We’re closing in on the end of the first quarter in 2017, and it’s a good time to see how your video marketing strategy is taking shape.
So, how goes it? What’s been working and why? If nothing’s working, why not?
Marketers across the country said one of their top priorities for 2017 was to add more video to their marketing mix. That’s because more than 90 percent of customers say a marketing video is helpful in their decision making, and increases their purchase intent by 97 percent.
How many of the more than 300 hours-worth of video pushed to YouTube every minute are from your company? And how many of the more than 1 billion people on Facebook or YouTube that watching videos each month are watching your videos?
It’s not too late to make your 2017 Corporate Video Marketing Strategy a success. Here are some video marketing tactics you can tackle. We’ve even suggested a plan for when to get them done.
Q2 Video Strategy: Repurpose existing content | Customer Testimonial | Email newsletter
Trust me, you already have a ton of content that can be repurposed into a video relatively easily. Also, repurposing your content is a great time saver since you’re not starting from scratch.
Do you blog? Go check your Google Analytics to see what posts have had the most traffic over the last year, and those will be the videos you create.
You can pare down the post into about a 150-200 word script (that’s between 60-90 seconds of video) and do a simple talking head video where you’re reading into a camera (even your smartphone camera would work great).
If you are a little camera shy, you can take that script and do a voiceover and use that with an animated video similar to the video infographic we have on our home page and up above. You could create the video animation with Powerpoint or Keynote, or an online animation program like GoAnimate, or just have us do it for you.
Don’t have a blog post? Well, you should add that to your 2017 marketing to-do list. But in the meantime, you can follow this same concept with sales brochures, slide presentations, or even use the marketing materials you receive from the products you sell.
These may be the most valuable videos you create. They are also among the cheapest you’ll be able to produce.
People trust other people who have used your product or service, which is the reason customer testimonials are so powerful. When they see someone talk about the challenge they were experiencing and how your product or service helped them, your prospective customers can relate to the message and be more likely to buy from you.
Check in with your customers after they have purchased your product or service. When this is depends on your business and industry. A real estate agent or someone in the real estate industry may want to capture that video right when a home is bought or sold and the sellers or buyers are their happiest. A B2B company may want to wait a few months until the customer has had a chance to use the product or service and been able to see some results.
Reach out and ask if they’d be willing to record a short video. When they say yes, you’re simply wanting to capture on video their buying journey from pain point to research to consideration and decision and finally to results. This can be done with a smartphone, or hiring an outside video production company like Seven G Media. You can spend more than $100,000 or about $500; it really depends on your business and your tastes.
Read our post on how to create a great testimonial video.
Include video in your emails
Despite the hype about its demise, email remains the channel with the best ROI. But every other marketer or small business owner knows this, too. The trick is getting the attention of your audience and getting them to open and engage with your email.
Video can increase email engagement by more than 50 percent. And simply adding the word “video” in your subject line will boost open rates (but you better be able to deliver on that promise).
Read out tips for adding video to your email newsletters. You should have plenty to share now that you have repurposed old content and added at least one customer testimonial.
If you can do these three things, I am willing to bet a beer that you will get a return on your investment of time, money and energy getting the videos created and deployed.
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