Video Marketing Strategy
Video marketing nowadays are becoming
an essential and very popular to the marketing world. It is an important part
of Internet marketing strategy for marketers. These marketers are known as B2C
(business to consumers), B2B (business to business) and lastly nonprofit
organization marketers. There are four
elements of video marketing strategy. Publish, Optimize, Promote and Analyze. (Roberts,M,&Zahay,(2013)(page.132)
The first element is PUBLISH. In
this first step we must think hard about what we need to get the marketers attention.
We need to publish compelling videos that are relevant to the customer. It doesn’t
matter what type of video you would like to choose, but the video needs to tell
a story that will present the perks and benefits of the product or services to
the marketers which could be consumers or businesses. Where should you publish
your video for it to be effective? Many marketers publish on Facebook because
is seen as the most effective channel for reaching out to consumers. (Roberts,M,&Zahay,(2013)(page.133)
The second element is to OPTIMIZE the
video for search and sharing. Even if you have the most compelling story line
or plot in your video, it will be worth nothing and useless if the consumers or
businesses can’t see it. This is where optimizing the video come in to play.
The video needs to be on the channels that are appropriate for your target
market. You must focus on who you are targeting. Your target audience will most
likely be the people that would buy or would have interest in your products or
services. A way majority of people can see your video using the search engine.
But, some search engine are text based and cannot see your video. This mean you
would need to put in effort and money to get your video on a known search
engine. Google and Yahoo are very popular search engines and would show great
results. Also, there are a lot sharing
going on. People nowadays would also share our videos on Facebook or tweeting
it on Twitter if they liked or shown interest. (Roberts,M,&Zahay,(2013)(page.133)(page.137)
Third
step of this strategy is to PROMOTE the video. To promote the video. You can
promote it by using your own business channels. Also another way is to promote
your video is by utilizing the publishers whom you currently have partnership
with or other people that finds your product or services attractive to them. These
people could be investors or business owners. Some of the channels examples are
Facebook, Twitter, your own website, your partner’s website or any other
businesses that would allow and accept your video on their channel. Just think
about the channels that are forums or discussion groups that are in high
traffic with your target audience. (Roberts,M,&Zahay,(2013)(page.139)
Lastly, we need to ANALYZE our
video metrics. This process is to see the traffic of our target audience views
of our video. Many video marketers use metrics. Video marketers would use the
metrics to analyze their user interaction, time spent, purchase, completion
rate and number of times forwarded. YouTube
is a good example they supplied video metrics. The metrics would captured views
for the video of the channel. (Roberts,M,&Zahay,(2013)(page.140) Facebook
has introducing its video metrics recently for business that a Facebook
business page. “Businesses would allow to see information like video views,
unique video views, and average duration of the video views and audience
retention.” (Facebook for business.2015). The new application which will allow
and help businesses determine how they can effectively create and promote their
videos on Facebook. (Facebook for business.2015).
We have briefly covered the steps
and elements of Video Marketing Strategy. These steps will give you an idea how
to start a marketing video for your business or future business. Marketing
videos are so popular on social media. Facebook I think it is the most popular
out of all because of the massive networking potential with consumers and other
businesses. Just one share of a video or video clip can be seen by hundreds to
thousands of viewers. That shows how strong the sharing power of networking is
with Facebook. There are other popular channels as well but my favorite Is
Facebook when it comes to sharing and publishing videos.
References
Roberts, M., & Zahay, D. (2013). Video Marketing
Strategy. In Internet marketing: Integrating online and offline strategies (3rd
ed.). Mason, OH: South-Western Cengage Learning.
Facebook for Business. (n.d.). Retrieved May 11, 2015, from
https://www.facebook.com/business/news/Coming-Soon-Video-Metrics
