Improving your video marketing strategy

Video marketing is one of the most important marketing tools for a successful strategy. Transmitting your message in a video format builds a deeper connection with your customers. We know this is important as new generations are more visual and they want to absorb information easier, quicker and faster. Therefore, if you are trying to sell something to them or to get them to pay attention, you should consider using video. But how can you strengthen your video strategy?

Define and understand your target
Your video production is effective when you know who you are communicating with. You need to know who your audience is, where they are, how old are they, what they like, what they do and everything else you could possibly know about them. Knowing exactly who you are talking to is central to developing your video concept.

Storytelling is key
As video is a tool that allows you to be more expressive, you need to tell a story. Your video should have a logical order and a storyline that compiles everything you want to transmit. But you need to go beyond putting together a bunch of visual clips. Storytelling will create the bond you want to develop with your customer by providing an emotional element that your audience cares about, therefore engaging them in the video. There are many ways to do this. You can use testimonials, success stories, data-driven facts, etc.

Every platform is different and has its own rules and algorithms. As you should be doing with your website, you can improve the SEO of your videos by optimizing them. You can do so by implementing keywords, making them available for mobile format, including tags in platforms such as Youtube and keeping descriptions and titles as short as possible.

Because you did your homework and you already understand your audience, you know in which platforms they are. This is the perfect way to assure that they will be seeing your content where they want to see it, and to generate more impact. From websites, social media and emails, you will find a wide variety of channels to communicate with your customers.

Call to action
As important as it is to craft your message correctly and to direct it to the right people, you need to generate conversion by including a call to action. A call to action is what you want your viewer to do after watching your video. It should be clear and direct, and you can lean on other tools like lead magnets. Make sure to always direct your viewer to your website, to a landing page or your social media page where your audience can reach you.