January 30, 2015
Competition is tough and in order to be noticed, you have to stand out from the crowd. But what does this mean for an association? As organizations continue to get creative with marketing strategies, they should begin to look at ways to stay ahead of the game and provide content viewers/members really want.
 
It’s no secret that video is sweeping the Internet. With search engine websites like YouTube and Vimeo to “house” your work, video offers a great opportunity to communicate your message and promote your brand.
 
Whether you’re already using video or not, please consider my five tips to successful video marketing when making your online video decisions.
 
  1. Have a focus and clear purpose. Promotional videos or testimonials tell a story with your video. Always make sure the material matches your image/brand. Don’t do video simply to have a presence on YouTube, etc.
     
  2. Know your audience. Who will see your video? Don’t assume everyone who clicks on your video is familiar with your business or association. Knowing your audience will also help speak directly to your viewers by including targeted content in your videos.
     
  3. Be engaging and creative. Entertain the viewer while you promote your cause. Capture your audience’s attention in the first 5 seconds of the video and they will most likely want to keep watching. Use a range of b-roll, photos, and other visual elements to enhance the creativity to hook your viewers.
     
  4. Keep it short. There may be lots of content you’d like to include in your videos, but always keep in mind the attention span of the average person (it’s not very long). Not everyone has the time or patience to watch a lengthy video. Try to tell your stories in under 5 minutes.
     
  5. Include a call to action. Your audience just saw a great video and now what? Always include next steps for the viewer. Should they visit your website, register for a conference, etc.? Let your audience know where to go to find out more. Make it easy for your viewers


In addition, make sure your videos are visible on the web and available on all platforms. Tagging your videos is a very important last step in ensuring your video will be found. Use short, simple tags to ensure you will be discovered!
 
As video continues to take over the Internet, associations should begin to consider ways to incorporate video into marketing strategies. Video can be fun and engaging for members and prospects and an effective way to promote your brand.

 

 

 

*Ally Clark is AH's Senior Digital Media Specialist. She enjoys writing, shooting, editing, and producing videos for AH's client partners, as well as rooting for for the Phightin' Phills.