Thanks to increased access to online media and the rising influence of the Youtuber, video marketing is fast becoming one of the quickest and most efficient methods that a company can utilise or communicate with customers. The five or six seconds before a video starts to play may seem insignificant to some, but they are invaluable when it comes to promoting your company and drawing in potential clients. Producing such a small segment of film may seem easy, but if you fail to utilise video marketing as a means of benefiting your company, then you are only wasting your time.
1. Make your Message Clear
With only a few seconds to convey your company’s message to your potential clients, you do not have time to force your customers to work to understand your message. Whilst during longer pieces of video and online adverts there is the opportunity to be clever, now is not the time. Make your message explicitly clear to customers, both potential and pre-existing. You have only a few seconds of time before the video your customer has chosen to watch begins, make sure you make the most of it.
2. Make it Attention Grabbing
When communicating with your customers via video, your short segment of film is obviously not the intended focus of their attention. Regardless of how interesting or innovative your video marketing methods are, no one clicks on a video purely to watch the adverts being played before it. So you have to be sure to grab your viewers’ attention. Make your video stand out by utilising the same attention grabbing methods you would in any other add campaign. You want to be sure that potential clients stay to watch your campaign until the end, instead of clicking skip at the earliest opportunity.
3. Make it Seasonal
Whilst not all products or service will be reliant on the time of year, there is no avoiding the influence that the seasons will have upon the reception of your piece of video marketing. There is no point in including snow and cold weather in an advertising campaign about sun cream for instance, to do so would only ensure that your potential customers begin to ignore your video before it has even begun. Utilise the time of year to the best of your advantage and play to the strengths that the season provides you with. It may seem like common sense, but to ignore such a simple trick will only make your company seem ignorant and incapable of completing even the simplest of marketing tasks.
4. Make it Memorable
John Lewis, Sainsbury’s, Coca Cola, the thing that these three companies have in common is that every Christmas they manage to produce a video advertising campaign that grabs audiences’ attention and forces it to stay in the forefront of their minds. The John Lewis Christmas advert continues to be successful year after year, and many say that the site of the Coca Cola Christmas advert is a sure fire way to know that Christmas is on its way. Use whatever tools you have available to you, popular celebrities, music, songs with memorable lyrics, anything you can to ensure that your advert is memorable, and that your potential clients continue to think of your product or company long after your piece of video marketing has finished playing.
5. Tailor your Campaign to your Intended Audience
As with any piece of marketing, the main purpose of video marketing is to communicate directly with your intended audience. You want to draw in potential clientele to ensure the continued success of your company, and it is for this reason that it is important to be sure that they stay as your main focus. There is no point in producing a piece of high quality video marketing, only for your intended audience to find it completely un-relatable.
For this reason, as with the season, it is important to tailor your video marketing campaign to your intended audience. There is no good to be had in patronising or confusing those who you are trying to attract. For younger audiences, be sure to use popular music or relatable celebrities. For elder audiences who may know little about technology, avoid bombarding them with unnecessary jargon or information. It may seem obvious, but failing to adhere to this simplest rule can be the difference between drawing in potential clients and alienating them.
Video marketing is an effective way of promoting your products or services and, done right, it is an effective way of drawing in new customers and potential clientele. Just be sure to follow these basic rules, and there is no reason you cannot utilise this simple marketing method to your advantage.