What Is Video Marketing
Video marketing simply means using video content to reach your target audience and promote your product, service, or brand. Video marketing doesn’t just have to be about sales. You can also use it for customer service, engagement on social media, and email signups.
Video is a visual creature. With people now watching over 100 million hours of video on Facebook and over 97% of marketers agree that video helps customers understand their products better. A close-up view of the product is better than any description.
Videos also have the highest information retention rate. Your audience retains 95% of your message while watching a video and only 10% when reading text.
- Videos Boost Conversion
90% believe demo videos are useful and that about half of the internet shoppers look for product-related videos online before purchasing a product. What’s more? A product demo increases the likelihood that 85% of these consumers will buy. If your product or landing page isn’t performing well, you might consider adding a product demonstration video or explainer video.
Numerous studies have shown that videos on sales pages convert better than those without them. This could be due to many reasons, but the main reason is that videos keep people on your site longer.
- Videos Are Great For SEO
Video now appears in 70% of the top 100 Google search results listings. Search engine bots are able to transcribe your video’s audio and deliver it to the right people. Video can make your marketing campaign more visible, increasing the likelihood of it being found by search engines and generating free traffic.
Your website can be more visited if you add your link to the description of properly optimized videos targeted at your audience.
- Video Compliments Other Marketing Strategies
You can easily add videos to existing marketing strategies. You can create a video of your blog, add it to your website or post it on YouTube with a link to your site.
Video can increase email open and click-through rates. The simple addition of the word “video” in the subject line can increase open rates by 19% and boost click-through rates by 65%. It can also reduce unsubscriptions by 26%.
You can make many different types of videos, but it is important to know the purpose and how you will use it. Let’s look at some of the most popular marketing videos that you can create before we get into video marketing strategies.
- Product Demos
Product demos show customers the unique selling proposition, features, and superiority of your product. You can either make product demos long and detailed or just short and to the point.
Check out the Honey Baby Naturals demo page:
- Explainer Videos / How-to Videos
These videos address common questions about your product or service. Make an explainer video. Create a list with FAQs. Answer them as clearly and concisely as you can. Customers will be more likely to trust you because they know how much you care.
Interview videos are where you ask someone you respect questions. It can be posted on YouTube or a shorter version on Instagram.
Webinars can be viewed online. The host connects with the audience to discuss a topic, answer questions and showcase products or conduct interviews with industry professionals.
- Testimonials / Case Studies
Success stories drive conversion. Make a video of a customer who is satisfied and share their story with you. Testimonials are a great way to build trust and social proof.
- Brand Video
Your brand videos are a way to introduce yourself and your company to your target audience. This could be your first impression. Make it memorable.
How to Create a Video Marketing Strategy
Video marketing is more than just putting together videos and sharing them on YouTube or other social media sites. A video marketing strategy that works is meticulously planned for budget, production, conversion, and many other factors.
Here’s a video marketing strategy that you can use:
Step 1. Step 1.
Your video marketing strategy should, in general, educate, intrigue, or inspire your audience. The goal you set depends on your priorities and those of your customers. Keep it simple and set one goal for your video. This could be to drive awareness, sales, or traffic. The tone and message of your video will be determined by this goal.
Step 2. Understand Your Audience
To better connect with your audience, research them. Videos work at all stages of the marketing channel, but your video should be tailored to your target audience’s stage. Your video should only introduce prospective buyers to a solution for a specific business problem. Prospective buyers who are already looking at your product or your sales page should see proof of customer satisfaction as well as the unique benefits of your solution.
Step 3. Step 3.
First, a higher video marketing budget doesn’t guarantee more conversions or success. A low-quality B2B video can damage your brand image. It is important to understand your audience’s expectations for production and to establish a budget.
Making videos for young adults may be easier and less expensive than making longer videos. If you are working with celebrities or influential people, the cost of your video will go up. You should set a budget that is affordable and delivers the content your audience expects, regardless of whether you are producing the video yourself or hiring a production company.
Step 4. Step 4.
Before you begin shooting, it is important to decide what type of marketing video and what story you want. This will help you to determine which video formats and marketing videos resonate with your audience. For B2B companies, webinars, case studies, and support videos work well. However, consumers prefer to watch product demonstrations and how-to videos.
Step 5. Step 5.
It should be simple to reach your buyer once you have a clear understanding of their persona. Start by connecting with your existing network via email, primary contacts, and blogs. Depending on your audience, social media platforms such as YouTube, Twitter, or LinkedIn can also be great options.
A relevant video could be a great addition to your landing pages and product, as we have already mentioned. Paid ads and paid content promotion allow you to reach a wider audience with better targeting if your budget permits.
Step 6. Step 6.
You are now closer to launching a successful video marketing campaign by following the steps above. There are many things you can do to make sure your audience is well-targeted and converts. These are just a few:
- Keep it simple and short
- Add a call to action (CTA).
- Offering incentives
- Providing different purchase options
- SEO Optimization
- Social proof
- Engage with your audience
Step 7. Step 7.
To determine what is working in your video marketing, measure its effectiveness. You may have too many videos or posts on the wrong channel. You can find the right spot for your video campaign by doing some A/B testing. Focus on the impact of your campaign, not just conversion rates. Engagement rate, view count, and shares are all important.
4 Video Marketing Tips & Best Practices with Examples
We encourage you to use your knowledge about video marketing to promote your company. These tips will help you increase your chances of success.
- Tell A Story
Stories are compelling and will make your viewers want to see your entire video. You can also share valuable information about your company and its solutions. 20 years ago, advertisements were just that – ads. But customers now expect more than just a reason to purchase your product. Stories are subtly a way to show your product to customers and to help them relate to it.
Solo Stove showcases its products in an engaging manner by using stories.
- Get Attention Quick
The internet’s attention span has decreased dramatically, so you have only a few seconds in which to grab your audience’s attention. To attract potential customers, you can either use a catchy thumbnail or a hook at your video’s beginning. Before viewers lose interest, it is important to quickly establish the purpose of your video.
Micheal Dubin (CEO of Dollar Shave Club) grabs your attention immediately by speaking straight at you and telling a funny joke within the first fifteen seconds.
- Add a Call To Action (CTA).
CTAs can be used to convert and encourage viewers to interact with your video. CTAs are usually added to the end of a video before it fades to black. CTAs can be added to the middle of the video, as long as they don’t interrupt it. You can add an annotation to ask users to subscribe to your YouTube video or visit your website if you upload it to YouTube.
Reebok has included a clear CTA at end of their 25,915 Days campaign.
- Evoke Emotion
Emotions are what people use to make brand decisions. In your video campaign, tap into this by creating emotions customers associate with your brand. Over the years, emotions such as trust and happiness have been proven to be effective.
Canadian Tire’s ad, which relies heavily on emotional appeal, was one of 2017’s most viral marketing videos.
Although video marketing isn’t new, more people are choosing to consume video content than text. Video marketing can bring you higher returns if your company is able to use video creatively to support customer needs and business goals.