It’s not a groundbreaking idea that businesses need to use videos to boost their marketing efforts. Everyone knows this. But what some entrepreneurs may not realize is how important video marketing has become.
While a few years ago video marketing was something entrepreneurs treated as “optional”, it is now an essential part of every business’s marketing strategy.
In fact, if you’re not using it, you’re putting yourself at a disadvantage against your competitors. You’re likely falling behind if you’re not making use of this fantastic medium. No matter what platform or channel you are using, you need to have videos that can help you attract more customers and increase your brand’s reach.
Videos are highly engaging and interesting. They are perfect for getting your message across without losing your audience’s interest, whereas a plain text article may not always accomplish this.
You need to start using video marketing as a central component of your outreach and campaign efforts. Today we’re going to talk about the why’s and the how’s of video marketing.
Why You Need to Use Video Marketing Strategies
First things first: what exactly is video marketing?
It’s pretty straightforward. You can tell from the name that it’s a marketing technique that involves the use of videos. Videos are used to promote your products and services, with the goal of increasing engagement on your digital and social channels. You can also use videos to educate your consumers about a particular topic that you are knowledgeable about.
Video marketing has become more and more popular over the years. With the rise of YouTube, and other social networking sites that use videos such as Facebook, Instagram, LinkedIn, and Twitter, it is evident that people are interested in videos.
It’s partly because humans are visual creatures. It’s one of our preferred methods of gaining information. And it’s also because videos are very dynamic. If a picture paints a thousand words, then videos could paint billions.
In 2017, video became the top marketing tactic for entrepreneurs. A few years later, it evolved from being a singular marketing tactic to becoming a business strategy of its own. In the US, nearly 85 percent of people using the internet watched videos online in 2018.
Pictures are still effective—just keep that in mind—but videos are definitely popular. According to a report from HubSpot Research, more than 50 percent of consumers prefer videos over any other type of content. Brands can take advantage of this by creating their own content and sharing their own videos.
Videos are highly entertaining, especially if done well. This is the perfect opportunity for you to showcase your brand and show off your personality.
Not only that, but videos can also be highly informative, and you can use them to teach about a wide array of topics—you can use it to teach anything. And because of its visual nature, videos are easy to understand.
People can sit there and watch a 5-minute video and learn a lot about a particular topic instead of spending an afternoon reading a whole book. Of course, books, long form articles, and comprehensive studies still have their place, but in this fast paced world, not everyone has the time to digest them. Videos provide an excellent alternative.
Did you know that even just mentioning the word “video” in your email subject line increases its open rate by 19 percent? Additionally, 90 percent of customers say videos help them make decisions when buying things. Videos can be very persuasive, so use that to your advantage. It’s a versatile tool that can be used no matter what stage in their journey a customer is in.
There is actually more demand for videos among consumers now. This increase in demand means that your video content has a greater chance of being seen by your target demographic. So make the most out of this boom in video demand, and start creating content for your brand today.
If you’re worried about equipment like lighting and cameras, that doesn’t matter as much as content and authenticity. You can worry about high quality equipment later. You can even create great videos with just your smartphone and your favorite editing software.
Studies suggest that consumers and customers actually prefer lower quality videos because they are more “authentic”. Sometimes high quality videos do seem artificial and therefore inauthentic—and customers are allergic to that. So for now, think about what kind of content you want to create and get to work. Don’t worry too much about equipment just yet.
We mentioned authenticity because this will help your brand connect with people on an emotional level. If they think you’re not being real, they will find it hard to trust you or rely on the information in your videos. This will translate to them not making a purchase and converting into loyal customers.
When creating videos, put your branding in the spotlight—let that personality shine and allow your viewers to fall in love with your authentic self. That’s what really matters to your audience. They want to know that they are listening to a real person, and not just a company that’s waiting to sell to them.
Different Kinds of Marketing Videos
In general, videos are highly versatile. They can be about anything, they can be presented in any way, and they can be used by businesses of any size. It’s no wonder that marketing videos come in many different forms.
Getting familiar with all these different options will allow you to make the best videos for your target audience.
For video marketing, you can get as creative as you want. Feel free to explore different video types to get different messages across. You can post vlogs, tutorials, explainer videos, live videos, testimonials, webinars, podcasts, product videos, and demo videos.
Use the appropriate format for the topic you are covering.
Vlogs or video blogs are very popular at the moment, especially among younger audiences. These videos have a more personal and casual approach, but it can work well for some brands. Take a conversational approach when creating vlogs so your brand becomes more relatable.
Tutorials, demo videos, webinars, and explainer videos are great for educational purposes. You can teach them how your product works, for example. It could be an unboxing type of content or a more in-depth demonstration. Similarly, instructional videos can help teach your audience something new.
These videos are perfect for showcasing thought leadership and expertise, which can set you apart from your competition. How-to videos are among the most searched videos online.
Another way to demonstrate thought leadership is by using testimonial videos. Instead of bragging about all your qualifications, you can have actual customers do it for you. When people are satisfied with your services, they are more likely to recommend it to other people. And testimonials are very impactful because consumers trust other people more than they trust brands. It’s the same principle behind word of mouth marketing and why that strategy is so effective.
Testimonials and case study videos show people how you can help solve their specific problems. Get your most loyal customers and let them become advocates of your brand. In return you can give them a token of appreciation or something else that’s valuable.
