It’s no secret. Video marketing is here to stay. Over the last 18-months, we’ve seen platforms such as Facebook, Twitter, and SnapChat set out to change how users see and interact with video.
The ability to create mini-documentaries, daily or live-stream, and connect directly with audience members, are innovations that are causing marketers to seek new and creative ways to use video in their marketing mix. And you should too, because today, nearly 52% of marketers worldwide name video as the type of content with the best ROI. Not to mention, that by 2017, video content could account for 74% of all website traffic.
Steps to Using Video
So how can you get started using video for your business today? Try following these four steps.
1. Set an objective
What is it your are hoping to accomplish with this video?
Grow subscribers to your blog? Attract new visitors to your site? Increase brand awareness? Or maybe even educate customers on how to best use your products? When defining an objective you want to tie it to a business goal. This will help you measure the ROI of your video and discover how well it performed compared to the other types of content you have created for a similar purpose.
For example, if you’ve created blog posts to educate users on how to best use your product, you can try using a video to accomplish this same objective. Once your video has achieved reasonable results, you can compare these two forms of content to see which one had the better outcome.
As a HubSpot customer, you can use the Content and Reports tools to analyze your content performance and compare your video results from Wisita, a HubSpot Integrations partner.
2. Define Your Audience
Who is this video for?
Luckily, social media platforms make it very easy for you to build custom audiences. While this is a gift, it can also be a curse. Keep in mind that social media is not the only place your video will live. It could live on a landing page, find it’s way into an email, or even end up on your products and pricing page. With this in mind, you should be proactive about creating a video with the specific needs of your target audience in mind. Think about things such as:
What stage in the buyer’s journey should the viewer be in? Awareness? Consideration? Decision?
Who can benefit from watching this video?
What should the audience already know about your business?
By addressing these question in the video creation process, you’ll be able to establish afaster connection with audience members and come up with the most appropriate messaging for your audience. If you haven't created buyer personas, you can learn more by watching this educational video.
3. Create your video
This is often the part when marketers struggle the most. But don’t fret! There are a few quick tips that will make the video creation process seamless:
Script it out, or don't.
Creating a script is a great way to write out the main points of your video. It will help come up with clear and concise ways to communicate with your audience and make sure that your messaging aligns with your goals and objectives. Scripts are good to use when recording instructional videos like walkthroughs or educational sessions. If you're hoping to make an emotional connection with audiences members you may want ton consider skipping the scripting. Encourage your "talent" to speak from the heart so that their message is authentic.
Location, Location, Location.
Finding a setting for your video is equally as important as coming up with the right messaging. You want to be sure that the location you choose is appropriate for topic and works best with your equipment. Try to avoid loud spaces if you don't plan on using a microphone instead, look for quiet areas like a meeting room or secluded hallway. You'll also want to avoid areas with poor lighting if you don't have lights to brighten it up. Try spaces with natural light or white fluorescent lighting.
Promote it across relevant channels
Promoting your video is arguably the most important part of this process. When you consider how you promote it, keep in mind the purpose and the target audience for you video. If your video is for prospects you'll want to consider using channels with a wide reach, such as social media channels or influencer networks. However, if your content is targeted at customers you may leverage email as your primary way to distribute your content.
This may be the most rewarding part of the process. Here, you'll learn all about the performance of your video and how well your efforts paid off. Pay close attention to metrics like # of views, #of shares, re-watches, and points of engagement.
These metrics will help you understand the value your video provided to audience members. Some of these metrics are easier to get than others depending on where you upload your video. For example, Facebook videos collect data for number of views, shares, and comments, but don't collect data for re-watches. While YouTube collects even more data like percentage viewed and subscribers gained. Above is a screen shot of how Wistia allows you to analyze your video content.
Video doesn't need to be intimidating. Start with these four steps. We'd also love to see your comments about your currently using video.
Originally published Sep 2, 2016 12:00:00 PM, updated November 17 2017