Marketing with video: the definitive guide
July 23, 2021
8 minutes to read
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Video marketing is an effective tool that can help promote and sell any product. It’s also a great way to build relationships with customers in the digital age of communication. The best part is that you don’t need a lot of experience with video production or editing software to make videos – anyone can!
What is a video marketing strategy?
What do you want to accomplish with video marketing? Your goal could be something like increasing brand awareness, building relationships with customers, or generating new leads.
Determine who your audience is and what posts you want to share with them. Identify a niche topic related to your business and develop content that helps people solve their problems. For example, if you are a fitness entrepreneur, create videos on topics like “How to Lose Weight Fast” or “The Best Workout Routines”.
Before you start filming, think about the story you want to tell. What do your customers care about? What type of content are they looking for online? Who is the video intended for (existing customer or someone new to your business)?
If this is a commercial video, consider including celebrity recommendations if possible – this can give viewers a ‘spark’ and make them more inclined to buy from you. A well-known example includes Red Bull partners with Felix Baumgartner in 2012: By jumping from a space capsule into Earth’s stratosphere wearing only his costume, Baumgartner broke three world records – and the Red Bull brand awareness increased significantly as a result.
What is a video marketer?
If you are interested in video marketing, it is important to understand the difference between a videographer and a video marketer.
A videographer films your business’s video content, while a video marketer is responsible for everything from creating compelling videos that resonate with viewers looking for the best way to distribute them online so that they be seen by as many people as possible.
Typically, a person will do both tasks, but it depends on their skills and where you plan to distribute the videos after filming them. If you want someone who can create compelling, high-quality content and promote it effectively, consider hiring two separate people: one for photography and videography (usually an external contractor) and another person specifically for the. marketing / distribution (internal).
Related: Connecting With Your Target Audience Via Video
How do you know what kind of video to make?
You need to create a video that meets the needs of your campaign, your audience, and your style. For example, if you are a shoe company, create an instructional video on how to tie shoes.
Social videos are designed to showcase your company’s culture through interviews with employees, tours of offices or manufacturing facilities, as well as behind-the-scenes footage from recent events such as product launches. These videos can also include staff members providing insight into upcoming projects and new products in development, while promoting a teamwork ethic along the way.
Customer testimonials are great for showing how customers are using a particular product or service and how satisfied they are with it. If you want to show more than one person talking about something in-depth, like how they use an app, make sure all participants are in the same room, rather than participating remotely via Skype.
Product demos are often part of a larger campaign strategy that includes other formats, such as connected TV ads and social media campaigns. They can be very convincing if done right.
What is video SEO?
The video will be indexed in the search engine, and it is important that you have a captivating title for your video to encourage more people to watch it and subscribe to your channel. When uploading your video to Youtube, be sure to use keywords related to your company or industry so that they are associated with uploads to YouTube.
You can share videos on social networks, such as Facebook or LinkedIn, to make it easier for viewers to find your video. You can even embed a video on your website using the YouTube plugin so that people who visit your site can easily view videos from any device they are browsing with (desktop, laptop, mobile phone).
Ranking videos can be much easier than ranking traditional textual content because videos are an easier and more entertaining way to consume information. Videos allow people to see your product or service without ever having set foot in your store, which means you’ll get new customers that you might not otherwise have had. You should always be mindful of video SEO best practices if you want your business videos to rank well in search engines like Google and Youtube so that anyone can find them when they search for what you are selling online. .
Related: 5 Reasons Why Businesses Should Focus On Creating Video Content
How to broadcast video content?
Understanding the difference between owned, earned, and paid distribution channels can help you distribute your video content in a way that benefits brand awareness and conversion rates.
Each type of channel has its advantages and disadvantages, but by combining all three, you will get the best possible result: high visibility with a great return on investment. It is important to show your videos on media properties owned by your business, such as your website or social media accounts, as it helps to reach visitors who have expressed interest by actively visiting those sites to see what’s new. . These are also people who are more likely to convert to customers after watching the video because they have already demonstrated their commitment to your business’s products or services. Usually that means those viewers are at the top of the marketing funnel.
Media channels like blogs, news sites, and social media channels are a good way to reach the middle of the marketing funnel. It is important to note that these videos must be created specifically for these different channels. For example, you wouldn’t want your Facebook video cut into 15 second clips just so that it can be posted to YouTube or LinkedIn.
Paid media is often overlooked as an option when distributing content because it costs money. However, paying for distribution includes buying commercials on newer networks like Snapchat and Tiktok, where there is no competition yet from brands looking to share their own videos in these spaces, especially if they are. know how precious this space will become over time. Also, consider paid placement fees with syndication partners who have already established audiences of other video creators and influencers who might want to share your video on their channels.
How to measure the success of a video?
Video marketers measure success using views and if they get a lot of it, that’s a successful video. Some of the important KPIs to track are number of views, views per day or per week, and impressions. Additionally, marketers should also track engagement metrics like likes / dislikes, comments, and retention.
These are more important than just getting a lot of views because they tell you how many people watched your video until the end. The only way this can happen is that they like what they saw, so make sure your videos have good content that reflects who you are as a brand or business.
So don’t just rely on the number of views! There are other KPIs that can tell you if your video was successful, such as shares and viewer reactions including likes, dislikes, and comments. Retention is another important metric to watch out for. You want your viewers to watch the whole thing because that’s what will encourage them to share and engage with it!
The growing popularity of video marketing gives your brand a unique opportunity to reach its target audience, gain exposure, and use videos as a way to generate leads. By making quality videos and interacting with viewers on social media sites like Youtube, you will be able to effectively grow your brand over time. The possibilities are endless when it comes to video marketing, so make sure you take advantage of this opportunity before your competition!
Related: How The Evolution Of Video Content Will Influence Brand Visibility In 2021