In this post, I will explain what video marketing is, the best video marketing strategies, the benefits of video marketing, and all the key concepts you need to use video in your marketing regardless of your skill level or background. Video marketing uses video content to reach your intended audience and promote your brand, service, or product. With the decline in the effectiveness of traditional marketing and the skyrocketing popularity of video, video marketing has become a necessity for every business. Video marketing can be used not only for sales, but also for website visits, social media engagement, email sign-ups, and improved customer service. The compelling combination of video and audio in marketing means that video has the ability to catch the wandering eye, evoke genuine emotion, stay in the heart and convey a powerful message in an instant.
What is video marketing?
Video marketing is a clear and thoughtful approach to marketing that involves planning, creating and sharing videos to grab the attention of a specific audience and convert them into customers. Video marketing is so popular that it has become a must for every marketer. But not very long.
The best video marketing strategies are those that allow you to measure audience response to each campaign. So you can refine your approach for maximum effectiveness. Video marketing is the use of videos to raise awareness, generate engagement, and increase sales. Although massive, it is part of digital marketing and content overlaps with his marketing.
Video has become an integral part of our daily lives. If we go back, South Park Creators 1992 video Jesus vs. Frosty and their first viral video The Spirit of Christmas in 1995 approached the current viral video trend. YouTube was founded in his 2005. Big brands like Nike recognized the opportunity to set a life record with Ronaldinho’s video getting his first 1million views.
Just a year later, Google had rightly recognized the potential of video in search and marketing, and in 2006 he acquired YouTube for $1.65 billion. Then, as the trend took off, various brands entered the world of video marketing and began launching campaigns to build awareness and, most importantly, reach a wider audience and potential customers. By the 2010s, marketers had refined their content plans to include social media amplification, and video could no longer be safely left out of the mix.
But in 2020, short video creation was completely hijacked. We are entering a new decade. In 2022, video content has never been shared or trended faster than it is now. Instagram Reels and Instagram responses to the same format, also most thanks to his TikTok for increasing the popularity of video.
But no matter how powerful the video is, you can’t put together a few clips, post the work on his social platform and expect it to be a commercial success. Videos that work on TikTok may not work as a LinkedIn posts. It also doesn’t necessarily work on Instagram Stories. Successful videos start with a proper video marketing strategy. If you don’t know what it means, let’s take a closer look at some statistics.
Statistics
More than 94% of marketers agree that videos have helped increase user understanding of their product or service. If more than 99% of people who used video for marketing said they continued using video throughout 2021, whereas two-thirds of marketers (66%) either increased or maintained their spending on video in 2022.
Thus, 88% of people would like to see more video from brands in 2022, which is an increase of 3% from the last year.—( Wyzowl)
“If you’re looking for a video marketing guide, you’re not alone. 79% of marketers who aren’t using video plan to build a video strategy in 2022. And 99% of those who already use video are planning to use it more”.— ( Hubspot)
Video is an essential marketing tool for businesses and marketers. People now watching over 100 million hours of video on Facebook and over 1 billion hours on YouTube daily. The relentless uptrend in video preference over text provides an opportunity to connect with your audience more effectively.
A Brief History of Video Marketing
With the advent of the Internet, video marketing has made the leap from televisions to computers and eventually to smartphones and tablets. Video marketing got this as mainstream around 2010, and then it became really affordable for those on a tight budget four years later. Today, two major advancements, the evolution of social media and the rise in the development of online tools like video creation and editing software have made video marketing accessible to all businesses.
Historically, one of the main barriers to video marketing has been cost. Today, you don’t need creative skills or a large budget to shoot studio-quality video online. Another major factor spurring the rise of video marketing is the demand for social media. As social media platforms have found that videos drive far more engagement than text and image posts.
What are the Benefits of Video Marketing?
More and more people are watching videos, but what does that mean for your business? Let’s take a quantitative look at why video marketing is so powerful in today’s world. This is a well-studied area, so developing a strong video marketing strategy is essential for any business.
By now you must be thinking that video marketing is a great idea. But let’s go home by explaining the benefits of video marketing. Let’s take a look at some of the benefits of video marketing for any business.
