Nowadays, the attention of video is increasing year by year, and the mobile short video traffic is increasing at the rate of 100% every year. Video marketing has become one of the core channels of enterprise marketing. Research shows that 79% of consumers think that video is the easiest way to know brands online, and 74% of consumers can directly establish a connection between watching videos on social media and their purchase decision-making process. So many companies invest a lot of money in video marketing and devote themselves to marketing their own products. However, some enterprises don't know which platform to choose and how to use it, which leads to unsatisfactory video marketing effect, and few people pay attention to their products. Here, Ma Xiao Zhitu Marketing Consultant shared how the company systematically developed video marketing.
The process and strategy of developing video marketing
Video marketing is a kind of network marketing, which is essentially no different from other marketing. Its marketing ideas and strategies can be said to be consistent.
1. Analyze the target audience
In order to make our video more effective, we need to study potential customers and understand users' needs and preferences. So we need to determine through what channels users play videos; The type of language users use, which language can best convey our information; What difficulties or needs users have, the solutions we can provide for them, and so on. Only by knowing the users well enough can we make targeted videos when facing the audience's problems and needs.
2. Incorporate brand elements
Building a brand will expand the influence of our products. Whether creating real-time video or creative video, it needs to be consistent with our brand tonality. Ma Xiaozhi suggests that you add brand elements to your videos, such as making a brief brand introduction at the beginning and end, or making a brand logo in the same corner to deepen users' impression of the brand.
3. Clarify the video theme
Nowadays, the mass production of video is competing for the attention of potential customers. Therefore, when we make videos, we need to make clear the video theme and attract accurate users quickly and accurately. First of all, express our topic clearly with the title and description, because users first see our title, so it is particularly important to write a high-quality title, so as to attract users to click on our video. If the user wants to watch the video for more than 5 minutes, we can briefly introduce some key information in the video summary, such as the revenue that the user can get after watching the video.
Use social proof
Social proof is a key factor for users to use when deciding to buy. Simply put, social proof can help users make decisions based on other people's past experiences and choices under uncertain circumstances. We can include experts or influential people in our video marketing strategy according to our own budget.
5. Video SEO optimization
Optimizing video is also one of the schemes of video marketing strategy, so we suggest that you do the following, so that potential customers can find our videos when searching related topics.
(1) Plan keywords for our video like a blog post.
(2) Add our keywords to the title and description.
(3) Keep the title short and provide information (less than 60 characters)
(4) Include a link to our website.
(5) Use labels of different keyword variables.
(6) Use eye-catching, branded and high-quality thumbnails.
6. Add guiding terms.
After watching the video, users must include specific call-to-action terms that we hope users will abide by. Our call to action (CTA) is to tell users what they should do next. Without CTA, most users will choose to leave directly. In addition, CTA has different forms and uses, and users are encouraged to use different titles, such as:
(1) Ask questions that users can answer in the comments.
(2) guide them to another content
(3) Suggest another related video to them.
(4) Send them to the target webpage.
(5) Guide them to your website.
(6) Let users subscribe to our channel.
(7) Let users contact us through other social media channels.
(8) Provide free trial.
7. Analyze video data
Tracking and analyzing our video results can maximize our video effect and measure our video according to different indicators.
1) participation rate
Look at the user participation rate first. How much interaction did our video get? How long do users watch videos? This number will show the quality of the content and whether the video is too long.
2) Number of views
Followed by the number of views. How many times have our videos been viewed? Understand how each platform measures the number of views, such as YouTube for 30 seconds and Facebook for more than 3 seconds.
3) playback speed
The play rate mainly refers to how many independent visitors click our video play button on each different platform. From these data, we can know the usage of each network by our audience. Please note that the playback speed may be affected by the thumbnail, copy or video size.
4) Social sharing
Social sharing refers to how many times our videos have been shared by users on social media. If users are interested in our video, or think that the video content is of high value, and it is all dry goods knowledge, then they may forward the video. When our videos are heavily forwarded, it means that our content will attract the attention of potential customers.
5) comment
When we receive comments from users at the bottom of the video, we can use the feedback to help us make new videos, which can keep good interaction with the audience.
How to choose a platform for video marketing?
In fact, video marketing is mainly to analyze video marketing strategies, implement video marketing programs, and evaluate video marketing effects. So how should we choose those video platforms for marketing? In fact, it is mainly based on our own products and audiences. Choosing a video marketing platform suitable for your products can help your products get more exposure.
Domestic video marketing platforms include traditional Youku, Iqiyi and Ku6.com. Emerging short video platforms include Tik Tok, AutoExpress, Little Red Book, Volcano Video and Bi Li. You may be familiar with these platforms. Pony knows to share some mainstream foreign video marketing platforms, which is very suitable for foreign trade partners.
1. tubing (foreign video website)
YouTube is the world's largest video website, the second largest search platform and the third largest visiting website, with more than 5 billion videos played every day. The huge user base ensures the source of video traffic. Moreover, YouTube is very powerful and keeps good contact with other social platforms, which ensures the viral spread of videos.
2. Facebook and Instagram
Facebook &; With more than 2 billion monthly active people, the Instagram platform has strong sociality and high user viscosity, and has launched powerful video functions, such as 360-degree video, VR, AR technology, etc., which provides a powerful tool for businesses to display brand stories. As a popular media method of Facebook and ins, video has become one of the common tools of social marketing.
3.Vimeo
Vimeo is the second largest video platform in the world. Compared with YouTube, Vimeo has a relatively small user base, with only 7,654,380+0.5 million monthly views. However, the powerful function of the platform has become one of the first choices for content creators.
Compared with YouTube, Vimeo has a clearer and simpler interface, simple navigation function and limited commercial advertisements on the platform, which will not affect the customer experience. Vimeo cooperates with enterprises to produce high-quality videos, which is significantly higher than YouTube, and both of them also support advertising functions.
4. Wayne
Vine is one of the fastest growing digital media content websites in the world. The data shows that Vine watches videos more than 1 100 million times a month and shares 8000 videos. It is a good video marketing platform.
5. Twitter
Twitter has about 230 million active users, covering all walks of life. Recently, Twitter has also integrated with vine, allowing users to directly forward videos from Vine to Twitter.
Video marketing is a part of network marketing, and it does not exist in isolation. Ma Xiao Zhitu Marketing Consultant suggested that enterprises should pay attention to the coordination with other online marketing methods when developing video marketing. For example, it is effective to use short videos to make brands repeat customers, but brands also need to have a good online reputation in order to make repeat customers become real customers. Therefore, before video marketing, we must analyze the main purpose of video marketing, take video marketing as a part of overall marketing, make an overall plan, and give full play to the energy of marketing investment.
Small and medium-sized enterprises have great advantages in using short video marketing
In the new media era, there are more and more media promotion channels on the Internet, among which short video is the most intuitive communication platform for enterprises.
At present, the main platforms for SMEs to use short video marketing are Tik Tok, Volcano and Watermelon.
Then it is necessary to study the audience and platform content of several short video platforms.
Enterprise short video marketing should not be carried out on all platforms, but should choose the appropriate platform for promotion according to its own conditions and brand style.
Short video platform marketing is also divided into paid and free.
What is paid is the type of video streaming advertisement interspersed in short videos. Just prepare the relevant materials, select the delivery option, and recharge to go online.
Free promotion is the continuous distribution of content. This part also requires enterprises to make a delivery plan. In the era when content is king, it is necessary to produce content with consumers as the center and arouse the voices of consumers in order to achieve the effect of communication. No consumer wants to watch the self-talk videos made by enterprises, let alone spread them.
What about the net pin? How to drain it?
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