In a recent survey, 81% of businesses say they’re using online video marketing in 2018, up from 63% in 2017. With consumers watching more videos every day and more platforms encouraging video advertising, video is set to change the marketing landscape. If you’re ready to start or improve your online video marketing in 2018, these 9 habits of successful video marketers will help you start a year of effective videography.
9 Easy Habits For Successful Online Video Marketing in 2018
1. Inventory Your Resources
To make quality, effective videos in 2018, first make sure you know what you have to work with. This includes your hardware and devices, software, and skills. This will help you capitalize on your strengths —Maybe you have a talented videographer already on your team—and fill in gaps. If you’re only video device is a smartphone, it might be time to upgrade.
2. Understand Online Video Marketing Goals
What do you want your videos to do?
Do you want to get your customers attention? Close more sales? Strengthen their trust? Increase interactions? Using the right type of video at the right time will catch customers at the right moment and make your overall strategy more effective. Choose the goals of your online video marketing strategy early on to get going in the right direction.
3. Understand Your Audience
Videos that resonate with customers will get more views, interactions, and drive more engagement. Before planning your online video marketing in 2018, make sure you know what your customers want to see and where they’re looking. Do they want tutorials and how-to’s to help with a process? Testimonials to make sure your business is trustworthy? Demonstrations to see how your product works? Do they like funny, informational, emotional or motivational videos? What video social media platforms do they use?
4. Make a Video Marketing Plan
When planning your online video marketing strategy in 2018, use your goals and your audience to direct your long-term and short-term plans. Plan to evaluate your goals at regular intervals, and use metrics to pivot your strategy accordingly. Make sure you know how your videos fit into your overall inbound marketing strategy.
5. Manage Video Content To-Do Lists
The most successful marketers are well organized. Whether you are posting live videos, putting case study videos on your website, making social video ads, or something else, make a plan. Online collaborative tools like Basecamp or Trello can help you divvy up tasks across your team and stay on track.
6. Make It Easy
When barriers to video creation are low, everyone on your team can do it more often. Here’s a few tips to make video preparations easier.
- Utilize accessible video editing software that suits your team’s skill level.
- Make cameras or smartphones readily available.
- Use cloud storage so video can be uploaded by any team member at any time.
- Take advantage of platforms that make video collection easy.
7. Audit Your Online Video Marketing
If you already have a lot of videos stored on your website or social channels, look through them and see if there’s any content you can reuse or promote again. You might turn parts of a webinar into an instructional video, or splice a testimonial into a demonstration. Try adding videos to new places of your website, or using old videos on new platforms.
8. Dedicate a Videographer
The more other jobs a videographer has, the more likely it is that their video tasks will be sidelined. If you’re serious about improving your online video marketing in 2018, give a team member work hours dedicated solely to video production. If you don’t have anyone experienced with video, outsource video production to an agency or freelancer.
9. Monitor Competitors
Find a competitor with videos that often get watched and shared. What themes are they using? Which platforms? How often do they post? How do they promote these videos? What is their audience like? Use these strategies to keep a close eye on your competitors and draw inspiration from them.
- Subscribe to their mailing list.
- Follow their YouTube, Facebook, and other social channels.
- Visit their website periodically.
- See what their most active audience members have in common.
- Watch their activity with automated alerts from Google Alerts or Buzzsumo.
Good habits are hard to form, especially when they reshape a routine that you’re comfortable with. However, making a few changes early on can completely reshape how you approach online video marketing in 2018. With the right mix of content, skills, planning and production, your online video marketing will be the envy of your industry by 2019.