To succeed with social media video marketing you will need to adopt a strategy that is more about entertainment, conversing, and education than about selling your goods and/or services.
No one wants to be sold. People do enjoy a good conversation, having their questions answered, and being entertained. Quality content gives people a reason to engage with you on a continuous basis, to come back, and see what’s new. Moreover, it also inspires them to share your brand’s content on their social media and social video channels.
Those brands that excel at branded content stand above those who are mediocre at best. Show me an influencer with social media, and most likely they are excelling with their video content strategy.
Websites Should Be Media Centers
Your website will need to evolve into a video media center. This is even more true today than ever.
People spend thousands on websites which are beautiful, yet generate little or no rankings within search engines. Moreover, they generate almost no new clients at all. Without the proper SEO you have just a dead website. We need reasons for people to find you and engage with your brand. Your about us page on your website can’t always achieve that goal especially without some video content.
You need a video content strategy which produces engaging, share-worthy video content similar to what an entertainment company or a publisher would create.
Video Content Is Your Foundation
Video content opens the door to touch people in a way that traditional marketing and advertising cannot achieve otherwise. If your marketing is completely centered around your products and services, that’s not storytelling. It’s a brochure.
Features rarely do the selling. Packaging, storytelling, sharing important insights, or making people laugh or cry. This is a better strategy to make your brand important to the lives of people and worth being remembered.
Give yourself permission to make your brand’s story bigger and more intriguing.
Social Video Media Marketing Is Your Distribution Channel
There are two overall methods to use social media to get your video content seen through social channels:
- Paid Advertising
- Organic networking
Paid advertising is the absolute quickest, most assured method to generating traffic and new leads, and opportunities to close more customers. Yes, it can be costly. But so is inactivity, non-productiveness, cold calling, and bankruptcy.
Advertising pushes your content to the right audience.
You should be setting aside 5-10% of your profits to grow your business with intelligent marketing and advertising. A lack of doing this is simply shortsightedness.
When funds are short, particularly when you’re starting out, you have to leverage your time more on organic promotion and networking. But at some point, you need to reinvest a portion of your profits back in advertising so as to sustain growth.
Organic outreach has three aspects to it:
- Social Sharing
- Individual Networking
Social Sharing – Sharing content (your own or that content you curate) to your followers on social channels (Facebook, LinkedIn, Instagram, Twitter, etc). If your content is really good, some of your followers will further share your content to their own followers.
Individual Networking – This is an effort to reach out to people either through a personalized invite, a comment, directly sending them a message and/or a link to content, or in some way instigating a conversation with an individual. For me, LinkedIn is the king of individual networking when conducted correctly and consistently.
Optimization – This is a technique to use keywords and contextual content to increase your chances of having your content found within search queries by online visitors. Since all social video channels (especially YouTube and Linkedin) have search engine capabilities like Google and Bing, your content can be discovered organically through social channels.
This is a overview of what smart brands will be doing in 2020 to win more market share with social media video marketing.
Let us know if we can help with your social media strategy in 2020.