Now that the holidays are over and a new year is well under way, it’s time to get serious about your business and your marketing strategy. (Don’t worry, this won’t be as bad as you think!)
At the end of the year, I came across a post from TopRank Marketing detailing some content marketing predictions for this year. As you may have guessed from this and other articles you’ve come across, video is predicted to play an even bigger role in business’ marketing plans this year.
One major reason businesses are taking to video is because of the increased organic reach they tend to get on social media…so far. Live video especially tends to incur a little extra favoritism from popular social media channels (Facebook and Twitter come to mind).
Since so many businesses are planning their 2017 marketing strategy only around video, it’s very important that you diversify your strategy. Video and ‘going live’ on social media are definitely useful ways to reach your target audience, don’t get me wrong. You should definitely plan to incorporate plenty of video into your marketing plan. With a slew of predictions written up at the end of 2016 all pointing to video as the marketing tool of the year though, there will be lots more competition out there. Eventually, this could lead to video content receiving lower organic reach since social media will become saturated with it. Lower organic reach may mean you will need to budget a few extra dollars to put behind your video content as well.
Here are a few pointers on how to incorporate video into your marketing plan without going overboard and relying solely on video this year:
- Start by reviewing your marketing plan. As you’re reviewing it, make sure you’ve planned several videos that you’ll create and share throughout the year.
- Don’t be afraid to go live during an event or other exciting happening that pertains to you or your business. An open house or grand opening of a satellite location are perfect events for going live.
- Do make sure you have plenty of written content paired with photos and graphics to share with your audience. Social media users tend to prefer visual content, whether that’s video or still photos.
- Above all, make sure the information you’re creating and sharing is relevant to your audience and is of excellent quality.
Variety is the spice of life, or so the saying goes. This applies to marketing, too! Your marketing plan should have a healthy mix of a few types of content so your audience doesn’t get bored. You also don’t want to bet everything on only one type of content, because that’s what many other businesses are going to be doing this year. Happy planning!