By Jeff Shuford
NSNC Member
If you aspire to supercharge your brand marketing this year, consider incorporating video as an essential element of your business’ outreach efforts. Video can unquestionably drive a significant return on investment, but it isn’t to be entered into lightly without a clear understanding of the strategic elements of a cohesive branding plan. Storytelling via video can increase brand recognition and improve your SEO, but you must understand the critical components of an effective video marketing plan to be successful. Consider the following five strategies for business owners and brand developers before you double-down on video content this year.
1) The questions your customers ask frequently should be an integral part of your brand’s video storytelling strategy. Similarly to the way you create SEO content for your blog based on the queries that your customer service team receives, so too should you use feedback from customers as a starting point for creating relevant video content.
2) A video storytelling strategy should include information on your target audience, the KPIs (key performance indicators) you want to measure, and what role each video plays in your overall strategy. Always remember that in the beginning you will be attempting to gain an understanding of the video content that best engages your audience, so don’t get discouraged if you see insignificant video views in the beginning.
3) Understand the importance of integrating video into multiple facets of your brand marketing efforts. Video can be used in everything from customer service tutorials to product demonstrations. You can also leverage video to feature your client’s brands. By featuring your clients through video, your company can strategically place its logo in the lower thirds of the video and increase brand exposure (while helping a client’s brand expand their reach through video while also increasing views to your content).
4) If you are going to be successful with video marketing, you must create a storytelling strategy. Adding videos to YouTube in a haphazard manner with no plan in place won’t get you far. If you need help with a storytelling strategy, consider connecting with local journalists and TV producers in your area and ask them how they present stories to their audiences. With this vital knowledge, you will become more successful in developing and delivering engaging content to your target market.
5) Your video marketing efforts should help consumers understand your brand’s personality. Don’t be afraid to show a little humor or create video content that shows the inner workings of your team dynamic. Give viewers insights into your brand as well as offer video content that they can use or will find informative. Live video is a great way to show your personality as a brand. Allowing your potential customers to see your daily workflow while sharing your solutions for solving common client obstacles will help shine a positive light on your company’s purpose and build trust with your target audience.
Bear these video storytelling tips in mind, and you will be impressed by the ROI your company receives for your efforts. Video marketing is a long-term solution for audience acquisition, but it is definitely worth the investment of time.
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Jeff Shuford is an internationally syndicated columnist for Auspac Media and a two-time nationally syndicated business columnist for the American City Business Journals and GateHouse Media.
