The value of video marketing has increased by leaps and bounds in recent years. So much so that the format has utterly dominated the digital environment and has emerged as the most valuable weapon in any company’s marketing arsenal.
So, if you’re not producing video and distributing it across all platforms and communication channels, you’re probably (actually.. definitely) lagging behind.
Don’t do that!
What is video marketing and why is it so important?
Video marketing is all about effectively promoting and selling your product or service using video. Reaching out to your audience, increasing engagement, educating customers, and eventually increasing conversions are all things that may be done.
But, in order for that to happen, video must be used strategically and creatively.
You should concentrate on utilizing the medium to supplement your efforts, deliver your message, and aid in the achievement of your marketing objectives.
The point is, viewers have shown that video is considerably more receptive than other types of media. And, therefore, people have learned to rely on, and even anticipate, that type of information from the businesses with whom they interact.
Even the most extensive, in-depth written description of a product will fall short of achieving the same degree of engagement and ease of consumption as a video presenting the same topic.
Businesses use videos on their landing pages (to explain how the offer works and the benefits), social media postings (to engage with the audience), blogs (to retain more readers), and even emails to support their marketing campaigns. You don’t need to use all of them; choose the one that makes sense for your business!
How can video help your business?
- Boost engagement
- Establish reputation and trustworthiness
- Increase conversions
Types of video content
Product videos are meant to demonstrate how a product or service operates in the most realistic and genuine way possible. Using relevant, high-quality, and intriguing information to highlight its essential features and benefits.
Businesses typically use them on their websites to assist visitors understand how valuable their service is more quickly and effectively. Similarly, they’re wonderful for building trust in your product, nurturing leads, and bringing them closer to a purchase decision.
Social media Videos
These videos, which are intended to be shared on social media, can range from explainer and tutorial videos to ads or product videos.
The first point to emphasize is that you do not need to create videos for every social media platform. Analyze your target audience’s preferences, figure out where they hang out online, and focus your social video marketing efforts there.
Another consideration is that Social Media Videos must always be visually appealing. Your contribution will be part of a never-ending stream of content. As a result, make sure to discuss pertinent themes in unique and creative ways.
These videos can help you enhance audience engagement through views, shares, and comments, boost brand awareness, and redirect traffic to your website if you use them in your video strategy.
Past or current consumers share their positive experiences with your brand, product, or service through customer testimonials.
As you might expect, Testimonial Videos are one of the most powerful tools at a company’s disposal, particularly when it comes to persuading prospects of your brand’s worth.
Customer Testimonials, as successful as they are, must feel true and real in order to generate results – people can tell when an opinion or comment is phony!
Testimonials may help you build trust in your brand, humanize your company, and encourage prospects to buy your product by including them in your video strategy.
Explainer Videos are short animated pieces that explain complicated ideas or topics in a simple, straightforward, and engaging way in less than 2 minutes.
What makes them so successful for businesses is that they mix compelling storytelling with high-quality design to help viewers comprehend why a product or service exists. All the while, you’re targeting a specific audience pain point and providing an excellent solution – yours!
The basic purpose of explainer videos is to initiate a “conversation” about your product or service. Assisting you in generating leads by communicating clear, focused, and effective messages that move prospects through the sales funnel.
How-To Videos are likewise instructional, but their structure and language are very different.
These are instructional works that, in their most basic form, lead the viewer through all of the steps required to execute a task or procedure from beginning to end.
Businesses may use these movies to show various types of actions, from ordinary routines to more sophisticated operations, because they are highly easy, clear, and active. For example, how to prepare a recipe, fold an origami butterfly, or operate software.
Including How-To Videos in your video strategy is a great way to boost your brand’s online visibility, build trust, and drive traffic to your website.
Tutorials are in-depth videos that teach clients about the complexities of the offering or other offering with which the firm is associated.
NUBIGON Inc. is an excellent example of a video marketing approach. Jane, a virtual pleasant lady who explains all you need to know about their program, was invented by them.
They were able to mix video editing talents with a really personal touch; in this way you can “empathize” with the virtual lady while learning how to use NUBIGON at the same time.
Behind the scenes
People nowadays expect more openness and humanity from corporations, particularly in the digital world, where things can become impersonal. They like genuine and honest communication from brands they like, which you can achieve excellently with Behind the Scenes videos!
