5 Video Tips To Conquer Content Marketing
This much is clear: website visitors and social media followers can’t help but “click play” when it’s an option. Cisco Visual Networking Index’s recent 2014-2019 forecast states that a lion’s share of the remarkable predicted growth of global IP traffic (surpassing the 1 zettabyte per year milestone by the end of 2016) is fueled by the increasing popularity of online video.
Spotlight Your Inner-Director & Produce Online Video Content Followers Can’t Resist
Some of the most notable statistics cited in Cisco’s recent whitepaper and other recent studies include:
- The number of users who access online video will increase from its current 64% to 80% by the year 2019.
- Mobile data traffic is expected to grow at three times the rate of fixed IP traffic.
- Two-thirds of brand marketers are migrating TV budgets into online video.
As a marketer, the writing is on the screen, so to speak. You absolutely must find ways to get your brand’s message out there via video because failure to do so will mean missing out on one of the most prolific marketing platforms of the 21st century.
Image courtesy of Digitalart at FreeDigitalPhotos.net
Here are things to keep in mind as your marketing and sales teams work together to amp up your online video presence:
1.You don’t have to be a big guy to be good at it. Sure, the big guys are doing it on a larger scale, and more prolifically, than the rest of us – but that doesn’t mean there’s no hope for the smaller guys. The Interactive Advertising Bureau finds that the average corporation increases their video marketing budget by about 43% each year. Why don’t you consider doing something similar? Start allocating a larger piece of your marketing budget to the video pie each year.
Start seeing who in your company is an amateur video producer and put them to work for you. When you experience the ROI that online video can provide for the company, you can begin making plans for more professional-level work.
2.Learn how to make high-quality videos. Continuing along that line, it’s time to make awesome, high-quality and engaging videos in-house – no need to blow the budget on professionals just yet. Take advantage of online tutorials, like this one from socialmediaexaminer.com, on how to create online videos that perform well across your various marketing platforms. It’s amazing what an iPad can do with a few modifications. Concentrate on getting top-notch audio and video quality. If you can do that, cheap but effective editing software will help you do the rest.
3.Use video across the social media spectrum. Videos are a part of virtually every social media platform these days. While YouTube and Vimeo still occupy the largest share of the online video marketing world, Vine is a secondary no-brainer and now Instagram, Flickr and Facebook have video-ability as well.
The sooner you begin posting relevant and targeted videos on your own social media channels, the sooner you’ll be your followers go-to resource for certain types of video content. Plus, it makes your social media channels more interesting to a wider range of marketing personas and niche markets.
4.Pay attention to your buyer personas. Your videos should tell a story, and those stories should captivate the imaginations and hearts of your viewers – aka your prospective clients and customers. That is only possible if you have really dug in and learned everything you can about your target markets, including the nuances that make each of them unique. Once you’ve done that, your marketing team will have an easier time creating videos that are conscientiously crafted for specific buyer personas.
The premise behind successful inbound marketing is to avoid interruptions. If your story isn’t market specific – it will feel more like an interrupting nuisance and less like an intuitive continuation or exploration of your personas’ internal dialogues.
5.Make everything mobile-friendly. Remember that second bullet-point above, the one that stated, “Mobile data traffic is expected to grow at three times the rate of fixed IP traffic”? That means website and social media platforms must be optimized for mobile devices of all kinds – including those that are yet to come. If you’ve been hedging when it comes to overhauling your website, it’s time to bite the bullet and do it. If your website isn’t loading properly – or looks messy or disjointed – on mobile devices, it’s a 100% guarantee that your brand is losing valuable opportunities to gain qualified leads.
Video is the future of online content marketing so do your best to help visitors, followers and loyal customers to “press play” as often as they can – and then make sure they “like” what they see.
Written by David Kaufer
David Kaufer is Founding Partner and Chief Dynamic Office in Kaufer DMC. He’s also a huge Oregon Ducks & Microbrew nut, Dad of awesome 9-year-old twin boys, husband, and big Sustainability and Autism advocate.