Though some marketing trends are difficult to read, the move towards video marketing has been obvious and necessary. Like any form of content creation, it takes effort, time, and money for a business to generate content that resonates with an audience. If you’re struggling, you’re in the right place because we have the ultimate guide to video marketing today.
The phrase ‘video marketing’ covers any marketing strategy where a video is used to connect with an audience.
While social media and AR experiences are new, it’s possible to trace video marketing back many decades. For example, we all remember certain TV commercials from our childhood. It just so happens that we’ve gone through a period of evolution with video marketing. Now, a video marketing strategy normally contains videos for social media, websites, and other digital platforms rather than just TV commercials.
Many marketers and businesses understand the importance of the video marketing strategy but have no idea where to start. What videos should you produce to generate positive results (whether this is a click through to a website or a conversion)? Here are some examples of video marketing:
In a brand video, the idea is to educate an audience on the company’s mission, products, and vision. It’s a campaign based on exposure and awareness. If done correctly, the video builds a sense of intrigue that makes viewers feel compelled to click through to learn more about the brand.
Increasing in popularity, this next example is where somebody from the business demonstrates your product. Whether a physical product or software, this is a fantastic opportunity for your leads and prospective customers to see the product in action.
Often, customers turn to companies for guidance which makes how-to videos very valuable. In fact, a troubleshooting video where you talk through solutions to common problems with your products can also ease the burden on your customer support team.
If you have a difficult concept, sometimes it’s better to create an animated video t instead of a how-to guide. Animated videos can guide leads through the purchasing process and make them feel more comfortable.
Live videos will continue to rise in popularity because of their interactive nature. Whether you show people around the office, answer common questions, or interview an industry expert, live videos allow customers to get a closer look into the brand (while boosting your authority).
Beyond these, you can also create:
Why should you bother with this area of your marketing strategy in the first place? Well, there are a lot of benefits. Firstly, HubSpot has predicted an 80% increase in conversions when a landing page has a video. With a video, we can engage the visitor and bring personality to the brand. Rather than reading boring text on the page, they listen to a presenter. If the presenter is likable, they’re more likely to stick around.
Some other compelling statistics include:
Videos add strength to a marketing campaign, help customers when they need it, and can convince prospective customers to purchase your product. With the use of informational videos, the customer support team isn’t continually answering all the same questions.
Many businesses are now using video marketing to position themselves as leaders in the market. With a weekly video discussing industry trends, customers come to rely on your videos and your opinions could help others. Whenever something big happens in the industry, they will immediately turn to you for your reaction.
Finally, video marketing is malleable, and we can shape it to our goals while still proving an engagement opportunity. Customers like to feel close to companies, and your videos allow for engagement that wasn’t possible in the past. Especially when using live videos, you can reply to comments in real-time and build a community around the brand.
You have a great idea for a video, so where do you start?
Firstly, we recommend planning the whole video before then writing a script (nobody wants to listen to somebody babbling in front of a camera!). With a script, you can practice the perfect delivery before the camera rolls. When planning, consider the purpose of the video and what you’re trying to achieve from it. Who is the target audience? What do you want to achieve? Where will the video go?
You don’t need to hire an expensive studio and an Oscar-winning director. These days, smartphones have amazing cameras and sound quality improves with a cheap lapel microphone. When using a smartphone, activate the ‘Do not disturb’ mode and record horizontally for better viewing. If possible, invest in a cheap tripod so that the video is stabilized and not shaking in somebody’s hand.
Whether you are filming in an empty office or the reception area of the building, try recording a blank video first because it will pick up on audio you didn’t realize existed. For example, the last thing you want in the background is the sound of a printer or an air conditioning unit. Additionally, consider lighting if you’re serious about making videos because this will improve the video quality tremendously.
From here, you’re ready to shoot the video. Make sure the presenter knows the script, where to sit, and how to position themselves in the frame. Rather than filming a ten-minute video perfectly, get used to taking breaks and making cuts between edits. If you’re doing an interview, try to have a couple of cameras in the room otherwise the viewer will get bored of the same view.
If you’re recording a lot of videos at once, save them into designated folders on the computer otherwise you may get confused as to which clips you need to edit. While iMovie is a good free option, those who need something a little more should push for Adobe Premiere Pro since it has more tools. When editing, add music to fill gaps and bring life to the video. If you need to record a voice-over, have the clip ready so that timing isn’t a problem.
At this stage, you’re ready to upload to YouTube, Vimeo, your website, Facebook, Instagram, or wherever else you want the video to appear.
There’s no doubt that video marketing can be successful, but how do you implement a strategy that positions the business correctly while also adhering to the needs of the consumer?
If you’re creating a video to sell, you aren’t going to get anywhere because it will simply sit alongside the millions of others designed to sell. Instead, create a video with a story. If you tell the story well, it will intrigue the consumers and naturally encourage conversions without even trying. A great story will engage the viewers by appealing to their emotions.
The vast majority of viewers will click away within the first 10 seconds. In our opinion, it’s all about getting the most important 10 seconds of the video in early on to ensure people will keep watching and stay engaged.
Just because this isn’t a blog post, it doesn’t mean you should forget about SEO entirely. You can improve the SEO of your video by using video tags, enabling embedding, and using effective descriptions.
Most viewers have clicked on your video to learn something , so it is your job to educate. Some people learn visually rather than through reading a long blog post. You can cater to this audience with detailed videos. Entertaining videos can work but remember that some consumers turn to videos for all the information that is usually provided by articles.
Finally, nobody wants to sit and watch somebody drone into the camera. We recommend showing some personality to make the brand more personable. A good character will encourage viewers to recommend your company to others and return over time.