If marketing has shown us anything in recent years it’s this: visual marketing is more important than ever. That’s why some platforms such as Instagram and Snapchat have become so popular over the past couple of years. However, from my experience working at a leading online marketing company, I’ve identified one core area most businesses tend to forget about when it comes to their overall marketing strategy: video marketing. Sure, everyone will agree that video marketing is a very important element for digital marketing in 2016, but few business owners and marketing professionals are utilizing this marketing strategy to its full capacity. When done properly, video marketing can really help you to spread awareness about your business or product and engage your followers. Here are 4 steps for helping you to create the ultimate video marketing plan to propel your business to success.
1. Create one full-length professionally recorded video.
The first step for creating the ultimate video marketing plan is to create the actual video! If you think you can just grab out your cellphone and record on the fly, think again. Sure, cellphones have made it much easier (and more cost efficient) to record than ever before. However, the goal here is to create a high-quality video that people will want to share. It pays to hire a professional to make sure the video is done well. You’ll also want to consider things such as location to ensure you have proper lighting, great sound quality, and no disruptions. Create thoughtful script and be sure to have them well rehearsed before shooting. Remember, creating a high-quality professional video will take time, but it will be worth the effort in the long run.
2. Upload the full length video onto YouTube.
Once you have your full-length, professional video created, it’s time to upload it onto YouTube. Think of YouTube as the main “home” for your video. This is where users will go to see the video in full-length in all of its glory. Make sure both your YouTube account and the video are well optimized. Your YouTube channel should have a properly sized and engaging cover photo, search engine optimized descriptions, and relevant social links. Similarly, be sure your video also contains a search engine optimized description, keyword-enriched tags, and relevant links to your website and social sites. You should also transcribe your videos to make it even easier for search engines to find it and to also make it more accessible for different users, especially those who are deaf or hard of hearing. Consider adding an annotation with a call to action such as one encouraging users to subscribe to your channel during the first few seconds of the video as well.
3. Use a software program to shorten your video.
Once you complete the full length version of your video, it’s time to create a shortened version. You can use a variety of tools to shorten your video. Many marketers like to use Windows Movie Maker since it’s so easy to use and doesn’t require you to have extensive technical or video editing skills. However, another tool that may be even easier to use is TubeChop, which will allow you to shorten your YouTube video simply by copying and pasting your link and then choosing which part you’d like to feature. Ideally, you should aim to shorten your video to just 15 seconds or less. Try to include just a sentence or two with the most important message about what you’re looking to say about your business, product, or service. The reason the video should be 15 seconds or less is so that it can be easily shared on other platforms including Facebook (both on your page and through a Video Ad), Vine, and Instagram. Many of these platforms require you to upload videos that are 15 seconds long or less. A shorter video will also mean you’ll have a higher chance of capturing your audience’s attention and having them watch your video in its entirety. You can always refer users to your YouTube channel to watch the full version.
4. Integrate your video with the rest of your marketing plan and promote.
What do you once both your full version and the shortened version of you video is complete? Many marketers make the mistake of just uploading it to YouTube, Vine, Facebook, Instagram, or another platform and letting it sit there. Yes, you do want to upload it to these sites, but that shouldn’t be ALL that you do. There are many other ways to integrate your video with the rest of your marketing plan and to promote it. For example, have you ever tried a Facebook Video Ad? Facebook Video Ads are great not only for receiving more views on your video, but for increasing your page engagement as well. Or, if you want more direct traffic to your YouTube page and to gain more views directly on your YouTube upload, you could use a Facebook Website Clicks Ad to refer users to your YouTube video for more views and video engagements.
Facebook is just the beginning of how you can promote your video throughout your marketing campaigns. Did you know that you can also pin videos onto Pinterest? Many people forget that Pinterest works for more than just images and blog posts. If your organization is set up for promoted pins, you can even promote your video pin on Pinterest for further views and engagements. You can also embed your video into your blog posts and promote them on social media and through ads like you normally would.
Video marketing has the potential to be one of the most fun and creative ways to promote your business, brand, products, and/or services. There’s no shortage in ways to utilize videos in your marketing strategy. When done properly, video marketing will help you to increase awareness about your business, brand, products, and/or services, increase engagements, and help you to gain an overall increase in conversions.