Are you also one of those who are eager to use video marketing strategy in their social media marketing and plans? If yes, then you are not alone. With a slight sprinkle of creativity and planning, you can create desired marketing videos that might amaze your audience. Around 93% of the marketers who have utilized video marketing to connect with their audience have been successful in their planning.
Video marketing is not a new element in this era. It is nowadays utilized by both small- and large-scale companies as their strategy to connect with their customers. Without any doubt, video marketing can be treated as the newest addition to marketing strategies and promotional tools. But you might still have doubts about the type of content necessary to be posted on the social media platforms with the help of video marketing. You might also question; whether it is really worth considering using video marketing for promoting your business? Do you have enough resources to produce content that can grab the attention of the audience in just a few seconds? To answer these questions, we have created a small guide for video marketing necessary for your business promotion and how you can utilize it.
What is video marketing, and why is it important?
What is video marketing? Video marketing is the marketing technique used to promote products or services and educate audiences through video visuals by implementing promotion elements.
Video has now become the dominant form of communicating messages all across the internet. But the reason behind videos getting boosted is a rise in the use of smartphones. 86% of people watch videos while using smartphones. The significant impact of COVID-19 diverted businesses to go online and shifted their audiences to education via online video platforms. There was a 215% consumption of online media during the pandemic times.
Fast-forwarding to 2022, people’s viewership of the video was an average of 19 hours a week, proving that one should not ignore video marketing. In addition, your video marketing strategy will eventually guide you on where your business stands, your timelines, your budget, and even the conversion metrics. Therefore, it is essential to jot down the steps necessary for video marketing to enhance customer engagement with the business.
1. Video Marketing supports sharing and raising engagement
Social media platforms primarily based on videos like YouTube, Tikhave, and Vimeo have grabbed a lot of audience attention. Also, Facebook and Instagram encourage marketers to market their business through video because video impacts five times more than static visuals (images).
- Tweet on Twitter gets 10x more engagement.
- The amazing Fact is that 68% of marketers add videos on their LinkedIn as a marketing strategy.
- On Pinterest, one billion people watch videos to get ideas.
2. You can improve SEO, generate leads, and make sales through Video marketing
Do you want to rank above the rest of the search results quickly? Then using video marketing can be your powerful tool to improve SEO techniques. Further, video marketing can appeal to more customers and increase the chance of driving more traffic to your website page. 60% of marketers stated that their customer acquisition cost went up when they used videos on their website to explain their service.
Google loves to show more videos if your content has a unique taste and creates hype to watch again from the customer’s perspective. Therefore, optimizing video marketing throughout the website or other social media channels can drive more customers to your brand.
That’s not all; 83% of marketers report that video marketing contributes more to generating leads. If this is the case, then what are you waiting for? You can also be one of those marketers who can utilize video marketing as it can be a game-changer for the sales strategy. In addition, the businesses which connect departments also use video to communicate with the customers and their target audience.
Video marketing can also act as a versatile connecting tool for the salesperson, which might help customers throughout their journey. 80% of conversions happen when a video is placed on the landing page of a website. Make sure your video works well regardless of the category in which you place it. You can also get sales directly from the video if you explain your message more clearly because studies show that 74% of users who watched product or service videos subsequently bought it.
After all, our brain can visually perceive information. If you communicate your brand to an audience through video, there is a high possibility they can sense the visuals, which can lead them to buy your product. Embed videos your website structure in that manner to magnetize traffic to your website.
3. Mobile users get more appeal from video marketing
When you see a video on mobile, there are more chances to be engaged in it for a long time. That is why marketers emphasize video making better aspect ratio of video for mobile. Also, Video content is 12 times more successful than text content.
4. You will see a great increase in your ROI after Imply video marketing
To make you more excited, 87% of businesses have a good return on investment via video marketing. Even though video production is not yet the easiest, it is not a piece of cake to do. That’s why online video editing tools make improvements for easy use and give a cost-friendly service.
The good news is that your video does not need to be perfect. It is content that hypnotizes the audience’s attention. Recent research shows that when audiences don’t see the informative content in video, they turn their attention away. Remember! that visuals create excitement, but content sustains audience attention for a long time.
