Video marketing remains the most effective and the most powerful tool to create more visibility, build up trust, attract viewership, and more likely to go viral than any other medium available today. Furthermore, featuring a video on your website increases your chances of a page one ranking by 53 times than not having a video.
Video marketing is relationship marketing. It is crucial for building trust, adding credibility, and creating confidence. No matter what you are promoting, without developing a tri-focused “trust-credibility-confidence” marketing plan the road ahead will be a difficult tread. Video remains the most EFFECTIVE! Medium to achieve the BEST! results.
Most professional or experts will conjure up the four pillars of video marketing (or perhaps the four Ps), that emphasis on (1) Purpose, (2) Premise, (3) Platform and (4) Promotion. They will also elaborate and asking questions like “What is the goal of the video? What business objective will it accomplish? Who will be viewing the video?, and what do you want the viewer to do after they watch it?” Some may talk about equipment, strategies, and budgets. None of these really matters if your video is not able to accomplish the following three aspects… and this is essentially what I call my three pillars of video marketing success.
The FIRST thing you want people to do is to “click” the play button on your video. That means the video needs to be found. This is similar to location location location theory in retail business. When choosing a title to your video it needs to contain keywords that searchers are searching on Google, YouTube, or any platform you are hosting your video.
(1) If you are a dentist in Chicago then you must include the city from which you operate and provide services from.
(2) Your title also needs to create a striking impression on first read. If you are a dentist in Chicago that provides teeth whitening as a procedure, then instead of making your title read like “dentist in Chicago providing teeth whitening” make it read like “why this dentist in Chicago is the best in teeth whitening”
(3) Your video thumbnail will make ALL the difference, once your video is seen along a list of other videos. Video thumbnail is an easy eye catcher, and if yours look irresistible to “not” ignore, viewers may likely click your video, even if it is ranked lower.
Simply stated – you want your viewers to watch your videos till completion. To do this your videos need to be engaging, and most importantly entertaining. If a viewer stops watching your video midway, then it is highly likely they did not get the message your video was trying to convey.
After you managed to get your audience to click the play button and watch your video till completion… then what? You certainly don’t want them to go watch a video of your competition right? This is why you should inspire them to take action. Direct them to another video for more information or direct them to your website. Make it convincing, make it irresistible with a special offer or a discount.
There you go… If no one can find your video, then no point how good your video is. If you fail to entertain your audience, they leave without getting your message. If you succeeded on achieving both and you don’t inspire them to take action, you will still fail in what you wanted your video to accomplish.
Make sure you get this right… you may not get it right the first video, but make sure you have a metric to analyze how your video marketing ROI is bringing you results in video marketing 2018.