Video marketing is a growing trend in the digital world. With social media sites like Facebook, Instagram, and YouTube booming, it's no surprise that it has become such a popular way to advertise products and services. Videos have dominated the digital world and there is no doubt that video is important. The use and importance of video in marketing are quickly evolving, according to Wyzowl. In 2021, in their research, it has been found that 86% of businesses are using videos for their marketing strategy which was 85% the year before (2020), 87%, 81%, 63%, and 61%. In addition to that, 93 percent of marketers who use video say it's an important part of their strategy. After knowing all these interesting figures would you still like to fall behind? In this article, we will be discussing everything about how to build a video marketing strategy.
Video marketing is a way of promoting a particular company, brand, product, or service through entertaining and catchy videos. Knowing how to incorporate videos into your marketing campaigns can boost your business, attract a broader audience, drive traffic and make people stick to your brand. Even though video content plays a central role, it should be integrated into, and work in tandem with, the rest of your overall marketing plan. You need to focus on using the medium to enhance your efforts, deliver your message, and help you accomplish your marketing goals. If you are still confused on whether or not to use video in your marketing strategy we will give you some reasons on why you should.
In this section, we will give you reasons why video in marketing is good for you. We have created an A to H list which we will discuss below.
Before getting into the specifics, let us take a look at the overview of all the steps involved in video marketing listed from A to F-
Ask the question," What do I want to achieve with my videos?" What is my target? Is it to attract new customers, Are you trying to solve the problem of an existent customer, or do you want to convince customers to close the sale? After knowing this, you should know what are types of content they like and what media platform is mostly used by them. Sometimes you need and know that your brand requires videos that satisfy all these goals, but practically it is not possible. So, try to ponder on all these points and weigh down all of them to find out which one do you need the most. Know the stages of the marketing funnel and which one you are in now and make a video accordingly. The stages in a marketing funnel are awareness, evaluation, purchase, and delight.
You might have the perfect product or service for your target audience, but if you don't know who they are it can be difficult to market yourself effectively. One of the first steps in creating a video marketing strategy is figuring out exactly who wants to watch them and understanding their needs best. The key is developing your buyer's persona - which should include information about what kind of person they are as well as how much money they make and other details that will help you tailor content specifically for that intended audience.
One of the most challenging things about marketing is figuring out what story you want to tell. And, for some people, it's also one of the fun parts! Think about your target demographic and how they could benefit from hearing this particular message. This will help determine which elements are essential in telling a compelling story that aligns with your brand mission. The video script should do the job of a crowd-pleaser.
Making a video marketing strategy is not one person's decision. Therefore, it is necessary to consult few people while video planning and when you craft the story. People like the manager, the company's founder, the marketing department, and people concerned with it. Consider their feedback and try to implement it also. Once you take their feedback and make changes in the story, you do not have to deal with post-production worries.
By establishing a timeline things will be easier for you to keep a track of. As this process will include every step from developing a creative background of the video to distributing the video an ideal timeline will make things easier. Moreover, it's not just one timeline having multiple timelines for production, distribution, marketing, social media, and more along with the overall timeline will ensure easy tracking of the process.
There is a saying, "Money talks; everything else walks." While you plan creatively and make all the strategies, it is necessary to know what are the resources and what do you want out of them. There can be options of shooting your own video or giving it to some production company. It is also necessary to know the areas where you can save and the area where you can regulate. Find out the rates charged by services and choose the ones that suit your video budget. Knowing your video budget and how to go around managing it will make your work easier. Video ads need a lot of money, but now due to the development in technical knowledge, everyone can shoot their own video.
Just thinking to create a video will not elevate your video marketing strategy, instead figuring out what type of video you should create is going to take you to a better place. It will be really great for you if you know what are the types of videos you can create so that you weigh down on the options and go with the most suitable one. Some of the types of videos are -
Explainer videos are used to let the audience know how your product can be a help to them. These are typically within three minutes that start off with a convincing introduction, followed by the main part, and ending with a strong CTA. The main part of an explainer video includes highlighting the customer's pain points and explaining effectively how your product can be a solution to that. The main idea behind an explainer video is to let people know about the product and service and why they should choose you.
