What content should we focus on?
Cover customer pain points that align with your collective company knowledge–aim to provide the best content in this area. This is going to take a little bit of digging and research. Look at the segment of your potential customers…what is an overarching problem most face? It might be prudent to build a customer journey map to start. A customer journey map will help your company become better acquainted with a detailed customer experience–allowing your team to identify pain points in the process.
Is there a best platform?
The best platform is one that suits your needs and reach. If you want a great degree of control over your content platform use your own WordPress site as the core of your posting. If the established audience of YouTube, Facebook, Tumblr is worth ceding over a great deal of control–then that is your best bet. The real quick and dirty with video is stick with YouTube and then link to your own domain. Unless your content is oriented to use a particular social media platform best, the audience base established on Facebook and Tumblr might not be the best place to focus as a primary channel–especially as your dedicated audience grows. Driving traffic to your own domain is a much better long-term solution.
How can we effectively tell a story about our brand?
The key to telling a great brand story is to expand marketing strategy to incorporate time-tested storytelling techniques. These techniques that have been employed by master storytellers for millennia, although our time has changed the way we consume stories, are still relevant today. After all, we share the same goal: to captivate an audience and keep them coming back. Fortunately there are a great many resources to learn how to captivate an audience. Going through this blog and then checking out narrativealliance.com
is a great, free way to start.
How frequently should we use video?
New video content should be shared 24 hours apart. Previously posted video content should be shared greater than a week from the last time posted, unless it is before a product launch–in which case daily is fine. 24 hours is plenty of time for social media to digest your content. With the amount of noise on social today, it is key to continuously update content and be prepped to post the right content at the opportune time. Don’t be afraid to re-post some content. Several prominent social media marketers re-post to great success.
How can we measure success?
The tried-and-true method is to use internal analytics built into the platform. The alternative is to use 3rd party paid analytical tools–which are a great way to save significant time. These, however, can be frustrating when they have trouble interfacing with social media API’s and you get some skewed metrics. To get a good feel for your brand’s position and improvements on social video: create an excel or google sheets template on metrics and record each metric via their internal platform analytics. This gets you more personally invested with the state of your video on social media, and also gives you a more detailed picture. Some of the more important metrics to pay attention to include: click-through rate, conversion rate, and leads. We will drop our own template for metrics in the upcoming posts, so stay tuned!