Marketing is tricky business. It can seem like a constant battle trying to gain and hold on to the attention of consumers. It is no surprise that marketing constitutes one of the most time-consuming and expensive aspects of running any business.
After all, you can gauge the relative success of a business by how well or poorly it markets itself. One of the primary decisions in marketing is which medium to use. Video has long been popular in marketing, and it seems to be making something of a comeback. To discuss why that might be, let’s look at the whys and hows of effective video marketing.
Video Quality & Sales Boosts
Those who work with video marketing on a regular basis will tell you that the most important quality of all is the actual level of quality of the video. You might have a perfectly crafted script – on-brand, clever, funny, and so on – but if the resulting image is poor, the effect won’t be the one you are looking for. There are a number of important factors in getting the quality up.
Firstly, make sure to always invest in the help of professional camera crews, as it is in decent filming with good equipment that you will get the picture you need. But you need to spend some real time on the post-production too – often, this is where the video is made or broken. A good quality video means more effective marketing, and a bigger boost in sales.
The Relationship With SEO
The power of SEO is no secret anymore. Businesses all over the world need to think about how well optimized for the search engine their web presence is. But a surprising number of businesses ignore the possible benefits of using video.
The fact is, video almost always offers a significant SEO boost; rich media is almost always favored by search engine algorithms, meaning that embedding videos into your web content will see your webpages skyrocket to the top of the SERP. However, you still need to make sure that those videos are of high quality, and relevant to the brand – otherwise the effect is ultimately lost.
The Shorter The Better
You might have heard in recent years the theory about the shortening of awareness spans. Whether or not there is any empirical truth to these claims, or whether short attention spans is an artificial by-product of the era of information overload, it’s hard to say. But in terms of how to make your own video marketing more effective, you do need to consider the viewing stats.
Videos are generally much more likely to go viral if they are kept relatively short. Be sure to make them long to get in all the necessary information, of course, but do so in as small a space as possible. You will find this a most useful way of encouraging more views – and views are the currency we are dealing in here.
Done properly, video marketing might be the most effective means of selling your business possible in the digital age. It’s worth spending some time perfecting this subtle art to be able to get the best out of each and every member of their team. While it’s important to retain good working relationships with your team members it’s important to remember that every now and then you may have to be the bad guy. You may have to assert yourself over a member of your team who doesn’t appreciate it or deliver bad news to someone with a penchant for shooting the messenger. Nobody enjoys this but it’s just another part of leadership.