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Everybody’s doing it! Large corporates with endless funds, small businesses with small budgets, individuals with no resources… Video is the way forward, because if it’s executed well, it can achieve great things.

Where some companies go wrong is around the strategy behind videos. Simply creating a video with limited thought given to audiences, platforms and measurement will get you nowhere.

Landing page for videos

Video can bring a lot of traffic to a site and is great for SEO. If you don’t have a landing page for your video, you’re missing out on a lot of potential traffic. Create a landing page where the video is the star, including your campaign’s social components, supporting and promotional materials.

Once you’ve created your campaign’s Mecca, you are ready to share your video via your social media channels and on video sharing platforms like YouTube and Vimeo.

Include a call to action

Creating a call to action (CTA) at the end of your video is imperative if you want your audience to know what to do next. Providing your audience with a clear direction will make them more likely to take action. Which is what you want them to do.

Depending on the goal of your campaign, CTAs can include the likes of:

  • Download now
  • Sign up here
  • Visit our website
  • Learn more
Don’t try to go viral – target your niche

Unless your business is global and your target market is EVERYONE – don’t try to go viral. Chances are you won’t anyway and if you cater to a specific niche, going viral doesn’t equate to sales anyway.

Clearly identify your target audience, the people who are interested and have the means to purchase your product or service – and focus on them. You’ll get a much better result.

Keywords

In 2016, finding anything (and being found) comes down just one simple thing: keywords. We cannot stress enough the importance of these little miracles of the digital age!

Hopefully you thought about your audiences’ needs and problems before making your video. These should give you a good indication of the types of keywords you need to use. Include them in your video’s title, description, and tags to make sure that your audience can actually find it.

Measure

You should have clear goals attached to your videos, so that you can determine whether or not they are working.

The types of metrics to track (depending on your objectives of course) are:

  • Views (though don’t stress too much about the views – see point 3 about going viral!)
  • Click-through rates on landing pages
  • Attention spans (how long do people spend watching your video)
  • Call-to-action click throughs
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