Video Marketing: Tips for Greater Success
Sep 08, 2016
Video marketing for recruiting traditional and non-traditional students to your undergraduate, degree completion, graduate programs….
Who is your audience? What do you what to communicate to them? What channels will you be using – and are we talking live or recorded or both? What matches with your brand – quality standards, budget, equipment etc. Can you produce the content or do you need outside expertise?
Step 1: Establish Clear, Measurable Goals for Video Marketing
Like any promotional effort, you are investing in this tactic in order to generate results – so what are they and how will you measure them?
Generate # leads for the by ?
Increase unaided awareness from % to %% by ?
Step 2: Develop your Video Marketing Concept
Let’s use that first goal – Generate # leads for the by – as our example. In this step, you want to develop how you are going to motivate your audience to reach out to you and become a lead for a specific program after viewing the video.
Who is your audience? What is important to them? What are creative, entertaining, effective ways to use video to achieve that goal?
And remember to keep in mind the platform(s) you will use to distribute so your audience can watch it. For example, with it’s 6 second time limit, Vine means short. Facebook Live long format – at least 10 minutes. And the more traditional “upload it to Youtube, place it on our site and promote it across multiple channels” means no more than 3-4 minutes.
In a study done by World Education News & Reviews, 42% of students cited a university network (faculty, admissions officers, current students and alumni) as being the most influential in regards to their decision of where to apply. Similar to key influencer strategies in social media, you should identify particular faculty, students and alumni that will act as the “university cheerleader” on social channels and on campus.
The goal for this step is to answer these questions and determine if this is something you can do yourself or if you are going to need some external expertise.
Step 3: Get the Expertise You Need for Effective Video Marketing Success
According to a study done by UCLA, incoming freshman cited “to be able to get a better job” as the top reason to attend college. Millennials grew up during the peak of the recession, so the ability to land a good job after college has become increasingly important.
Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.