Communicate in your prospect’s language: Using video in marketing means communicating in the language your prospect is most likely to respond to.
According to a Hubspot survey, 72% of people would rather watch a video than read a textbook to learn more about a new product or service.
High Reach of your content: Your product will be more visible and memorable. Also, video has a higher audience retention rate than any other medium.
With so many people liking videos, you need to start video marketing now to ensure you reach most of your target audience.
Traffic Management: We all know how important traffic is to your online presence. As a marketer, YouTube videos have tremendous potential if you use the right strategies. Think of each video as a small website. Your video builds a relationship with your audience until they land on your search page.
Increase public awareness: Videos are effective. Videos are great for informing and educating potential and current customers about your products and services. Videos increase public awareness of your services and products
Increased Sales: Another advantage of video marketing for business is increased savings. Nearly half of online shoppers now look for product-related videos before making a purchase decision. So if your product or landing page isn’t performing very well, it may be time to add a product demo or explainer video.
Several studies have shown that sales pages with videos have higher conversion rates than sales pages without videos. There are a number of reasons for this, one of which is that videos keep visitors on your site longer.
Videos are more SEO friendly: Including links in your video descriptions that are well optimized for your audience can drive more traffic to your website. Search engine bots can transcribe the audio of a video and show it to the right audience. Essentially, adding videos to your marketing campaigns makes them more discoverable in the process and generates free traffic.
Videos drive traffic to your website: Videos increase awareness and subsequent engagement. Videos can also improve email click-through and open rates. For example, you can create a video version of your blog and add it to your blog, or post it on YouTube with a link to your website.
These are just some of the tangible and proven benefits of using video marketing for your business. As more people turn to online video for advice, entertainment, information, and inspiration, and it’s becoming increasingly important to keep up with evolving video marketing trends. This keeps your business valuable and relevant.
Video Marketing Goals and Objectives
“By 2022, online video will account for more than 82% of all consumer internet traffic – 15 times more than in 2017” — ( Cisco)
Current trends show that video marketing is fast becoming a major player in online marketing and is essential for any business that wants to grow. As with any marketing campaign, the first step in your first video campaign is to set goals and objectives. Why are you running a campaign and how do you measure its success? The best way to define your video marketing goals is to define their place in the marketing funnel as briefed in the following paras:
Awareness:
Do you want to introduce your brand to more people and build long-term marketing relationships with your customers? This goal is often called “awareness.” This is particularly suitable for high volume sales or contracts. Video awareness can also help grow your audience. When creating an informational video, you should set goals related to brand discovery, not sales. Total views, 3 second views, watch time, etc. are all great indicators of success.
Reflection:
Do you want to deepen your relationship and generate interest among your potential customers? Such videos are referred to as “considered” content. This works well if you are in a hot market and want to build relationships that are not based on discounts. The content is usually based on your area of expertise and shows that you are an expert in that area. Thoughtful and considerate content is especially useful for growing subscribers on YouTube and followers on other channels also.
When creating reflective videos, the most important metric is click-through rate, followed by watch time. CTR (click through rate) tells you how many people were interested enough to move from your video to your website or other content. As a secondary metric, watch time can help determine viewer engagement
Conversion:
Do you have a product or service that you want to sell right now? Your next goal is conversions. It’s the top of the marketing funnel and relationship building pays off. Sharp rising prices and unique sales arguments come in handy here when meeting customers for the first time. The most important metric for video conversion is of course revenue. Another important metric to watch is CTR(click through rate). If users don’t click to buy, there may be a mismatch between the marketing and the actual product or service.
Types of Marketing Videos
There are many types of videos you can create, but to get the best results, it helps to understand their purpose and how they are used. Before diving into video marketing strategies, let’s take a look at some of the common types of marketing videos you can create.
Brand Video:
Brand video is a powerful form of visual communication. A branded video introduces you to your audience and highlights your company’s values. It can be your first impression, so make sure it lasts. From social content to explainer videos to advertising, video helps brands tell their stories in engaging ways across social platforms. But while many brands create videos, not all brand videos are created equal. Across industries, we have seen examples of brand videos demonstrating smarter, more creative and inspirational storytelling that reminds us why this medium works so well.
