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.

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.

Discover more from Ronn Torossian

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Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.