Brand videos and event videos are great for your overall advertising campaign. They may not have that “authentic” flair that other video types have—but they can still get the job done. Sometimes you just want to create a glamorous video that showcases everything your business has to offer—and that’s perfectly fine. Brand videos are the core of your video marketing campaign, and everything else should supplement that.
Finally, you should also take a look at live videos or live streams. Live videos are no longer new. They are now established as a common marketing technique—something that people are tuning into now more than ever.
Live videos are like events, except that they take place in the online space. But you can host these events online: there’s Facebook Live, IGTV, YouTube live streams, etc. There’s a reason all of these social platforms now support live streaming, and it’s because they can grab people’s attention.
Live videos offer a special, behind-the-scenes look at your company. It’s authentic, it’s effective, and it’s a great way to engage with your audience.
How to Use Video marketing to Help You Sell More
No matter what video type you choose, it’s important that you create something valuable. Your video should be eye-catching, informative, and entertaining. A lot of marketers have increased their budgets for videos for their content marketing activities. It’s a good idea to invest in high quality gear—but that’s something you should look at as a long term goal.
For now, focus on making videos that matter to your audience. It’s all about choosing the right topics and answering the right questions. Talking about things that people care about will increase your chances of engaging with people. It will encourage them to actually click on your video.
Plan Your Video
Even if you don’t have the best equipment at the moment, as long as you’re talking about a topic that is interesting for your target audience, and they can tell that you have something valuable to say, they are going to tune in.
So plan your video before shooting anything. This will save you a lot of time, money, and energy. If you know exactly what to shoot, you will be more prepared when it’s time to execute your vision.
Ask yourself about the purpose of the video. What’s your goal? What are you going to teach your audience? How can you use this video to reflect your brand?
Answering these questions will even help you determine the type of video to go for. If you’re taking a personal, behind-the-scenes approach, then a vlog or a livestream can work wonders for you. If you want to showcase a new product or you want to tell them a little bit more about your company, then a brand video or a product feature should be your choice.
Every decision in the planning process will help you create a solid video that’s worth watching. Identify your goals, your target audience, and the creative requirements for the video you want to make.
Write a Script
Once you have a general idea of what your video is going to be, start creating your outline. Writing a script for your video will help you create this outline. If you know what you want to say, you can easily edit and restructure the video as necessary.
If you’re just facing a camera and talking without a script, you may get lost. You may miss a few important points that you need to make, or you may dwell too much on a particular point.
With a script, you can talk about all the necessary details that your video needs to cover. You can even improvise here and there because you have an outline to go back to once you’ve run out of things to say. This also applies to live videos. Even though you are talking to your customers in real time, you are still following a script that can guide you through all the points you want to make, without worrying about what to say next.
There’s a time and place for videos to be completely unscripted: for example, if you are making something extremely personal like a documentary or a vlog. It’s okay to be unscripted there. But always have an outline so you have a sort of roadmap for where you want your video to go.
When writing a script for video marketing, make sure your language is concise and that your tone is relaxed. Keep it conversational so you wouldn’t sound stiff when you’re recording it. Avoid buzzwords and jargon—make sure everyone understands what you’re saying.
Create Videos that Give Value to Your Target Audience
Out of all the tips we have in this guide, this one is the most important. No matter what type of video you create, it needs to be something your audience actually cares about. You want them to learn something by the end of your video. You also need to give them a reason to watch the whole thing.
So give them life hacks, give them tips and tricks, and teach them new ways to use your products and services. Talk about industry news or developments within your company.
Videos can deliver valuable information in a short time. So don’t make them wait for the entire video just to get to the point. Your video should be “meaty”—which means they can get information right from the beginning, and they can get even more if they stick around to watch the rest of it.
Add Videos to Your Landing Page
The whole point of video marketing is to convince people to pay attention to your brand. So once you’ve created engaging content for your audience, it’s time to spread the word.
Add videos to your website to increase your traffic. A lot of marketers—around 87 percent—say that videos have increased traffic to their websites. It wouldn’t hurt to do the same. Pick the videos that have the most engagement and add them to your website.
Having videos on your landing pages will increase the likelihood of visitors sticking around and staying in your website longer. The more time they spend thinking about your brand, the more likely it is that they will make a purchase.
As an added benefit, when people spend more time on your website, it leaves a positive impact on your search result rankings. This can benefit your SEO efforts, leading to more traffic down the line.
Share Your Videos on Social Media
Everyone is online these days. Take advantage of that. Figure out optimal posting times for video content, particularly for the platforms you want to use. Even if a platform is popular, not everyone is online at the same time—so make sure you post your videos during peak hours. This will maximize your video’s visibility.
Platforms like YouTube and TikTok are extremely popular right now, with YouTube being the most popular platform for video marketing. In 2019, over 85 percent of marketers were using YouTube. Make sure you upload your videos on YouTube as well.
Uploading videos on social media is great because there’s always a chance that your video will go viral. Even if it doesn’t, a lot of people can share your content and drive a ton of traffic to your website. You can expect greater reach and sales from video content marketing if you share it on social media.
Use these tips to maximize your video marketing efforts, and remember to always give value to your target audience. That is the key to success when it comes to video marketing online.