By now, you probably already understand the importance of video production for the success of business in this digital era. There’s no doubt about it that it’s the KING of all content and brings the most ROI compared to other marketing, sales and communications mediums! Videos have revolutionized digital marketing. In 2017, more than 63 percent of businesses incorporated video in their marketing strategy. The numbers continue to grow as more businesses experience the many video production benefits. In 2018, the percentage of businesses using this marketing tool had grown to over 80 percent.
However, just creating any video isn’t going to get you results. It’s easy for businesses to get caught up in the whirlwind of positive figures and forget that a lot of work goes into ensuring that content gets great results. Creating a video that is not only engaging but will get you views and conversions from your target audience can be tricky.
Over the years, we’ve seen many companies struggle to get the right type of attention from their videos. We’ve come up with the tips below to help you get more results with your videos. They will help you increase engagement, conversions and even return on investment (ROI) over time.
- Have a plan
You can only do so much without a roadmap of how you intend to spread awareness of your brand. You should have a plan that guides you through the video production process right to the distribution of your content. Being organized will help ensure that you can focus your efforts into providing your audience with quality content and ensuring that it is available on platforms where they can easily access it.
- Start with the problem in mind
Customers purchase services and products to solve their problems. A great way to ensure that your content will be engaging is to show potential customers how your products or services can help to solve their problem. You should therefore begin the video production process with the customer’s pain point in mind.
It’s easy to engage customers if you can show them that you understand their struggles and have a solution for them.
- Become a storyteller
Storytelling is one of the most effective ways to engage consumers today.Consumers prefer content that is in the form of a story. Telling the story of your brand, products or services can increase their value in the eyes of the consumer. It will help to establish an emotional connection with the audience and may compel them to take the action you desire.
To create a story, you should begin with an engaging script. This means understanding your target audience enough to know the right approach to take in order to connect with them on an emotional level – this includes tone, language and the type of story which will resonate with your target audience. It’s good practice to version the video to appeal to different target audiences and social media platforms when needed.
- Use a conversational and friendly tone
Don’t make your audience feel like they are in a lecture room. You should go for a tone that is friendly and conversational to make the narration sound natural. Keep the language simple. You can even throw in some humor. Get straight to the point and keep the video short. Viewers today tend to prefer videos that are under 120 seconds long.
- Include a transcript in your post
If you want to maximize your SEO efforts with the video, you should include a transcript with the posting. Videos that don’t include a transcript in the posting rely solely on their category and title tags. If you attach a transcript to the posting you give Google and other search engines something to crawl. This boosts the SEO value of your video and will ensure its better placed when your target audience searches for this type of content.
- Optimize for SEO
Speaking of SEO, it’s important to ensure that your video can be found by search engines. There are various ways you can do this including using relevant keywords in the titles and subtitles of your videos.
It’s also important to submit your video’s sitemap. This is just as you would submit an XML sitemap. It will help to create an index of the videos you have included in your website. This makes it easier for search engines such as Google to find the videos and include them in relevant search results pages.
Optimizing for SEO has the added advantage of making your videos easier to share for viewers using keyword tags and optimized links.
- Optimize based on analytical results
It doesn’t matter how great your video is, if you don’t optimize it based on analytical results, your efforts for marketing will all be in vain.
Analysis helps you determine just how successful your video is. It means setting key performance indicators (KPIs) and tracking the performance of the video based on these indicators. The results of the analysis will help you adjust and tweak your video for better effect.
- Publish regularly
If you can’t say all that you need to say in a single video, don’t despair. Publishing more videos more often will give you the opportunity to get your message out there. This will also help you keep your audience engaged. They will begin to refer to you for quality content when they need it.
- Include a call to action
What do you want your audience to do after watching the video? Don’t assume they will know. Tell them exactly what you want them to do. Whether it is signing up to a mailing list, sharing your videos or visiting your website to make a purchase, you should incorporate a message in your video that tells them what to do.
Call-to-actions can be included in various ways. They can be included as descriptions or in the transcript. They can even be included as part of the narration in the video. Be sure to include a link to your website or blog.
The tips above ought to help you get better results from your video production. It doesn’t matter whether you’ve already invested in the actual production of content or are still thinking about it, these tips will help you get ahead and stay ahead of the competition.
Be sure to hire a professional and experienced video production studio to help you create engaging content. Get in touch with us today to harness the power of video.