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What is Video Marketing?
Digital marketing is the use of videos to advertise and sell a product or service, maximize interaction on your media and social media, inform your consumers and customers, and reach out to a new audience.
Anything from building customer relationships to advertising the brand, services, or products will benefit from video marketing. Video marketing can also be used to show how-tos, advertise customer testimonials, live-stream activities, and distribute viral (entertaining) content.
How Video Marketing Works What is video marketing?
On the surface, video marketing seems to be extremely simple: the company produces videos that advertise your company, boost sales, raise awareness about your products or services, or touch your customers in any way. It’s a bit more complex in person. Video marketing, like all of the marketing activities, is data-driven, so you’ll want to keep track of different metrics and customer experience.
You’ll want to do the following to improve your video marketing strategy:
- Distribute resources. You’ll need money for video – at the very least, quality tools, good editing software, and a video marketing guru (or, better still, a team) – as well as time to make it.
- Tell us about your experiences. Storytelling has never been more important than in the video, so start thinking about what stories you’d like to share. How are you going to tell them?
- Participate. It is not sufficient to simply share your stories; you must also engage your audience. What would you do to make your tales more engaging? What would pique the audience’s interest?
- Keep it short and simple. Although there are recommendations, there is no fixed length for advertisement videos, but the general rule is that shorter is stronger. Editing can be ruthless. Remove all unnecessary items by cutting. Since social lives are restricted, make the most of what you have.
- Publish. Upload your videos on your website, upload them to Google-owned YouTube, and share them across all of your social media platforms. Then, and just then, encourage, promote, promote.
- Analyze the situation. Keep track of metrics and statistics to see which videos do well – and why.
Video Marketing’s Advantages
- There are some advantages of video marketing. Let’s start with what can be easily measured: figures, numbers, and data, oh my! Relevant:
- Video allows you to establish a connection with your viewers. Today, too much of a company’s messaging is geared toward fostering confidence. Customers can see through the curtain and get to know your company through video, which connects what you say and who you actually are.
- Video will help you create backlinks to your blog, increase views and shares (which can influence search rankings), and drive traffic to your site. Remember that YouTube is owned by Google, so upload your videos there and tag with keywords and key phrases!
- Videos help people remember what they’ve seen. Customers will remember approximately 10% of what they hear if it isn’t accompanied by relevant images three days later; but, if it is accompanied by relevant images, they will retain an average of 65 percent of what they hear three days later.
- In 2021, video advertising is believed to reach 74% of all web traffic. Video is a hit for the clients. Video is already common with potential buyers, so effective video marketing will bring in new customers.
- Email subject lines with the word “video” raise open rates by 19 percent and click-through rates by 65 percent.
- Customers are four times more likely to prefer watching a product advertisement to reading a product summary.
- Do you like spending money? Remember this: consumers are 64-85 percent more likely to make a purchase after viewing a video.
Challenges of Video Marketing
Cost used to be a big deterrent to video marketing: the cost of equipment, editing tools, and, from the viewpoint of the end-user, the data cost of watching online video.
Those difficulties are more in the rearview mirror now. Well, you’ll need some budget – good tools, editing apps, and a distribution network are all less expensive than they once were, although they’re still not free – and you’ll need a video-savvy communications squad, but these are all manageable obstacles.
In reality, the most important video marketing issues in 201721 are strategic: how to develop a strong and successful video marketing approach, how to produce content that viewers want to watch, and how to create entertaining videos that are posted. Furthermore, video marketing marketers must have a clear understanding of metrics and how they signify a video’s performance as well as opportunities for growth.
Video Marketing Best Practices
As a result of these difficulties, video marketing best practices emerge. And it all relates to strategy: if you want to get success from your video marketing, you must prepare, evaluate, analyze, and test again. Yes, the target of your videos is to share a story and engage your customers, but they must also comply with your sales funnel from a marketing standpoint. What exactly is the point of each video? Who is the intended audience? How does the video help you achieve your marketing objectives?
In the end, the video marketing strategy should be driven by overall strategy and data. To begin, devise a solid strategy for creating a video(s) for and stage of the sales funnel. Outline the content and objectives of each video. Determine which metrics can be most useful in determining the success of a video. And put it to the test. Analyze the situation. When required, make adjustments to your videos (and their deployment). Make an effort to improve their performance. And, whatever you do, make a video; it will be the backbone of the brand’s marketing activities in 2021 and beyond.
The 5 Most Popular Video Types
There are virtually countless kinds of videos you can create in accordance with your marketing funnel, including from brand videos to FAQs to educational videos and more.
Given the wealth, certain kinds of videos are best suited to achieving your marketing objectives. Once you’ve established your objectives, you will begin learning about the differences in and video form and selecting the ones that are most appropriate for you.
