Video marketing is a lot like blog writing (which is why we do both!). You need to have a clear idea of who you’re talking to and what they’re interested in; you need to make sure you’re an expert in your field with great tips and advice to share and crucially, you need to produce new content on a regular basis to keep your audience engaged.
Plan Your Every Move
That’s why the first of our video marketing tips is about planning. Even if your videos are only 60-90 seconds long you should treat them like a TV series. Understand how one video flows into the next and why a viewer who has watched one video would come back for more. Every time you plan a video stop and consider why it would be of interest to your target audience. It’s also crucial to think about how the video will drop people into your sales funnels. There’s no point in you wasting valuable time, money and resources on videos if they’re not benefitting your business.
Make Sure you Have a Script
It can be tempting to try and wing it and make your video without a script but this is setting yourself up to fail. As these examples show there are few videos which won’t benefit from a little advance planning by means of a full script or at least a bullet pointed list of the ideas you will cover. This will allow you to focus on making things natural and interesting rather than desperately scrabbling around for words! People can tell when a video has been rushed and this will not create the impression you’re looking for.
Capture Attention Quickly
The world is so full of distractions nowadays that the average attention span has fallen significantly. Recent studies show that you only have 8 seconds to capture your audience’s attention. Therefore it’s critical that you use this time as wisely as possible. Don’t waste it with a long video of your company logo or a static video title screen, you’re just giving people an excuse to leave without watching the video! Make sure you grab attention in the first few seconds and people are far more likely to stick around and see what you have to say!
Measure Your Results
Understanding whether your video has been successful or not goes far beyond the YouTube view count. Where did these viewers come from? How much of the video did they watch? What action did they take after watching the video? Did they come back to watch the next video? Only when you know the answers to questions like this can you take action to make your next video more successful. The video with the highest view count isn’t necessarily the most useful to your company.
If this advice has you inspired to reinvigorate your website videos then we’d love to help. Check out our web video testimonials for examples of our work and information on how we can help give your videos the edge in your marketing campaigns.
