5 research-backed tips for effective video marketing

Effective Video Marketing

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Effective Video Marketing

Anyone who is even remotely involved in today’s marketing arena has heard it – video marketing is an absolute must. And it’s true. Statistical back it up:

5 billion videos are watched on YouTube every day Click to Tweet 1200 Social Videos generate % more shares than a combination of text and images Click to post a Tweet Marketers using video get 41 % more web traffic from search than from users without Click to Tweet 52% of marketing professionals worldwide named video contentment with the best ROI Click to Tweet

Furthermore, video marketers get 66 % more qualified leads each year and achieve 54 % increase in brand awareness.

In other words, if you are wondering if video marketing is worth all the effort and investment, then go ahead and Put your doubts to rest . Because it’s definitely worth it. The only question is, how do you do it efficiently?

On the face of it, video marketing is simple: shoot and post videos with a purpose towards your business goals. Videos can be of different types depending on stage of the marketing funnel including but not limited to:

  • Product Introduction
  • Tutorial
  • Video Diary
  • Expert interview
  • Customer Testimonials
  • Behind the scene
  • Animations explain
  • Live webinar

Plus, video production is more cost-effective than ever – you can shoot high-quality 4K video with your smartphone. But, everyone can do it. You need a special video have a marketing strategy If you want to stand out.

And once you develop a specific strategy that aligns with your goals, there are certain things you can do to make your videos more effective. Here are five research-backed tips to make your video marketing efforts more worthwhile.

1. Tell a story, don’t sell

You could say this is the golden rule of any form of content marketing, whether written, audio or visual. You need to focus on adding value to your audience’s lives by offering helpful advice instead of directly promoting your product or service.

As with blog posts, video marketing is the perfect opportunity to capitalize on Storytelling power and arouse strong emotions. For example, you could present real-life examples of how your product helped a customer solve a pressing problem.

In fact, research shows that almost 80% of people prefer brands to tell stories as part of their marketing.

80% of people prefer brands that tell stories as part of their marketing Click To Post a Tweet

Sure, you can also create specific product videos for the purpose of showcasing your product’s features without being appreciative. But leave that only for the paid ad placements. And the truth is told, even to Paid advertising you should choose to create a video that tells a compelling story rather than simply pushing your product’s features down the throat of your audience.

Your audience is sick and tired of being constantly interrupted by meaningless advertisements and promotions. So your best bet is to avoid using that kind of mark. It will only repel them and stir up a negative brand image.

2. Execute first 10 seconds

Don’t bother creating an Oscar-worthy video if you can’t manage to not capture your audience in the first 10 seconds. Why?

Because the average Internet user has shorter attention span compared to goldfish. Boredom won’t work, simple and straightforward. And so, about a fifth of your audience will click away from your video within the first 10 seconds, unless you’re clear from the start about what they’ll get from watching your content.

To answer the audience’s subconscious compulsive question “What’s in it for me?” (or WIIFM), you can:

  • Show the end result, prove your video worth
  • Ask a difficult, compelling question
  • Present a problem and promise a solution
  • State an amazing fact
  • Use the words “what if” or “imagine”

Simply put, do whatever it takes to catch them immediately, or your video won’t be viewed.

3. Closed captioning included

According to Renderforest’s infographic of the same name, 85% of videos on Facebook are watched without sound. These trends follow the same line for Instagram and Twitter.

Now, Facebook creates more than 8 billion video views per day and these posts have 135 % higher Organic Reach than regular photo posts, according to this learn. So rest assured, a large portion of your video marketing ROI will come from Facebook.

Furthermore, research from Facebook itself suggests that it’s likely that no one will understand your videos, because mobile social networking experience designed to mute the sound.

So if you think you’ve perfected your social media marketing with stunning video posts, odds are you can further improve your ROI by adding captions (or subtitles). subject). This way, you’ll increase engagement, click-throughs, and leads.

Test This A/B test discovered how videos on Facebook with closed captions can improve viewership.

Closed captions will also aid your YouTube marketing efforts, as it:

  • Make your videos accessible to a wider audience: More than 5% of the world’s population – or 466 million people – have turn off hearing loss . Closed captions let them enjoy your content better. Furthermore, you can translate your captions and have multilingual subtitles for non-English speaking audiences, further increasing the reach of your content.
  • Allow the audience to watch videos in inappropriate moments or inappropriate environments, such as when studying in a library, riding a noisy train, etc.

4. Optimize your videos for search

Closed captions serve another important purpose: search engine optimization (SEO) .

Arguably, search engine marketing (both, paid and organic) is an important part of any business. digital marketing strategy . While textual content like blog posts, white papers, and case studies are specifically designed to get high on Google, there’s a lot you can do to get your video content up there.

Not to mention, YouTube is the second largest search engine after Google. Therefore, optimizing your video content for the top 2 search engines can take your video marketing ROI to a whole new level.

How do you do that? Here are some suggestions to get started with YouTube SEO :

  • Choose a highly relevant title that incorporates keywords (no clicks!)
  • Write comprehensive video descriptions similar to the best performing videos in your niche
  • Add all relevant tags
  • Add multiple keywords scoreboard
  • And of course, add closed captions.

One thing you might notice is that each pointer talks about performing some text-related operation. You see, Google’s crawlers (or crawlers/bots) cannot view or understand the video content. But they can crawl text content to understand your video content.

So doing all of this will not only help you achieve higher rankings on YouTube, but your video will also have a better chance of appearing in the video results on Google SERP.

Also, to get maximum SEO value from your videos, host the video on your own domain before uploading it to any social sharing platform.

By the way, Google can now extract specific excerpts of your video and display it for relevant search queries. Therefore, many keywords must be transcribed.

5. End with a call to action (CTA)

This is important. Chances are, the viewers who regularly watch and watch the full video are now actually interested in your service. You can even call them “qualified leads”.

Now is your chance to guide them to do a few desired things such as browse through your product catalog, start a free trial, sign up, consume more of your content, etc.

Therefore, always end your videos with a sign call to action button and let your audience know exactly what they have to do next. For example, add end-screen captions to your YouTube videos, such as a “Subscribe” button, or ask them to answer a poll.

Besides, when it specifically comes to hosting videos on your own domain, the CTA doesn’t have to be at the end of the video either. According to a research made by KISSmetrics, adding a single CTA in a video generates as much as 380 % more clicks than a CTA on the sidebar of the same page. So consider adding CTAs judiciously throughout the video.

Last word

To that end, your overarching goal with video marketing should always be to educate your customers and ultimately, establish thought leadership in your field.

Also, don’t forget to shyly share your content on any social spaces your audience participates in. Up and up!

By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.

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