This guide outlines the best strategies for video marketing to boost your business results and profile.
The use of videos in digital marketing strategies is a strong trend for the years ahead. The inclusion of video marketing content on landing pages increases conversion rates by up to 80%, while in email marketing you can increase click-through rates by up to 300%.
Taking into account the predictions of marketers and social media analytics, the era of photography is slowly fading into the background. Shortly, video content will take the lead in marketing. As statistics show, most users prefer video content because of the convenient presentation of information and its easier perception.
Video marketing content often increases landing page conversions and the open rate of emails mentioning a video in the subject line. Consumers are also more likely to make a positive purchase decision after watching a video marketing clip, while search engines give preference to sites with video content and bring them to the top of the search results.
Video marketing is essentially an advertising and marketing connection with an audience through video content. Its main task is to increase sales, boost brand awareness, gain popularity among the audience, and expand the presence of a company in the market. Modern businesses cannot succeed in reaching these goals without video content and platforms where it is published. In this article, you will learn about video marketing basics, from defining a target audience to using a thumbnail maker.
Video marketing: why, for whom, and where?
First of all, you need to clarify the purpose of creating your video marketing content, that is, whether you intend to directly advertise your product through it or opt for introductory videos telling about your business, or explainer videos about an aspect of your industry. Actually, videos can be used to teach, entertain, inspire, or share experiences.
The next step is defining for whom they are created. At the stage of shaping your target audience, it is worth considering gender, age, occupation, place of residence, and other factors affecting consumer behavior.
Thirdly, you need to analyze what additional value the video marketing will deliver; namely, why you are better than competitors and why the audience should follow you.
After that, you should think carefully about the place of publication. Fortunately, the choice is immense. Most likely, you have already got an account on Facebook and Instagram, and therefore, you just cannot fail to post content such as stories, announcements, and full-fledged product presentations there.
Institutional video marketing pages on platforms such as YouTube, Facebook, Instagram and Vimeo can be a good option. Develop your video marketing strategy, taking into account the channels that suit your audience. The most important thing is to know that videos are highly engaging and can help delight your consumer.
If you have your own website, you can upload various videos directly to it. In this case, you can dedicate a whole page for a video blog and divide it into sections by topic.
But the classic option is YouTube because this very platform is the most popular video hosting service. In addition, your YouTube channel can be linked to any platform easily and quickly.
Basic rules for video marketing
When crafting your video content, you need to remember four basics for making a video:
- Attract attention. You have about 10 seconds to get the viewer interested in watching the video to the end. Make sure to express the primary idea clearly and quickly to show the user what he or she can get.
- Include your brand. It is obvious that, if you advertise a product or business, you need to incorporate your visual identity into video content to distinguish your company from competitors. But do not skip this point with a personal blog either because you are your own brand.
- Add a CTA. When creating video material, you expect some kind of feedback from viewers, and it should be clearly formulated. Depending on the purpose of your video marketing campaign, you can ask the audience to buy a product, order a service, give you a call, subscribe to a newsletter or channel, etc.
- Stay in contact. A good step is to post links to related or similar videos and your other social networks. This practice will help build greater user engagement and interest.
Tactics to ensure video marketing is seen
If you consider publishing a video on YouTube, you should take into account that the position of your video marketing clip in the search results depends on selecting and using correct keywords in the title, description, and tags. The number of subscribers, likes, views, and comments is also factored in, as well as the number of complaints (or, better, their absence). Also, it is important to set up a YouTube profile and to use a YouTube cover template.
But the interest of YouTube users and their desire to share and save a video piece is influenced by its striking title, clear description, and catching thumbnail. A thumbnail is a thematic picture that serves as a cover image for a video, and users see it next to the video title. It is designed to briefly inform the audience about the topic and quickly get them hooked. Basically, a thumbnail is created to be as bright and noticeable as possible, but experienced bloggers make sure that all the elements of a video are consistent in style and resonate with the general idea of the channel.
Videos are so much more than just fun content — they are one of the best ways to get closer to your audience. The main thing is to consider video marketing content not only as a format for talking about your product and its benefits but also as a channel through which you can share your philosophy, goals, and valuable information.
Digital marketing trends change regularly. However, when you foresee the changes and adapt to them, you will certainly have the opportunity to stand out from the competition. But beware: it doesn’t mean you have to go around applying something to all trends. The important thing is to unite several strands of marketing in the strategy, in a way that makes sense and that is aligned with your company’s commercial approach!