The best way to let the audience know about your services and products is to make a product video. Presenting the top features and how the product works can be shown through video content. The key to gain the customer's attention and create an impact on their mind can be done when you show off the beauty of your product and how it will be useful for them. Knowing about the product will give you an upper edge over the rest of your competitors. In addition to that, a product video will also tell the audience how your services will be useful to them. This type of video is useful for online businesses and can be shared on social media platforms, websites, email, and also paid advertising, as these are hardly 30 seconds long.
How-to videos are instructional videos made to guide the viewer on how to carry out a process from starting till the end. Whenever any viewer faces doubts regarding a product they will be benefited from a how-to video. These videos are to the point, crisp and clear which can let people know about everyday activities and also explain complex processes at the same time. It is very helpful in building an online presence and also leads to more website visits.
These are the most popular kind of videos known to people and are commonly known as video ads. All of us have been watching commercials on tv since we were kids and now on youtube too. Made to show off your brand these types of marketing videos are made to impact customers and recognize the brand. They serve well in highlighting the product's or brand's best features and end with a strong call to action. These are short and are within 30 seconds to 1 minute long which makes it the top choice for online ads and social video marketing. The main goal behind commercials is to attract a new target audience and give them the relevant information they need in just a short period of time. Therefore it has to be catchy, interesting, and memorable.
To prove that your product is one of the best ways to solve the problem of the customer, what better than someone else who confesses that it has helped them too. A video of satisfied and happy customers who give positive feedback about your services. This is the strongest way to present your case before the people where they hear it from someone like them. If you want your target audience to go ahead and be your customers this can be counted as the best way to do so. Most people purchase a certain product after taking the reviews into consideration and you can use this to your advantage! Testimonials increase your credibility and encourage prospects to take the next step. This also helps in building a good reputation for the business.
A social media video can be about anything and everything. It does not mean you have to create a lot of video content for each social media platform. Instead, do research and find out where your target audience visits most and focus your social video marketing strategy there. What will make your video stand out is its originality and creativity. If the video is similar to others out there it will be lost. Therefore, make it appealing and cover all the important topics in an engaging yet unique way. Some other things to keep in mind while creating a video for social media marketing are timing, muted autoplay, and video looping. Videos of this kind increase awareness rates, and customer engagement. Delivering value in a short span should be the main focus when making such videos.
Building knowledge on topics and addressing the audience's concerns can be done using educational videos. These help to make difficult and complex topics understandable and simple in an easy way. Audiences will get drawn to you if you present them with the things they don't know and will start looking up to you for trusted information. Video content like this will increase your search rankings, build trust and increase brand exposure.
Words sometimes fail to convey what we want to. Therefore, animations can be our savior when there are hard-to-understand concepts. These can be made simple when you use animated graphics or cutaways to explain difficult topics and tell the audience exactly what you intended to. Almost all types of content can be made into animation and animated video style has the power to capture the attention of the people and engage them.
In today's world where almost everything is on social media because people like businesses and brands that are transparent. So, brands these days make behind-the-scenes videos and let people be a part of their company. This establishes a virtual connection with the audience who can now connect and relate more to the company. It helps in boosting online presence and promotes trust.
Customers might need help in knowing more about your product, services, or company. Answering their questions and clearing their doubts will build a more healthy relationship with the customers. This will also lead to more conversion and help gain new leads. What is important and should be remembered while making a FAQ video is that you should keep it clear and quick which avoids confusion and boredom too!
There are 3 stages in Video Production. These are Pre-production, Production, and Post Production.