Animated Video:
Animated video is a great format for illustrating difficult concepts or abstract services or products that require strong visual presentation. Animation adds a playful and memorable touch to your marketing video, letting viewers know your company is more than just a business. Historically, creating custom animations has been time-consuming and expensive, making it impractical for most in-house marketing teams to create custom animations. More than this, making animated videos is much easier these days.
Product Samples:
Product sample videos show how the product works and works. Demo videos are an engaging way to convey the value of your product to potential customers. Product demos are one of the four most common types of videos, so learning how to create this type of explainer video is a great skill. Product demos explore your product’s unique selling points, features, and advantages for customers who are already considering a purchase. Product demos can be long and detailed or short and to the point.
Interview :
Video of a formal meeting where people talk, ask questions and receive information. An interview video should ask the viewer a question of someone they admire. You can post it on YouTube or post a short version on Facebook or Instagram.
Purchasable Videos :
These interactive videos come in a variety of formats, but consistently provide consumers with a more efficient experience from viewing to checkout. Interactivity is one of the top trends in video marketing, and shoppable videos have become a popular topic when it comes to online content. Shopping videos feature products and use embedded links that allow viewers to click on those products for immediate purchase. This often happens without leaving the video. Brands can recreate the experience a consumer has when visiting their website without leaving their preferred social platform. Immersive and highly engaging shoppable videos help inform purchasing decisions by providing “shopping links” to products and services within the video.
Testimonials and Case Studies :
A testimony is a statement of how good someone or something is. In other words, a written or verbal statement that you have used and liked the product or service. Success stories drive conversions. Make a video with happy customers and discuss their experiences with your company. Testimonials create social proof, build trust, and increase sales.
Webinars :
Webinars are seminars conducted over the Internet. A webinar is an online event hosted by an organization/company and broadcast from a computer over the internet to a selected group. As a host, connect with your audience by discussing specific topics, answering questions, demonstrating products, and interviewing industry experts.
Informative Videos :
To create an informative video, create a list of frequently asked questions and answer them as clearly as possible. These videos answer common questions about your product or service. Your customers will see how much you care and will trust you more. Informational videos are great for educating your audience on a specific topic related to your product, service, or brand.
Developing Video Marketing Strategy.
No other strategy nurtures, generates leads, and converts customers like video marketing. Brands need a video marketing strategy. This idea is not new. What has changed is the importance of video across all platforms and channels. What do you think you know about video marketing and what would you like to learn?
Video production has never been cheaper and easier. Today, even smartphones can shoot high-quality 4K videos. But between strategy, equipment, and editing software, video marketing is still very complex. Read on to learn everything there is to know about video marketing strategies, or use the links below to jump to specific sections.
Editing and uploading videos to YouTube and other social media platforms barely scratches the surface of video marketing. A good video marketing strategy includes a detailed plan for budget, production, conversions, etc.
Define Your Goals :
In general, your video marketing strategy should enlighten, engage, and inspire your audience. Your goals depend on what is most important to you and your customers. To keep it simple, set goals for your videos, whether they’re driving awareness, sales, or traffic. Goals determine the tone, message, and other important factors such as production and distribution.
Know Your Audience :
Research your audience and build a deeper connection with it. Video works at every stage of your marketing journey, but your video should reflect your audience’s stage in their marketing journey. If the business problem you’re trying to solve is new to potential buyers, your video should introduce them to your solution. However, potential buyers who have already visited your product or sales page should see evidence of customer satisfaction and the unique benefits of choosing your solution.
Set a Proper Budget :
The best way to set a budget is to consider and meet your audience’s production expectations. A large video marketing budget does not necessarily guarantee conversions or success. On the other hand, poor quality videos can damage your brand image. Whether you produce your video in-house or hire a production company, you need to ensure that you have enough budget to meet your audience’s expectations. Young adults prefer short videos and may find it cheaper to make videos. However, associating and working partnering with celebrities and influencers adds more cost.
