Importance of a video marketing strategy in the world of digital public relations
Video marketing is a significant engagement involving video creation, editing and publishing functions that consume significantly more resources and time compared to that used in content writing. If you look at it the other way around, then video content is also much more effective than its text-based counterpart. Here are some fundamental principles of video marketing that will help public relations agencies establish the brand of their clients online.
Be specific about goals
As mentioned above, video marketing is a major undertaking that involves a great deal of expense to take advantage of various resources. Consequently, the marketing team is left with the task of ensuring that video marketing is done for a specific purpose and that no effort included in it is wasted.
Listing the specific goals the client wants to achieve through video helps PR experts get a better view of what needs to be developed and delivered to ensure the success of the overall PR campaign. Goals can be effective only when they have a great combination of the three golden rules, namely: time-bound, measurability, and achievable.
Consider various video formats and types
Video marketing is a broad concept that involves many different formats, styles, and structures. When developing your video marketing strategy, you need to consider the formats you want to work with to achieve your digital PR goals. Among all, some of the most common video formats that PR agencies benefit in establishing their clients online are tutorials, stories, and commercials.
Choose distribution channels wisely
Another important thing to make a wise decision in the distribution channel is to choose the client’s brand to publish the visual content and attract viewers. YouTube is one of the most prominent and well-known video hosting options, but when looking for a discounted price, there are also video-sharing sites like Vimeo, Dailymotion, and Twitch available to rescue you. Another great option for PR companies is to post brand-promoting visual content through social media. Facebook, Instagram, and Snapchat are excellent outlets for sharing video content, and the chances for big video hits increase when supported by pages and people with large numbers of followers on social media channels. Last but not least, the option is to host the videos on the customer’s website. When deciding on a video format, be sure to try a few different channels before deciding on one – this offers time for a PR firm to figure out which publishing media creates the best results for their client.
Value consumer generated content
One of the new phases that evolves and transforms the world of online marketing is Consumer Generated Content (CGC). At CGC, brands have the opportunity to leverage consumer-created content from the particular industry they are dealing with. This is a great way to get acquainted with the customer’s needs and then serve them accordingly. When customers engage in content generation, one of the main promotional activities, they will feel a feeling of attachment and promote the video content on their own through their respective social media profiles or other online channels.
Don’t forget to include a call to action.
The worst thing about video content is when the content concludes without providing viewers with any direction on how to proceed or what to do next. This will simply cause viewers to leave the tab without taking an action in favor of the brand, thus wasting all the resources invested. PR agencies can prevent this loss of audience by ensuring that brand visual content always carries a clear and direct call to action for viewers because ultimately video is being created and shared to expand reach. continuously.
Follow-up is also necessary
Video marketing is a big commitment, and the final step of this great job is to pay attention to analytics and ensure that the video is on track to achieve the goals decided in the previous stages. Audience, social media shares, influencer mentions, clicks, conversion rates are some of the important metrics that will help PR experts analyze and evaluate the impact of each video. Using analytics at the right time will help to better ensure the success of your video campaign and to properly troubleshoot if you are faced with any.