This step involves the following-
The very first step in video production is to have a clear idea of what you want. This will help you to conceive ideas about what the story of the video should be, what all it should include, whether it will be effective or not. Once you have your hands on all the ideas, figure out what is achievable and if it will work with your audiences. Use your creative freedom but also make sure it is in agreement with your video concept. Communicating the right story and how your video will work is important as audiences have to be taken into consideration when planning a video strategy after all it is for them.
After planning it all and coming to a deciding point about creating video content with or without a production company pay attention to the script. Writing the dialogue, selecting the right music, visuals, voice-over, and sound cues need to be decided. You can also do it without a lot of dialogues with some silence or maybe background music to create an impact. Avoid using jargon and tough words instead focus on making the entire video script simple, conversational, and clear. Use resources that will make your video content better.
Making a storyboard is a part of the video creation process and it helps in making an outline for the script. Storyboards guide not only the video creators but other people also who are on the set like camera operators and project coordinators to know what exactly to do. It gives an idea about the look and feel of how the video content will be.
Planning a video production can be complicated, especially if you're handling it all on your own. You'll want to find someone who is able to help with the technical parts of filming and managing talent: booking actors, scheduling timelines, hiring staff for different jobs from production assistants through licensing agreements. Create shared calendars that everyone has access to; keep track of deadlines so none of these details get overlooked or forgotten about!
To get the best video, you'll need to check both your audio and visuals. On the production day make sure all of your equipment is functioning properly by testing it out yourself or with an experienced producer. You want to be confident that what's being seen on the screen matches up well with how you envisioned things in mind while writing the script. You’ll want to test all equipment including microphones, booms, cameras, etc., making adjustments if needed before shooting begins. If on set, or not present in person, then send a few photos or go through some footage via Skype so that everything matches what is expected from your brand style in terms of content such as shots chosen for camera angles matched up against storyboards-make adjustments accordingly throughout production process when necessary just like anything else!
Watch your light, it can make all the difference. The right lighting will set a mood and tone for any production, so be sure to pay close attention when hiring someone to do that for you! You should always check out the shots after they’re taken just in case something needs adjustment before approving them.
One of the most overlooked aspects that can make or break your video production is styling. Whether you're going for a big, flashy look with lots of makeup and props to match an epic story like Game Of Thrones, or something more minimalistic in line with Stranger Things' small-town vibe; it will be crucial to consider all these details before filming begins so as not to waste any time during post-production when editing would otherwise become much tougher. Make sure that the story is communicated through both content and appearance, like makeup, wardrobe choices for actors or models used in filming, decorations/props to be included during shooting - these things should communicate what type of business people are trying to market (or who they want their audience to think they are). If someone was looking for an edgy company with daring marketing goals then high fashion clothing would not fit into this category while black jeans could show off personality better.
Extras on set can be a hugely beneficial tool for you and your clients. Whether it's behind-the-scenes footage, shooting photos, or b-roll during production - taking advantage of what extras are offered to you is an easy way to make sure that the video process continues smoothly with no hitches. Consider how different types of content might benefit each individual client from one another — use this information as inspiration when deciding which type(s) you'd like them included in your project!
This is the next step in video strategy and includes a myriad of tasks, such as video editing and graphic creation. This can be handled by either outsourcing experienced editors or hiring in-house staff to take care of it. It has visual effects, sound effects, graphic effects, and CTA.
Editing and post-production is a vital part of video production. Editing entails cutting and splicing together b-roll, interviews, lifestyle shots to create a story that tells it all about you. But there are also adjustments for color saturation or contrast so everything looks its best under any lighting environment. The edits will influence how others perceive your video because they form what we see on screen through different eyes: yours!
Sound is one of the most important aspects of making quality video content, yet many people take it for granted. Audio mixing and soundtracks are what create that feeling when your viewer watches your film; whether they feel like you’ve put time into creating something high-quality or not so much. Sound mixing can be used for dialogue volume, ambient noise over quieter scenes in order to make them feel high-quality by adding realism, or even foley effects which are anything from footsteps on snow to door creaks. Make sure you have this mastered before releasing any videos! Make sure that an expert handles this so it's done right every time!