Create a Social Media Calendar :
A robust social media calendar is the cornerstone of most video marketing plans. A good one will allow you to create content on time without last minute hassles. As you can imagine, the social media calendar is an overview of the content we plan to publish over the next month or more. The calendar should define the goal of each video, the audience, and the type of video to make. Most of the video marketers social media calendars include his two types of content: organic content and paid content.
When creating your social media marketing calendar, It is we recommended to create both paid and organic video content. The former helps you expand your reach, while the latter helps you stay in touch with your existing audience.
- Organic Content: Refers to videos you share (for free) for the purpose of engaging with an existing audience. These videos are often relevant to existing audience interests and may be based on purchase intent or conversion.
- Paid Content: Video ads that you can pay to watch on social media. Most often it happens on Facebook, Instagram, and YouTube. Paid advertising can be used at every level of the journey, from awareness to readiness to purchase to conversion. If your budget is low, paid advertising drives sales primarily based on conversions.
Organic content should be posted more often than ads. A regular pace is preferred. The Facebook and Instagram algorithms give regular posts great reach. In our experience, this also applies to other channels. Don’t forget to schedule your paid video ads (for sales and promotions) to coincide with big events like Cyber Monday, Mother’s Day and Black Friday. This is the perfect day to reach out to as many people as possible, as the desire to buy is high.
Effective Video Type Selection:
Before you start shooting, you need to decide what type of marketing video you want and the story you want to tell. Do your research here to find out which marketing videos and video formats resonate most with your audience. Webinars, case studies, tutorials, corporate branding videos, and support videos are typically suitable for business-to-business companies. However, consumers typically watch product demos and how-to and informative videos.
Create and maintain audience data :
To create a profile, list all the characteristics you think one person in your target audience is likely to have, along with a name and photo. As above, use your data, empathy and imagination to figure out: Age, Title, gender, Location, Hobbies, Industry, Social media groups and channels, Role and preferred video content etc.
Two characteristics “Social media groups and Channels” and “Preferred video content” will be particularly useful for your video marketing. This will help you control the style of the videos you create and where you run them. For example, your audience may spend a lot of time in Facebook and YouTube groups learning certain skills. This will help you control the placement and video content in the process of creating your video.
Personal data is something we revisit frequently throughout video marketing. The more you advance in online video marketing, especially on social platforms, the more data you collect about your audience. More accurate user data also helps us target advertising on Google, Facebook, Instagram and YouTube. The easiest way to keep costs down and maximize reach on these social platforms is to know whom you’re talking to, and what their interests are, take an organized approach. Always use the right tools for video editing, social media calendar, well-planned planner, and more help keep your workload under control.
In addition to these practical elements, you will likely need to come up with a compelling business case to convince yourself or your manager. We’ll show you how to do this in the following subheads.
Choose your sales channels:
You can start with your existing network through email, key contacts, and blogs. Knowing your buyer personas makes it easier to find places to reach them. Depending on your audience, social media platforms such as YouTube, Facebook, and LinkedIn are also great options. As mentioned above, related videos are also useful for products and landing pages. If your budget allows, paid ads and paid content promotions can help you reach a wider audience with better targeting.
Optimize Video to Maximize Conversions:
By following all the above processes, you can take many steps towards a successful video marketing campaign.
However, there are other things you can do to ensure that your target audience converts.
- Optimize for SEO
- Interact with your audience
- Keep video Short and Simple
- Add a Clear Call to Action (CTA)
- Provide Incentives
- Offer Different Buying Options
- Monitor Performance
Your video may be too long or you may be posting to the wrong channel. Don’t just focus on conversion rates, engagement rates, views and shares, all of these reflect only the impact of your campaigns. Keep monitoring your video performance. Measure the effectiveness of your video marketing to see what works better and what does not.
Conclusion
This article covered various video marketing topics. Businesses can generate more revenue from video marketing when video can be used creatively to support business goals and customer needs. Video marketing is nothing new, but a video is becoming more accessible to people. Most viewers consume more video content than text. We hope you enjoyed this article. If you are already in the marketing business, this article will further enhance your marketing skills.