Four Ways To Improve Your Video Marketing Strategy
By John Brackett, founder of Smash Balloon, the world’s leading social media feed plug-in for WordPress.
Are you considering adding video to your existing marketing strategy? Perhaps you’ve already implemented this strategy, but you’re not getting the results you expected.
Online shoppers, particularly those using smartphones, often prefer to engage with businesses through video content. In many cases, videos are more interactive and easier to enjoy for people who simply don’t have time to sit down and read a 4,000-word blog post.
Regardless of your circumstances and industry, there’s no denying the importance of videos and connecting with customers. More online shoppers are watching video content than ever before, and that trend isn’t going to change any time soon. Based on consumer behavior, it’s safe to say that even more people will use this type of content to learn about products and brands in the coming years.
So, if you’re ready to improve your video marketing strategy, keep reading. I’m going to go over four powerful ways to maximize the value of your visual content.
1. Include videos with your blog posts.
If you’re like most business owners, you have a company blog where you publish written content for your audience. Traditional content marketing is still crucial to your success, so you shouldn’t stop writing. However, you may want to consider the benefits of adding videos to your posts.
The people who visit your website have different needs and preferences. Some will want to sit down and read your article at the end of the day. Others may like listening to what you have to say on their ride home. Yet some people prefer watching videos from their favorite brands first thing in the morning.
Giving users the option to check out a video version of your blog posts is an excellent way to generate new traffic and keep new and existing customers engaged. In most cases, you can take the written post and tweak it slightly to create a script for your video.
I’ve found that including bonus statistics, case studies and examples that didn’t make it to the final cut of our blog post resulted in more views, longer watch time and, most importantly, more conversions.
2. Share your content across multiple social platforms.
This shouldn’t come as a surprise, but social media is the perfect place to upload and share your video content. One prime example that comes to mind is YouTube. Globally, over 2.1 billion people use YouTube.
Uploading posts to YouTube can help you generate a brand new audience who had never heard of your website until they found your videos. It’s easy to see why this is advantageous to leaders and marketers. Expanding your brand reach means it’s easier to connect with people who are genuinely interested in your products or services.
But YouTube alone isn’t enough. I recommend sharing your videos across other platforms where your customers spend their time. Twitter, Instagram, Facebook and even Reddit can help you tap into a unique audience subset.
3. Host more live events.
Speaking of social media, let’s talk about live events. Live video events are extremely common on all major social platforms. Many people love the opportunity to engage with the faces behind their favorite product.
You can use these events to grow your audience and improve engagement across all marketing platforms. Think about it. If someone was impressed by your live product demonstration, what are their next steps? There’s a good chance they will visit your website, subscribe to your email list and perhaps make a purchase.
In this example, one live video results in more social media followers, email subscribers, on-site traffic and sales. Not every event will turn out this way, but it happens more often than you think.
Here are a few effective types of live video events we’ve hosted over the last couple of years:
• Ask Me Anything (AMA)
• Giveaway results
• Product demonstrations
• Industry-specific guides
I suggest having at least one live event every month if you can. This schedule will ensure that you continuously connect with new prospects while keeping your existing audience engaged.
4. Make it easy for viewers to get involved.
The last tip I have for you can apply to any of the other tips discussed today. The core idea behind this tip is simple: Make it easy for your viewers to get involved.
Visitors who don’t have a way to actively interact with your brand videos won’t feel a strong connection with your business. Because of this loss of connectivity, they won’t have as much loyalty toward your company.
For YouTube videos, I recommend allowing comments and actively engaging with your audience. When one of your viewers raises a good point in the comment section, give them a thumbs up and reply to what they said. This seemingly small action can have a noticeable impact on long-term engagement.
On the social media side of things, you should always ask your audience to share their thoughts if they have questions, comments or concerns. Similarly, always ask your viewers to share your videos if they find the information helpful.
When it comes to live events, the best course of action is to allow attendees to ask questions in advance. You could send a question form to everyone who signs up, then go over the answers at the end of your presentation.
Back To You
Video marketing will continue to positively impact businesses across all industries for the foreseeable future. If you’re not using this strategy to connect with customers and grow your small business, you’re missing out on countless sales and engagement opportunities. I suggest starting your journey by creating a YouTube channel and repurposing existing content on your site.