Video Marketing – Keep It Short,
Stay On Topic, and Deliver Quality Content
There is no doubt; video is here to stay—today’s question is how to create quality and prospect engaging videos for your prospects. We have compiled this list of articles to help you develop effective videos for your marketing efforts.
What is Video Marketing?
If a photo’s worth a thousand words, then how much more valuable is a video? That’s the basis of video marketing, a forward-facing marketing strategy that integrates engaging video into your marketing campaigns.
Video marketing can be used for everything from building customer rapport to promoting your brand, services, or products. Additionally, video marketing can serve as a medium to present how-to’s, promote customer testimonials, live-stream events, and deliver viral (entertaining) content.
On the surface, the how of video marketing is pretty simple: Your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice, it’s a little more complicated. Like many of your marketing efforts, video marketing is data-driven, so you’ll want to monitor various metrics and track customer engagement.
The Benefits of Video Marketing
It can increase your search engine ranking, click-through rates, open rates, and conversions. But you have to reach your target audience. YouTube is the second largest search engine (second to Google). What’s better: YouTube is owned by Google. So that means a properly tagged video can work wonders for your SEO.
A recent study found that 57 percent of online consumers were more likely to buy a product they were considering purchasing after watching a video demonstration of that product.
There are endless platforms for video marketing. YouTube, broadcast television, video boards, and street marketing, you name it. The possibilities are endless. With a smartphone, consumers can access online video anytime, anywhere. The same is not true with traditional paper marketing. With video, you can reach your audience wherever they are cost-effective.
Studies show that retention rates for information that is both seen and heard are as high as 80 percent. Those numbers drop to 20 percent for information that is seen and just 10 percent for heard information. Combining visual and audio is powerful.
Video allows you to directly appeal to the emotional center of a person’s brain through music. With video, you are also able to attach a face to a concept. The human connection through video is more influential than reading facts in the text.
Why Is Video Marketing Gaining Importance?
According to a survey by Wyzowl –
- 76% of the businesses which use video marketing believe that it results in a good ROI.
- 93% of businesses believe that it increases user understanding of their product or service.
- And 72% of businesses believe that it has improved the conversion rate of their website.
It’s not just the businesses who are inclined to use video as a marketing device, and customers are more willing to receive marketing messages in the form of videos. According to a Hubspot Research report, over 50% of customers prefer video over other content types from a brand.
Videos have revolutionized how brands connect with customers. They have changed the way a brand sells, the way customers shop, how consumers consume, and how service teams maintain relations with the customers.
Businesses use videos on their landing pages (to explain how offering works and its benefits), social media posts (to engage with the audience), blogs (to retain more readers), and even in emails (to support their marketing campaigns). Out of them, 83% believe their home page explainer video to be effective, 78% believe video on social media to be a great tactic, and 80% believe videos in emails bring in the required ROI.
The 12 Types of Marketing Videos
Before you begin filming, you first need to determine the type of video(s) you want to create. Check out this list to better understand your options.
Demo videos showcase how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and putting a physical product to the test.
Brand videos are typically created as a part of a larger advertising campaign, showcasing its high-level vision, mission, or products and services.
The goal of brand videos is to build awareness around your company and intrigue and attract your target audience.
Is your business hosting a conference, round table discussion, fundraiser, or another type of event?
Produce a highlight reel or release interesting interviews and presentations from the gathering.
Capturing interviews with internal experts or thought leaders in your industry is a great way to build trust and authority with your target audience. Find the influencers in your industry — whether they share your point-of-view or not — get these discussions in front of your audience.
The video above is more than just a surface-level interview. And it’s a deep-dive with an industry expert offering concrete takeaways for viewers interested in creating viral content. Don’t be afraid to get tactical with your interviews — your audience will grow from your hard work.
Instructional videos can be used to teach your audience something new or build the foundational knowledge they’ll need to understand your business and solutions better. Your sales and service teams can also use these videos as they work with customers.
This type of video helps your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of its core buyer persona, struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.
HubSpot created the following video to promote a key (intangible) theme from the 2017 State of Inbound report.
Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or to explain an abstract service or product. For example,
Your prospects want to know that your product can (and will) solve their specific problem. One of the best ways to prove this is by creating case study videos that feature your satisfied, loyal customers. These folks are your best advocates. Get them on-camera describing their challenges and how your company helped solve them.
Live video gives your viewers a special, behind-the-scenes look at your company. It also draws longer streams and higher engagement rates — viewers spend up to 8.1x longer with live video than with video-on-demand. Live-stream interviews, presentations, and events, and encourage viewers to comment with questions.
With 360° videos, viewers “scroll” around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, such as exploring Antarctica or meeting a hammerhead shark. Virtual reality (VR) allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.
In this video style, a digital layer is added to what you are currently viewing in the world. For example, you can point your phone’s camera to your living room, and AR would allow you to see how a couch would look in the space. The IKEA Place app is a great example of this.
Video can be a creative way to continue a conversation or respond to someone via email or text. Use HubSpot Video or Loom to record yourself recapping an important meeting or giving personalized recommendations. These videos create a delightful, unique moment for your prospects and drive them further down the purchase journey.
Creating engaging and effective videos can be a huge benefit to your digital marketing plan. Should you need help creating these videos or have any questions on this compilation, please do not hesitate to call hughesagency.ca.
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