Video, a Digital Marketing Strategy

Online video has become a top digital marketing strategy. Video has proved to be a powerful way to communicate your brand's story, explain what you offer, and build relationships with your customers and prospects. Videos are popular in blogs, description of a product before an eCommerce checkout, training, and more.

5 Tips for Video Marketing Success

1. Focus On the Story

Just as in writing content, you should focus on the consumers' needs, their pain points. Whether it's a product or service, concentrate on the value you provide.

Don't forget to place a strategic call to action at the end of the video.

2. Keep it Short and to the Point

Video experts recommend keeping your video short and to the point. Did you know 20% of video viewers click away from a video within the first 10 seconds? Get straight to the point and meet expectations within the first 5 to 10 seconds of the video.

Grab your audience's attention with questions and teasers. Pull them into the video by communicating value at the beginning answering the question of "why should I watch this?"

3. Lighten Up. Try Not to Bore!

Don't make it a boring sales video. Add humor. Audiences want to laugh and feel informed so make your video fun and informative.

Be creative and take risks. Think your audience can’t handle humor? Even in boring industries, injecting humor can be a great way to connect with your audience. Humor works best at the top of the funnel ... as the consumer progresses through the buyer's journey, then move to more serious content.

The Dollar Shave Club's approach to commercials is edgy and funny. Check out a compilation of their commercials. Did they succeed in getting your attention?

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4. Optimize Videos for Search

Upload your video to sites that get a lot of traffic such as YouTube, Vimeo and your social media channels. Enable the embed feature for your video as it could increase inbound links. And be sure to create a video site map. Visit Google to learn how to add video content to a site map.

Tag your videos with relevant keywords, titles, and descriptions. Remember: if it has a box, it has a purpose – Google needs you to fill it out to help you rank in search results.

5. Educate Your Audience; Prove Yourself

60% of audiences are visual learners ... they'll watch video before reading text. Educate your audience on how to use your product or service by providing useful tips. Add video to your blog posts; create a webinar to share your knowledge and at the same time position your brand (yourself) as a thought leader.

Video also provides social proof for your product or service. Case studies/success stories or testimonial videos should focus on your customer and the success he or she had when using your product or service.

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