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Four Critical Steps to Explosive Video Marketing Growth

There is no denying that most people find video content more compelling and engaging than written content. Videos provide an effective way to develop a brand’s story, to build the like, know and trust factor, and ultimately to boost sales. Statistics back-up these claims, as videos placed on landing pages can increase conversion rates by 80%, while videos included in an email will improve the click-through rate by an impressive 200% - 300%.

Yet, when it comes to video marketing, many companies place too much focus on the production side of things, rather than setting the foundations by researching and creating a thorough video marketing master plan. We reveal four video marketing steps that will supercharge your marketing growth.

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Laser Targeting

It all starts with becoming incredibly clear on who your target audience is. Delve deeper than demographics; Instead of broad factors such as age, sex or location, you want to think more in terms of targeting an individual with likes, dislikes and problems that they need help with. Do some detective work, and study the USP (unique selling point) of your products and services as well as the pain points of your customers. What issues can you solve? How will your product improve someone's life?

Shorten this information down to a few sentences, then use it to build a target customer profile. When you get crystal clear on your ideal audience, you'll be able to write and film video content which captures their attention and makes them feel like you're speaking directly to them.

Smart Marketing

The next step is to identify the platforms that your ideal audience spends time on. What do they search for? What social media accounts and apps do they use? What are their favorite websites? Use this information to decide what platforms to market your videos on.

Also take into consideration the platform when choosing what type of video content to create. For example, over 85% of Facebook videos are watched without sound, so if you plan to promote your video on the platform then be sure to include subtitles or text captures which convey the message to your audience without them having to hit the volume button.

Tailor your video content for your target audience, the platform it will be shared or advertised on and the type of product or service you are marketing. For example, foodie vids for Facebook can be short, snappy and subtitled, while more serious medical content for the healthcare sector may benefit from longer informational videos that are targeted at an older audience.

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Engagement

Engagement is everything. You want to be able to strike up a conversation with your target audience, so ask people to engage with the content, be it through likes, shares or comments. Asking a question at the end of a video is also a good way to strike-up a conversation between you and the customer.

Understand where your customer is in their buying journey. Are they simply looking for information, or are they aching to make a purchase? If price points for your products are high, then you may want to get hold of the customer’s email address so that you can place them into a marketing funnel, work on the customer relationship, and eventually convert them.

Ongoing Optimization

Stats reveal that approximately one-fifth of viewers will close a video within the first ten seconds, so create a compelling hook, spark curiosity, provide a promise and payoff or catch them off guard to keep them watching to the end.

There is no magic, step-by-step formula that fits all. Instead, you must create video content and then test and adapt. Analyze results, then choose to optimize videos. Optimization is key if you want to craft exciting content which speaks to your audience.

Incorporate these factors into your video marketing strategy, and you’ll see a rise in traffic, engagement and ultimately sales.

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10 Critical Content Marketing tips for Pharmaceutical Brands

If you want to reach the masses while strengthening your brand, content marketing is the answer. After all, as Jonah Berger, a professor and expert on viral marketing and social influence said, “Going viral isn't random, magic or luck — it's a science.”

Have you recently seen a video that truly captured your attention? You may have even discussed it with your peers. If so, that's what you're after, and with a little guidance and perseverance, you too can succeed within the content marketing world.

In relation to video content, the pharmaceutical industry has an upper hand. Everyone is interested in how they can improve their health. If this is unchartered territory for you, these tips will get you started.

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10 Tips You Need to Know About Content Marketing

Keep this concept in mind — the key to good content is that it's not overly promotional but is useful, interesting or valuable. Instead of selling, provide consumers with the information they need to make an informed decision.

Let's get started!

  1. Invest in your brand — you need to inject money into your content marketing budget in order to get a return. If implemented properly, that investment will be well worth the initial funding. Standard commercials on social media are great for this purpose.
  2. Create a video content strategy — start with a solid plan of action. Although you'll need to make modifications along the way, it's critical that you're able to measure your level of success. Ask yourself, what do you want your video content to accomplish? Who is your target audience? What action do you want them to take?
  3. Share to educate — offer practical information in order to build a long-term, mutually beneficial relationship. This is great to capture the attention of potential customers, while also keeping your current customers engaged.
  4. Strike human emotion — we've all seen those commercials or videos that really seem to touch the human spirit, ending with a message from a phone or soda company. These types of videos are meaningful and spark another level of intellect.
  5. Use multiple videos — as stated in the 2013 Online Video Marketing Survey and Trends Report, 25 percent of the respondents planned on incorporating 50 or more videos into their marketing strategy. This is because based on the cost of production, the return can be substantial.
  6. Create how-to videos for existing customers — did you know that, on average, it costs five times more to attract a new customer than it does to keep an existing one? Offer how-to videos that will appeal to this customer base.
  7. Keep it short — as stated by Time magazine, our approximately eight-second attention spans are now shorter than the nine-second attention span of goldfish. Although there are exceptions, aim for a video that's 90 seconds or fewer.
  8. Be patient — you'll want to see some sort of initial progress, but if you're not seeing the results you'd like right off the bat, do not be so quick to give up. Content marketing is a long-term investment, and in order to truly influence your audience, you need to be persistent.
  9. SEO isn't always king — pay attention to SEO within your daily routines, always incorporating the basics. With that being said, when making video content, if you're too robotic about SEO requirements you could reduce the quality of your content by taking away from the narrative.
  10. Ask for help — if you don't know where to begin, invest in individuals that do. Although you may need to fund content marketing in the beginning, it will be done right, boosting productivity.