With the help of video editing techniques, you can add graphics to your branded videos like animation, interview names, titles, logos, product modeling, and text overlays. These elements really tie together all of your branding efforts so use them wisely for a professional-looking end result!
Your call to action is your gateway to achieving business goals. It should be plainly visible and clearly communicated, letting the viewer know exactly what they have in store as soon as they press play. You can include a “Click Here” button or another form of CTA on-screen that matches with what you want them to do next after watching your video content; however, make sure it doesn't get too intrusive by distracting from an engaging story against all odds (like ending up right before the closing credits).
Video marketing services are a great way to boost your SEO! Using this type of content will allow you to rank higher in search engines and provide audiences with the information they're seeking. You also might not be aware that websites with video content perform better than those without as this type of content drives organic traffic (people searching for what the page has) which improves site time; consequently, these pages get rewarded by search engine algorithms at higher ranks. Therefore, let us look at some video marketing strategies that will implement specific SEO strategies to optimize the videos.
Keyword analysis can be used to tailor your website and content with relevant words that will drive more traffic and increase conversion rates. You'll need to figure out what words potential customers are using when they search for things related to your product or service, which is going to help you get found by the search engines as well as people who may actually want products like yours. Start by analyzing the competition - find keywords on their websites, especially in titles of most important videos! Google's keyword planner, Ahrefs, and many other tools can be used to figure out what keywords to use.
After knowing about it choose your keywords and use them in every way you can to enhance your video marketing strategy. So where can you use your keywords? Keywords can be used in the descriptions, transcripts, and tags. Descriptions provide an accurate explanation to your audience about your video so including keywords will increase discoverability.
In addition to this, you can also add links to your social media accounts and websites in the description. Transcripts are great tools for optimizing your SEO video marketing strategy. You can insert a full transcript of the script under each description, giving you another opportunity to place many relevant keywords and help with their ranking!
The use of tags can help improve the ranking and discoverability of your video. For best results, make sure to include a target keyword in the first tag with variations throughout other tags. Tags enable video creators like you who upload their own video content with an opportunity to present it better on these social media platforms so that they may rank higher in organic searches, get more views from relevant viewers, be found easier among competitors' videos, attract new subscribers quickly through related channels/pages.
Long-tail keywords are not only great for conversion rates, but they also help you rank better in Google’s top 10 listings. When prospects search highly specific phrases and find a website that caters to exactly what they need, it usually results in them converting to your site because their needs have been met completely. Long-tail keywords tend to be much easier to rank than single or double keyword searches because there is less competition when using long-tail keywords instead of short ones like “blue shirts” as opposed to the phrase “Nike blue shirt." This allows videos related to these types of phrases more chance at ranking higher.
The right title is the key to getting your video found. With a well-crafted headline, you can get more views and clicks on YouTube or Google searches! Try using keywords at the beginning of your videos’ titles for best results. Encourage more clicks by having straightforward titles that show clear benefits in concise language. Along with it, you have to be creative and thoughtful while bringing up an interesting title for the video content. Avoid making it too lengthy and keep it within 70 characters.
Thumbnail images can have a big impact on your video marketing, and it’s important to choose the best one. The image should be appealing so that people will want to click for more information about what you are offering in the video. It should also be high quality because if not, then there is no reason for anyone else but yourself or someone who knows how bad they look when recording videos with their phone camera would watch them! Use the thumbnail of a higher resolution -1280X720 so that it gives a higher quality and do not forget to check how the video content looks across various devices like TV, mobile,iPad, desktop PC.
Don’t forget to use your website when it comes to publishing videos. Take advantage of the opportunity on any page that might be relevant, like if you have a product video with in-depth detail about the topic then put it up on your homepage and other appropriate pages as well! If you publish blog posts or an FAQs section dedicated specifically to customers who want more information about this particular subject matter, include them there too so they don't miss out on all opportunities available in order to provide different perspectives. Post video content as much as you can and stay consistent to get more engagement.
