Tag Archives: Social Marketing

How To Integrate Video Into A Robust Content Marketing Strategy (Guest Post)

Steve Farnsworth's Old Blog

Video is powerful because it shows there are people behind your business, which is important for building a strong brand that people can relate to. But how can you integrate it into your content marketing strategy effectively?

Know Your Audience

Before you can put together a video that will be relevant to your audience, you need to know precisely who that audience is. It’s important not to try to appeal to everyone – instead, figure out your archetypal customer. Two tools to help you do this are Sally Hogsheads 7 triggers of fascination and a simple guide to creating a customer persona. This’ll smooth out the rest of the process, because it’s much easier to figure out what to say to one person than to 1000.

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★ How To Integrate Video Into A Robust Content Marketing Strategy

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Video Marketing Mistakes That Can Hurt Your Campaign

Video marketing is gaining traction faster than most marketers can keep up with it. Audiences are gathering more information and insight into products and brands through video than any other form of content. A video on your home page is essentially your customer’s first impression of your brand, so don’t blow it. Make sure you’re not guilty of these issues that may be causing viewers to bounce mid-video.

1. Your splash screen isn’t eye catching: Make sure your splash screen is visually appealing. This is the first thing a customer’s eyes come across and there needs to be something there that will get them to click that play button. Having a good title description on your video is important, asking an intriguing question here or telling them in a few short words what they’re about to view is key.

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2. You have no direct call to action: The easiest call to action for you customers is to first make sure that what you’re asking fits with what your viewer is looking for. If that matches the exact needs of your viewer then taking the recommended next step will just be a natural course of action for them. Add a more prominent call to action at the end of the video such as “If you liked this video, please click the link below for more information” or simply ask them to share it with others. Don’t forget to make it easy for them to share, whether it’s a shortened link or a way to embed it.

3. You’re selling too hard: People don’t watch sales videos, if anything they go out of their way to avoid them. Rather than promoting, pushing and asking for a sale try a more authentic and soft approach to selling. Identify your customer’s expressed wants and needs and simply inform them how your product or service may benefit them. Sell your product with engaging and if appropriate, humorous content.

4. Buffering takes too long: A study shows that four out of five people will click away from a streaming video if it pauses to buffer (just once) instead of waiting for the video to reload. Odds are you, yourself have been guilty of this before.

5. Video quality is low, editing was choppy: Test, test, test and make adjustments! Lighting can sometimes be forgiven but if your audio is too quiet the viewer will automatically press the stop button.

6. Too scripted: A great video will sound like natural conversation. Though it’s important to start with a good introduction make sure you’ve practiced this enough that you can say it without having to think it through. When you’re looking into the camera speak directly to your audience as if you were in the same room as them, this will help create intimacy and a connection with your viewers.

7. Lack of promotion: Self explanatory. If you have social media channels, use them! Take advantage of Hootsuite’s scheduled posts and promote your videos multiple different times over the course of a few months.

8. Lack of SEO Within Your Video: Make sure you place keywords in the video description, title and keyword tags – keywords that your customers are likely to use when searching for your product. Include a link in your description of the video that will link back to your website, this will help increase your referral traffic.

A marketing video is not something you can throw together in an hour. Remember, your video is essentially a reflection of the quality of your product and services. Poor lighting and audio will detract from the actual information that you’re trying to convey to your audience, causing your brand to be less credible. Take the time and spend some money to create a professional video. Greater quality = greater response.

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