You want to make sure you have a strong video strategy! By 2019, 80% of internet traffic will be video, according to a report presented by Cisco. Cisco attributes the popularity to a number of reasons, one being OTT services or ‘over-the-top’ TV services, which deliver video on the Internet – think Netflix. CBS, Showtime, and Lifetime are also launching video services, to name a few others. The other big reason is that by 2019, over half of the planet’s population will have Internet connectivity.
As a local business, you may not be able to envision being part of this evolution, but you can enjoy a ‘slice of the pie’ by creating and using video to get in front of your customers on a local level because we already know they’re watching.
Part of your video strategy will include creating video assets – consider the types of videos your audience is already consuming and would like more of. You may consider releasing a series of informational videos, or funny videos that shed light on your brand. Whichever the case, consider a mix of different video types that will appeal in their own way.
Determine what you would like the user to do after watching the video. Some videos may have a specific call to action, while others will simply invite the viewer to learn more by visiting your website.
You may consider reaching out to current customers to gain quotes or to ask the customer to provide a video testimonial. It may shed a different light to your business if somebody who has previously purchased speaks about their experience in their own words.
Where to Place Video
If you already have a commercial spot which you run on TV, consider repurposing this video in an online format. One way video can be used online is to embed it into a banner ad. This is referred to as RRM (responsive rich media). You could also use video in your sponsored content articles, in your own blog posts, and on your social media. There’s even the capability to serve pre-roll audience targeted ads on YouTube.
Start strategizing around these basics to nail down your approach and to prepare for part two on this topic. Next time, we will dive head first into best practices for a good video. We will cover how to host and optimize your video. Additionally, stay tuned for what metrics to keep an eye on once your video is online.
Have questions on local video strategy that can’t wait until our next post? Contact us today.