Over the past few years, we have produced more than 1,000 videos. In that time, we’ve talked to marketing directors at many different companies, and we’ve figured out a few things about how to develop an effective video marketing strategy. Over the next few weeks, we’ll be posting the details on each one of these points below so that it’s easy for you to get started.
The main thing that we have learned about Video Marketing is that it is still new. People are still getting used to the fact that you can post videos constantly, keeping your visitors engaged. Few people have a defined strategy beyond “just post and pray.” In fact, we hear the word “viral” thrown around like Skittles at a Seahawks game – but the problem is that there is way too much video content out there for you to just “make” viral videos. Here are 5 things you can do that are simple and easy to help you get started to developing a video marketing plan:
- Keep it simple – way too many people want to make their videos extremely complex. The problem is that it takes too much time to be complex, and all of the complexity can end up being distracting. Do you remember the “Will it Blend” videos? Easy. Take a blender, put it on a table, blend some random stuff, smile, done.
- Start Safe – Many people are paralyzed by video. The question that a lot of people deal with is “where do I start?” Well, start somewhere safe. You might fail – it’s okay. But just don’t fail when you’re filming your CEO. Start with someone safe, making a quick how to video or a short client testimonial. Figure out what you like, what you don’t like, what works and what doesn’t, and then move on to your CEO eventually.
- Give away free information – if your site is selling something, people aren’t going to watch a 5 minute video of you beating yourself on the chest talking about how awesome you are. Instead, let people know something you’ve learned that you can share. Keep it short. Maybe it’s as simple as the 5 lessons you learned in 2013 from your business. But who doesn’t want to learn something free – and then they’re engaged on your site.
- Keep it Going – The days of “post and pray” are gone. If you have the same video you had 2 years ago on your front page, it’s time to do some video. If you’re doing a blog, you should be posting monthly videos. Keeping people engaged with video means you’re always producing new content. Again – simple stuff, but new content is key.
- Post. Post Again. Repeat – Remember that posting on Youtube and on your website will not do anything for your business. You need to leverage all of the channels that you have. Write a blog around the video. Attach it to a white paper. Post it on websites. Have your employees post all over LinkedIn. Tweet it. Facebook it. Google Plus. The options are endless. Then, 5 days later, post it in all of those places again.
We’ll go into more detail in the coming weeks about how to execute on each of these 5 suggestions. Stay tuned.