Video Marketing Best Practices to Employ to Drive Demand

Here are some best practices, borrowed from marketing strategies you’re likely familiar with, to help you get started.

Planning

Best practices begin before you start to storyboard your idea. Consider the following as you get started:

1. Set a goal: If you’re investing in creating video content, you want to ensure its success. Start by considering what you want the video to achieve. More traffic to your website? Increased sales for a particular product? Specify concrete goals to guide you in creating the video, and to have something to measure against when you’re finished.

2. Define your audience: You know what you want your video to do, but who are you hoping to reach? Consider demographics (age, gender), field(s) of business, where they live and how they consume media. What problem can your product or service solve for your viewers?

3. Consider your sales funnel : At what stage in the sales funnel are you hoping this video will capture your audience? Is it designed to build brand awareness for potential new customers, or to build trust among viewers already familiar with you but haven’t becomes clients yet? Targeting videos for each stage of a sales funnel can help attract or retain customers.

Creating your video

Now for the fun part – creating the video! In addition to making it awesome, consider the following factors:

1. Where will your video live? Think of all the places a potential client might find your video: on your website’s homepage, a targeted social media post or through a web search. How potential customers find your video impacts factors like how much time you have or how necessary audio and dialogue are in the video.

2. Keep it simple: Depending on the sales funnel, consider how much your audience knows about your product. Simplicity is always important, but you’ll have flexibility to dive deeper if your target audience is already familiar with your business.

3. Finish with a call to action: What do you want the viewer to do upon watching your video? Invite them to visit your website, check out your other videos or sign up for a mailing list if where they can learn more. Invite them to help boost your video and other media by asking viewers to like, subscribe and/or share your content. You can also encourage discussion by asking them a question to respond to in the comments.

Once your video is complete

You’re not done with your video as soon as you finish editing. Ensure your new video’s success with these steps:

1. Use SEO in video metadata: Just as SEO helps your website, it can help potential customers find your website. Use SEO terms in your video’s title, description and keywords to help reach more viewers.

2. Track video analytics: Remember the goals you set before creating the video? Make sure you’re ready to track analytics for your video. Keep track at regular intervals to determine how well your video is doing.

For more information about how Spin can design a video marketing plan to power your brand and business, say hello.

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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.