Do You Have the Right Video Marketing Priorities?
YouTube has made it very easy for anyone to create a video, upload it, and share it with others. Millions of people visit the site on a daily basis, which has resulted in numerous “YouTube sensations”: people featured in videos that have gone viral and achieved an astounding number of views in a short period of time.
Since it seems to happen fairly frequently businesses want to get in on the action. They think that if they create something crazy, funny, and attention grabbing it will result in a few thousand hits overnight and achieve a quick uptick in website traffic and conversions. Businesses that start a video marketing strategy with that as the primary goal don’t have their priorities straight. It isn’t easy to get a video to go viral.
There really is no secret recipe and there is no way to determine what will “hit” or “miss”. Marketers can get very frustrated if they invest lots of time and money into a video that never really takes off. When it comes to marketing videos the priority should always be the target audience.
The first thing to keep in mind is that a marketing video doesn’t need to be extravagant in order to attract target audience attention. It should be professional, but that doesn’t mean that you need to spend lots of money on expensive video recording and editing equipment. Even phones take quality video these days. The most important thing is that the picture and sound is clear, and in most cases you only need basic equipment for that.
If you are creating a marketing video to post online and use for link building and to build your online presence the content should remain true to your brand. If your company isn’t known for being funny or quirky, it doesn’t make sense to produce a video that is funny and quirky.
If anything that approach will backfire because it will attract the wrong target audience (one that is looking to laugh but could care less about your product) and alienate the appropriate target audience because they will be confused by the disconnect.
Many businesses over think their video marketing strategy and think that they don’t have anything interesting to film. Remember, it doesn’t need to be flashy. Sometimes even the simplest idea is the best one. Create marketing videos based on presentations that your CEO gives at events or tradeshows. Film a tour of your business and think about what the target audience might find interesting.
For example, if you own a bakery, document the daily routine that the staff goes through, from the early morning wake up call to when business closes up for the day. Show how you make those cookies that you’ve become known for. Interview employees and customers.
In order to get these videos seen by an appropriate audience it’s important to promote them on your website and through social media. They might not get a million views, but your target audience will appreciate them and pass them along if they are useful and informative.
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