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It’s not just making video, it’s about making video work. And to do that successfully you need to invest in a video strategy.

To highlight the importance, here are a few statistics:

  • A video on your homepage or landing page increases conversation by up to 80%,
  • Online consumers are 1.8 times more likely to purchase a product than their non-video-watching counterparts, and
  • 80% of your online visitors will watch a video, while only 20% will read text in its entirety.

The above highlights why video content should not be ignored by businesses.

The benefits of video marketing far outweigh any challenges or costs you face creating them, and your result will allow you to connect with customers, build rapport, explore ideas and generate valuable leads.

But before you invest in professional video content, or in the equipment to do-it-yourself, you need to have a strategy.

A video strategy can be as basic or as complex as you’d like to make it. But the important thing about it is that it ensures that your video content is always relevant, timely & on-brand.

As a starting point, consider the following when planning your video strategy:

Message

The number one thing to ask yourself when starting with video is ‘what product/service/message do I want to convey?’ Ensure that your video is in line with your other marketing initiatives. Remember that in the digital world audiences don’t want to be sold to, they want to be educated – so keep your messaging focussed on helping them!

Platform

Where is your video going to go? What social platform is it going to go on? Defining and understanding your social platform is extremely important as your video will need to adhere to slightly different constraints & be produced with the way the audience will view it in mind.

Audience

Who are you targeting with your video content? Different audiences engage with different styles of content, and not all video content needs to have high production values so take some time to research the types of videos your audience is already engaging with.

Production

This is the fun (and easy) bit because you’ve already got a solid plan in place. If budget is an sticking point for you and you decide to DIY your video ensure you invest in quality equipment & undergo some basic training in how to use it properly. (We can assist you with sourcing and using your own equipment, right down to filming on your iPhone!)

When looking for a production company, be sure to find one that’s interest in your business goals as well as the finished piece of content. Spend time talking through your strategic video plan so that together you can really maximise time & budget when it comes to creating your video.

Amplification

There’s no point in creating video content if you’re not going to direct eyeballs to it. This is where understanding the platforms comes into play:

  • YouTube is the second largest search engine in the world, so be sure to upload your videos there with an SEO-friendly title, the correct meta-tags & a keyword strong description.
  • Native videos reach more people organically than embedded or shared videos from third party sites on most social platforms. Be sure to upload your video files directly into the likes of Facebook & Twitter rather than sharing a YouTube or Vimeo link.

To really make the most of your video & increase eyeball numbers put some money behind your content, and share it through boosted or sponsored posts.

 


Did you know our very own Rebecca Saunders is one of Australia’s leading video strategists?
Book a session in with her today & get your business using video content the right way!


 

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