Inbound Marketing

Editor's Note: This post was originally published in January 2017 and has been updated for accuracy and comprehensiveness. 

Video is taking content marketing by storm. Did you know that video will account for 69% of all consumer internet traffic in 2017? And that website visitors are 64% more likely to buy a product on an online retail site after watching a video?

3 Tips for an Effective Video Marketing Strategy-1.pngThe numbers don’t lie. Video marketing is an undeniably effective marketing tool that will continue to grow in 2017 and beyond. If you don’t already have a video marketing strategy in place, you’re missing out on a fantastic opportunity to boost engagement and deliver significant value to your audience.

Kickstart your 2017 video marketing strategy by reading these 3 tips for successful video marketing campaigns.

1. Cut to the chase

20% of viewers click away from a video after 10 seconds or less, according to research by Visible Measures. And it only goes downhill from there. You will lose about one-third of viewers by 30 seconds, 45% by 1 minute and nearly 60% by 2 minutes. And these numbers remain unchanged no matter the length of the video.

Get right to the point and let viewers know why your video is worth watching within the first 5-10 seconds. Will it teach them something new or deepen their knowledge in a critical area? Will it motivate them to take action, help them become a more effective marketer in 2017 or update them on the latest industry trends? Spark interest by asking questions or sharing compelling stats.

2. Publish with a purpose

Think about your target audience when creating any video. What are their challenges, motivations, likes and dislikes? Make sure each and every video you publish speaks to their interests and answers their questions.

Create videos for every step of the buyer’s journey. 81% of shoppers conduct online research before making a purchase. Product demo videos can quickly educate potential customers and motivate them to action. Interviews with industry thought leaders and customer testimonials can build trust in your brand and keep you top of mind. Personalized videos can humanize your brand and turn loyal customers into brand advocates.

3. Keep it short

In a world of dwindling attention spans (an average of 8 seconds!), short videos are key to capturing and engaging your audience before they keep scrolling. Recipe videos, quick workout routines, news clips, and 2-minute videos of epic dog fails are taking over Facebook news feeds. Just this morning, I watched a 1-minute video of a cat rock climbing. No joke; I couldn’t make this up if I tried.

Your followers are jumping on social media to casually scroll through and scan the latest updates in their friends’, family members’ and favorite companies’ feeds. They could be waiting in line for coffee, procrastinating from work or idly browsing during a commercial break. The last thing they want to do is watch a 30-minute video about a new product.

What’s the perfect video length for social media marketing? It really depends on the type of video and your business. Try to stick to under 2 minutes and keep the video simple. If it’s a commercial, highlight only the most important features and let them know where to go for more information. For a product tutorial, stick to the basics and share enough to capture their interest, but not so much that they hightail it out of there.

Use these tips as a jumping off point to expand your social reach and amplify visibility. Remember to always focus on the target customers’ needs and share unique and engaging stories. The most effective videos will connect with your audience and lay the foundation for meaningful, trustworthy customer relationships.

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Topics:   Inbound Marketing