James SpillaneWhen it comes to online marketing, what was the ‘absolute must’ last week will probably be considered obsolete the next. What proves to be a consistent tool of marketing engagement however is the use of video.
In recent years, video campaigns by Coca-Cola, Samsung and T-Mobile have proved massively popular and led the way in showing what a powerful segment of online marketing videos can be. Unlike text-based mediums, video allows you to connect with an audience on a unique level, one which is far more interactive and engaging, offering a stronger foundation to build lasting customer relationships.
One of the most critical parts of marketing is understanding your target market and engaging them with your brand. This connection will help you to understand their reactions, wants and needs and allow you to adjust your marketing strategy accordingly. When it comes to video marketing, this understanding is crucial to determining the content you make and how you go about seeding and promoting your video.
If you’re new to video marketing, here are a few points to consider & cover when starting your video campaign…
1. Determine your Target Audience: Perhaps the most obvious first step, but a critical one nonetheless. If you are going to engage with your audience, you need to have a rough idea of who they are first.
2. Do Your Research: Once you have your market in mind, it is worthwhile doing some market research and learning some specifics. It is a great idea to learn the demographics and specifics of your target audience and update that information frequently. This way, you can develop marketing strategies to help you better connect with your market. What interests them? What turns them off? What campaigns have they found most effective? All this can help you better your content.
3. Know the Needs and Interests of you Market: You can know about your audience, but if you don’t know what they want or need to hear, your message may fall on deaf ears. Knowing your target audience involves knowing their detailed interests and not just the message you want to convey. If you have done the research, you’ll have a pretty good understanding of what brand-related topics your audience respond to and you can adjust according to those findings.
4. Have a Solid Strategy in Place: If your aim is to go viral, you need to have facts and figures backing up your strategy plan. What sites generate the highest amount of sharing for the type of content you are making? Which users? What times offer peak content-sharing opportunities? All of these factors need to be analysed in order to give your video the best chance of going viral. Analyse what sites and demographics are sharing the most and cater more to what’s working.
This article was written for Business 2 Community by James Spillane.
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I really wish this article provided specific insights regarding the “promise” of the title — video campaigns. None of the 4 points address video specific issues with useful ideas beyond generic campaign (content) points. What video campaign questions do you think the reader has, or should have? Otherwise just title this “Steps to Developing Your Next Campaign.”
Hi Jim
Thanks for the article, for research on the title of your video, you could use TubeTrackr.com