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Author: Hironomy Ghosh

Driving traffic to a newly constructed website is different from increasing traffic. If that is correct then I will say that there are multidimensional ways to increase your website traffic. Ranging from (SEO) which is a must for an online business, to Blogging, Product review, PPC Ads, and many more.

All these strategies are centered around driving quality/quantity traffic to a particular website. The truth is that what so ever the strategy you apply or combined together, what makes the difference in terms of quality/quantity of traffic derived is the type of content you used for your Marketing/Promotion or Ads.

Your target receives different messages daily and they make choice according to their particular interest. That is why when talking about traffic driving the first thing to talk about is knowing your right target and knowing the most appealing way to convey your message to them.

Your targets receive different marketing contents daily, and being shelled with chunks of email and articles can cause them boredom in most cases especially if the emails or articles are a very long one.

Listening and watching Video Content is more appealing and captivating. Hence, Video Marketing has become the most effective way to generate and drive traffic. Also, sharing of video is more frequent among the online community than sharing any other marketing content and that makes a video go farther in circulation. A single Video publish to a singular group in a social platform can circulate over and over to 100 groups before the end of a 24hour. This propensity of circulation influence of Video gives it a more traffic generating advantage than any other marketing content strategy.

Videos are trending and are poised to remain so, with a predicted 80% of all traffic consisting of video by 2021. And according to TechCrunch people watch 1 billion hours of YouTube social video per day. The fastest growing social platforms like Instagram, Medium, Pinterest among others, their growth is influenced mainly by Video Publishing and Sharing because seeing a person’s face and hearing them talk is more meaningful and personal than tons of email newsletter and articles online.

So, no matter what your business is, Video should be a key part of your content marketing strategy. But if you’ve never done it before, or you’ve tried and aren’t getting results, where do you start?

Fortunately, there are a lot of resources and options out there today – here’s the breakdown of the basics. You choose one or a few that fits your business and budget and other social strategies.

What’s So Great About Video?

The allure of social media video is quite simple: In a world where we are constantly shelled by digital messages that seem so far away and impersonal, seeing a person’s face and hearing them talk is meaningful. It gives us an up-close-and-personal feeling and lends authenticity to a person’s message as well. All of this equates to building trust.

Video is also very versatile. We can create one or several small snippets that act as placeholders and brand-building tools for our business and share and re-share over time and across different platforms.

And while there are plenty of fancy, interesting things we can do (higher-quality video will continue to have a competitive edge), we can also keep it super simple. Sometimes just a brief but powerful message from the comfort of our own home can say so much more than a text-heavy blog or an overly-salesy ad.

Before you Start

A great Marketing Video Strategy takes some planning, and depending on the level of quality you are looking for; you may want to consult an expert or agency for assistance. But whether or not you do this, it’s important that you have a clear idea of why you are doing it in the first place.

Just like any other piece of content, your video or video series is going to have a call to action (CTA) that’s tied to a sale and/or marketing objective.

• How does it fit in with your overall strategy?

• What is your CTA?

• What type of feeling do you want the video to have?

• Where and when are you planning on sharing it on social media?

• How does it fit into the buyer’s journey?

• What persona are you targeting?

Buyer’s Journey Overview

Remember that you are trying to create a frictionless, pleasant, and direct experience that fills a buyer’s need in a given stage of a journey. So, if you are working on general brand awareness, create a story, and if you are selling a course for instance, make the value explicitly clear.

Here are a few tips for creating your video based on what stage in the journey you are at:

I. Awareness

You are creating a story and offering valuable information about your service or product. Keep the video short, helpful, and inspirational or fun. Your CTA can lead to a landing page or more detailed content to help the audience access some exclusive information.

II. Consideration

The customer is considering a purchase and probably looking around online for various alternatives. So, you need to be clear about differentiation, here. To this end, you’ll want to make the video a little longer, include demos and testimonials, for instance. You really need to show the product and this is where video visuals and explainers can be extremely useful.

III. Decisions

Your customer is about to buy and you need to make this a smooth, clear process. You also need to ensure that the customer feels like they have control over the process. You can make sure they understand clearly how to use, assemble and return products, for instance.

IV. Nurture / Re-engage

If someone has made a purchase or even came close to it, you can always come back around to them and remind them about your product and all the amazing things that your company is doing.

Here you have the opportunity to nurture previous customers, surprise them, delight them, thank them, and have a little fun engaging.

You can also include videos and testimonials from other people here, or offer opportunities for customers to interact with each other around your brand.

Types of Video

There are different formats of video you can choose to market your product. Here are a few different types

• Explainers

• Vlogs or live

• Interviews

• Presentations

• Product reviews

• Demos

• Video ads

So, which is best to use? It really depends on your budget and level of expertise. If you want a slick and professional look, or an out-of-this-world script, you’ll want to hire a digital marketing or video production company to create something professional.

How long is the ideal video length?

HubSpot recommends the following lengths for videos:

• Instagram: 30 seconds

• Twitter: 45 seconds

• Facebook: 1 minute

• YouTube: 2 minutes

You’ll see that length is somewhat correlated to channel purpose. Shorter is better because of our short attention spans – you can do it cheaply and quickly. Use visuals to ensure your audience is engaged – a simple slideshow and a few fun graphics can work wonders.

A longer video does have some advantages, including offering more value and clearer in-depth explanation. But it’s best reserved for complex or high-tech types of setups that actually require those details. A good rule of thumb is: don’t have a long video for no reason.

Sharing your Video

On your website or blog, you’ll be able to upload or embed a video – the whole thing should be pretty self-explanatory. What’s more effective and strategic is that you’ll want to do some pretty extensive video marketing on social media channels.

Here are some tips for best practice:

Include captions on any auto play videos, keep them on silent, and don’t put them on your homepage. You don’t want to interrupt people’s social experience with a sudden loud advertorial that just gets in the way of what they are doing – you want them to come to you.

• Make sure videos are mobile friendly – mobile browsing is gaining momentum these days, and everything you do must be fully visible across a spectrum of different devices.

• Optimize your video according to the best practices and SEO standards for a particular platform.

• Keep everything on YouTube in an organized library.

• Use A/B testing to see what times of day your videos get seen and when the most engagement is.

• Incorporate your video with different types of content.

• Extra visuals can be very effective, especially on platforms like Instagram and Snapchat – you can include captions over top of interesting images as well.

Choose channels that suit your goal/brand. LinkedIn, for instance, now has plenty of room for you to share a variety of content, including slideshows, videos and blogs. It’s a great place to connect with other professionals in your field.

Keep things super quick and organized on Twitter! Hashtags and manually developed captions are also critical here.

If you are new to online marketing either you don’t know how to go about Video Making and Publishing or maybe you have tried several Video Marketing Strategy/Software and all seems not working out result.