If you are on a marketing team or happen to be responsible for the marketing of a company, the COVID-19 pandemic is making it difficult to see any silver lining right now.
But, don’t worry, because it just so happens there will be one.
The average consumers now absorb over 80% more online content than before the coronavirus outbreak, and quality video productions are leading the way as their preferred form of content.
By 2022, 82% of all online content is expected to be video. That means the average person will be watching almost two hours of video content on a daily basis.
While many marketing firms and DYI marketing leaders of companies focus on the power of digital technology as a replacement for face-to-face events, there is an unparalleled opportunity for smart businesses to use video as a means to engage, communicate with, and retain customers during the Covid-19 pandemic.
Here are a few ways to integrate video into your video marketing campaign.
What Is the Goal?
While the use of video has been the best digital marketing strategy for some time down, this does not always mean that it will be effective.
Why?
The likely answer is because not all businesses set clear objectives. To ensure your video gets the results you want, you will actually have to take the time to determine your end goal before you sign off on your video’s creatives.
Do you want to start conversations, create engagement with customers, or share information about your company’s current activities around the pandemic?
Make sure every goal can be translated into video.
This is very important when you consider that 72% of consumers prefer learning about a new product or service through quality video productions, so it’s an opportunity you can’t afford to waste.
Be sure of your video’s purpose
Right now, customers are inundated with poorly produced video content.
Research shows that over 56% of consumers want to hear Covid-19 messages from their favorite brands and businesses.
Still, if you want to convert visitors into buyers, you have to make sure that you are getting heard above the clamor.
From marketing emails to social media posts, everyone seems to copy and paste the “Your safety is our first priority…” line instead of being sincere and differentiating themselves amid the noise.
So how can you change that?
Make sure that your communication has a true purpose.
Even beyond your goals, any videos you publish should give something back.
When it comes to video marketing, you are after getting an emotional connection with the customer experience.
If your content serves you instead of your customer, it will only lead to irritation.
Lay the foundation to interact, support, and uplift, and continue to build on that foundation as you go forward.
Be original and authentic
If you want to go viral, stick with producing only quality videos, and remember to stay authentic.
Be true to your company’s personality.
If you don’t have a brand personality, now would be the time to give that some serious consideration.
Think of the campaigns run by Corna beer and Progressive insurance.
They were authentic, heartwarming, and elicited an emotional response from viewers.
Look at the brands that are getting it right, and take your cues from them.
Create content that “looks” and “feels” or even “tastes” like your brand without directly referring to your products.
Beef Up Your Budget
Your business may not be Budweiser or Oreo, but that does not mean you should “cheap-out” on your video marketing budget.
Yes, it is good to be frugal..but being frugal does not mean “cheap-out” and go for the $500 videos. Remember, the content you launch out to the internet is a reflection of your brand and if it says “Cheap” that is what the consumers are going to think about your products or services.
Also, remember that any marketing investments you currently make might not see any ROI in terms of sales.
This is why beefing up your budget is so important.
Be Innovative
Make use of YouTube’s live stream. More consumers are watching YouTube Live programs than Facebook LIVE.
Have a small studio set up in a small office that is not being used.
Be mobile-friendly
During the lockdown period, well over half of all people read the news or their social media updates via their mobile devices.
Ensure that your video content is scalable and mobile-friendly.
Consider all realities such as the fastest download times and the most user-friendly streaming services.
Also carefully consider your platform, and the benefits you will gain when using YouTube, as Google already owns the platform.
In this example, the search functionality will pick up your website or other details as well as your videos, effectively doubling your content’s search power.
Include videos in your emails
Email marketing remains one of the most effective ways to keep a customer base engaged with a product or service.
It also provides an excellent opportunity to make your videos more visible in front of more people and boost your marketing strategy.
By including video in your emails, you can feature well-designed landing pages that have powerful calls to action.
Videos that are emailed can also send inspirational customer story videos and should incorporate personalized video emails as part of your overall sales process.
Most people receive emails from their favorite brands every day, but your emails can stand out more by incorporating video into them.
A final tip to truly capture your customers’ attention is to look at what is trending.
The viral videos right now are those that bring people hope, awareness, and happiness.
People are searching for encouragement.
If your marketing videos provide any of the above while remaining sincere, you will have successfully found the silver lining you were looking for.
SyncLab Media is standing ready to develop your video marketing strategy and execute the plan. Just give us a call.
Let me know how I can help.
