Our web department, Ontrackdigital released an article in April 2015 talking about Google giving ranking preferences to mobile ready sites. It has now proven to be a huge factor in business ranking. But even more importantly, responsive optimized content just makes sense. Your audience/customer will respond much more to a better viewing environment. Since Google decided to give sites that aremobile ready preference over desktop sites, video marketing has been forced to also fall in line. In Data-Charts.com they released another noteworthy statistic. Smartphone and tablet usage for video has more than doubled since 2013.
It’s a fact of life; more people are spending more time on their mobile devices. So your online presence needs to cater to that. And your video marketing needs to reflect that too. Just as cab drivers are feeling the harsh reality of a crowd sourcing Uber world, businesses will also feel the technology pinch if their web and video are not fine tuned for the audience they seek.
And since we’re throwing trend numbers around, the same report said that in 2016 more mobile video views will happen on smartphone and tablet than desktop. What does this mean to your video, inbound and programmatic marketing? You’ll want to be even more mindful of where your potential buyer is in the buy cycle. Watching a video on a subway doesn’t give the consumer the same non distracted environment as in their own home or office.
Here are some quick tips to building better mobile video programs.
- Ensure the length is as short as possible to the buy cycle. If someone is right at the start of the funnel, they have no vested interest in your product. They’ve expressed a level one curiosity but they’re not ready to invest a ton of time, which takes us to tip #2.
- Get out of the gate fast. Just like when you’re doing a quick oral introduction at a business mixer, your first impression video needs to cover off the major points as quickly as possible. You need to touch on why your product or service is essential. Get the visitor intrigued, or at least aware, so they’ll nod acknowledgement when they see your impressions showing up else where on the web through remarketing campaigns or carefully targeted programmatic buys.
- PreRoll verses Facebook. Yes, no, maybe. It depends on what type of business or service you’re promoting. Facebook is excellent at consumerism products. High end B2B software solutions probably wouldn’t start with a Facebook buy unless they have a wide target to cover. We lay out a variety of organic share and paid options according to your goals and budget.
- Choose the right videos, produce them in the right order and release them with a strategy. It seems obvious but it’s not as common as one might think. Some businesses are more suited to explainer videos, other’s require an investment in a trust factor that would pull much better with a testimonial program, and others need to sell you on their positive environment with a culture video. This choosing and budgeting process is crucial to your video marketing success.
- If you plan it, they will buy. Strategy. Strategy. Strategy. You wouldn’t build a house without an architect planning out what goes where, and you shouldn’t build out your video marketing without structure as well.
Additions to a house are very expensive if you didn’t consider wanting to add them from inception. Planning out a strategy that thinks ahead 2-5 years will save you thousands in required reshoots. And proper planning speeds sales goals exponentially.
- Create a mobile responsive environment for your viewer to watch your videos and scroll through your support text. When someone watches your content, it shouldn’t all shrink down to the point of squinting. It should all realign and stack on top, even eliminating certain secondary elements so your mobile experience is ready to present and ready to sell.
The predictions are rapidly become facts. People are spending more time watching video and becoming accustomed to being informed, entertained and sold through video. But with all the additional demands on their online time, it’s become even more crucial to spend a bit of time laying the groundwork for your video program. Build a responsive, mobile ready environment. In 2016 it’s better to be the next Uber, than the next Uber victim.
About the Author Tim McLarty owns video & web creative shop Ontrack Communications, helping companies tell and distribute their stories through broadcast, social media & responsive web and local marketing targeting strategies. In his spare time he makes short films and dreams of the day when there will be play-off hockey in Toronto.
Ready to start? Call us today!Direct line: 416-304-0449