If you thought video content marketing and static content marketing were similar marketing strategies, you might want to think again. These methods are actually very different. Static content marketing strategies are one-way forms of communication that aren’t adapted to users. White papers, pod casts, blog posts, case studies, data sheets and articles from the web are examples of static content as everyone experiences them the same way. Unlike static content marketing, which isn’t always attention-grasping, video content marketing is highly engaging. Recent research has proven video marketing is rising in both popularity and effectiveness, and this trend is expected to prevail.
In 2012, video content marketing experienced the largest boost of all content marketing tactics, skyrocketing as high as 70%. You can make the most of the evidently effective strategy found within video marketing campaigns by following best practices such as:
1. Use Google Search Stories
If you’re new to this whole video marketing thing, or if you’re just camera shy and you really dread having to be filmed, this is a great option for you. With Google Search Stories, you can incorporate the results from a blog, news, maps, or a Google image to display blog posts, a business locale, photography, products you sell and books you have authored. The St. Paul Public Library used this tool to show viewers how they share more than just books.
2. Be the Real Deal
People can spot phoniness from a mile away, so make sure the messages you share in your videos are authentic and real. Author of Carry on Warrior: Thoughts on Life Unarmed, Glennon Doyle Melton knows exactly how to be herself on film, as she shows us in her film clip titled From My Cold Dead Hands.
3. Don’t Underestimate the Power of Pep
When it comes to your video marketing endeavors, you want someone who is enthusiastic and peppy to promote your products. Colgate knows this, and that’s exactly why they chose Kelly Ripa to promote their oral hygiene products with their You Can Do It! Campaign.
4. Interview the Experts
When you’re attending a trade show, talk to the experts you meet and conduct interviews with them on film. This is a super smart marketing strategy because in many cases, the experts you interview will link back to your interview, and your site will benefit with a rise in traffic. In this example from a PGA Trade Show, Scotty Cameron (who designs putters for Titleist) talks about his passion for the sport of golf and shares how he got started designing putters that the world’s best golfers use.
5. Create Tutorials for Your Customers
Especially if you sell a product that might be complicated to use, customers will greatly appreciate being able to access tutorials. For instance, the company Mosquito Magnet created this tutorial on How to Set Up Mosquito Traps, which serves as a great resource for customers who need specific instructions on how to control backyard mosquitos.
6. Respond to Requests
Another great way to use video is to respond to customer requests. In their yogurt advertisements, Yoplait used video to announce they acknowledged requests from customers to remove High Fructose Corn Syrup from all of their yogurt products.
7. Collaborate on Your Content
Two brains are better than one, so why not put your head together with someone else and collaborate on your content for a video marketing message? This video on driving safety is an example of effective collaboration to get drivers to exercise caution behind the wheel.
When it comes to marketing with videos, the opportunities are truly endless. Try the suggestions listed above today to make your business dreams a reality!
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