Building a Video Marketing Strategy

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Did you know that people spend a third of their time watching online video content? According to Wyzowl’s Video Marketing Statistics 2018 Survey, 81% of businesses use video as a marketing tool and 81% of people have bought a product or service because they watched a brand’s video. Get more engagement and see more results by following these tips created by our very own Boston digital video production company:

Set Campaign Goals

As always, you must first begin by understanding your audience: Are you targeting the community here in Boston? What type of content do they want to see? The most important thing to consider next is the goal(s) you are aiming to achieve with a video marketing campaign. Your goals may include but are not limited to driving sales, awareness, traffic, etc. Make sure to choose the proper message and tone to truly resonate with your customers.

Stay Consistent

Companies that stay consistent with their branding are typically more successful than those who do not. If your videos are uploaded onto a social media channel, they should link to your site with on-brand messaging that is consistent across every channel. If the videos used on different channels vary, it may hurt your brand rather than help it.

Sensible Budget

Putting large amounts of money into a video will not automatically make it successful, and the same thing goes for not spending enough as it can hurt your brand’s image. Consider your campaign goals and your audience; for example, teenage consumers may be satisfied with short videos on social channels that do not cost that much to produce.

Optimize & Target for Each Channel

Optimize your videos for each channel to get as much engagement as possible. For Facebook, this means designing for mobile-first, keeping it short, and adding captions. For YouTube, their website advises waiting two weeks before optimizing so you can gather sufficient results. Twitter offers fine-tuned audience target options like interest, keywords, device, and even follower targeting. However, Twitter advises using only one type of audience targeting with each campaign.

Testing, Testing

A/B testing should help you see what is working and what is not. You can measure your campaign’s success by looking at the engagement rate, view count, play rate, comments, and share count.

Viamark Video

Viamark Video is a Boston digital video production company that takes video marketing to the next level. We can help you to reach your target audience, wherever they are watching. We create effective and affordable video content for your website, YouTube, social media, and new emerging online channels for local and regional clients. It all starts with good storytelling, so just contact us. We’ll listen to your story, and then help you tell it.