Video content is fast becoming a key piece in the strategies of most companies marketing mix.
One of the most common questions we get here at PSV is related to how to implement video content as a part of this mix.
While most business owners understand that they should be using video, they're not always sure how.
That's understandable as they're focused on their area of expertise.
Luckily, here at PSV we have both used a lot of video in our strategies as well as implemented the video strategy of many of our clients.
In this article, we talk about the top 5 ways we've seen the best results for our clients and ourselves.
What do you think of our list? Did we miss anything…
Email has been an essential part of every online marketers' arsenal since the 90s.
Although we've seen open rates drop year after year, it's still apparent that the medium for communicating with our audience remains king.
Every person in business uses email to communicate even with the cool kids on the block like Slack.
Email is what snail mail used to be.
So, it makes sense that it's one of the most powerful ways to implement video content.
There are many tactics and strategies you can use in implementing an email marketing strategy.
We will focus on the most effective one we've found here.
The video series strategy.
Let's say you have a new product and you want to get the word out there, as well as explain its features and benefits in depth to your audience.
You segment your audience into an email list that will find the product most useful.
But you're unsure of the best way to get the message across effectively.
So, here's what you do…
Video Series Strategy
You set up the landing page with all the conversion optimized elements and a 3-minute-long video, you tried to get this video shorter according to the video companies' instructions, but all the essential buying information is included in this video.
So, because of this, you decide to create enough interest with the starting audience via your email that they will be willing to watch the full-length video…
To do this, you create a series of videos that target a simple message and a single feature/benefit of the product.
This way you only have 15-30 seconds of content.
You embed an image with a click play button that sends your reader to the above landing page 1 month before the product's launch.
Sending one email per week, with a new feature/benefit, your call to action in each of the four videos is 'x launches xxx sign up here/reply to this email to be notified.
This way, once your 3-minute video is released on the launch date, you already know which segment of your audience was interested enough to sign up to be notified of the release.
And you've created enough interest that a good portion of that audience buys on the product launch date.
Final points on using video in email marketing
Video content should be used in emails to direct viewers to a landing page that includes more in-depth information in the form of a longer video.
To do this properly (read effectively) you need to keep the video well under 30 seconds and have a single message that will be powerful enough to send the viewer to the mentioned landing page.
As described in the above strategy, it's fine to have longer form content on the landing page, because those interested enough to click through will watch all that content.
But don't disregard the busy people out there, create some short-form content to drive a bit of extra traffic to the offer.
Google had been dethroned as the number 1 platform.
The new king is Facebook, driving billions of dollars in ad spend.
This does mean that it's becoming more and more expensive to advertise there.
But it also shows how effective it is in driving results for companies across industries.
The best way to get the benefit while minimizing the cost is with a retargeting ad.
This involves driving traffic to those who have already visited your website and performed an action, also known as warm traffic.
For warm traffic, such as those visitors who performed a specific action you can create a video that targets those individuals more precisely.
You can use a video that is targeting those who have made a prior purchase on your website may include information on products relevant/complementary to their previous purchase whereas a video targeting viewer who added to cart and didn't buy may focus on relieving some of the common objections you find through customer surveys and reviews.
If you are going to create content like this, you do need to take in to account how many people you have in your audience.
Cold traffic is when the viewer has not interacted with your company before, and it's their first time seeing a piece of content from you.
So, you need to have an offer which will appeal enough to give them the motivation to go to your website.
This could be a special sale that you set up to get them to go to your website and make that first purchase so that they are now a customer that can move into the warm audience funnel.
Some companies also assign a budget to brand towards new visitors which would focus on the key features and benefits that would draw someone to use your product or service.
Instead of focusing on a special sale you would instead draw attention and interest with content focused on your companies unique selling proposition.
Social Media Marketing
Social Media is now an essential tool for all business owners and marketers.
As a part of your strategy, it can drive real results with little investment.
The caveat with social channels is that it does take a lot of time to build up a substantial audience.
According to MDGA Advertising social media works but exactly how much is hard to quantify.
With Social Media you can create a series of videos for posting across platforms that accept the medium (most do now although some have a 60-second limit, read more here).
This can mean videos that provide value in the form of informational or entertainment focused content.
Rather than a one-off piece you can make videos that follow a more extended tail storyline.
Such as customer case studies that last 15 seconds but over the entire series document the whole customer journey from discovery to consumption and fulfillment of the features and benefits of your product.
The key to social media just as with anything is being consistent. Commit to posting once or twice a week, or even once a day!
Just commit to something and ensure that you post regularly.
Take our strategy as an example; we post every day but switch things up so that our audience isn't bombarded with the same message every time.
We post our work, testimonials, case studies, articles, and articles from others. You can draw your content from a wide variety of sources both primary and secondary.
Create a strategy and assign someone in your team to implement that strategy.
The primary purpose of the videos we create here at PSV is for use on our client's websites.
You can and should use video throughout your site to perform a range of functions all centered around communicating the message more effectively.
The first one is to direct viewers around your website correctly as you probably noticed on the video displayed on our home page, you can direct viewers to the most popular pages and why they would want to go to those pages.
Next, the video can be a replacement or supplement to the content on each page. For instance, on your about us page, you may tell the origin story of your company, this can be much more engagingly communicated with a video that illustrates the message.
This not only works for the overall branding story but also to explain certain products and services listed on your website, you can have explanations of those services that complement the information on the page by illustrating the features and benefits.
Then you have the testimonial and case study videos that can be both live testimonials that you have your customers shoot for you or animated case studies of your most common customer stories that viewers can relate to and decide whether they too would like to experience the same benefits.
These are just the most common examples, but you can extrapolate out your use of video, one powerful example is to have a personalized live video delivering a thank you note or instructions to someone who has made a purchase or filled out a form.
There are endless possibilities when it comes to video in your website content!
Within the sales process
Video also fits well within the sales process.
You can use it for in-person sales pitches, where you can have your salespeople show the video to prospects in person, this has a dual purpose of training your sales team and communicating your sales message, in the same way, every time.
This sales pitch video can also be emailed or messaged to prospects before their appointed demonstration so that they already understand the features and benefits before you even pitch the product to them.
Our clients find that using video as a part of their sales pitch has significantly increased their close rate, have saved tons of time, and have helped train the sales people presenting them.
This article presented a range of practical strategies for implementing video into your marketing strategy.
We recommend starting with one and get it 80% mastered before moving on to the next one.
There are a million potential strategies one can implement to drive results for their business; the above are simply the most common and dominant.
Use this knowledge well.
If you're interested in learning more about how a video marketing production strategy can impact your bottom line without spending exorbitant amounts of time and money check this out.
- Video Marketing Guide – The Ultimate Guide to Your Video Strategy
- Explainer Video Top Reasons They Drive Results Online
- What is an explainer video?