How to get started with Video Marketing-Internet users watch more than 500 million hours of
videos on YouTube every day. So, it's no surprise that video represents a whopping 82% of all internet traffic in
2021. This calls for brand-specific video marketing strategies. While this idea has been around for a while, what
has changed is how essential video has become on every platform and channel.
Video is no longer merely a component of your total marketing strategy. It's vital to your outreach and campaign
activities, particularly your social media strategy. The mere mention of the term "video" in your email subject
line
raises open rates by 19%, while video on landing pages can
increase conversion rates by over 80%. Customers also say that videos help
them make purchasing decisions in
90% of cases.
Set Clear Goals for Your Video Marketing Campaign
Video content is thought to be "simple to retain" and provides a nice diversion from the "overabundance of textual
stuff online." Holding your phone in your hand, aiming it in the right way, and pressing the “record” button may
seem obvious, but there's a lot more work that goes into creating video content. You must set goals based on your
strategy and track measurable outcomes. Increasing brand exposure, educating or entertaining customers, delivering
quality material to prospects, selling items, and displaying authority in your industry are some popular
objectives. Keep this in mind when setting goals:
Is it a specific goal?: General objectives such as "raise traffic" or "grow subscribers" will not
provide you with any insight in the long run.
Is it a realistic goal?: There's nothing wrong with having lofty goals, but hoping to reach 1
million YouTube followers in your first six months might be pushing it.
Is it possible to track this goal?: A realistic objective that you can track is an important part
of goal-setting. Whether you succeed or fail, you'll have vital data in the end.
Understand Your Target Audience and Their Needs
Create video marketing content that your audience will enjoy to increase ROI. Examine your most popular social
media and blog postings. Examine which emails were the most likely to be opened by your subscribers. Discover what
your consumers are asking your salespeople. Then think about how you'd use videos to answer questions, entertain,
inform, and provide solutions.
Choose the Best Platforms to Reach Your Target Audience
Video content is
shared 1200 percent more than text and image uploads combined, making it an
ideal target for companies trying to expand their organic reach. As a result, be certain that your videos are
posted in the appropriate place. YouTube, Instagram, Snapchat, Facebook, Linked In, and Vimeo are just a few of
the places where you may create and share videos. You won't be able to use every platform. For example, 71% of
Snapchat users are under the age of 34, and they prefer B2C content that is fast and fun. Men make up 62 percent
of YouTube users, and the 35 to 55+ category is the fastest growing. YouTube has over one billion users,
accounting for approximately one-third of all internet users worldwide. Determine where your audience is most
likely to watch your videos using your internal demographics. You may also post your videos to YouTube and link to
them from your blog, Facebook page, Twitter feed, and LinkedIn company page.
Decide What Types of Marketing Videos to Create (Explainer, Demo, Live, Brand)
You must first decide what type of video(s) you want to make before you begin filming. Check out this list to know
and understand more about your options.
1. Demo Videos
Demonstration videos showcase how your product/solution functions, whether it's by giving viewers a tour of your
software and how to use it, or by unboxing and testing a real product.
2. Brand Videos
Generally, brand videos or promotional videos are created as part of a wider advertising campaign to highlight the
company's high-level vision, goal, or products and services.
The purpose of brand videos is to increase brand recognition while also engaging and attracting your target
audience.
3. Event Videos
Is your company organizing an event like a conference, discussion, fundraiser, or seminar, or charity event? Make
a highlight clip or provide more interviews and presentations from the event.
4. Expert Interviews
Sharing the views of internal experts or industry thought leaders is a wonderful method to establish trust and
authority with your target audience. Look for industry influencers, regardless of whether or not they support your
point of view or not and bring these conversations in front of your target audience. Aim for a deep dive with an
industry expert delivering tangible takeaways for viewers interested in developing viral content, not just a
surface-level chat. Don't hesitate to be strategic with your interviews; your viewers will enjoy it.
5. Educational or How-To Videos
Instructional videos or how-to videos can be used to educate your viewers about something new or to help them gain
important knowledge they'll need to better understand your company and its products. Your sales and service
personnel can also use these clips when dealing with customers or during training new recruits.
6. Explainer Videos
This form of video is designed to explain to your viewers why they need your product or service. Many explainer
videos involve a fictional journey of a company's primary buyer persona who is having difficulty with something
that is addressed by the company's USP. This person solves the problem by adopting or purchasing the company's
offering.
7. Live Videos
Your customers will get a unique, behind-the-scenes glimpse at your organization through a live video. It also
upholds longer streams and draws in higher engagement rates. People watch live videos
8.1 times longer than they do for
other videos. Interviews, presentations, and events should be live-streamed, and spectators should be encouraged
to ask questions and have them answered live.
In-House vs External Video Production: Which is Right for You?
You've got your idea and you've decided where you'll post or broadcast your video. It's now up to you to actually
make it. You have two choices: do it yourself or engage a marketing firm or a video production firm. You'll need
to invest in solid equipment if you choose the first choice. Good audio, sound, and lighting are the video
trinity. On the other hand, if you hire a video production company, all of the tools you'll need to get started
should be available with them. Inquire about their equipment and examine their films to confirm that the content
is of great quality. If you're doing it yourself, be sure you have the correct equipment.
How to Build a Video Marketing Strategy for Social Media
Creating and sharing films on social media should be done in tandem to achieve your current marketing objectives.
If you want more people to download an ebook, you might make a short teaser clip or how-to video and include the
complete link to the ebook's landing page in the caption of your social media post. The best results are usually
found in short, easy-to-consume videos. For further visibility, try pinning your video to the top of your profile
on Facebook or Twitter. Since most users watch videos on the go, integrate text or captions to allow viewers to
follow along even if the video is on mute. On Facebook, lighthearted and fun brand awareness videos tend to do
well. To reach more people on Youtube, create useful, instructive videos that are in great demand and establish a
dedicated channel of subscribers.
Important things to keep in mind
The shorter the better: Make your videos as short as possible. Instagram videos should be no longer than 30
seconds, Twitter videos should be no longer than 45 seconds, and Facebook users are unlikely to watch anything
longer than a minute. The most interesting YouTube videos last no more than two minutes. However, if you want to
go longer, YouTube is the finest site because its viewers are more willing to watch a lengthy video.
Don't forget keywords: Remember to use relevant keywords in your video titles, descriptions, and
platform keywords to ensure that people can locate and view your video.
CTA is a must: At the end of the video, include a call to action, so that folks can find out more
about your business or buy a product.
Promote your videos: Increase the number of people who see your video by sharing it on social
media, mailing it to your email subscribers, and writing blog entries about it.
