Video marketing

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Looking to gain more results from your marketing videos? While video marketing can be extremely effective, if they’re not done correctly, they’re unlikely to produce little, if any, results.

1. Tap into psychological factors

If you take a look at some of the most successful marketing videos, you’ll discover they work so well because they tap into psychological factors.

Storytelling has become particularly important in the world of video marketing; persuading viewers to make a purchase based upon a psychological investment or response. The video should evoke some form of emotional response such as joy, sadness or laughter.

2. Choose the best content for your videos

Of course, another thing which is going to greatly impact the success of your videos, is the content. It’s extremely important you avoid making the videos too promotional. It’s also equally important to alter the content based upon the channel you’ll be using to promote the video.

Did you know for example, that Facebook videos tend to be emotional, fun and highly-sharable, whereas Instagram content is typically thoughtful, captivating and inspiring?[i]. Ensuring you create content which is tailored to your specific marketing channel will make a huge difference to how successful it becomes.

3. Write solid video scripts

Following on from the last point, creating a solid video script is key to effective video marketing.

Start by thinking about your goals for the video. Who is your audience and why would they care about the content? Remember, the opening of the video has to tug on the viewer’s emotions to get them hooked. It’s also highly recommended you create a script focusing on one point at a time, so the viewer isn’t easily confused.

Keep the script short and concise and remember to add a call to action at the end of the video.

4. Produce high-quality videos

This goes without saying but ensuring the videos you produce are high-quality is essential. Although you don’t necessarily need an expensive camera and lighting equipment, you should make sure the video is clear, has excellent sound and is enjoyable to watch. You have a lot of competition online, so making sure your videos stand out and provide awesome quality is essential.

5. Use local SEO tactics for more visibility

It’s easy to forget SEO is important with videos too. Using local SEO will guarantee more visibility and therefore more potential conversions. You can add local SEO tags to the video’s title and its description.

To be sure you’re using the best keywords, take advantage of free keyword research tools.

6. Do you know your target audience?

This is by far one of the most important questions you need to ask yourself.

You need to know the age range of your target audience, where they hang out online and the issues they currently have which you could help them overcome. The more you know about your target audience, the more effective your videos will be.

7. What is your goal for the video?

While ultimately the overall goal is to increase profits, this is achieved in various ways.

For example, is your goal of the video to boost conversions? Or is it simply to build brand awareness? The goal of the video will determine the content you should create.

8. Which platforms will work better?

YouTube is the second largest search engine, but that doesn’t necessarily mean it’s the right platform for your videos. Each platform, whether it be Facebook, Instagram or YouTube, has its own unique membership. In order for your videos to be effective therefore, you need to know which platforms are going to work best for you.

9. How will you measure your videos success?

You should always be able to measure your videos success. It’s important to note that the overall video view count isn’t a true reflection of the viewer’s response to the video.

You need to know how many watched it until the end, how many conversions it made and which device type your audience is watching the video on.

10. What are your competitors doing?

Finally, it’s important to monitor your competitors to see what type of videos they’re producing. If they aren’t actually producing any videos at the moment, by producing your own, you’ll already be one step ahead.

If they are, see what type of videos they’re producing and how successful they appear to be.

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