How to do well in video marketing in 2014
Source: Shangpin China |
Type: website encyclopedia |
Time: January 30, 2014
In the data influencing the marketing strategy decision in 2014, Website construction company Shangpin China found that 65% of the audience are visual learners, and the brain processes visual data 6000 times faster than pure text. Therefore, when formulating the marketing strategy for 2014, many marketing personnel may say, "We will definitely use more videos for marketing in the New Year". According to the survey report of Reel SEO Video Marketing Survey, 93% of marketing experts regard video marketing as a part of their marketing strategy in 2013. Compared with 2012, it has increased by 71%. This growth trend should continue in 2014.
Here, Shangpin China, a marketing website construction company, summarizes eight suggestions for video marketing. Even if only a few of them are implemented, enterprises can successfully impress potential consumers, show their commitment to consumers in videos, and maintain the competitiveness of enterprises in their industries.
Now, let's take a look at how to use videos skillfully in marketing activities in 2014.
1. Release a video every two weeks
Many marketers may say, "Even if I finish producing a video in a month, it is difficult for me!" In fact, whether I can efficiently produce a video is closely related to the investment strategy of the enterprise. If an enterprise uses part of its marketing budget to hire individuals or teams dedicated to video production, frequent and timely video publishing will become easier.
Whether you hire a strategic director of video marketing (as most B2B companies do) or a cameraman who can shoot and edit films, investing resources in outstanding video producers can make videos released by enterprises have a strong influence.
If the enterprise budget is limited and only one professional can be employed, then the cameraman is a better choice. A good photographer can produce at least one short film every month, or 52 videos a year, with an average cost of only $1000 per video.
2. Ensure that the video content is compact and error free
As mentioned earlier, user participation data can reveal whether the videos released by enterprises can keep the audience's attention. After analyzing these data, enterprises should find ways to extend the time users spend watching videos.
In most cases, the audience will turn off the video before the end of the film. This year, enterprises should set themselves the goal that more than 40% of the audience can watch the released videos from beginning to end. How can this goal be achieved? The secret is that the content of the video should be kept compact and not loosely dragged.
In addition, if the designed video script directly distinguishes the target audience (such as "this video is specially made for marketers"), marketers will notice that at the beginning, the number of people watching the video drops sharply (people will automatically distinguish "I am not a marketer, I do not watch this video"), but, Only in this way can the real target audience see the complete video - this is the goal of the enterprise! On YouTube, enterprises can create circles for fans they want to contact, publish messages only for fans in a certain circle through Google+, and notify fans by email or other means.
If the target audience of the enterprise stops playing the video at the very beginning of the video, it is necessary to modify the video script to make it more attractive to the audience and keep the audience's attention for a longer time.
3. Adjust video strategy according to user participation data
After forming a fixed video release schedule, enterprises may not impose too many restrictions on video content. Some enterprises rush to finish videos worth one month in two weeks. In fact, this is useless. Because after the video is released, user participation data is likely to show that these videos cannot attract consumers' attention.
If the enterprise's video analysis data shows that the number of people watching the video declines 30 seconds after it is played, this may mean that the introduction of the first 15 seconds of the video is too lengthy. If the enterprise completes the video by "week" and gets the analysis data every week, then the enterprise has the opportunity to modify the script according to the interaction between potential consumers and the video.
If the video is placed on YouTube, you can use the "Video Data Analysis" page to view the recent interaction between fans and the channel, other content watched by fans on YouTube, audience characteristics, fans' personal information, etc. If the video is placed on Youku or Tudou, China Online Video Index can be used to obtain data on video playback cycle, user core characteristics, user playback behavior and video popularity ranking. In addition, third-party detection software such as iVideoTracker can also be used to collect video content viewing data of domestic mainstream video websites.
4. Let enterprise users become the video protagonists
Many enterprises tend to encourage users to share their experiences through text, but in this visual era, showing users' praise for enterprises through video may achieve better communication effect. A video featuring enterprise users can let potential consumers lock in enterprise products or services. A video that shows users' gains through using enterprise products is more persuasive, because users' emotions can really be expressed through video. For example, Tide's advertisement likes to set the scene in the life of a group of ordinary citizens, and let them wash clothes with serious stains by hand to witness the powerful decontamination ability of washing products.
In addition, many beauty care brands also mail their products to popular beauty video uploaders (such as YouTube's From Head To Toe, Michelle Phan, etc.). After a period of trial, beauty video uploaders will share their products in subsequent videos if they find the products useful, which saves enterprises the cost of making videos, At the same time, it also makes word-of-mouth communication more authentic and effective.
5. Make targeted videos according to each stage of the sales funnel
If the entire video marketing activity is ended after the enterprise releases the video about the product introduction, such a video strategy is actually incomplete. In different stages of the sales funnel, decision-makers need different information, so enterprises should design video content according to the life cycle of consumers, so as to attract users and cultivate potential consumers.
Today's online world includes everything. Before making a purchase decision, many consumers will investigate and study the existing products on the market by themselves. At this time, if the video is put on the enterprise website or social media, it can easily affect the consumer's decision.
6. Let the sales team of the enterprise become the leading role of the video
A wonderful video on an appropriate website is just like the sales staff of an enterprise. If the real sales staff of an enterprise can appear on the screen and become the protagonist of the video, it would be great! Capture the wonderful moments of the friendly and dynamic sales team inside the enterprise and make them into videos, so that potential consumers can connect the enterprise staff they contact with and the faces in the videos. This type of video can also include the contact information of enterprise sales representatives to facilitate the timely contact between consumers and enterprises and solve consumer confusion.
7. Timely follow up the video communication effect
It is very important to know in time what effect the enterprise's videos will achieve among the audience. The YouTube channel of enterprises is one of the ways to know the effect, but if you want to link video publishing with ROI, it is not enough to use YouTube alone. Enterprises must follow up the video communication effect in a timely manner and measure the audience's participation in the video, so that they can know how to modify and strengthen the video marketing strategy in the next step.
8. Timely make interesting holiday videos
When an enterprise formulates a video release schedule, it should also include holiday themed videos in the release schedule. This will be an interesting experience for the enterprise's video production team as well as potential consumers and customers. The staff of the video production team will show their amazing talents, give full play to their unrestrained imagination, and link enterprise products with holidays. Such videos often get good responses.
Pepsi Cola's "Bring Music Home" for the Spring Festival is a successful case of holiday videos. Since 2012, Pepsi Cola has designed a warm and happy micro film with the marketing background of the Spring Festival, the most important festival in the Chinese community, which has deeply shared the feelings of 1.3 billion Chinese people and aroused the emotional resonance of the whole people. At the same time, Pepsi Cola has also delivered the brand and product information in a soft way.
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