Online video has become a vital component of a well-rounded content marketing strategy. Because of video’s ability to be shared, go viral, and create emotional impact, both B2B and B2C brands are adding video to their marketing mix.
Yet, not every business has the funds to hire a top agency to produce a video. And, regardless of the size of an organization, investment in video must produce measurable results. In other words, it must be both cost-effective and useful for it to be worthwhile.
If you are planning to add online video into your marketing efforts for the first time or simply want to improve the results of existing video content, read on. These proven methods can help you maximize the value of your video content without breaking the bank.
WORK DIRECTLY WITH A VIDEO PRODUCTION COMPANY
Nearly every marketing and PR agency has jumped on the video bandwagon to offer clients video content. This is positive because they are responding to increasing online demand for video. But, very few agencies actually have in-house video production capabilities. In other words, they are outsourcing the work and increasing the price to make a profit.
When there is substantial budget, this may not be a big deal, but for businesses that are looking closely at every dollar spent, it often makes more sense to work directly with a video production company. Not only is there a cost-savings by cutting out the middleman, there is usually a greater ability to work directly with the scriptwriter, production team, and on-screen talent. So, you typically get a better product at a better price.
BRAND YOUR VIDEOS
A common mistake many businesses make when it comes to video content is not properly branding it. Often, it is not consistent with other marketing tools such as a website or marketing collateral. There are even businesses that forget to incorporate brand elements such as colors, logos, and taglines. If a viewer can’t determine who’s video it is, there is no marketable value to it.
This is where a video bumper can be extremely useful. What exactly is a video bumper? It’s a branded piece of video that is added to the start and/or finish of video content. Movie studios have long understood the importance of video bumpers. You cannot help but instantly recognize the MGM lion or the Columbia Pictures woman in her toga proudly holding a torch.
Like the movie studios, your video content can also start and end with a logo, moving images, and music that define your brand. Video bumpers can be added to all video content to build consistency and brand awareness. Smart marketers know that a small investment in this versatile piece of video can dramatically increase the effectiveness of their video content.
ADD VIDEO TO YOUR BLOG
Video can definitely be placed on sites like YouTube and Dailymotion. But, it should also be added to a business’s blog to increase organic search results. Video placed in a blog post with a description and tags will get the attention of search engines like Google, Yahoo!, and Bing. Yes, video is very good for SEO.
SPREAD VIDEO VIA SOCIAL NETWORKS
To increase your site traffic, video can be shared on Facebook, Twitter, Google+, LinkedIn, and other channels. To get the best results, choose video content that is appropriate for each channel. Business-related how-to videos or customer testimonials can be ideal for Linkedin. Fun, promotional videos might be better suited for Facebook.
The audiences that you acquire via social media are valuable because they are looking for content that interests them. They often return to your content, share it, and retain the information better than someone simply being exposed to an online advertisement.
GIVE YOUR AUDIENCE THE OPPORTUNITY TO SHARE YOUR VIDEO WITH OTHERS
Perhaps, the easiest way to increase the value of your video content is to enable viewers to share it. Add ShareThis or Retweet capabilities to your video player so that it can easily be distributed.
Without a doubt, online video content has become one of the best ways to build brand awareness. By producing video content cost-effectively and using a few strategies for increasing viewership, you’ll truly maximize its value to educate, engage, and retain customers.