You have a high-quality promotional video from Top Pup Media. What happens next is, of course, entirely up to you in how and where you choose to market it. With a variety of 2019 video marketing strategies, there are far more platforms on which to show your video than the three choices that businesses were limited to just five years ago: YouTube, Vimeo, and your business website.
The platform you choose to promote your promotional video depends on what you hope to achieve with your content. Every business needs a long-term strategy if the video content is to deliver the required results.
Perceive Video as Integral
Using video as the all-powerful in 2019 means changing the mindset about video marketing. Video is essentially an expectation as far as the typical customer is concerned. This applies equally in B2B and B2C realms. Because the typical customer expects it, video should be standard practice.
- In 2018, a survey demonstrated that 52% of consumers said online video helped them come to a purchase decision (B2C)
- 65% of executives with the power to make business buying decisions visit a marketer’s website while 39% picked up the phone and called a vendor after viewing a video (B2B)
Video is an all-powerful tool, but it can only work for your business when a natural part of your marketing.
Have a Marketing Plan Before Launch
Ideally, your marketing team should have a marketing plan before the video is complete. A consultation with Top Pup Media will help us understand your needs and offer our expert advice on how to proceed with the video. Once we have agreed on a plan, you will better understand the nature of the video.
From here, you or your marketing team will better understand what will make it successful. Think about which channels to use to promote it (social media, website, email), how your potential audience would expect to be engaged, and what they might hope to obtain from it.
Understand Your Social Media Choices
Businesses that use video in their marketing are no longer limited to the three choices listed at the start of the article. Instagram, Facebook (with their video platform called Watch), Twitter, and even LinkedIn now permit the use of native video. Which you should use and how you should use them depend entirely on your audience’s expectations. What is clear though is that you still need text-based SEO techniques integrated into your video. For Facebook, Twitter, LinkedIn, and Instagram, that means hashtags. For videos on your website, that means the right metadata for search engine rankings.
Think Mobile First
In 2017, Google introduced 6-second video previews for Android users. Mobile first has been a common policy with all the major search engines for around five years. This new interactivity demonstrates just how important video is becoming. It’s now a primary means by which customers expect to interact with you. That means your website should use mobile first protocols such as UX, with embedded video using metadata. Always aim for closed-captioned videos for as broad an audience as possible.
Observe Results and Adapt
Your video marketing strategy does not end with content publication. This is where analytics are required to observe the performance of your video content. If a particular channel isn’t working, consider revising the channels. It may be that all is required is to adapt the metadata with better-researched keywords. If the website isn’t mobile friendly or takes too long to load, few people will invest the time to watch it.
By learning the essential 2019 video marketing strategies, you can use your business videos to grow and market your products and services.