By now you’ve heard plenty about video marketing. You might know that Facebook alone generates 8 billion video views on a normal day. You probably know that video consumption doubles every year. You’ve probably seen how video generates an average of over 1200% more shares than text/images combined!
And if you haven’t, now you know!
Video marketing, Facebook Video marketing, and YouTube marketing is critical for companies that want to establish a presence online. It is an integral part of any social media marketing or digital marketing plan. When video is done right, it can have a substantial impact on the well-being of just about any company. Many companies are aware of this. However, many do not implement a successful or efficient strategy because they don’t know where to start.
By reaching this article, you have already taken the correct steps toward making a better video campaign. We have some of the most up-to-date tips and tricks from Brian Peters, an expert from Buffer. Here are 3 tips to start your company’s first video marketing campaign!
Tip 1) Start With What Already Works
A lot of people have the misconception that the concepts behind video marketing are different than the concepts behind other forms of online marketing. Yes, there are some differences. However, for the most part the concepts are all the same. Video marketing is simply an amplified version of marketing. Video is just enhanced to be more appealing to users (proven by the 8 billion Facebook video views and 1200% higher share rate).
The best way to start is to simply keep doing what is already working for you. It almost seems too simple to work, but the best way to start is with your most viewed blog posts, curated content, demos, infographics, etc. You just need to turn them into appealing videos. For an example, check out this video by Wave.Video.
- Video marketing is similar to other digital marketing
- Find the blog posts, curated content, demos, infographics, and other content that does well
- Turn it into video
Tip 2) Focus On the Right Material for Your Company: Importance & Longevity
Unsuccessful companies tend to start their video marketing by throwing lots of material on their channel without knowing what to prioritize. Two factors are crucial in making this decision: importance & longevity.
Importance, in this situation, simply means how important the content is to the company. Content that leads people to a conversion is more important than content that just presents the company logo at the end. This factor is fairly intuitive, and a lot of video novices understand that video should lead people to the next step of their conversion funnel.
Longevity is a factor that is less intuitive. Longevity is how long the video will last & still be relevant. For example, a product launch may be very important, and lots of people will be interested in it when it first comes out. However, two years from now, that product launch will be old and stale news. On the other hand, makeup tutorials, though they may be secondary material, will continue to be watched for years and years (assuming people still use makeup five years from now).
When balancing these two factors, it is important to stay on the right side of the chart of longevity as possible for the majority of your posts, and to find a balance between important & secondary (that is where the 4-1-1 rule comes in). This balance will not only start you off with an engaging video strategy, it will also increase ROI.
- Use content that is high in importance
- Use content that is high in longevity
- Find a balance
Tip 3) Turn Blog Content Into Video Marketing
If you look back to the importance & longevity quadrant, you will see that the example given in the top-right is blog posts. Blog content is some of the best material to turn into video content. Unless you are a brand new startup, you should already have a decent amount of blog content (or at least a website with some sort of educational materials) to work with.
In addition to content, you should also have analytics on those blogs, or at least an understanding of which materials are most popular. You want to start with the most popular blogs first. If you want a simple, user-friendly and low cost method of converting blog posts into video, Biteable is a great program to use.
- Blog articles are the best place to start
- Find your best performing blogs
- Use a video tool like Biteable to turn it into video content
Where To Go From Here
Now you have a few steps to start your video marketing campaign today! However, this only a start. True, it is a great, cost effective, and engaging start. Still, it is still only a start. As you gain more experience and see what your viewers like/respond positively to, you will want to branch out into more types of video. You should always keep in mind the principles you learned here, but once you have started, be sure to check out Brian Peters’ entire presentation here to gain even more.
If you want to learn more about other topics in digital marketing, feel free to check out Digital Summit!