A foolproof marketing strategy is essential to an effective marketing campaign.
And a sound marketing strategy, though essential, is also highly subjective depending on your company’s needs. Whether you’re a local bakery or a major tech corporate, one thing that most companies share in common is their need for a large enough reach for their business.
Here we take a look at some of the key factors involved when planning out what your video marketing strategy:
Marketing Land, a digital marketing publication, pointed out that knowing what resources you have is instrumental in the process. Identifying your resources will help you tell your story. That pre-planning will allow you to figure out what kind of message or story you can tell with the resources available to you.
Companies sometimes think that posting their videos on a video streaming platform such as YouTube or Vimeo (or worse, their own website) is the be all end all of video marketing.
This could not be further from the truth.
Creating a video and then launching it into the universe simply isn’t enough. Companies must be strategic in choosing which social media platforms best stream certain content. For example, Facebook has proven time and time again that it can be an invaluable source of potential visibility when users share content. Judging by the sheer amount of content online, Facebook users have shared videos with compelling, entertaining or informative content in the thousands. How can your company create something specific to this platform that users will want to spread across their feeds? Is it universal enough? Does it appeal to their audience? What sort of impact will it have? That will determine the message, content length, and overall aesthetic to the project.
Companies who assess how their videos will be received are the ones who are able to make effective strategies. Usually, these are companies who’ve had success in the past with content creation and have an understanding of how to measure video metrics.
Many marketing gurus will point out that simply getting a high number of views (or going viral) is not enough. Instead, companies would benefit from really understanding video analytics. On average, how long are people sticking around to watch your video? This affects how long you can make the next one. How many times were your videos repeated? This will determine the type of shareability of your content. What was the drop-off rate (or visitors flow)? The more you narrow down your analytics (even to individual user patterns), the better you become at understanding them.
Keep it simple, silly.
Audiences nowadays have shorter attention spans, making it difficult to create content longer than a few minutes.
This is not only important for audience retention. It’s also cost-effective for production. Sticking to concise videos makes it easier on both a production crew to create premium quality in a tighter timeframe.
Here at Key West Video, we specialize in working directly with our clients to develop the best possible marketing strategies through a visual medium. For more information on our services, visit our website today!
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