Publishing videos can be tricky; it requires you to know how to use all of the channels available in order to reach as many potential viewers as possible. Not only do these include every channel like website, PDFs, and digital documents but also email lists, eCommerce pages, and apps too! These are some great methods that everyone should use in order for their company or brand to be noticed by as many people as they can get.
Put your video on as many pages as possible! Not only will this get more visitors to come back, but it will engage them once they are there. If you have multiple videos, even better! You can start gathering views anywhere and find the most impactful place for each one of these valuable assets in their respective niches. Publishing videos onto your blog will help engage viewers and make them more likely to buy from you in the future!
No matter what type of content you produce - informative, educational, or purely promotional material-video has become an indispensable tool for marketers all over the world. Adding this extra step into any promotion strategy guarantees that prospects are receptive and ready to commit time investment and resources when they find themselves browsing through pages until something grabs their attention enough where they want more information about said product/service being offered by the company. What better way than with video?
Email is one of the best ways to stay connected with your customers. You can send them links to your latest video or other content in a newsletter, an automated email sequence, or promotional emails.
Social media has always been a huge asset for brands and marketing companies, but in recent years, social algorithms have begun to prioritize video content over other types of posts. As a result, you should make sure that your videos are being promoted on all relevant platforms like Facebook, Instagram, Twitter, LinkedIn, etc. Video generates 1 200% more shares than links or images combined so this is an easy way as well as required place to promote your video if it's not already gone viral because YouTube does the heavy lifting. And since these channels are owned by you there shouldn't be any issue with using them however they please; just updating the website or emailing blast can put those videos front and center without even mentioning SEO.
Many people would hesitate to get into paid advertising, but we say even on a small budget you can reach a lot of people. Let us look at a few ways to do so.
Now, more than ever before, it is important to not only make your video content stand out but also create a landing page that will attract high-volume keywords related to your products, services, or brands. Introducing higher volumes of traffic can drive up conversions and generate huge returns for your company. Whether it's introducing your business through an educational campaign, or showcasing what makes you special with videos about how products are made; search engines will send traffic at a low cost per click rates to help promote any marketing initiatives in this way - so advertising on them is always worth considering!
Paid social media posts can help you reach well beyond your immediate followers and increase the likelihood that those who are most likely to buy from you will see it. You’ll be able to target audiences based on demographics, locations, income levels, or interests — all by giving them what they want in order for a sale!
Influencer outreach is a type of distribution that may be either paid or earned. Essentially, you reach out to profiles with large followings online and ask them for their help in sharing your content- some influencers might do this without payment, while others will expect something more substantial in return like money or the exchange of goods/services. Work together to create a mutually beneficial video! apart from this native advertising and sponsored content can also be used to promote your video marketing strategy.
One of the most difficult types of distribution is earned media. Although you can’t control what happens, there are some things that might increase your chances of success with this type of marketing strategy. Since nothing costs money when it comes to implementing an earned media campaign, all you have to do is put in a little effort and follow up for better results.
To get the ball rolling, share your content on every social channel you are active in. Send out private messages to friends and family asking them for their help too! If you know anyone in a related industry or field as well, make sure they have seen it.
There are many ways to get others to create content for you and talk about your brand. One way includes sending a product or asking customers directly if they could write reviews on the company's behalf, increasing credibility as long as it is positive feedback.
A video is a powerful form of communication in an increasingly visual world. You could benefit from using more traditional forms of publicity to get your message out, like press releases and publications on the trade site related to your industry or niche sites that cater specifically to those who are actively interested in what you have to say. Make sure any campaign is as official as possible by working with PR agencies if needed, but also reach out directly yourself too!
Influencers can be a great way to get your content in front of an audience. They have thousands of followers and are often willing to promote you for free or in exchange for something small like a shoutout on social media, product review, endorsement mention, and other reasons.
