A Shopper who watches a video about a product is more likely to buy it.
That’s why publishers and video producers are rushing to collaborate on low-cost video book trailers. Publicists and marketing professionals believe these videos are the best new way to create the kind of buzz that attracts readers and sales.
In the past few months, publishers like Simon & Schuster, Harlequin, Scholastic, Wiley and others, have commissioned and produced hundreds of these short videos. They’re posting them on their own company websites, on Amazon, YouTube, author sites and blogs, and an expanding universe of multimedia and social networking sites.
Some of these book videos look like movie trailers, with high production values, location shots and paid actors. Some are just about the author, with talking heads and an interview at home about the book and how it was written.
Readers want a relationship with the author.
The bottom line
Here’s the bottom line: Smart buyers do research online before making any retail purchase. Book readers are no different. If they’ve heard about a book, or read something by a writer they like, they’ll search for it. When they find an actual video, the research shows that people have an attention span of about 3 minutes.
Three minutes doesn’t sound like much. But that little book video could make a big impact in your ultimate sales.
Here is some examples of some Book Trailers:
5 TIPS FOR AN EPIC VIDEO CONTENT MARKETING STRATEGY
1. Determine what your video content should accomplish.
What type of content will we promote?
What should our audience take away from our videos?
What value do our videos add?
What do our videos help our audience do?
2. Create an outline for the video topics you plan to promote. 3. Define roles for creating video content. 4. Find a home for your video content. 5. Track metrics for video campaigns.
Attention span and drop-off rate. Does your audience make it to the end of your videos?
Click-through rate. Split-test the results for email content with and without video content.
Total amount of your video content that your leads consume. How many videos do individual leads watch in a given period of time?
Putting It All Together Consider Biz Social Boom: We are More than a Marketing Company. We are More than a Design Company.
Gone are the days of point-and-shoot video marketing. Here are the days of building a strategy to align video content with the goals of your company.
There are things we need to know about our strategic video marketing campaigns. We need the insight to adjust our tactics as we go and the evidence to justify the use of resources to upper management.
Without a video marketing strategy to measure ROI, we are simply throwing video clips at the wall hoping that one sticks.
Is it time for you to rethink your video marketing strategy? Consider these 5 tips.
Does your video marketing strategy have a mission statement? If not, then defining one now can save you time, money and resources along the way.
Every brand has a unique reputation, image and audience. Therefore, every brand will look to accomplish a unique set of goals.
Looking at the characteristics of your brand – including an outline of your target audience – you can answer your most critical video content marketing questions:
Your video content can be educational, entertaining, practical or a combination. It’s up to you to create a mission statement that aligns your video content with the goals of your company.
It’s important to outline the scope of your video content. This includes categorizing your video content based on its business function.
Are you promoting video content to support products, human resources, corporate events, sales or support? Identify these business functions and determine the best types of stories to support them. You can then brainstorm the best types of videos that tell the story.
From recorded webinars, how-to videos, thought-leadership interviews and product demos to customer testimonials and case studies, detailed video content featuring high-level brand stories can enhance your SEO, build an expert reputation and earn the respect of your audience.
Begin with an outline and end with ROI.
It’s important to define roles when building a video content marketing strategy.
Will you use an in-house videographer or outsource content to an agency? Will one person be responsible for the entire video content marketing strategy or will you assemble a dedicated team?
A lot of these answers will depend on your budget, so start with an assessment to determine who you can count on for various projects and for what price.
You might want to designate different team members to handle different roles: creating concepts, writing scripts, approving content, handling the logistics of a video shoot and distributing the videos upon completion.
Hiring one specialist to oversee the entire video content marketing campaign might better suit your needs. These are the decisions you need to make.
Define video content roles and make sure everyone understands and plays their part.
Brands today behave more like media companies, many of which feature entire pages dedicated to video. Every video needs a place to live. For the most part, prime video content real estate is either on your website or on YouTube.
You can use a mix to feature video content on both your website and a distribution channel like YouTube. Just remember to SEO-optimize YouTube descriptions with links back to your website.
Also, create a video content journey on your website for prospects to dive deeper into your brand and message. Consider YouTube an example for the type of experience you want to create on your own site.
The right mix of compelling video content, SEO and user experience delivers the ROI your company needs.
Just like written content, video content requires analytics to justify the investment in the medium. You can easily determine which prospects are watching which videos and for how long, helping you track the most important metrics:
Successful video content marketing campaigns have a purpose aligned with a business goal. Creating an overall video strategy with the help of these five tips will keep your content on target so that you can rise above the competition.
Contact us today for a market-driven business strategy to take your business to the next level. 801-901-3480
Here’s your chance to rate the Super Bowl ads just like the
pros do. Using Slidermetrix by Dialsmith, you can rate the ads
continuously as you watch. Tell us which moments are magic and which are
misses. Once you’ve finished rating, you get to see how your ratings
compare to other viewers. Rate as many ads as you like. Click the thumbnails below to launch the ad and begin rating.
Be sure to bookmark this page and check back daily as we’ll continue
to add new ads for you to rate as soon as they are released.
Happy viewing!
CES is not just about electronics anymore. It’s now one of the
biggest events of the year for the marketing and ad industries as well.
Over 5,000 people from the industry converged on Las Vegas to see the
latest trends, set up meetings and go to parties. Industry publication AdWeek released a well-informed article about this trend and also built a whole mini-site about the event. Hot New Electronics Trends
CES is the primary event where electronics brands release their new
gadgets. In case you missed the 2015 CES coverage, I’ll summarize for
you: 1) Wearables were everywhere. There were countless activity trackers, health monitors, smart watches, etc. on display.
2) Ever-higher resolution TVs. Just bought a fancy
4K TV? Put it on eBay. The latest generation of TVs has…wait for it… 8K.
Some of the screens are also bendable (you can control from your remote
if you want a curved or flat screen…) and some come with 3D technology
that doesn’t require glasses (but will give you a headache in about 20
seconds, guaranteed).
3) Virtual Reality is back. VR was on display in
several locations, mostly demoed on Facebook’s Oculus Rift headset.
There is quite a lot of speculation about how marketers will leverage
VR. 4) Inexpensive Android phones were everywhere. There
are countless Chinese manufacturers who sell these phones, all with
almost identical specs. That’s a huge headache for Samsung, Motorola and
others who struggle to differentiate their phones. 5) Video equipment is becoming both smaller and larger. There were huge rigs on display, drones of course, but also tiny cameras that are smaller than a GoPro.
6) Hello, 3D Printing! 3D Printing filled half of a
full floor in one of the CES exhibition centers. There are countless
companies that sell these printers now, but valid use cases will be the
true test.
7) And of course… weird, wacky stuff. Standard at CES.
