How To Design Your Small Business Video Marketing Strategy
In today’s market, attracting new buyers and consumers can be challenging. Just about every business owner or marketer knows that video is no longer something that’s nice to do or something that businesses should see as a luxury form of marketing. At this point, video is a must-have if you’re going to survive.
Many businesses usually decide that simply creating a video of their product or service will be enough to be a huge success. It’s going to be the game-changing tactic they use to capture the attention of their target audience, become more visible in search, and convert prospects throughout the funnel. Ah, if only it were that simple.
We hear –more often than we would like- from our clients that they have at some point in their business lifetime created a homemade video, or paid for a video that turned out so bad that they could not bring themselves to use it. The worst part is that the time and money invested on those useless videos are usually pretty significant.
The making of your videos often overshadows the marketing of the videos. Don’t worry. A lot of other businesses are not implementing a video marketing strategy either. Everybody’s knows they need a marketing video, but not everyone is doing it effectively?
Video marketing requires a certain expertise, and different strategies than compared to other types marketing. Whether you’re investing $1,000 or $100,000 if you don’t have a well planned out marketing strategy that’s no doubt a recipe for a poor return. A solid plan can be the difference between your marketing video delivering ROI, versus throwing metaphorical spaghetti at the wall and seeing what sticks.
Here’s how to map out a purposeful video marketing strategy:
1. What’s Your Goal?
Your video marketing strategy should align with your business goals and strategy. Are you looking to build brand awareness? Do you want to educate your customers or highlight testimonials? Are you trying to target and attract new customers? Once you’ve decided on your goals, you’ll be able to develop the right video content strategy to achieve them.
2. Determine What You Want Your Video Content To Accomplish (And For Whom?)
What type of content you’ll make: Educational videos? Entertaining? Practical? A mix?. In order to produce engaging videos, determine exactly who you’re making this content for. Outline your target demographic with as much detail as you can. What your audience should takeaway from your videos: What’s the value add of your content in particular? What does it help your audience do?
It’s important to remember that when online consumers look for video content, they’re not looking to be marketed to. They want something that adds value. So instead of focusing on education for your brand, think about any complementary ideas or services you can illustrate on video for your visitors. For example, a restaurant might offer cooking tips videos.
3. Call to Action
Content is essential in creating an effective video marketing strategy – We cannot stress this enough. However, content goes beyond the concept of the video itself. You want prospects and consumers to engage with you. After all, the reason you spent your marketing dollars on a high-quality video was to get more sales and ultimately make more money. Right? One of the biggest errors we see in video design today is the lack of a “Call to Action” for the viewer. An effective CTA generally follows the rule of three S’s: short, simple, and strong. Your goal is to easily instruct your audience to take part in a behavior that will benefit both of you. Few people will take part in any action unless it poses some value to themselves.
4. Video Length Matters
Research by Visible Measures said that marketers have 10 seconds to grab the viewers’ attention in a marketing clip. Furthermore, 20% of users will click away from the video in 10 seconds or less. Then, by the 2 minute mark, you can expect to see 60% of users clicking away. These numbers seem to hold true irrespective of the video duration. When it comes to platforms, desktop users seem to have an attention span of around 2 minutes or less, while mobile users seem to stay a little longer, around 2.4 minutes.
One study suggests that 20% of users abandon a video after a mere 10 seconds if they don’t find it engaging enough. Make sure to keep your videos short and to the point. In most cases 60 to 90 seconds will work perfectly – just enough to deliver a piece of meaningful content, offer a few takeaway messages and leave your audience craving more.
When it comes to video marketing strategy effectiveness, there’s good news and bad news. The good news: Video marketing effectiveness is increasing for 87 percent of companies, according to a new report from Ascend2. The bad news: Nearly half of companies surveyed say the lack of an effective strategy remains their most challenging video marketing obstacle.
Not creating a strategy around your company videos is like building the car without starting the engine. What is the point of all that work if you aren’t going to implement a marketing strategy? With that said, let’s get the elephant in the room out of the way first. Every small business owner worries about budget. Dollars are tight. Every organization is trying to do more with less. Since marketing dollars are so valuable, the one thing you absolutely don’t want to do is waste money on a useless video.
Small business owners are already too many hats, and most don’t have the knowledge or expertise for developing a successful video marketing strategy. There’s a saying that everyone one of us will agree is true, “you get what you pay for!” … And, while small businesses may have limited marketing budgets, it’s worth making an investment to collaborate with a professional video production and marketing agency.