When businesses start using video as part of their marketing strategy, they’ll typically think it is going to be a quick fix for their marketing, bringing in leads left, right and centre. Video marketing is a marathon, not a sprint.
While video is an amazing tool for growing and promoting your business, if you don’t already have an audience, it can take time for the videos to start having an effect.
Let’s look at YouTube for example.
When starting a channel, it can be really disheartening to see a video you have spent hours and hours working on, only getting 20 or 30 views.
The reason behind this, is quite simple. You have only just started your channel.
You need to build up a back catalogue of evergreen content, that makes it easier for your target audience to find you.
The more videos you have, the quicker you will begin to grow.
That is why educational content is such an important part of video marketing. Your customers are going to be trying to find solutions to their problems, and the more solutions you can provide, the more likely you are to be found.
Your first 100 subscribers on YouTube is the hardest milestone to reach, and can take anywhere from a few months to a year to reach when uploading videos on a weekly or fortnightly basis.
You need to commit to a consistent schedule, weather the storm at the beginning, so you can reap the results later on.
On my personal YouTube channel, I have videos from a few years back that are still consistently bringing in views, subscribers and new members of my community.
The best mindset to adopt with video is one where focus on the future and lay the ground work. The success will come if you put in the time to get there.
Now this doesn’t mean video cannot be successful straight away, it is possible that you get the perfect topic at the right time and that content goes viral, but virality is usually a one hit wonder.
Also, if you have the budget to run your marketing videos as adverts, you will see success sooner than when focusing on organic reach.
But it always comes back to this, you need that consistency to keep the ball rolling. Organic reach is important for longevity and to keep growth coming in.
Schedule in a date and time every week that you will consistently publish at, for us, we do every Tuesday at 1PM. Doing this will get your audience used to that schedule, and expecting your videos to come out.
What is the mindset you have towards video? Are you in it for the long game, or just here for a quick fix? Let me know you answers in the comments below.