After all this, it is now time to know if your video content has delivered results or not. There are ways to find out and we will be discussing some of the key KPIs here in the final section.
Views- View count is the number of times your video has been viewed and it's important to know how each platform measures a view. This works well when you want to increase brand awareness but remember it is different for each platform.
Shares and comments- You're probably familiar with sharing and commenting on social media. If you want to know how relevant your content is, see if it gets shared or commented on by viewers who are in the same targeted audience as yourself. And that's not all! Social shares also show just how many people a video has reached because every time someone clicks "share," there will be an increase of views until everyone sees what was made! You have something great here - don't let them slip away without watching this viral content.
Click-Through Rate: Click-through rate is the number of times your call to action was clicked divided by the number of views. It can help show how effective a video has been at encouraging people to take an intended, desired course of action. If you're CTR low it's worth considering revising the design or copy for your CTA in order to increase engagement and conversion rates (by showing visitors what they'll get with their free trial).
Conversion Rates: Conversion rates are calculated by dividing visits that completed one's desired goal - like signing up for a free trial - over clicks on CTAs which often appear as videos on landing pages. So if you want more conversions try adding engaging content in form mediums such as videos!
Play rate: The measure of a video's relevance and appeal is its play rate, which divides the number of people who played your video by the total number that saw it. If you have thousands seeing but only a handful to play, there may be an issue with optimization!
Completion rate: It is important to know the completion rate of your video. A low number might mean that you need to make changes in areas like content, title, and call-to-action buttons on your YouTube or social media site so they are more appealing for a wider variety of audiences.
Social media platforms have introduced a new way for brands to integrate their business with consumers. Videos are an integral part of any social strategy, and while there is no one-size-fits-all solution, some key takeaways from the research include:
Measure performance on each platform in order to determine whether video content is right for your audience. The metrics differ slightly between Facebook and YouTube but the important thing here is that you will need to update videos often so they remain relevant with current trends
You should also be tracking views over time as well as engagement rates across different formats. This will allow you a better understanding of how people react when seeing something new among their feeds!
Social media video marketing strategy-
Twitter -
Create a Twitter video to promote your blog post, engage with your audience or drive viewers to another landing page. Keep it short and sweet for the best results on this channel! Pinning your tweet will also maximize the exposure you'll get from others retweeting it. If you want an even more experimental approach, try making customized videos that show one-to-one responses instead of long clips about general topics.
YouTube-
YouTube is a giant library of video content where people go to either educate themselves or be entertained. Establishing and growing a dedicated channel by creating informative video content (in high demand) - then just sit back and watch all those views rack up! Do not expect many people to be redirected to your website after watching your youtube video.
Facebook and Instagram-
It’s a well-known fact that people go to Facebook for quick and easy recipes, how-to's, or just funny videos. The most popular video posts on social media are lighthearted and entertaining content which is why it makes sense the new algorithm favors longer videos with more engaging visuals in order to better surface what viewers want. You can do the same for Instagram because it was the first to start auto-playing videos that do not have any sound. Therefore I think whatever social media platform you want to use your video marketing strategy the ideas have to be different though the goal is the same.
Video marketing is a phenomenal way to reach new potential customers and help them understand your brand. It's no surprise that more people are preferring video content over other forms, as it allows for an immersive experience unlike anything else they've seen before. Platforms like Facebook have been investing in this type of media, giving brands the opportunity to connect with their current customer base while also broadening who sees their message through viral videos! As the world becomes more visual, now is your time to shine. Video marketing is used in a variety of ways to spread your message - but they're not easy or cheap to make! Thankfully there have never been more available solutions (freelancers, agencies) that'll help you create the perfect video for your company with no stress. Plus it won't break the bank either which means fewer worries about being able to trade-off quantity vs quality when creating videos at scale.
So, if you are interested in creating top-quality video content for your target audience then use Offeo's Video maker to create designs that will define your brand identity. Our easy-to-use video maker helps you bring your idea to reality so that you can promote your brand.
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