The Key Steps To a Successful Video Marketing Campaign

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The world is going video crazy. Recent studies have found that more than 50% of all online content is in video format. The stats are equally compelling for social media channels. Video marketing has the power to attract more attention, build trust and give your audience a reason to engage, which means it can also help you reach your goals faster. 

There are many different ways in which you can use videos in your marketing campaign but there are four key steps that should be followed, and we will discuss them by importance and application.

Application of video marketing

The video makes you more human. When we communicate in text, we tend to make content like robots and follow a specific formula, but videos bring personality and emotion into your message and personality goes a long way in building trust.

Successful Video Marketing Campaign

This is especially important for corporate promotions, where you are asking people to trust your brand, hire your services, or buy your product. Depending on what segment is the most important, a video presentation can allow you to build several dimensions into a single short video message that will be sent out to the world.

The first step of building a successful video campaign is picking the correct location. The best place for making a great impression is in your office since it allows viewers to see first-hand what working at your company looks like.

A professional-looking studio gives the impression of preparedness and professionalism, but you can also go for something more casual depending on your brand personality. The location should be able to portray the message, the purpose of your brand, audience, or whatever the focus of the marketing campaign is. 

For example, for those launching a new product, the location can be tied to the manufacturing building, the next show, or its application/inspiration. The options are endless. 

Identify your target audience

If you don’t know who is going to be watching your video, there is no point in making it. Understanding who you are talking to allows for a perfectly customized message that speaks the language of the audience and engages them easily. There are two major components to target audiences: demographics and psychographics. 

Identify your target audience

Demographics describe what they look like age, gender, marital status, number of children, etc. Psychographics are the values they have, what motivates them, how important are specific things. For example, age is a demographic while interests in travel or technology are psychographic factors. 

YouTube has a great system for understanding who watches your videos by allowing you to access their insights segment. Here you can break down your audience into several groups depending on demography and psychographics.

Create compelling content that gets people's attention

It’s not all about you. When making a video, focus on your audience first rather than yourself. The best videos are the ones that include elements that stand out to your specific demographic or psychographic group, get their attention and make them laugh/cry/do whatever it is you are intending to make them. 

If your video is on a low budget, you can start by filming yourself talking about a product or service, but it's much better to use real-life situations and tell stories based on them. You can also make a video online using an online video making tool as they provide in-built templates to make the process easy. Video content takes time to build up momentum and have a few videos that succeed in bringing people in will help you launch the next ones with greater success.

Find ways to distribute your videos quickly and easily

This is where things get interesting! YouTube has become the second largest search engine available today, right behind Google. That means if you want to make sure people find your video, it needs to rank well in their search results. 

Ranking high can be done in one of two ways: SEO (Search Engine Optimization) or SEO (Social Optimization). Of course, doing both means you bring in more organic traffic to your video, but the latter is still a must for getting immediate results and building momentum. 

One of the main factors in SEO optimization is having a unique title that stands out from other videos so people will be drawn to it when scrolling across their screens. Creating an eye-catching thumbnail using a high-quality camera, editing the video so it’s short and to the point will also help you drive traffic. 

Social optimization is about making sure you have a large audience on your social media accounts so people can see your videos first on their newsfeeds and start sharing them with friends right away. The more your videos are shared, the higher chance they will rise in search results.

How to create a video that brings people back for more

Videos with content that is valuable to an audience and keeps them engaged while also acting as a call-to-action usually end up having better conversion rates. There are many ways to do this, but the first step is usually to make sure you know what you want your viewers to do at the end of it. This can be subscribing to your email list, buying a product or service, sharing the video with friends and family, or even becoming a channel subscriber.

How to create a video that brings people back for more

A successful call-to-action should include an incentive for people to act on it. For example, offering 20% off your product might make someone buy something right away; if they subscribe to your email list, you'll be able to contact them later and market other products or services to them. 

Keeping people engaged is easier said than done, but one of the effective ways of doing this is through the use of eye-catching thumbnails and enticing titles. This is the first thing your viewers will see, so it needs to be attention-grabbing enough to draw them in.  

Once you have their attention, make sure your video is as simple as possible and stays on-point throughout the duration of it. People don’t want to spend a lot of time trying to figure out what you are saying; they will either stop watching after 10 seconds or stay until the end.

Use subtitles and transcripts to your advantage

SEO optimization is about making sure people can find your video when they search for it. For example, if someone was searching for a “how-to video on how to tie a bowtie” and found yours among the results, you want them to click! 

Make this easier by including a transcript of the information in your video and adding subtitles in their native language. These two things will help search engines understand exactly what your video is about and bring people searching for that information to your page. 

Make sure to include a transcript of the audio, the same way you would do with written content. This way, Google can index it so people who want more information about what you are talking about can find it in their search results.  Adding subtitles in different languages helps make your videos accessible to everyone, regardless of where they live. 

Getting the word out there through influencer marketing 

Influencer marketing is about finding people with a large following on social media or YouTube that are willing to promote your product or service, usually in exchange for some kind of payment. This is one of the most effective ways of getting the word out there about your products because these people have established credibility in the industry and are known for being trustworthy. 

Before you can get influencers to promote your brand, make sure you have a product or service that is worthy of their time. You also need to build relationships with them so they know what kind of content you are interested in. When you establish a relationship and promote their content on your social media accounts, they will usually do the same for you. It takes time to build these relationships, but if you have a long-term video marketing campaign it is worth it.

How to ensure that your video stands out from all of the others 

There are many people uploading videos every single day, with more and more competition for views.

How to ensure that your video stands out from all of the others

To make sure your video gets seen, consider making it short (less than 10 minutes is never recommended), adding in some kind of call-to-action at the end, and explaining what action you would like viewers to take. Ask yourself what sets your video apart from the rest – what makes it unique? – and make sure to include that in your video.

There is a variety of strategies and the best and most secure one is to combine several of them, but also take into account the results and the costs of each – many times, you can save money if you optimize your videos for search engines and convert viewers to email subscribers using a free tool like TubeBuddy.

Also, don't ignore YouTube's own marketing tools: they have a great search engine that brings people straight to your video and helps you rank higher in YouTube's internal search.

Conclusion: The key steps to a successful video marketing campaign

With these steps in mind, it's important to remember that video marketing is about relationships so do not be afraid of getting personal with your audience. It’s the best way to make sure they keep coming back for more. 

There are many benefits to video marketing, which is why it has become increasingly popular among brands. Video gets people’s attention much faster than written text or static images can because it presents a realistic view of products in action and allows users to feel free to imagine themselves using the product. 

Video can create empathy with audiences because it offers a chance for them to relate to characters and storylines. Watching a video also takes less time than reading a blog or article which means viewers are more likely to see your content.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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