Why is video important to incorporate into your marketing strategy? According to Forrester, videos in an email lead to a 200-300% increase in click-through rate. Additionally, including video on a landing page can increase conversions by 80%. Thus, video can be a powerful marketing tool to help drive business to your organization and help tell the story of your brand.
In this blog post, we'll guide you through the process of developing an effective video campaign that helps you create a stronger connection with your audience and drive more conversions. We'll also provide some simple tips to keep your video campaign on the right track.
Step 1: Define the objective of your video - What would you like to accomplish? Are you looking to drive registrations for a program or event, increase awareness about a philanthropic initiative, or recruit new staff members? Whatever the goal is, defining the objective helps you shape a clear and effective message for your campaign.
Step 2: Determine what story you are trying to tell - Emotional appeal can be a major driving force in getting your audience to respond favorably to your video, so think about what differentiates your organization from others and how your efforts makes a positive impact in the community.
Step 3: Gather tools and resources - It's time to bring your vision to life! This doesn't require fancy video equipment- you can use devices that you may already own in your home, such as a tablet or smartphone. Additionally, you'll need to find individuals to feature in your video to make your message more compelling and relatable.
Step 4: Record and edit your video - Once you've recorded your video, you can begin refining your work with cost-effective video editing tools. Here are some free options:
- YouTube Video Editor
- Adobe Premiere Clip
- Apple iMovie
- Quik by GoPro
- YouTube's Music Library
- Audio Jungle
While you are filming, make sure you keep these following tips in mind to ensure that your video campaign has the intended effect on your audience:
- Keep it short and sweet: We recommend keeping your video length around 30 - 60 seconds if possible, to ensure that your viewers are engaged throughout the entire video. If you need to, break up a long video into smaller, digestable clips that focus on more granular pieces of your organization or services.
- Tell a compelling story: Video provides you with an opportunity to create a more meaningful connection with your audience. Whatever your story is, it needs to be powerful and unique to your brand. Brand loyalty is developed through trust, perceived value, and an emotional connection between the customer and the organization.
- Involve your parents, students, and staff members: A key component of creating your video is finding the right ambassadors to be the voice of your brand. Ask your program participants and staff members to talk about how your program has impacted them or the community and allow them to share their thoughts freely for a genuine testimonial. (Hint: Launch a video contest for user-generated video content!)
- Promote your video on all channels: Serving your video across all marketing channels ensures that you are reaching a wide audience and maximizes your campaign exposure. You can feature your video in an email newsletter, share it on social media, place it on your website or digital publication, or ask your friends to spread the word.
- Provide a clear call to action: Your call to action is a way of encouraging your viewers to take immediate action, like visiting your website, calling for more information, or registering for your program. Make sure your audience doesn’t have to search around for a signup button or dig through a link farm to find the information they're looking for. Additionally, if your video is on YouTube, consider adding a video annotation to redirect viewers to your website or landing page.
If you have any questions, feel free to contact us at firstname.lastname@example.org. Happy filming and happy holidays, from your friends at Peachjar!