How To: Start Video Marketing


Image credit: pixabay


Are you leveraging video marketing yet?

By 2020, Cisco’s Visual Networking Index suggests, video streaming and downloads will comprise more than 80 percent of all consumer internet traffic. So for those cynics who have not yet boarded the video marketing bandwagon, the time to start is now.

What to post?

Content: In case you are struggling with identifying content ideas for your videos, then start with the most important question: Who is your audience? What is your objective?

Objective: Lead generation
Content ideas: Try posting product overviews, product demos, customer testimonials, awards won by your brand, industry recognition, product highlights and so forth. Videos establishing the credence of your brand will work favorably to create a positive lead generation program.

Objective: Building PR / publicity for your company
Content ideas: Videos showing events attended, senior leadership interviews, CSR activities

Objective: Recruitment
Content ideas: Culture stories, behind-the-scenes, employee testimonials

For more video marketing ideas, read this article on Hubspot here and this article on Marketing Week here. Remember to add one call-to-action / reinforcement message at the end of every video.

The videos should be clear, concise and crisp. Typically one clear message per video works as effective reinforcement instead of a generalist rambling video.

Few content marketing ideas for video that you might want to try [non-campaign specific]

  • Best of the Year - a retrospective
  • Top Trends in your industry
  • 10 years of your brand in your industry / geography
For developing content guidelines around videos, read this great article by Nathan Ellering on the CoSchedule blog here.

On video times, short is sweet. Shorter videos tend to perform [read engage] better.


How to Post?

The first and the foremost step after content idea identification is creating a content calendar. When you've listed all the content promotion ideas you have, create a calendar so that you have an equitable distribution of content. This will also enable you to identify resources that you need [a specialist for any one video, additional resources, if any]. It would be helpful to have a 60-40% content ratio. 60% of your content video is planned, 40% is topical and may be current, relevant and topical. You also need to optimize the format of the video content throughout the year between one person monologues, product demonstrations, specialists interviews, panel discussions, animation videos, senior leadership interviews.

The content calendar is your most important document in your video marketing strategy.


When to Post?

Frequency:  Don't skyrocket from 0 videos to 20 videos a day. Start small - create the host content platform [a blog or a Facebook page], check the posts performing well and then create video content for posts performing well. Evaluate how the videos are performing & make changes accordingly.

One way to start a consistent video marketing program is to enforce frequency by designing a video series such as #OverheardAtCoSchedule, Moz Whiteboard Friday and so on. It helps establish a schedule and creates regularity.

You can also create a similar video series #LearnWithX, #StayAheadWithY and so on.


Where to Post

For the amount of time and effort that goes into video marketing, it is essential to derive maximum RoI from a piece of video content

1. Email marketing: You may want to put it in your email signature or run a email campaign series linked to the video series "LearnWithX" every Wednesday.

2. Blog posts: Start a blog post series introducing your concept videos. This symbiotic relationship will help both content assets.

3. Social media: Whatever channels your brand is present on, post your video there: Facebook, Twitter, LinkedIn, Google + / YouTube / Vimeo.

4. Relevant industry blogs / trade association websites, if possible

5. Utilize your internal resources: company newsletters, company blogs, employee portals.

Watch this space for more info on video marketing!

Source: 


  1. What is video marketing? Benefits, Challenges and Best Practices for a successful video marketing campaign, June 2017, https://www.ngdata.com/what-is-video-marketing/
  2. Video Marketing: The Future Of Content Marketing, February 2017, https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/#1e984e6b6b53
  3. Video Marketing: The Complete Guide to Creating a Video Marketing Strategy, HubSpot, https://blog.hubspot.com/marketing/video-marketing
  4. Video marketing: A beginner’s guide, November 2017, Marketing Week, https://www.marketingweek.com/2017/11/22/video-marketing-guide/

Comments

Post a Comment

Popular posts from this blog

Changemakers of India: Divanshu Kumar

Image
Hello everyone, In continuation with the series on Changemakers of India, we bring our very first interaction with the young social entrepreneur, Divanshu Kumar. He is the founder of the  non-profit ed-tech startup Involve Learning Solutions Foundation. Let's hear from Divanshu how education can be an instrument of social change and applaud this young social entrepreneur. Please tell us something about yourself and your entrepreneurial journey. I am Divanshu Kumar, a 2019 graduate from the department of Mechanical Engineering student at IIT-Madras. I come from Gaya, Bihar where I did most of my schooling. I run a non-profit ed-tech startup Involve Learning Solutions Foundation where we are preparing students for the needs of tomorrow.  Honestly, I consider myself as an accidental entrepreneur, because my inclination wasn't really on starting my company, but towards solving complex social problems which affected human potential. And while I was playing with the Idea ...
Read more

How to create compelling Call-to-Actions (CTAs)

Image
Image source: https://goo.gl/ZfJgBA As you are sweating over to create the most comprehensive and unique content, one small thing tucked away in your content could be undermining all your hard work. Call-to-action Oh yes, I know it - its the sign up here button. Hey, I've got it sorted. No - its not just that.  So what is a call to action? As outlined in this article on OptInmonster.com , a call to action is a word, phrase, or sentence that encourages the reader to take a specific action . Says this article on AdEspresso , there are two main purposes of a call to action: to tell someone what they should do and give them the motivation to do so. Call-to-action are the lifeblood of any campaign. Used correctly, they can act as the final push towards your goal conversion [free trial users, e-book downloads, form sign ups and so on]. Not used well, well, they will always choke the most beautifully designed campaigns. Think of call-to-action...
Read more

How can influencer marketing help your brand? Influencer Marketing Series

Image
Some people (like me) are born skeptics. Influencer marketing? Blah – why would that work? I know my audience – and I can reach them directly. I don’t need no influencer. But, think about this: In 2017, eMarketer reported that marketers spent $570 million on influencer marketing globally. In 2018, $1.6 billion was channeled into sponsored posts on Instagram alone. According to a report by Linqia , only 6% of brands said influencer content under-performed brand content. By 2020, more than 50% of ad content will be created outside of marketing . Marketing-inspired word-of-mouth makes 4x the impact on purchasing decisions [ McKinsey study ] Okay – so why should you think about influencer marketing? Maybe, you are in the B2B business and feel influencer marketing is not relevant for your segment, or maybe you feel your product doesn’t need influencers? Or it may be that you find your audience is not social media savvy – hence the need to obvia...
Read more