We all definitely know by now that videos are an integral part of your marketing strategy – but if you don’t know how to use it effectively, then you won’t see the results that you were anticipating.
Video production services don’t need to cost a lot of money.
Especially if one video can help boost your business.
So, before jumping into it, there’s a couple of marketing terms that you should know.
Evergreen Content
A piece of content that is relevant for a longer period of time. An example of this can be FAQs, How to Guides and recipes.
Channels | Direct Marketing
Messaging channels are a direct connection to your client, such as email addresses, mobile app push notifications or contact numbers.
Platforms | Indirect Marketing
Essentially, a platform is a space where the consumer and the business can potentially connect. An example of a platform is Youtube, Facebook (Meta) or social media marketing platforms.
Omni-Channel Marketing
This term refers to the promotion of your business across a variety of channels. However, this is not to be confused with multi-channel marketing.
Sales or Marketing Funnel
A sales funnel is the buying journey that your customer takes. From learning about your business, up until they convert, it all forms part of the sales funnel.
The Basics
Essentially, you want to utilise a single piece of content and repurpose it for different platforms – no, you’re not just duplicating it.
The amazing thing about living in this day and age is that we can consume the content we like, the way we want to.
For instance, older generations might prefer to watch the news from a television broadcast, whereas a younger audience would consume the same content on their phone – the content is the same however, it’s been optimised for the respective platform.
So, with this in mind, let’s talk about how you can use one piece of content to boost your digital marketing and achieve your goals.
#1 Set an objective
What are you looking to achieve?
Ideally you should use previous data (sales, analytics, sign-ups etc.) to determine what your goals are and how you want to achieve them and most importantly, who is your target audience?
Example –
Using past data, you can see that there is a demand for a deeper dive into your niche subject so you decide to launch the new online course. You work with strategists to determine how you should package the content and what channels and platforms you’re going to use to get the message across.
#2 Create the content
When you design and create your primary content, be sure to develop it in such a way that you could use the same content in different formats in editing.
Ideally, evergreen content is an excellent investment because it’s not restricted to a short timeline (like a news article or holiday promotion).
In addition, you can create text based variations of your content – like blogs or testimonials – to share on your chosen channels and platforms.
Example –
You create your online course.
At the same time, your editing team creates shorter versions of this course that can be used as teaser trailers to generate interest for your video across platforms. For instance; a 9:16 ratio video for TikTok/Instagram using trending audio that links back to a form for users to sign up.
#3 Draw people to the content
As an extra drawcard, use your segmented content to run ads on Google, Bing, Meta and other short form paid media platforms or third party systems like email campaigns.
If it serves your business, you can also entice users even further by offering a discount or another extra incentive on that specific platform.
Example –
Your online course teaser video can be turned into an ad to reach more people.
You begin targeting people that have visited your website or completed a different course from your institution already, in order to get better quantified leads. In addition, you choose to post a blog on your website talking about the course and include that link in your next email campaign.
#4 Evaluate the data
Using your nearly acquired leads, objectives and overall feedback from your campaign, how did you do?
Did one platform perform better than the other?
It’s important to use this information to create your next objectives and additional content.
Important things to remember
- Ensure brand consistency
- Personalise the message per platform – for instance, if you’re emailing subscribers, use their name in the salutation.
- All platforms should have a call to action that you can track where conversions come from.
Professional Video Marketing in New Zealand
Dark Matter produces high-quality video content, ideal for your marketing strategy. Whether it’s a corporate video production or you want something to grab the attention of your audience at the top of your sales funnel, our team can assist.
Get in touch to discuss your goals and how we can help you or visit our studio, Dark Spaces to film your own content.
