How can I get better ROI from my videos?
As businesses continue to hear about the benefits of video marketing, they can’t help but jump on the bandwagon.
However, just because you’re using video, it doesn’t mean you will reap the benefits.
Video marketing can’t be an afterthought. Videos needs to be planned and well-thought out in order to succeed and better your ROI.
So how do you get better video ROI?
Start with a strategy
A clear strategy, with clear objectives is imperative for a successful video marketing campaign. Think about the solution your product or service provides.
Why would people want to know about what you have to offer? What’s in it for your audience?
Hard sell won’t work with a digital audience. Use a strategy that will speak to your audience without selling to them. As a starting point consider answering you FAQs or creating a series of how-to videos.
Think about Distribution
Thinking about where your video will be hosted and where and how it will be distributed is extremely important.
A video that features on your website for instance needs to be aimed at your existing audience. It needs to be informative, engaging and aimed at keeping viewers on your page longer. Your audience needs to feel like it’s worth coming back for more.
Part of the objective of your social videos (created for social channels) will be to grow and connect with your audience.
Videos for social need to be short, engaging and communicate your brand personality and build awareness. The goal of using social media is to drive traffic back to your site, so use social videos for just that, through teasers and clear CTAs.
Tell a story
People love stories. Especially stories told through a visual medium.
The power of storytelling is manyfold – stories teach, spark deep emotions and they help people make sense of things.
Using storytelling in your video marketing will engage and connect with your audience on a much deeper level. People will remember your video not as a piece of advertising, but as an emotional journey you took them on.
Optimise your video
A sure fire way to make sure that your video marketing efforts aren’t wasted is to optimise your videos.
Yes, that’s right. SEO isn’t just for the written word.
Video needs to be optimised for search engines, just like your website and blog posts.
As a starting point, here are my top 3 optimisation tips:
- Make your title count – A video’s title can grab people’s attention and if it includes keywords, will help search engines identify it as relevant
- Use keywords: Use them everywhere – in your title, description and tags
- Share natively: Social channels love native content – be sure to upload your content natively to the platforms you’re sharing it on.
Just doing those small things will have a huge impact.
And finally, be sure to include a call-to-action
Many an opportunity have been missed by companies who don’t include a call to action somewhere (usually at the end) in their videos.
If your audience is captivated by your video, they will want to take action and you should encourage them to.
Determine what action will support your objectives and direct your viewers on what to do next.
You need to remember to include a CTA to make your video marketing successful.
If this video has proved helpful in your video journey please show us some love by sharing it across your network or hitting the subscribe button here.
And as always, if you have question you’d like me to answer simply drop your question, name and business into the comment box below and I’ll answer it in one of our upcoming video blogs.
Tune in next Wednesday for another vlog from The Vlog School!