Video is the single best way to engage your visitors and potential customers. It is much more efficient than text or photos. It keeps your target audience on your page longer and has the benefit of transmitting emotion and a brand persona to your target market. This singular ability is crucial for building trust and relationships. Here are some simple steps for creating and integrating compelling video content that engages your target market and gets your message out in a positive, fun, and engaging manner.

The Right Stuff

Before you begin creating a marketing video, you must clearly understand your target persona's needs, wants, pain points, and problems. For each part of the sales funnel, your market requires different information. You need to choose the right type of content based on where your target customer is in the buying process. 

Keep It Short

Keeping in mind that many viewers click away from a video within the first 10 seconds, the rule is to keep your video short. 2 minutes seems to be the golden measure for marketing videos. Videos of 2 minutes have the highest engagement rates.

Tell Your Story

Explain who you are as a brand and what value you provide. Tell your story. Focus on how your brand can solve their problem or fulfill their needs and wants. Befriend your target market and help them see the benefits of doing business with you. Do not try to "sell" them.

Make Your Video Engaging

If you are going to do a video, then go all in. Make your video diverse and enticing. Use a variety of techniques to keep your viewer engaged. Try using animation, screencasts, cartoons, motion graphics, and live-action. You might even try an interactive video. Get professional assistance, so you optimize the value of your video content.

Where Will Your Video Content Live

Where should your video content live? The answer is most likely in several places. Certainly, it should be on your website. Still, it may also be helpful to post on various social media platforms and even on other websites such as professional industry sites depending on the content piece.

Analyze Performance

Not every video content piece will be an immediate winner. It is imperative to measure and analyze results so you can see how popular it is, click-through rates, number of views, engagement rates, and feedback. Measuring results and analyzing video performance will provide you with ideas for improving your videos and optimizing your ROI and click-through/referral rates.

Leverage Winn's experience for your next marketing campaign!