Views: 0 Author: Site Editor Publish Time: 2021-05-27 Origin: Site
Short videos have developed rapidly in recent years. On YouTube and Facebook, nearly 7 billion videos are viewed every day. There is no doubt thatvideo marketingIt has become the most important marketing tool.However, for many foreign trade companies, how to make a good video?What is the measure of a good video?How to collect materials, shoot and edit, and on what platform will you publish them after editing?How to find more potential customers, get more exposure for the video, and how to achieve the final conversion rate are all issues we need to face.So how can foreign trade companies do video marketing well?Today we will lead you through video collection to video analysis, explaining it in detail to help companies successfully go global.
1. Understanding users is helpful for defining video marketing goals
For enterprises, the first thing that needs to be determined is marketing goals, such as: improving brand awareness, increasing interaction, increasing conversion trials, etc.When defining marketing goals, determining user portraits is the first and most critical step.It is recommended that you follow these questions, such as: How old are they?Where do they live?What are their interests?Through what channels do they mostly consume content?What stage of life are they at?etc.This way our thinking will be clearer.
For example: User options in Facebook performance analysis. On the user page, we will see four pages: fans, your fans, number of people covered, and interactive users. You can see the proportion of men and women, the proportion of age groups, and users respectively. area.After understanding the users, we can formulate the direction and goals of video marketing based on our own users.
2. Video production
Video production is crucial as it can help companies generate more potential customers and implement effective conversions.It is recommended that you start from two aspects: issues to consider when making videos and video creation techniques.
1. Video theme
Generally speaking, the buyer's purchasing process will go through three stages, namely the awareness stage, the consideration stage and the decision stage.In the process of making videos, we must also choose different video materials based on the different stages of the user.
(1) Consciousness stage
Customers in the awareness stage are the period when they discover problems and seek solutions.Therefore, when we choose video themes, we can guide customers to solve problems based on our own products or services through multiple dimensions such as guidance videos, expert interview videos & commercial advertisements.For example: inviting experts to conduct interviews. When we export steel pipes, we can hire experts with many years of export experience to conduct discussions through live broadcast or video, which is conducive to establishing a trusting relationship with the target audience.
(2) Consideration stage
Customers who are in the consideration stage focus on finding solutions, so when we choose video topics, we can start with explanation videos and how-to videos.For example: How-to videos provide effective guidance to customers through interesting methods. The video format can be 3D animation or real-time shooting.Through video explanations of operating methods, we can not only solve customer problems, but also demonstrate the professionalism of the company and increase user trust.
(3) Decision-making stage
When customers enter the decision-making stage, we can choose video themes: FAQ videos, brand story videos & event videos, etc.For example: We can publish a brand story video, which simply shows the company, brand, team, and values.Videos not only reflect the company's strength, but also display human elements, enhance brand trust, and promote sales.
Tips: Video editing tools: When processing videos, I recommend some practical video editing software, such as: Quick Edit, iEditor, PowerDirector, VideoStudio, PR, etc.
2. Video creation skills
When we choose themes and make videos, what creative skills should we pay attention to?It is recommended that you start from three aspects: video content, subtitle dubbing and call to action.
(1) Short/long video content creation
If we want users to watch our videos patiently, we must first master the creation skills of short and long videos.The short video should be limited to 15 seconds, so the content should be unique, novel, and surprising, such as: 'What about the promised perfect pass?'A joke that even an operation master can understand!》, catch the user’s attention and help gain more exposure.When making long videos, content about knowledge and skills is obviously more popular with users.For example: 'Can the overseas version of TikTok still be played like this?'A new model for going overseas that foreign traders must know!》, when some users who are interested in foreign trade come across this video and feel recognized, they may pay attention to it, thus increasing the exposure of the video.
(2) Subtitles + dubbing
When users are in public places, such as coffee shops and buses, they usually watch in silent mode in order not to disturb other people.If we add subtitles to the video, it will help our users understand the video content more specifically, and users will be more willing to watch our video.Of course, we can also add professional dubbing to our videos, which not only improves the visual appearance, but also shows professionalism.
(3) Add a call to action
Insert a call-to-action into your video to entice users to watch the video, resulting in high conversion rates.For example, this video 'Can't find Google ads?'You need to understand these points.' At the beginning of the video, we can insert 'Hello everyone, I am XX from Sunac Cloud Academy, and I will go abroad successfully and move forward' to attract some users who are interested in foreign trade to watch, and in At the end, we can insert 'What are you waiting for? Use it now' to guide users to our other accounts and increase the number of video views.
3. Choose the right video marketing platform
After the video production is completed, it is crucial to choose a suitable marketing platform for the video to increase exposure.YouTube is an entertainment social networking platform.It is the world's largest video website, the world's second largest search platform and the world's third most visited website, with more than 1.9 billion monthly active users, more than 180 million hours of daily viewing time, and more than 5 billion daily video views.The huge user group ensures the source of traffic.
Facebook is a comprehensive social networking website with strong social attributes and high user stickiness. It has also added 360-degree video and AR/VR technology, which can fully display merchants’ brand stories and upgrade advertising experience; LinkedIn is the world’s largest professional social software platform, with approximately It has 175 million users and 106 million monthly active users. Its service targets are mainly business people.Therefore, we should choose a suitable video marketing platform based on the characteristics of our own products.
4. Analyze video conversion indicators
In addition, we can improve our videos and attract users based on video data analysis, thereby achieving a high conversion rate.For example: in the video performance analysis in Facebook performance analysis, we will see the time users watch the video and the number of times they watch the video for 3 seconds. We can analyze and improve our videos based on these data.In LinkedIn, we can directly view the data analysis of the account, analyze and improve our videos based on data such as visitors, company news, and followers.
Tips: Measuring video indicators mainly includes the number of plays, play rate, shares, comments, complete plays, complete play rate, click rate, conversion rate, bounce rate and page dwell time.
If a company wants to do a good job in video marketing, it can be said that every step from collection to analysis is important.So today’s content ends here. Do you understand?
