I talk frequently with clients who have the best ideas for videos, but only consider the content they are developing, as opposed to the context of the video itself. The video may represent the entire deliverable from your production team, but it only represents about half of the work to be done. The pre-production work starts the concept actualization, and then there is the vision of the production and staging, but any industry expert will tell you that the mastery is in the post production. The same exists in the idea of effective video marketing. Here are some tips to maximize your video to (and the hard work you put into making your masterpiece) perform like you hoped it could:
Design your script for 5 applications and not just one story – When you are writing a script, be sure to have an idea of how many different applications you have for the video. Too often, a video is created to host on the site, but totally neglects the opportunities it has with just a couple of extra shots built into the script. A video introduction to the piece, and a small teaser, turns a site video into a pre- or post-roll advertisement, or even a traffic generator in YouTube, Vimeo or Wistia.
Create your video with the buyer’s decision process in mind – One of the key values of video is visually addressing concerns of a potential buyer to shorten the purchasing decision. Be sure to incorporate the benefits into the video in the appropriate way based on where the video will be housed. The most personal and individual videos should be hosted on your site. Videos that are more edgy and general to your product line or brand should be used to generate traffic to the site on publicly hosted sites or paid ad placements.
Video is the ultimate way to conceptualize for your needs – The strategy derives its value when you understand the need to create video that accomplishes the primary goal you intend to use video to address. If you are branding, the video should scream your brand and unique Selling Propositions (USPs). If you are attempting to generate traffic, then you should create video that invites the viewer to visit your site and give them a reason to do so. If you are driving lead generation, host the video on your site and create a more personal engagement that contains a well-developed message that places your visitor comfortably on your site. This builds the trust necessary to ask them for their contact information. If you are looking to generate ecommerce revenue, develop the video that puts your product in the hands of the viewer and help them to experience their ownership before you can deliver or even sell them your product. If it doesn’t get personal, it isn’t worth a viewer becoming invested.
Content Is King, Even in Video – So I don’t leave this unsaid, you should not post the same videos to your site that you post in your ads. Just as you do not want to listen to another used car commercial or low grade infomercial that uses the bench mark of repetition to burn their brand and telephone number in your brain, you also do not want to make your video scripts to over emphasize your brand or products. Video allows you to more intensely engage your audience, so do not waste that time in trying to push something down there throat. Try to give the audience something they crave (entertainment, information, advice) and let them come back to you for more.
Understand Video SEO to effectively implement your SEO Strategy – Ideally, the code used to augment the video content is just as important. Once you have the quality content, make sure the alt tags are in support of the content theme, the file name under which you save and embed the video is SEO-friendly, and coordinate the title tag to further support the content. Most importantly, make sure that you are hosting the video on your site first if you need the traffic to convert. Use other edits of the video or other options to market that video to attract viewers to your site where they can convert (because no one converts on Social Media).
Market Your Video – According to YouTube Press Statistics, ‘100 hours of video are uploaded to YouTube every minute’, so if you rely on your content to outperform the masses of video that is swamping the digital era – you may be sorely mistaken as to the attention you can expect. Utilize many tactics in your strategy to get the word out about your video, such as Social Media, paid video marketing, video hosting sites (like YouTube, Wistia or Vimeo). You should use the micro data formatting to make the most of your video on search engines.
In the end, the decision to create video content is not one to take lightly. To make it an effective endeavor, you really should look at all the aspects of the video content involved in making it a success. While it might not be difficult to accomplish all of these with the right resources, this should also serve as a checklist for those of you who are looking to hire someone to do this for you. If they only provide a portion of these services, know what you are paying for and what will still be your responsibility to make the decision successful.