 

Digital marketing analytics

Get started today in order to experience beneficial results in the near and distant future. After all, Andrew Davis, the highest-rated content marketing speaker and author, said, “Content builds relationships. Relationships are built on trust. Trust drives revenue.”

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How to Find the Best Copywriters

Finding the best copywriter is a challenge to advertisers all over the world. In the online world, finding a gifted writer should be easier now more than ever. After all, the digital age makes it possible to reach talent from around the world, but that is also part of the problem. Many people with a keyboard and a creative mind market themselves as copywriters. However, all the best copywriters have a few things in common: experience, eloquence, and ingenuity.

Copywriting and Scripting Services

If you select the correct copywriting agency, its staff will find the right copywriter for you. However, that requires that you spend precious hours finding the right agency first. Though there are hundreds of copywriting services floating around the Web, only a handful attract corporate-level talent.

When appraising a copywriting service, ask yourself one question, how much confidence in its writers does the agency have? If the agency can promise you'll be 100 percent satisfied with the result, you can be fairly certain the company has faith in the abilities of its writers. Concepts Video has over 30 years of successful copywriting experience.

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Independent Search

An independent search requires you find candidates and then vet them. While this can be time consuming, recognizing a great writing talent is something almost anyone can do because, inherently, we all have the ability to recognize great prose. Companies like Upwork.com, Freelancer.com, and Fiverr.com all offer independent contractors offering copywriting services. While they may be cheaper than using an agency or production company, you’ll need to vet them properly so that you don’t waste your money or time on bad copy.

Here are the steps you can take when vetting a copywriter:

Look at Past Work

Ask for 10 writing samples. Whether you read each sample is irrelevant. If a writer can produce 10 pieces, that writer is experienced enough to consider.

Ask for a Sample Piece

If you find a writer that seems to have the experience you are looking for, ask for a sample piece on a theme or subject of your choosing. The best way to determine if a writer is worth their salt is to ask them to write about something they are unaccustomed to writing. Scrutinize this piece ruthlessly; if there’s a grammatical error or spelling mistake, then it’s likely they didn’t edit and review their piece properly.

Assess Writing Style

Find a great piece of writing — on the subject you chose for the sample piece — and read it. Then, immediately after, read your candidate's sample. How does it compare to the great piece? Does the candidate's piece flow or is it a grind to push through? Is it flavored or dull and bland? Is your candidate up-to-date or still writing like it's the 80s? Can the candidate paint a picture with words and illustrate with prose?

Copywriter

Check Word Choice, Timing and Rhyming

Does the candidate use obscure, complicated words (such as "coquette" and "adamantine") that are confusing, unnecessary, and frustrate and annoy the audience? Or does the writer use simple words that everybody can understand? For example, commercials and most popular news outlets are written at a 5th grade level.

Also, most commercials rhyme and have excellent timing with solutions and calls-to-action (CTAs). Check that the copywriter's previous work has good rhyming, as well as engaging and clever calls-to-action.

“Reading copy shouldn’t feel like reading a biology book.  Good copy should captivate the reader and motivate them to take action.”

Great Copywriters Are Worth Their Weight in Gold

Great copy can capture a customer in a second. When Concepts Video has two minutes to make a customer choose a Bissel vacuum over a Shark vacuum, our expert copywriting and demonstrations quickly captivate consumers. By creatively explaining the benefit of products in an eloquent way, Concepts Video has made our customers hundreds of millions of dollars.

Great copywriters are invaluable for any business. They can get customers to pick up the phone or enter their credit card information after a 30-second commercial. When it comes to capturing customers, copywriting is always key.

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How-To Videos Demo Big Sales for Pharma

Educating pharmaceutical and medical sales representatives has been an arduous and time-consuming task for the pharmaceutical industry for decades. However, with the rise in online video and how-to videos, the pharmaceutical industry can now educate their consumers and customers in a whole new way. While pharmaceutical and medical devices can entail intense education, how-to videos are now stepping in as their premiere educational tool.

How-To Demo Pharma

According to LabMate, “How to’ videos on their YouTube channel intended to demonstrate how to get the best results from various key ingredients in the pharmaceutical industry.

The series includes ‘How to’ information on applications such as Mixing Xanthan Gum and Dispersing Titanium Dioxide.” While these pharmaceutical topics are often difficult to understand, the how-to video is now simplifying challenging topics for years to come.

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Leading the Pack

Silverson Machines Ltd are leaders in design and manufacturing, but now they’re also adding video production to their resume. According to LabMate, “producing video content to demonstrate and instruct how to get the best results in various applications when using a high shear mixer. Although Silverson have previously produced videos focusing on the capabilities and range of their mixing equipment, the new series of videos is intended to reach out to those who aren’t aware of Silverson and their mixing technology, to help them improve their processes and get the best yield from their ingredients with the help of a Silverson High Shear mixer. With over 70 years’ experience, Silverson are hoping to help a new set of customers with their mixing requirements.”

"How-To” Stay Ahead of the Game

While these how-to videos will place Silverson ahead of the tech pack, many companies aren’t far behind. Concepts Video specializes in creating how-to videos for the pharmaceutical, medical, and corporate industries that require expert communication and education for their customers in an entertaining and informative video.

concepts-videoSources:

https://www.labmate-online.com/news/laboratory-products/3/silverson-machines-ltd/new-series-of-lsquohow-torsquo-videos-released/42177

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