How to Do Video Marketing Right

by    |   9th Jun 10 1:20 pm   |   7

Video Marketing How to Do Video Marketing RightIn today’s modern world of multimedia and web 2.0 technologies, Video Marketing is one of the most cost-effective and widely appealing marketing techniques. YouTube showed the world how videos can make a difference for good and it has since then been followed by numerous other video sites including Vimeo, Google Videos, Metacafe and others.

So, how do you get your video marketing campaign right? What are the benefits of Video Marketing? Are there any pitfalls? Let’s find out.

Introduction

Video Marketing is a technique which involves creating and publishing informational and promotional videos about a brand/ product. It is crucial that these videos educate customers about the product rather than being blatant sales pitches.

The USP of video marketing is that it leaves a greater impact on the viewer’s minds. It is human nature that people are more likely to remember a picture or a video they viewed as compared to any text that they read.

Advantages

Video Marketing adds interactivity between a business and visitors. People can see a product in action and do not have to rely on word of mouth or textual promises. After all, it is easier to believe what you have seen rather than believing what you have read.

Videos reach out to a wider audience than text. They have no linguistic challenges. Given a choice, most customers would want to watch a 30 second video about a product rather than view a handful of pages of the product’s documentation. Therefore, video marketing is time-effective.

What’s more, video marketing is cost-effective and no matter what your budget is, it’s not too expensive to launch a video marketing campaign.

How to do it right?

A successful Video Marketing requires a well-planned strategy and an equally good execution. You may have a great video but if you goof-up on your marketing strategy, it will not have the desired impact. Here are some important tips for effective video marketing.

1)    Make sure your video uses the right keywords and is tagged appropriately.

2) Ensure that your videos have a high resolution and good clarity. It makes no sense to publish a video which is hardly viewable.

3) If you are developing a video which showcases your product, it is advisable to have screenshots or live demonstrations as part of your video marketing campaign.

4) If you have the budget to afford a professional voice over artist, it is highly recommended to do so.

5) Once your video is published, make sure to spread the word about it on other social networks as well. YouTube offers a cool video embed feature which actually lets other sites play your video directly from YouTube without having the user leave their current web page.

Pitfalls

The most obvious pitfalls of a video marketing campaign are that it’s bandwidth sensitive. Streaming videos require far larger bandwidth as compared to text and images. However, most internet users these days use a broadband connection which is able to easily handle the load of such videos. Therefore, bandwidth is not a show stopper concern in video marketing.

A picture is worth a thousand words and a video is worth a million words. So, why waste a million words?

Douglas Idugboe, Digital and New Media Marketing Strategist. Founder and Chief Editor of Smedio! A Canadian Bestselling Author, Marketing Strategist, Speaker and Trainer, Who Loves Technology
  • Tish

    I can't say that I agree with hiring voice over talent. Business owners should speak to their products and services in their own voice. Who do you think people will connect with more, a real person or some over polished radio announcer voice that sounds sooooo commercial and corporate?

  • http://lubetkinsotherblog.blogspot.com PodcastSteve

    I applaud your comments about producing good quality video. I've been ranting on this subject for several years now. There are too many people stuck in the old-media mindset that web videos should look like TV commercials. They should not! They should give some sense of your subject matter expertise and personality, so that people looking for solutions to specific problems will engage with you and feel like they want to know more about you. That starts the conversation and that's what people watch online. It doesn't necessarily have to be short, but it should not be a hard sell!

    For more on my views about good video, please visit:
    http://bit.ly/SteveTacticsArticleVideo
    http://bit.ly/SteveOpenInversions

    Steve “@PodcastSteve” Lubetkin
    Managing Partner, Professional Podcasts LLC
    http://www.professionalpodcasts.com
    steve@professionalpodcasts.com
    Follow me on Twitter – @PodcastSteve

  • http://lubetkinsotherblog.blogspot.com PodcastSteve

    Tish, I'd agree that a voice over artist shouldn't carry the ball for the conversation, the business owner should be a major piece of the video. However, using professional production techniques, like an interviewer and a narrator voice to help move the story and bridge between interview segments can be a very effective way of using online video. Most people do videos that just show talking heads and never show scenes in the business or of the product being used. These scenes can often be used as transitions between interview segments, and sometimes having a separate neutral voice explain what's being shown (and what the business owner is going to say next) can be useful.

  • http://smedio.com Douglas Idugboe

    Tish, I agree with your point of having the business owners speak their product and/or service if they could but most are not very comfortable with the production process. Hence, it's recommended that a voice talent be used instead of coming across to potential customers as non confident or not knowing what they are talking about.

    As Steve rightly mentioned above, using appropriate transition would add, and not take away, value to your production. As you know, balance in anything is almost never wrong.

  • http://www.thecuillincollective.co.uk/ Viral videos

    Interesting video and a good marketing strategy must come along with one another in order to make viral video marketing work

  • http://www.videoexplainers.com/ whiteboard videos production

    The first way to consider using video marketing is through email. By including links to videos in your email, you can increase your email click-through-rate and enjoy higher conversions once people are on your site. 

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