, the businesses we are most likely to spend our money with are the ones we have the biggest emotional connection to.
When people are looking for opinions and recommendations whether it is for a Dentist, Lawyer or Cake Shop, the online opinion will be formed by the online content that is shared by your brand well before they get to the point of considering speaking to you in person.

And no matter what kind of business you have, increasingly, we’re using online content and social connections to help us with our buying decisions. Think about the three most used websites right now – Google, Facebook and YouTube. All of these sites are about Content and Connections. So if you want your business to stand out from the crowd you should make sure that you stand out where it matters online. One of the most obvious features that can set you apart from your competitors is Online Reviews.

If your business has had a great offline presence but has never focussed on its online presence, all it takes is one person to undo years of hard work by leaving a bad review and sharing it on social media. A bad review is someone telling the world that you don’t care about your customers and in a world where social connections are the new word of mouth, caring about what people say about you is your Strongest Competitive Advantage.

Please get in touch to find out how we can help you with bad reviews online

Do You Know How Powerful Video Marketing Is?

Do You Know How Powerful Video Marketing Is?

Do You Know How Powerful Video Marketing is?

Online Video has quite literally exploded in the past five years. It is no longer something for the future it is clearly part of the NOW.
Clients, customers, patients and followers expect to see video as part of their online experience to aid in their decision making process about your brand. There isn’t a more powerful way of capturing your users’ attention and gaining their trust online.

The Numbers Don’t Lie

In the UK over 15 million people will watch 200 million videos online today.

Don’t think that it is only teenagers watching videos of the latest fashion craze, dare devil stunt or pop video. In fact 80% of executives are watching more online videos this year than last year and 50% of all users are watching business related videos at least once a week. And According to Forbes, 59% of executives would rather watch video than read text.

So if your business targets businesses or clients at executive level then there is an audience for your videos!
They are some huge numbers and it doesn’t stop there. But rather than letting you read this post in its entirety (Which I highly suggest you do) you should watch this video that shares some of the incredible statistics around online video.

If you did take my advice and you are reading this after watching the video then you have stayed on this site for an extra minute. Now that might not seem like much but search engines such as Google taking into consideration the amount of time users spend on a website. The greater the time spent on site means the more relevant that site is for certain search terms.

Content Rich Videos Increase the Relevance of your Website

Relevance is one of many key indicators that Google uses to rank websites. The higher your website in search, the more targeted users for your service will see your offerings and the greater the chance you have of converting those users into clients for your business to enable growth.
If your business has a product to sell then 57% of consumers feel more confident after watching a product video. So if you don’t have videos related to the products and services that you offer you are wasting an opportunity with more than half of your potential clients.

Video is a Great Way to Use the Search Engines to Your Advantage

For those that have invested in positioning their websites higher up the search engines through practices such as search engine optimisation or pay per click advertising you will know how difficult and expensive this can be.

Google favours its own products, YouTube being one of them. Therefore if you have videos on Youtube, according to Forrester research, your listing is fifty three times more likely to appear on the first page of Google because of those videos compared to text only.

Video as a medium allows you to express yourself and your business in any number of different ways to appeal to your targeted clients, with a 30 second video allowing you to:

  • Communicate Effectively
  • Entertain and Influence Buyers
  • Dominate Search results
  • Bring Products and Services to Life
  • Increase conversions

So what are you waiting for? Your customers are already watching video online, why aren’t those videos yours? Video needs to be part of your marketing mix!