How to Use Video Effectively

Association of Strategic Marketing
October 16, 2012 — 1,872 views  
Become a Bronze Member for monthly eNewsletter, articles, and white papers.

How to Use Video Effectively

Video has emerged as one of the most popular marketing tools available in recent years, with the potential results of a skillfully developed marketing video making marketers salivate. Web users regularly interact with video content on the Internet, with viral videos spreading around the world at rapid speed, pulling in views that can easily translate into big sales potential. While creating the next viral hit might feel like a challenge, there are several techniques that can help demystify the video creation process. Use the following tips to ensure a marketing video is well-targeted and effective at reaching consumers. 

Creating the Right Video

When it comes to developing a video for marketing purposes, it can be difficult to determine what kind of video to make. In general, the same marketing rules utilized in other mediums should be taken into account for video content. Consumers tend to reject overtly "salesy" content, instead being drawn to videos that tell a story. Look to encourage consumer conceptions of a particular brand by demonstrating how products or services can be useful to consumers or explaining how certain aspects of the business function. 

Keeping Things Simple

Internet users have a huge assortment of distractions vying for their attention. In order to keep visitors focused on marketing content, it is essential to keep things as simple as possible. Video content should be concise, direct, and engaging. This will help ensure that site visitors stay focused on the information at hand. 

Developing a Fresh Call-To-Action

Marketing is built around calls to action that are effective and seamless. When developing such techniques for video, there are a few simple ideas to keep in mind. Subtly is key in developing marketing videos, as watching the content already implies that the consumer is engaging with the brand in question. If the video is displayed on a business's unique site, an additional call to action within the video may not be warranted. Instead, marketers should work to engage the visitors emotions, which will likely lead to an action on its own. 

Developing video content is a process that often requires trial and error to determine what works best for a particular brand. By continually creating videos that are interesting and relevant, businesses can work to increase their brand's influence on the net, which will work to build a reputation and positive image. The overall results of continual investment in this field are often well worth the effort invested.


Association of Strategic Marketing