Commercials are short, attention-getting videos that use a realistic scene, stunning graphics, or a rundown of innovative features to showcase the company’s best features and finish with a simple call to action. They’re the most popular kind of video, and you’ve certainly seen a lot of them on TV, streaming channels, and video sites like YouTube. Commercials are often wide in appeal and offer only the most appropriate and pertinent detail an audience might need when their main aim is to draw potential buyers.
They’re also unforgettable, which is a benefit! They showcase the products in a way that stays with the audience, so if it’s the first time they’ve seen it, they won’t forget it.
Commercials are usually brief, lasting 30 seconds to one minute, and are transmitted through paid advertising or broadcast ads. They’re also perfect for your website or homepage because they provide a short and easy-to-understand rundown of your brand and encapsulate your brand mission.
2. Social Content Videos
Short video clips made specifically for social media sites such as Facebook, Instagram, Twitter, LinkedIn, and others are known as social content videos. They’re typically lighthearted, playful, and entertaining, and they’re meant to be shared. They can be lifestyle shots, a highlight reel of scenes related to your product or service, sound bites or quotations from interviews, or simply a beautiful shot of your product or service.
You’ve already seen a video on social media if you haven’t seen a commercial on TV. Social videos can be about almost anything and can be found at some point in the buyer’s path. They are often used to engage new and current consumers due to their friendly, interactive nature and shorter duration.
Hold your social media marketing videos within 30 seconds long. Pay attention to features exclusive to social media, such as muted autoplay and video looping; you can potentially take advantage of these features by using silent audio and making almost infinite loops. Use your social videos to highlight constructive consumer comments — this will help you gain trust and spread the positive word.
3. Explainer Videos
Explainer videos are videos that provide more information about your business, brand, product, or service to your audience. Almost every video can be an explainer video, much as social content videos; the only condition is that it focuses on how the business addresses a specific issue.
Explainer videos are great ways to get people interested in your business. They should be able to clarify what the business does and why it is important in a short amount of time. Explainers are usually under three minutes long and have a solid call to action as well as a straightforward approach to a complicated problem.
Always keep in mind that these videos should address three key questions: What is the issue that your target audience is facing? What solution can your product or service provide? Why does your target audience choose you?
4. Product Videos
A product video informs the audience about the most popular products or services, as well as their key features. It demonstrates how the product works and helps to build customer trust in your business or brand.
Your key target here would most likely be to draw potential buyers who are just starting their product testing. You’ll want to highlight not just the product’s appeal, but also its usefulness and real need. You’ll really want to emphasize what makes your product stand out from the competition, particularly because these new visitors are still conducting research.
Product videos are typically 30 seconds in length and can be posted via the website, social media sites, email, or paid ads. To communicate how good the product is, use high-quality production and great sound, whether it’s audio, speech, or voice-over.
5. Customer testimonials
Testimonial videos are one of the most powerful forms of videos you can produce; they feature former or present happy consumers discussing their favorable experiences with your product or service.
Customer feedback that is candid and personal is more powerful than something you might claim for your own business. According to a new poll, 90 percent of buyers believe online feedback affects their purchasing choices, so use them to boost the brand’s reputation and persuade your prospects to make the move.
Customer testimonials are typically about 30 seconds and two minutes long, and they may concentrate on a single happy customer or a group of happy customers. These videos are really adaptable, so you can use them virtually everywhere. Simply ensure that whomever your video is completely genuine; a forced or fake-feeling testimonial may be more damaging to your brand, so take your time to choose the ideal partner.
What should I do to improve my video marketing SEO?
Again, there are many technological tips you can use to boost your site’s SEO, but having high-quality content that educates and inspires your viewers is one of the best. And what kind of content is the most instructional and informative? This is a video!
Don’t keep the footage to yourself if you’ve already finished it. By its own nature, video is extremely insightful, but the SEO boost it offers could pay off well for it in the long run.
1. Make videos available on your website.
When it comes to publishing your video, don’t forget about your website. It can be used on any page that is important. For example, if you have a product video, you can insert it on your homepage as well as your product or eCommerce pages. Include the video if you write a blog post about your product. Add the video on your FAQ page if you have one with questions about your product.
2. Have the video in high-quality content.
Unfortunately, putting a video on a website that is otherwise blank won’t help your SEO. Make sure your video is embedded on a website with interesting and appropriate content. This will remind search engine crawlers that your platform not only has entertaining multimedia but also offers a wealth of interesting and usable content. Make sure the text is relevant to the recording; uploading the video transcript may also be beneficial.
3. Be consistent with your video content – post it always!
One video is fine, but the more engaging videos you share, the better. It might not be feasible to upload videos every day or for every project, but if you’re working on a big campaign or an initiative that will benefit greatly from the video, set aside some money for video production. Even adding text to stock footage will make your website more entertaining and attract more visits through organic search.
4. Don’t overlook the key elements.
Half of SEO is about high-quality content, and the other half is about technical information. Video is no different. Don’t ignore the technical information that will make your video available to crawlers indexing your content when you upload it on your site: title, definition, tags, and annotations. You can edit these things on most video-sharing sites.