5. You can explain everything using video
Suppose you launched your product, but you will be in tension about how your customers will get complete information about your product? Then video marketing is the best option you can choose. Because from the video, you can explain your product specs, and there is a high probability that people will buy your product. The human mind is like a computer as much precise information you deliver, it is more likely to work productively.
6. You can educate and build trust through video marketing
The easy way to educate your audience is video marketing because 30.6% of people are involved in watching How To’s videos while 28.9% of the audience watch educational video content. No doubt representation of visuals in the video can increase the chances of grasping long-lasting attention.
There are endless options for the services team – knowledge-based videos, meet the team videos, onboarding videos, support video calls, and customer stories, these are a few techniques that can create a personalized and thorough customer experience.
YouTube video marketing is also used to showcase your customer’s product review, and as much as you get YouTube views, google would likely rank your videos high in the rest of the search results. That would indirectly build trust in your like-minded prospects.
Through Instagram marketing, you can create live stream videos to do interviews with influencers. Marketers who apply these strategies can drive 30.4% of social media traffic and have a good product image.
Influencers are the best source to connect with to build brand awareness because as influencers give reviews about your products, there are 90% chances to gain new customers. In addition, 26% of the audiences have shown a positive response to the product reviews for a particular product. Moreover, influencer marketing is also related to video marketing which helps the companies in building a strong brand image and identity.
Successful ways of Video Marketing
Before you start creating videos, you first need to know what type of video you choose to communicate with your audience. Research shows that the most used video type is “Explainer video”. 98% of the audience uses videos widely, and companies are using video marketing for an ever-increasing number of goals. Following the headline, what different popular ways of videos are for building a successful brand identity?
Here are a few significant types of videos you can use in marketing.
1. Explainer Videos
Explainer videos provide a solution by focusing on what customers are finding. Explainer videos showcase the customer journey in a fictional way and discuss how the brand can help the previous customer discover the solution to the problem.
2. Demo Video
Demo Videos are accustomed to educating people about business items, products, and services. You can use Demo videos to talk about How your product works and hire influencers for the unboxing of products. You can provide a software tour to your audience using this type of video.
3. Brand Video
Brand videos are mainly designed to advertise on a large scale, and primarily this video showcases the vision, mission of the brand, and benefits that product can give.
4. Event Video
If you launch a new product or organize a conference, you can showcase it by arranging a live event video. Event videos are the best approach to building trust and a better way to make your brand transparent.
5. Expert interviews
Have you ever gazed attention when your favorite brand invites their thought leader? Interestingly Yes! Shoot interviews are a great way to build customer trust. You can call out experts and thought leaders of your industry and film a whole live event while showcasing the live episode to a broader audience.
6. How to’s and educational videos
Businesses use this type of video to educate their audiences and allow audiences to know more about their products. These videos can help your customers to build principal knowledge of your brand that they need to understand about your product in a better way.
7. Animated Videos
Animated videos acclimated when there is a demonstration of hard-to-grasp concepts. Many brands use animated videos to deliver a visual abstract that integrates with natural phenomena, for instance, Apple made a video on carbon-neutral goals.
8. Customer Testimonials and Case study Videos
You can pitch a great image of your product and gain more trust from customers by showcasing your previous customer testimonials. On the other hand, a case study can describe a short brief of your brand journey and how the brand changed its strategy and developed a new approach to entertain customers in upcoming trends.
9. 360° and Virtual Reality Videos
360° videos are accustomed to making the audience feel like they are standing inside a content when they are watching the video by “scrolling” around.
10. Product Videos (Shoppable videos)
Marketing has now evolved more, and a new trend has taken place. Brands are focusing on experiencing their customers about their products and items online, and this trend is rising in a hyperactive way. People are now highly focused on shopping for their necessities online. Brand Product videos would put customers in the realistic experience of the shop and let them make a purchase. Showcase product videos or guiding customers through the shopping journey via videos can build a better image of the brand.
You have an idea what types of videos are now you start drafting a video marketing strategy.
How should you develop a video marketing strategy?
- Set your video goals.
- Research your target audience.
- Brainstorm on the concept of how you would pitch your video content and from which type.
- Lined up your creative requirements.
- Make a timeline and stick to it.
