Have you as a corporate marketing manager been thinking you need to add video to your marketing strategy for 2017? As with any tactic, you need a well documented plan if video is to deliver an ROI for your company or department. If you’re planning to use video as part of content marketing efforts for next year, here are a few things you need to consider:
Know where you’re going
It sounds like common sense but you’d be surprised at the number of companies who have no clear goals or direction for their video marketing either because it’s the first time they’re trying it out or they don’t quite understand that video marketing is different to traditional forms of marketing.
Try to define 5 goals you would like to achieve from your video marketing which are written down in a plan for the whole team to check as they work in 2017.
Goals need to be SMART: specific, measurable, attainable, realistic and timely. Check that your goals tick all of these boxes. The goals should also have directions about how you’ll achieve these. For example, a goal could be to increase your customer or student base by 10% by mid 2017, member engagement 20% or improve employee retention by 25% . The how-to could be using a combination of videos on social media and email campaigns.
Customised, shareable content
Personalised content is the buzzword in 2017 as companies get more specific about the type of information they use to create video content and campaigns. Know your audience persona deeply so you can create content that resonates with them and compels them to share with their networks.
What does great shareable content look like? It’s content that’s useful, interesting and strikes a chord with the person by connecting with their emotions and telling them a compelling story. It’s not always about your company so beware of producing videos which only talk about your brand or company.
Longform storytelling is gaining popularity over short content with viewers watching up to 10 minutes of video. Telling a story using images and music can be a formula for a video that goes viral. A behind-the-scenes video by Charity Water which is more than 20 minutes long, commemorates an important milestone by telling a story about what they’re trying to do.
Personalised video edms
Including a video in an email marketing campaign is an effective way of increasing email open rates, engaging with your database and getting them to perform an action such as clicking through to the website, enrolling in a course or even getting them to complete surveys. Personalisation appeals to human beings because it makes them feel special and are more receptive to what a company has to say. According to Hubspot, 74 percent of customers get frustrated with a website that doesn’t adapt to their preferences.
If your company is struggling with getting customers to do something, including a video in an email is a good way to cut through ad clutter and re-connecting with them.
Experts are predicting virtual reality will become a normal way of viewing content in the years to come. Telsyte, an Australian research group predicts that 110,000 virtual reality headsets will be sold in Australia in 2016. While this number may seem small in a country of 23 million people, the demand for immersive experiences is high and getting a VR headset is expected to be on many Christmas lists to come for both adults and children.
While some businesses have already embraced virtual reality through 360 degree videos because they are selling experiences, consider how your business can also incorporate some virtual reality in your video strategy. For example, if you’re a university, offering a virtual reality tour of campus to students at orientation is a good way to introduce them to the facilities. Or if you’re a healthcare company, a behind the scenes look at what services patients can expect helps in developing some familiarity with your brand and can reduce the time it takes to make a decision by the patient.
I hope these ideas will help you create a winning video marketing strategy. As videos become the preferred mode of consuming content, it’s important to underpin the execution with a strong strategy which includes trying different things to grab your customers’ attention.
Creativa helps clients with the entire video production process from brainstorming ideas to creating a video strategy. Check out some of our videos for corporate clients like Deakin University, RMIT, Melbourne Water on our YouTube channel.