4 Strategies to Make the Most of Video Marketing with Low Traffic
Sometimes people ask me, “Summer, how can I go viral with my video marketing?”
There’s an unspoken assumption hidden inside that question — and it’s a harmful one. You see, entrepreneurs usually associate going “viral” with revenue growth and success…
But more often than not, it makes zero difference to your bottom line.
Yes, thousands and even millions of people discover that you exist. But unless your brand is already a household name, only the tiniest fraction of them will belong to your target market.
My point is, virality can’t possibly compete with a long-term, well-executed video marketing strategy. In fact, you can probably get more ROI from low, targeted, and consistent traffic than by going viral!
Let me show you how. Today, I’ll share with you 4 winning video marketing strategies specifically tailored to low traffic. Let’s dig in!
(If you’d prefer to listen to this week’s article instead of reading it, click here to jump to the audio version.)
1. Laser-focus your video on a specific audience
If you create niche, truly unique video content, you won’t have to worry about going “viral.” Why? Because what your videos lack in traffic, they will make up for in engagement and conversion rates.
There are two reasons why this kind of tight focus can be helpful.
First off, when you target a hyper-specific kind of person with your brand message, it becomes easier to create content that will resonate with viewers and drive them to action.
You might not know what to say to everyone in your pool of potential customers…
…but if you could take one person and learn as much as you can about them, you’d have a pretty good idea of how to connect with them specifically. And as a side-effect, you’d reach everyone else in that same niche group.
And secondly, by thinking small and deep — as opposed to wide and shallow — you’ll force yourself to get clever about content promotion.
The cookie-cutter tactics of emailing your subscribers about your video and posting it on social media won’t cut it, and you’ll know it! So you will come up with new ways to put targeted eyeballs on your content, like getting into niche communities, connecting with micro influencers, or leveraging small-scale paid marketing.
2. Video SEO is your friend — make the most of it
If you want to make video marketing work with low traffic, you’d better make sure it’s the right kind of traffic. You want each unique view to come from a potential ideal customer, not a random stranger who clicked on your video out of boredom or curiosity.
To do that, you need to make your video content easily discoverable by your target audience… and almost invisible to everyone else. Here’s how you can achieve that by using video SEO to your advantage:
- Focus on long-tail keywords that only your target customers search for. This will maximize the odds of your video content getting discovered by the right people.
- Make the most of metadata like video descriptions, titles, tags, and closed captions. These are all great opportunities to insert a variety of keywords and make your videos more visible and discoverable.
- Optimize for humans, not just algorithms. Engagement metrics affect your video’s rankings quite a lot. Make sure you have an interesting headline, a click-worthy thumbnail, and an intriguing video description that compels viewers to stick around!
- Use “reverse optimization.” Look back through your analytics from time to time, see which keywords your videos actually rank for, and use that data to optimize your content further.
3. Craft powerful CTAs and incentivize viewers to follow them
To maximize ROI from low traffic, your videos need to prioritize conversions as the #1 goal. Don’t waste your audience’s limited attention on “brand awareness” — instead, direct it towards specific, measurable action.
First things first: your videos need to have the simplest, clearest, most unmissable calls to action possible.
Start with the ultimate goal you want to achieve with your content, like making a sale. Now, with that big goal in mind, drill down to the smallest, most obvious thing your viewers need to do after watching your video.
If your endgame is making a sale, what would be the logical next step for your audience? That’s right: clicking through to the product page where they can place an order.
Now, convey this simple, clear action to your viewers at the end of the video in any way you can. Use visuals, voiceover, on-screen text, embedded links… anything you can think of.
But a highly visible CTA won’t give you record-breaking conversion rates by itself. You need to give your viewers additional incentive to take action.
And that’s where urgency and scarcity, your trusty marketing sidekicks, come in! Use them to take your call to action from “pretty good” to “irresistible.”
So, let’s stick with our earlier example of getting people to buy from you. What can you promise them in terms of scarcity or urgency? The specifics will depend on your offer and business model, but here are some ideas…
- Offer limited-time or limited-quantity discounts for viewers only.
- Entice people with a freebie they’ll get with an order.
- Use limited free shipping to get viewers to pull the trigger.
And so on. You get the idea!
4. Think about what happens AFTER the viewing experience
At the end of the day, your video content is just one element in your marketing funnel. No matter how awesome and well-optimized it is, you can’t rest all your hopes on it!
On their journey from viewers to paying customers, your audience will have many opportunities to slip through the cracks. Maybe your landing page won’t load fast enough and they click away; or maybe they opt into your email list… but never confirm their subscription; or perhaps they start the checkout process and then find out you don’t ship to their address.
When your videos don’t generate a ton of traffic, even one snag like that can cost you a ton of potential revenue! And several of them can completely negate even a super engaging, high-converting video.
To avoid that, take a big-picture approach to your marketing funnel. Make sure that the viewing experience doesn’t clash with what happens afterwards. For example, if you promise your viewers a freebie with their order, and it’s nowhere to be seen when they click through to the landing page and add your product to cart… that’s a problem.
Evaluate everything your viewers will encounter after watching your video and “harmonize” all the elements: messaging, design, copy, value proposition, etc. Create a customer experience that’s as smooth-flowing and congruent as possible — then you’ll be able to make the most of your traffic!
Engage and convert your ideal customers with a powerful Elevator Pitch
If you can put the right message in front of the right people, at the right time, you don’t need to worry about going viral and driving tons of traffic. You can extract amazing ROI from what you already have.
There’s one type of content that can take any prospect from knowing nothing about your brand to practically begging you to tell them more…
…all in 30 seconds or less.
I’m talking about your Elevator Pitch — a single statement piece of content scientifically designed to stand out, command attention, and convert.
Want to create one and use it in your marketing? Here’s how to get it