Marketing Corner – March 15, 2017
7 Video Marketing Best Practices
Incorporating video into your digital marketing strategy can reap great rewards. Rather than simply posting a block of text, you are able to present your value proposition in an easily digestible manner that already matches how many consumers seek out information. Here are a few stats that show just how relevant video is:
Over 8 billion videos or 100 million hours of videos are watched on Facebook every day (TechCrunch, 2016; TechCrunch, 2016 via Buffer)
55% of people consume videos thoroughly — the highest amount all types of content (HubSpot, 2016 via Buffer)
4X as many consumers would rather watch a video about a product than reading about it (Animoto, 2015 via Buffer)
Given how relevant video content has become, you might be wondering how financial advisors or agents like you can utilize video as part of your marketing strategy. With cheap equipment, social media platforms, and a little time commitment, it’s possible for advisors of all experience levels to create visually appealing and engaging video content. We’ve even had advisors use their smartphones to record clips.
Here are 7 best practices when developing a video marketing strategy.
Keep Your Videos Concise
With videos, shorter is generally going to be better. Instead of giving a 10-minute explainer video on how annuities work, break your videos into 2-3 minute chunks (or even shorter). While you do want to provide detailed information and may think that 1,2, or 3 minutes is not long enough to cover a topic, you’ll likely be surprised how much information can be presented in a short time if you practice before hand (and even use a little script).
Maintain A Consistent Schedule
As with other forms of content marketing, one of the crucial aspects of video marketing is consistency. Some advisors will burn through video topics quickly, struggling to come up with ideas for further videos. Schedule video creation within your other marketing activities, so that you have something coming out on a regular basis—whether it’s a video, a blog post, a guide, or promotion. Find the intervals that work for you.
Balance Timely Topics With Enduring Information
Current events can become a great jumping off point for a video piece. If, for example, the SSA has rolled out changes for the new year, your consumers might appreciate a short explanation video. However, you should balance timely topics with more enduring videos—the kinds that can be repurposed or stay relevant over alonger period of time. For example, a video discussion on the phases of retirement planning will have a longer lifespan than one that discusses an expiring tax credit.
Consider Basic Lighting and Framing
Nobody expects you to be Spielberg when creating your videos. But just because the clips are made cheap and quick, doesn’t mean they have to look it. Pay attention to basic lighting and framing issues.
• Make sure you are well lit
• Avoid distracting backgrounds and background elements
• Avoid unusual perspectives and angles
• A tripod or stable surface can really make a difference in the quality of your clip
Syndicate Through Multiple Channels
Currently, Facebook has become a key platform for the dissemination of video content. With an intuitive layout, it’s relatively easy to upload and share video, either from your personal or business page. Twitter and LinkedIn are likewise venues where video can be uploaded and shared easily. But also consider email as well. A Syndacast Infographic from a few years ago claims that just “using the word ‘Video’ in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%”
Enhance The Quality Of Your Video With Graphics and Music
Amplify your message and the quality of your video with supporting graphics, music, and other little flourishes. Most editing software is straightforward enough that a lay person, with some playing around, can figure out how to include phone numbers, web addresses, and other supporting text as an overlay graphic (sometimes referred to as chyrons). Music is likewise relatively easy to incorporate, with a wealth of royalty-free music available online (for instance, Purple Planet, which has options for free and licensed music clips.) Make sure you follow the terms of usage carefully. Most royalty free music sites will simply request credit and/or a linkback.
Take Advantage Of Video Descriptions And Tags
Video hosted on a platform like YouTube will provide you an opportunity to describe what the video is about. While this helps consumers identify the content of your clip, it also can be useful in your overall SEO strategy. Lace your short descriptions and tags with targeted keywords, the same way you would with page content.
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