At the heart of your business is a story about how your brand came to be, through the constant innovation of your best products and services that new users meet everyday, and each loyal customer always comes back to. But more than what your potential customers read, is what they can see and watch – an engaging story told more powerfully through video, which you can successfully conceptualize, produce, and release online with the help of a digital marketing company in Toronto.
From popular “how to’s”, to short and impactful testimonials about your company culture, or stories about how your products and services have changed lives, videos are awe-inspiring rich media everyone easily connects with. In effect, a heavy focus on video marketing has since led to increased on-site traffic and a boost in conversions. With video marketing being the hottest digital marketing trend in bustling and tech-savvy capitals like Toronto, it’s now just a matter of how you leverage it to your best advantage. Here’s how you can get video marketing right:
Plan Every Element
Everything that goes into your video is crucial, and as such, should only be composed of elements that do a great job of representing your brand and showing your potential customers the journey they’re about to be part of. With the help of a digital marketing company in Toronto, you can create a winning video commercial that seamlessly integrates the following elements:
- Your company’s brand
- Goals to be accomplished
- Feeling or action the video should evoke
- What your target audience really cares about, such as product information, prices, special offers, how-to’s, industry news, and so on
- Time and resources you can invest in sustaining this marketing plan
- A clear measure of the success of the campaign
Work with Available Resources
No matter what you think you have in store for the audience in your video commercial, there are realities to consider in terms of resources you have for communicating your brand and selling it to customers
Before you start, you should take note of required logistics, such as equipment to be used and available human resources to produce and edit the video. Contrary to popular belief, point-and-shoot cameras, as well as smartphones now make excellent tools for shooting, as these pack high-quality lenses, making for perfect casual videos.
In some cases, casting talents may even be necessary, along with renting more advanced equipment, so make sure all these requirements are accounted for, and can be supported both by your budget, and the digital marketing company you work with in Toronto.
Carefully Crafted Content
What you say or do in your video is very powerful – it can make or break your brand in an instant, so it has to be carefully crafted to achieve your desired effect among the audience.
Once your video is posted, it lives on the internet forever, so make sure that it is indeed publish-worthy. You and the digital marketing company you work with should remember that the first few seconds are crucial – this ‘hook’ is where you establish right at the onset that your video aims to educate and entertain, as opposed to selling upfront.
You’ll want viewers in Toronto to watch the entire video and really interact with your brand so they make an informed decision without being warded off by spam-like calls-to-action right at the beginning. Hit the sweet spot – insert a call-to-action that prompts shares, likes or subscription at the end, or strategically in the middle. Just don’t bombard the viewers with large and distracting CTAs!
The Shorter the Better
This isn’t a marathon – and your viewers aren’t certainly training for one by keeping up with your video commercial! Online attention spans tend to be very short these days, so don’t create full-length feature for shoppers landing on your video for a quick rundown of product features and benefits. After all, this is exactly why more people are drawn to watching than reading – it’s supposed to be quick and easily consumable.
Customize according to Platforms
Videos work differently on a number of popular platforms, such as YouTube, and social media channels including Facebook, Twitter, Instagram, and even Snapchat. Your digital marketing company in Toronto can definitely tailor videos according to the platform, such as incorporating targeted SEO keywords in YouTube video descriptions, or a smart use of hashtags on social media to make the content trend and become viral.
Measure Your Success
Metrics like views, likes, comments, and shares are all visible signs of reach, and to some extent, the success of your business in Toronto, but with the help of the digital marketing company you work with, you can devise a more informed measure. Dig deeper into other metrics, such as the percentage of the video viewed, the growth of subscriptions, and conversion data – for instance, the use of unique coupon codes shared at the end of a product video. With these, you gain more insight into how well your video marketing campaign converts views to leads and sales.