video marketing strategy
video marketing strategy

One of the leading forms of marketing in recent years has become video marketing, and businesses making video content are getting ahead of their competitors. According to some reports, the businesses that use video content grow in revenue 49% faster compared to those that don’t.

This growth is because consumers feel more connected with the brands they engage with when they produce video content. Furthermore, video content is a lot different from text because the audience can connect to the person in front of the camera, their surroundings, tone of voice, and mannerisms. All of that creates a much more intimate connection and further builds the trust between the brand and its consumers.

Creating video content isn’t just about producing videos, but it’s more about reaching the right target audience. It’s not about creating a viral video as much as it’s about getting the right people to convert after engaging with that video, which is why finding the right target audience is essential.

Businesses should find out the target audience’s demographic, including their gender, age, location, education, language, income bracket, and other details relevant for the business. Then, the business should find the right goal that it’s trying to achieve with the video content, and finally, decide on the right channels where the video content is going to be promoted.

Since video content allows businesses to be a lot more expressive, they should aim to tell the brand’s story in a way that’s going to make the connection with the audience to another level. Whether that means telling an inspirational message that’s going to capture positive feelings with the audience, a personal experience from someone in the business, a process behind the scenes, or even data-driven facts about the business, it has to be a compelling story.

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Since each platform has its own rules, businesses have to play by those rules when creating video content. For example, YouTube allows for longer videos, while Twitter, Facebook, or Instagram are platforms where shorter videos fare better. To improve the video’s SEO, it also needs to have the right keywords, links, tags, a short title, and be optimized for mobile users.

To further optimize the content, the video should also have subtitles to reach an even bigger audience. According to some studies, people are 80% more likely to watch an entire video with subtitles than one that doesn’t.

There is no point in creating video content if there is no call to action for the consumers. It’s a great idea to use videos to create and raise awareness about the business, but the viewers should then be turned into paying customers instead of having them stay as leads. The customers will need a nudge in the right direction, and that’s what the call to action provides.

This call to action can be placed at the beginning of the end of the video and should ask the viewers to go to a landing page on the company’s website, use a lead magnet to get their information, or suggest a similar video to the one that they just finished watching. Finally, the call to action should always be easy to find and click, without confusing the viewer.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.