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Sheri Hebbeln
 
May 8, 2012 | eCommerce , General , Resources and Tools | Sheri Hebbeln

Engage Customers with a Great Winery Video Campaign

The use of video (both for ads and as content) is way up this year according to comScore. In March, 181 million U.S. Internet users watched nearly 37 billion online content videos, while video ads topped 8 billion for the first time on record.*

I think customers have become a little overwhelmed by the sheer volume of content on the web, and video provides a better way to connect through use of sight, sound and motion. But your campaigns should be well planned, because if done right, video can be a highly effective marketing tool.

What Makes a Great Video?

  • Research and Preparation: Before attempting your first video, it’s always a good idea to do some research. What types of winery videos are more popular with your target customer and which of those appeal to you?
  • Connection: Think about who your customers are and how you can use video to engage with them in a manner they will appreciate. Your video should be tailored to your audience.
  • Personality and Authenticity: A great video will give the audience a feel for who you are and what makes your winery special. It’s a perfect way to convey your value proposition.
  • Humor: People love humor, so if it fits, don’t be afraid to use it. I’m a big fan of the Gundlach Bundschu videos.
  • Length: Your video should be somewhere in the 2 to 5 minute range, no longer. To accomplish this, try to limit the video to a single message. You’ll want to put thought into the objectives of your video before production time. 

How Should You Market Your Video?

Remember that success is not just about collecting views, butrather, it’s about generating interest and gaining customers.  

  • Use video sharing sites: You’ll want to host your video on a site like YouTube and embed it on your own website or blog. And if you’re committed, consider starting a channel for your winery on YouTube and perhaps Vimeo.
  • Prepare your video for the search engines: When you upload your video to YouTube or another video sharing site, be sure to populate all informational fields including meta-tags and descriptions.
  • Share your video: Use all of the social media channels you actively participate in to really expand your reach: Facebook, Twitter, LinkedIn, Pinterest, and Google+ for example.
  • Engage with your audience: Respond to user comments on all channels and communicate with your followers through social media.
  • Measure your success: In order to measure you need to start with a set of clearly defined goals. Are you trying to educate your audience about your winemaking or green practices? Are you interested in generating brand awareness? Or is your goal to improve sales?  

Depending on your goals, success can be measured by the number of views, by clicks to your website, or by specific user comments.

Sources for Video Creation

You can start with a Google search for video production companies in your area. A couple that I would recommend:

Resources

5 Things Every Video Marketer Should Know…Before Production Begins!
By G. Christie

Examples of Wineries That Have Done a Great Job with Video

*Source: Americans Watch Billions of Video Ads Monthly
 

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