People feel like they’re getting something special when you disclose insider facts about your business, teams, or headquarters. In a sense, you’re inviting people to invest in aspects of your business other than your product or service. Overall, incorporating Behind the Scenes content into your approach will help you build brand trust, improve your online presence, and increase engagement.
How to create a video marketing strategy?
Okay, you’ve probably already figured out who your competitors are, what items they sell or what services they provide, how they differ from yours, and so on (there are lots of things to consider at this stage, so make sure you choose the competitors right).
I know that this may look like you are stalking them, but you need to examine their websites, social media accounts, and any other available channels to see how they use video to deliver their various messages. Examine images, emails, blog entries, and other sorts of information to observe how they integrate everything, or how they don’t.
In addition, you should ask yourself some of the following questions:
- What kinds of videos do they make?
- What communication channels are they using to promote them?
- What is the depth of the content?
- Are their videos resonating with viewers?
- How many pieces do they create each week, month, and year?
Defining your goals — in this example, what you want to accomplish with your videos – is the first stage in any digital video marketing campaign.
You’ll need videos that are tailored for use in the awareness stage if you want to introduce your business to a new audience.
You’ll need contemplation stage elements if you want to engage and explain to prospects why your solution is the best one available and why they should choose you!
As you may be aware, customers go through a three-stage process known as the “Buyer’s Journey” before making a purchase.
When potential consumers know they are coping with a specific problem, the awareness stage begins. They begin by conducting educational research in order to frame the issue.
Buyers define the problem and begin exploring for solutions during the consideration stage. They conduct more in-depth study at this step to determine whether approach or method is superior or more convenient for addressing their goals.
The decision stage begins when they’ve reduced their alternatives down to a shortlist and must choose a solution or make a buying decision.
With this in mind, you may utilize a funnel-focused digital video marketing approach to help potential buyers progress farther down the sales funnel. Essentially, you’ll create specific pieces for each stage in order to nurture prospects and urge them to take action – that is, to buy your goodies!
For instance, you may begin by making three videos:
- For the Awareness Stage, start with an Educational video
- then move onto the Consideration Stage with an Explainer that outlines your product or service
- and finally to the Decision Stage with a Customer Testimonial.
Define your Video Strategy Concept
You’ll need to start crafting your plan of action once you’ve defined your objectives and picked a video promotion strategy.
You’ll need to conduct extensive research and learn everything you can about your possibilities at this time. From basic information like gender, age, and where they live to more detailed information like likes, dislikes, habits, and, most importantly, their pain or needs.
After you’ve selected your target, you’ll need to start planning your videos. Choose and define your:
- Target audience
- Video message
- Video platform
- Video type
Understanding your audience’s problems (or requirements) will aid you in determining what kind of tale you can tell to position your product or service as a solution to their issues.
How can you position yourself as a dependable and trustworthy organization that wants to help them?
Find the right partner
There are numerous ways to create a video in terms of production. You can put together an in-house production using your own resources, engage freelancers, or even do it yourself.
However, if you want to boost your game and take your digital video marketing plan to the next level, you’ll almost always need to hire a video marketing agency. These are masters of their trade, with the knowledge, talent, and experience to turn a basic concept into a captivating and stunning piece.
The truth is that there are just too many options available, and deciding on one can be difficult. However, we have some video marketing advice on which aspects to consider while looking for a partner:
To begin, look over their online portfolios to see if they are capable of fulfilling your requirements and exceeding your expectations. You should also think about what other customers have stated about working with them. So, spend some time reading internet evaluations and testimonies from customers.
Examine how they handle the manufacturing process as well. It’s critical to select a vendor who keeps you informed at all times.
However, one that allows for sufficient rounds of adjustments so that you can provide feedback or comments throughout the process.
Finally, when working on a budget, it’s vital to select a vendor who can provide high-quality services at a fair cost. Collaborate with a video production business that can deliver high-quality results while staying inside your budget!
As you can see, the growing relevance of videos in marketing and video marketing in general cannot be overstated.
If you’re using videos in the game, make sure you’re doing it better than your opponents, and if you’re new to the game, learn and research before you play your shots.
At 90 DEGREE, we can assist you with guidance when it comes to Video marketing content. First you should take a look at our portfolio on our website – Video Presentations – 90 Degree or stalk us on Social Media.