In my last blog post I talked about the benefits of utilizing videos for businesses, and some steps to get started. In this blog post I’d like to share some tips I’ve learned on improving your video marketing.
1. Start small
For those getting started in video marketing, you may not want to bust out a large budget on a video campaign advertising your products or services. Sometimes, short home-made videos are more effective than full-scale and high-budget productions. You can also re-share other people’s videos (while always giving original rights, of course) to see what your target audience like and dislike. The insight you gained on their engagement toward different videos will help you determine how to spend your budget on your video marketing most effectively.
2. Select your first few seconds wisely
Video requires you get to the meat of your message much faster. Based on attention span data, you’ve only got about eight seconds to capture your audience before they lose interest. To combat short attention spans, use the first line of your video to qualify viewers right away. If the first line of your video is very specific, you’ll instantly lose the portion of the audience who are least likely to convert, and people who stick around are your target market that you can actually persuade. By aiming to hold at least 60% of your audience until the very end, you’ll set a benchmark for success.
3. Collect some feedback
Encourage your team to be especially critical when reviewing your videos, and ask some select contacts for some external perspective. Ask specific question on different aspect of your videos. Did your test audience find your call to action compelling enough? Did they get your jokes?
4. Share your videos
After you’ve created your well-crafted and highly targeted video, where should you post and share your video? The answer: everywhere (within reason). Make sure your video is widely available – on your site, YouTube channel, and social media channels, but don’t spam it out. Share it just like you would with any other marketing content – intelligently.