- To work within a realistic budget, so you would maintain it.
1. Set Your Video Marketing Goals
Goals are the map through which you complete milestones of strategies. Initially, you have to figure out at what stage your customers are, which means you would first know your customer buying persona that including,
- Awareness: If your customer is not aware of your product, you first provide an understanding of your products.
- Consideration: In this stage, you discover that your buyer has a bit of awareness about your business. So, you proceed to engage with your audience.
- Decision: Final stage is when you complete delivering your brand information through video marketing in the customer’s mind, this step can be a game-changer because this step can make or break your deal. In this stage, you delight your customer.
2. Research Your Target Audience
Think! When you would any place and would not have any information about that area, what will you do, and what if that brand fails to explain what they are all about. So, there is much chance you would back off from that space. The same goes with your customer because if you don’t know your target audience, it will be confusing for you to whom you can target and how you make them reach and achieve the decision stage.
Research is the key to understanding the target audience and helping in developing buyer persona – Great!
3. Brainstorm on the concept of pitching your video content
Now you have discovered the right audience, Alright! You then enter the video pitching stage. In this part, you brainstorm what you want your videos to explain. Now the most interesting and the most challenging part, you will need to outline the following four elements, which will describe the basic framework of your story,
- Conflict: This phase catches the customer’s pain point.
- Quest: This part is about how you will introduce your product or service.
- The protagonist — This type of person aligned with your target demographics.
- Resolution — In this part, you disclose the solution to the problem your prospects are finding.
This framework can take your customer on a buyer journey, which should align with your brand mission.
4. Lined up your creative requirements
As you completed crafting brand videos, you are now ready for feedback from your creative managers, team, and all the stakeholders who had involved in your project. Be prepared to hear feedback and open to allowing all diverse feedback that would energize your content.
5. Make a timeline and stick to it
Time is money, and creating video content could serve plenty of time. It is a bit fun but not every time. Checking the deadlines and finishing the project before the deadline can effectively progress your project. As you start planning your production, you set a timeline to maintain imbalance in your project. From creative ideas to the distribution of marketing videos, you should have a timeline to stick on.
Your timeline is guidelight and makes you aware of how your project functions. Every team member of your company should align with a timeline to achieve the project completion. The marketing team, production team, and distribution team, all work together, but all should function together to proactively complete the project.
6. Working with a realistic budget
Early assumptions than a realistic approach can lead your project to be jeopardized. Because to start a project, the key is to decide about the budget. Creative works and effort are essential elements to make a project successful, but to make it happen, you need the resources. To arrange resources, you should all have the budget.
You should know how your videos should be cast either if you outsource the content or arrange in-house production. Some videos can cost you much more than another video. Although, your marketing cost is another mountain you need to pass through.
So, you should figure out the right resource for what type of video you require to produce and how many resources are you able to arrange to complete this task.
What are the leading platforms for video sharing?
People keep shifting their brand preferences because of the fast-moving trend of brands. In this way, brands start focusing on creating unique content to engage the audience and allow the brand to build a strong brand identity. In line up with the strategy of brands, numerous brands are now adding video marketing to social media marketing strategy.
Some companies allow brands, individuals, and groups to publish their video content in traditional content style (Text content). Furthermore, platforms have created a reward system in this way, when someone reaches requirements for unlocking the reward system (monetization), platforms start paying creators a handsome amount.
Nevertheless, there are many platforms that are being considered by every brand to be one of the best platforms for video marketing.
- Facebook is a tool to advertise video marketing.
- Instagram is good to showcase reels and can trigger video marketing aspects.
- YouTube video marketing is used to advertise product videos and accustomed client testimonials.
- Video marketing helps in doing better content marketing because sharing text platforms can less likely attract an audience instead you can share video content by implementing a content marketing strategy.
Video marketing has widespread in different business sectors, be it large or small scale businesses. Marketers are utilizing video marketing as a means of communication with customers. It is also used to demonstrate the concept of products and services.
Whether your customers are at any stage of the buyer persona, video marketing can lead them to go through all levels and possibly convince a customer to make a purchase. If you want your brand to become highly favorable in customers’ minds then the video marketing approach is the best step you can consider.
Happy video marketing – better customer engagement, better results!