5 tips to add video into your marketing mix

Eighty-five percent of people say they’d like to see more video from brands in 2018. Here’s how to craft content worth watching.

Video marketing tips

Video has become a business marketing strategy that you can’t ignore.

If you’re still not convinced that video is for you, consider these stats from the “State of Video Marketing in 2018,” published by Wowzyl and HubSpot:

  • People watched an average of one-and-a-half hours of video a day in 2017, with 15 percent of those people watching more than three hours of video every day.
  • In just one year, the number of marketers who used video as a part of their marketing strategy grew 81 percent—a jump of nearly 20 percent.
  • More than half of the 19 percent who did not use video in 2017 said they planned to use it this year.
  • Seventy-two percent of people would rather watch a video to learn about a brand or product than read about it.
  • Ninety-seven percent of marketers say video has helped increase user understanding of their product or service.
  • Seventy-six percent say it helped them increase sales, and the same percentage say video helped them increase traffic.
  • Eighty-five percent of people say they’d like to see more video from brands in 2018.

How to craft effective videos

Surely you’re convinced now, right? Here are five tips to keep in mind to ensure your videos are worth the effort:

1. Set SMART goals.

Your first video marketing campaign probably won’t go viral, but with time, patience and consistency, you can earn results that are just as valuable—if not more so. Let your focus be specifically on what you want to achieve with each video. Setting SMART (Specific, Measurable, Attainable, Relevant and Timely) goals will help you monitor the success of your videos.

2. Create clear calls to action.

Your call to action should be a very specific request telling your audience exactly what you want it to do after watching the video. Do you want viewers to leave a comment, like or share something, sign up for a newsletter or club, buy an item now or download an app? Make sure that you don’t ask your audience to do multiple things in your call to action—it can be overwhelming and have a negative impact on your results.

3. Get creative.

Know who your viewers are. Every time they get on the web, they are bombarded with hundreds of videos, making it hard for you to reach through the noise and get your message across. Put a little personality into your video that piques their interest and gives them something of value that fulfills a want or need. Give them a reason to share.

4. Plan social media support.

What better way to promote your new video than on social media? Be smart about it and make sure that your platforms are optimized for video sharing. There’s no point in building strong social media support if you aren’t ready to handle comments or can’t track the video’s effect.

5. Analyze and adjust accordingly.

In order to reach your maximum audience base, be sure to analyze any feedback you receive, as well as any analytics that track how often the video was viewed and by what demographic groups. From that research, adjust some details, create stronger videos and send them back out there.

Do you have any other helpful video tips or insights?

A version of this post first appeared on the Three Girls Media blog.


Ragan.com Daily Headlines

Sign up to receive the latest articles from Ragan.com directly in your inbox.