It is no secret to anyone that marketing strategies have increased their digital presence at an exorbitant speed. This has also changed users: we have gone from living in a world of readers to a world of observers. People are increasingly receptive to audiovisual content than to written content. It is nothing to write home about. It is in human nature: approximately 65% of the population has visual learning.
In short, companies that have not yet started to use video marketing–that is, the offer of audiovisual content–within their digital strategy is not providing the ideal content to more than half of their users. So you can’t be left behind: you need to start planning and developing a video marketing campaign to increase the number of visits your site generates and also increase the number of prospects that your entire Inbound Marketing strategy is producing.
In summary, the investment to carry out and develop a video marketing campaign – in terms of both costs and the time it takes–may be quite a lot. However, taking into account the very beneficial figures that you will obtain for your entire strategy, I can tell you that, more than worth it, it is a totally necessary investment for your Inbound methodology.
I understand if, at first, you don’t feel very sure about using video marketing within your digital strategy. But if you don’t do it soon, you will lose valuable time and opportunities. That is why today we bring you some tips so that you can start making your own videos and incorporate them into your entire Inbound methodology.
Strategy comes first.
Remember that everything must be supported by a very detailed and exhaustive strategy in a methodology such as Inbound Marketing. Video marketing is no exception: before worrying about the production of audiovisual content, establish a fairly detailed plan about how you will develop your video marketing campaign and the objectives you want to achieve with it. Here are some essential points for creating such a plan:
Define the buyer personas to whom you will direct your videos :
Remember that an effective buyer persona profile allows you to define more precisely the type of content you are going to develop. So think about what video format your ideal clients would prefer (a step-by-step video or a more explanatory video, for example), but above all, always think about helping your ideal clients solve some of their problems.
Establish the objectives that you want to reinforce with video marketing:
You cannot think that your video marketing campaign is an independent action of your entire Inbound strategy; On the contrary, you have to manage to articulate it with the other actions of your entire Inbound methodology. You can use video marketing to bolster some of your numbers that aren’t performing very well.
Define the material you want to make
Before starting to develop your videos, you should take into account these key questions: how many videos can you make? How are you going to make them? And what team do you have? Who will be the image of your videos? What kind of videos do you think are the most suitable for your users? Try to answer these questions to be able to set goals according to your possibilities.
Make a very detailed schedule :
There you can set the recording and production dates of the videos, as well as their publication dates. I advise you to establish an additional time that works as a margin of error and thus avoid problems with the publication dates. Generally, the production of audiovisual content takes longer than expected, so it is best that you prevent these possible inconveniences.
For everything you’ve written, make a video.
To make your videos, you don’t have to start from scratch. It is likely that when you decide to use video marketing within your digital strategy, you have already developed a significant amount of content: your blog posts, one or another ebook, templates, etc.
Review all the work you have generated to date and use it to make your videos: select the best content you have and adapt them to explain them with the video format. I give you an additional tip: develop a script format where you establish the theme of each video and the time it will take; Also, add your own style so that your users recognize your videos immediately.
Share your videos on social networks.
Do not forget to share the videos you make on social networks and analyze in detail the way your users react to them. Take into account the number of reproductions they reach, the likes, and also the times they are shared. This will help you identify the type of videos that your potential customers prefer.
Broadcast your videos in a personalized way.
Although social media is a wonderful tool for sharing your content, it’s not the only way to do it. When you establish a much more personal relationship with your prospects, identify the type of problems they have, and if any of the videos you have made can help them with their needs, do not hesitate to share them.
This will not only allow your prospect to solve their problem more easily, but it will also allow you to create a much stronger channel of trust with your prospect: he will realize that you really want to help him and that you care about him. Do not think about it and strengthen the relationship you have established with your potential customers.
Review the metrics your video campaign gives you.
Finally, frequently analyze the results you get with your video marketing campaign: the number of visits, the leads generated, the metrics on social networks, etc. All this data will allow you to understand how efficient your efforts have been and what elements you could optimize to achieve better results.
These are some tips that you can follow to use video marketing within your digital strategy. Take advantage of this wonderful tool to increase the number of prospects and customers in your company.
