One of the recent trends in digital
marketing is the rise in the use of video marketing. Video marketing has been
discovered as a great way of interacting with people. The earlier most people include
video marketing in their marketing strategy, the better for the growth of their
businesses. Since video marketing is increasingly becoming the order of the day
and proven to get great results, it's important that businesses learn how to use it.
So, in this guide, I will be explaining what video marketing is and why you need
to use it.
What
is video marketing?
Video marketing is no
special term; it's just marketing with the use of videos and placing the videos
in strategic places where they are most likely to get seen by your target
audience. Video marketing increases audience engagement and allows customers to
resonate with your brand and whatever you are offering them. It incorporates
videos in your marketing campaigns when you are promoting your product or service.
Now, that you've known what video marketing is, we need to know what are the
benefits of video marketing.
Video
marketing benefits
Video marketing of course
has a lot of benefits compared to picture ads. Among the benefits of video
marketing include the following.
1. It improves engagement
People love videos and will pay
attention to it if it's something that interests them. Most people engage with
videos used in marketing products and services than just picture ads. A lot of people are too lazy to read, but with
video marketing, even the laziest reader is engaged.
2. It increases conversion
rate
Because viewers engage more
with videos. It is likely to increase your conversion rate. This is because
your viewers are likely to respond to your call to action in your video.
3. Videos eliminate trust
issues
If the viewers are seeing
and listening to what your business has to offer them in videos, they are likely
to trust your business. To succeed as a business, you need to gain the trust of
your customers, this is especially true when you sell products or services
online and customers need to trust you to deliver as you had promised and using
videos can help viewers trust you more than other types of ad.
4. Better product demonstrations
Customers might not know how useful a product
or service is to them when you promote products through picture ads. But with
videos, you can better demonstrate how important your products or services will
be to your viewers. And, if they understand your products or service and how important
it will be for them, they are likely to patronize you.
5. Videos get more shared
Because people love videos,
they are likely to share it, which means more views and shares again. Also, videos
can be shared effortlessly without much hassle.
6. Videos boost business professionalism
Using video marketing tells
viewers you are a modern business. Using videos in marketing also tells your
viewers how professional you are in your business.
Video
marketing statistics that show video marketing trends
Below are statistics from
trusted sources on the use and benefits of video marketing:
1. 87% of businesses use
video as a marketing tool (wyowl)
2. 83% of marketers say
video gives them a good return on investment (wyowl)
3. 96% of people say they've watched an ad to learn
about a product or service (wyowl)
4. 40% of millennials trust YouTube
for content (Google)
5. Twitter videos are 6x more
likely to be retweeted (Twitter)
6. Twitter tweets with video
see engagement that is 10x better than tweets without video (social mediatoday)
7. Video gets more engagement
than other content types (social media today)
8. LinkedIn users are 20x
more likely to share video content on the platform than other content types (social media today)
9. More than 50% of
consumers want to see videos from a brand (Hubspot)
10. Video on landing pages increase
conversion by 80% (Hubspot)
11. Adding the word 'video'
in your email subject line increases its open rate by as much as 19% (Hubspot).
These statistics prove that video
marketing is an opportunity marketers and businesses can take advantage of to
increase revenue. At this point, it is vital to know the different types of
videos that are used in marketing.
Types
of video marketing
1. How-to videos
When people want to learn
how to do a particular thing they simply ask or search 'how to' do that thing
they want to know about. That is basically the concept behind how-to videos.
They aim to teach viewers how to do something. An example of where this type of
video might come handy is when you have a product and consumers are finding it difficult
using that product because they are new to it. You decide to make a short video
explaining how to use your product. In this video, you could explain how your product
works and what they will benefit from using it.
2. Product feature/demo
video
Unlike how-to videos,
product feature/demo video showcase the features that your product have that
makes it stand out. It highlights the features of your product by putting to
test and describing the way your product works. It is a great way of telling
your viewers why they should use your product. Below is a product demonstration video from sinucleanse.
3. Testimonial videos
Testimonial videos show that
your product really works. It is a way of showing viewers that your product can
solve their problems by showing them testimonies from people who have already
used your product or service. Testimonial video tells your viewers that they
can trust your product in solving their problems and in helping them achieve their
goals. Here is a video of a testimony from a customer about FreshBooks.
4. Event videos
Event videos are used to
inform people about an upcoming event that is coming up. They include shows,
conferences, parties, fundraiser or any other event at all. In this video, you
can highlight previous editions of the event to give viewers a feel of how the event
will look like.
5. Announcement video
This type of video is used
to announce something your customers should know about like a product launch,
business expansion or acquiring a new business.
6. Brand videos
These videos are there to
educate people about your brand like your vision, mission, products and
services. Its purpose is generally to acquaint people with your brand and to
build brand and customer loyalty. Here is an example of a brand video from creative percept.
How
to do video marketing
Now that you've know what is
video marketing and the types of video marketing, we need to know how to start
video marketing. Below are some steps to take to create awesome videos for
marketing.
1. Come up with an objective
So before you embark on
anything, you have to decide on what you want to achieve with your marketing
video. For example, it could be to increase the awareness of your brand, launch
a new product, to increase product or service sale, etc. This will guide you in
what to do going forward.
2. Choose a video type
After you have decided on an
objective you want to achieve, you must choose a video type that is based on the
objective set. So if for example, you want to increase product sale, you have
to choose a product feature and demo video because it highlights your product
features and tells viewers why they should get your product. If on the other
hand, you want to increase brand awareness then you need to choose a brand
video.
3. Create a plan
The next step you want to
take after selecting a video type is to create a plan. Here you have to set a
budget for shooting the video, the equipment you will need, the skill you need
like who will appear in the video, who will shoot the video etc., Where the video will be shot if it will be live (it doesn't have to be, you can create animated
marketing videos), and also coming up with an idea for your marketing video.
4. Write the script
To know what you are doing,
you need a script to guide you in the process of video making. A script will
direct you on what to say and what to do in the video in order to get your
message across to your viewers. It makes sure your video doesn't come out messy.
Read also: 10 Must-Have SEO Tools to Try
Read also: 10 Must-Have SEO Tools to Try
5. Shoot and edit the video
This step only applies when you
are shooting a video that has to include certain subjects. In this stage, you
have to get the best hands to shoot your video and edit it to make sure it
comes out nice and good. If you are making an animated video, you don't need
to shoot a video; you only make the video with a video making software and edit
it.
6. Choose promotion channels
You also have to decide what
channels you are going to use for promoting your videos. You can choose to
promote your videos on social media, YouTube, your website, or in online ads.
After choosing the places you will put your video, you have to promote them so
people can see them.
7. Measure performance
Here, you have to set
performance indicators to measure the success of the video. It could be the
number of product sales or the number of video views.
Conclusion
There you have it, your
comprehensive guide to video marketing and what you need to know about it. Video
marketing may seem difficult at first but if done right you will reap a lot of
benefits from it. Follow the above tips to get started with video marketing. If
you have gotten value from this article, share it with your friends. Don't forget
to comment if you have any questions.
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