11 Best Practices for an Effective Video Marketing Strategy
GOALS. Set a realistic objective: for example, try to post 2 videos a week for the next 3 months. These videos can be short, but frequency is essential.
TOPICS. Spend some time writing down a list of topics that will resonate with your leads. Select topics that relate to your target audience’s problem— issues that they deal with every day. A great mode of communication is explainer videos on how to achieve their goals, or, testimonials from others on how they are solving their problems. To make it easier on yourself when you sit down to record videos, you might want to have a schedule and plan your topics several weeks in advance. Your schedule of planned videos should cover key questions that your leads might ask themselves while moving on their buying decision journey: Always keep your objectives in mind, whether that is attracting new prospects, creating a good first impression, building trust, or keeping your prospects engaged.
HOOKS. Your headline needs to be intriguing, and it should resonate with your target audience’s main problems. How to gain… Top 7 tips to an effective video marketer…… Be a Video Maker in a few clicks…. Viewers need to want for more…
SCRIPT. Most people can’t just “wing it.” Before you film, take a few minutes to write a script with the ideas you want to communicate. Your message needs to be concise and address your audience.
STORYBOARD & VISUALS. After you write your script, create a storyboard. For each phrase or idea, pick the best potential visuals. This can be photos, video footage, or tweets. These various visuals can easily be transformed into a video sequence.
ANCHOR LIKE A PRO. If you have trouble remembering your lines, use a teleprompter app on your smartphone. This will allow you to read the text scrolling across your phone’s screen as you record video and audio with your phone’s front camera. This spares you the amateur look of having to look down at notecards or take multiple shots before you finally say your lines correctly. You could also hire someone to record your voiceover.
TITLING. All videos should have titling on every scene! In many cases, your audience will be watching these videos at work or in a public space, and will have their audio muted. Ensure that they can still get the point of your video even without audio.
OPTIMIZATION FOR SOCIAL. Different social media channels work best with different video formats. Maximize reach by posting square videos to Facebook and Instagram, portrait to YouTube and your website, and verticals for other social networks.
MULTIPLE VERSIONS. For Facebook, Instagram and Twitter it’s often better to create a short video with just background music. Create teasers with just a few slides, and include a link to a longer version on your website or YouTube. If you can intrigue them enough with the short video they will be happy to click over to your website to learn more.
PUBLISH EVERYWHERE. Post your videos on your website and all your social media channels. Include important keywords in your descriptions, and add tags to drive better search results. TIP: Use different hooks and text descriptions for YouTube, Facebook, and Instagram. That way, they are indexed by search engines as different clips.
EMAIL. Do you have an email marketing strategy? Include links to your videos in email blasts to drive traffic and conversions.