Motion is capable of captivating the attention of the eyes more than anything else. This explains the distinct advantage of video among all other mediums obtainable for marketing. A video with sound instantly fascinates your eye and ear simultaneously in an unreachable way for other mediums. Hence video marketing is a gem for those who do aim to boost the online presence of their brand and increase brand awareness.
Let’s look at the word sun video marketing, which will comprise the key areas; video marketing strategy, video marketing trends, types of marketing videos, etc.
What Is And Why Video Marketing?
As the name suggests, video marketing means marketing with video content. It uses video to expand brand awareness and engage potential customers, gradually convincing them to purchase your products or services. Although TV advertisements use video, people generally consider using video on digital and social media platforms when they mention the term video marketing. It is an indispensable and exceptionally effective digital marketing pillar that expands to social media and content marketing.
When it comes to captivating people’s attention, videos are the most successful medium of all. Hence, videos are guaranteed to stand out among the mammoth load of other content vying to grab your audience’s attention. Most customers are more likely to purchase after watching a product video. This explains the answer to the question, why video marketing? Although marketing video production is a bit complicated and expensive, the benefits of video marketing are enticing. A suitable video marketing strategy can bag enviable success for your brand. Let’s elaborate on its scaffoldings.
Video Marketing Strategy
To harvest the benefits of video marketing for your business, you must build an effective video marketing strategy before anything else. Video content marketing utilizes the principles of producing and sharing relevant video content with potential customers. While constructing a whole strategy for video marketing, including video marketing trends, you should consider the following factors.
- Start With A Goal
Before anything else, be sure you know what you aim to achieve.
Like all other means of marketing, video content also aims to reach the maximum potential customers and make them choose your product or service.
- The first stage of a buyer’s journey is nothing other than Awareness, at which your video introduces your brand to people highlighting the usages and benefits.
- The next stage is Consideration, where your viewers look at many potential solutions. Your video aims to make them understand how your product or service can be helpful and why they should choose your brand over the competitors.
- At the stage of the Decision, your customer is all set to purchase. Hence your content must show them proof that you have satisfied customers because everybody relies on customer reviews and testimonials. The video can include a comparison of your brand with the competitors to show the viewers that they are choosing a more robust solution.
- The Targeted Audience And Your Story
Marketing videos are made for a targeted audience since their primary purpose is to sell products. Unlike artists, marketers are stuck with considering their targeted audience while producing marketing videos. This doesn’t imply that marketing videos can not be creative. Making them creative and apt for the targeted audience simultaneously is a challenging but result-promising task.
Videos are excellent storytelling tools. To reap the benefits of videos to the maximum, you should have clarity on what story you are going to share. Even in a product video, you can tell how people come across problems they want to solve and how your products or services offer the solutions. You can share stories of customers, showing how their life has improved after choosing your brand through testimonial videos. If you insist on making your content more of a story, it will help you create more meaningful connections with potential customers.
- Production And Budget
As all other kinds of videos do, marketing videos also have many moving steps or parts to focus on. Script writing, selection of location or set designing, editing, casting, sound mixing, etc., are some. Be sure you go through all these steps with ease and get enough time for feedback in case any changes need to be made. Ensure you have a solid timeline by keeping your video production’s moving strands together. Your timeline will make it convenient for you to track the progress.
Let’s not ignore the fact that video production can be expensive. Hence video marketing tends to be costly. Everybody will wish for an outstanding and extravagant video marketing campaign for their brand and nothing else. Yet remember the fact that your brand may not be able to afford the jaw-dropping budget as in a Hollywood movie production for your marketing videos. Sticking to a realistic and economical budget is necessary for video marketing. Even if you are limited in budget, you still have to make your videos as creative as possible within those limits. If you aim for increased brand awareness and a high click-through rate, you should convert your budget challenges and restrictions as an inspiration to think out of the box and make your videos more creative.
Major Types Of Marketing Videos
There are several types of marketing videos, among which the following ones can be pointed out as the major ones.
- Demo videos
You can show the customers how your product or service works through demos or demonstration videos. These videos are less expensive than other types since they only demand a little production equipment and prerequisite.
- Event Videos
You can make event videos for the events like a seminar, conferences, or expos that are hosted by your company. You can either record the whole video stream or create a highlight reel to include the standout parts.
- Explainer Videos
An explainer video aims to explain, as the name suggests, how a product or service works in the most obvious and engaging way possible. Unlike demo videos that explain specific details, explainer videos focus on more general concepts.
- Brand Videos
Brand videos are less specific compared to demo videos. They present your company’s picture as a whole comprising its vision, what it does, who’s holding things together in the background, etc. These videos are suitable for engagingly telling your brand’s story.
- Animated Videos
Animated videos can be considered the most popular formats for explainer videos. People find animation engaging. Hence, if it fits your brand’s outlook, use this great option which covers anything like brand videos, explainer videos, etc.
- Expert Interview Videos
Expert Interview Videos provide valuable information or knowledge to your potential customers before they make the purchase decision. This will help you acquire their trust, and you will likely get future loyal customers. By providing interviews with experts in your field or just experts from your company, you are offering the targeted audience something useful and making a healthy connection with them.
- Educational And How-To Videos
This type of video can provide value to your customers by allowing them to learn new topics or skills. You will be educating them, which will improve your connection with them.
- Customer Testimonial And Case Study Videos
You can use these videos at the decision-making stage of your customer’s journey. By showing the people how your product or service benefited specific customers, you can make them choose your brand because people are most likely to purchase something after the customer review.
Measuring The Progress Of A Video Marketing Campaign
To measure or monitor the progress and success of your video marketing campaign, you can rely on the following metrics:
- Shares, Comments, Likes, and Reactions: By referring to these elements, you can understand how well your video is received and the crowd’s reaction towards it.
- Click-Through Rate(CTR): Click-Through Rate is calculated by dividing the number of times your CTA(call-to-action) got clicked by the number of times it was viewed.
- Return On Investment(ROI): Return On Investment can be calculated by taking the dollar amount of sales your video obtained and dividing it by the total cost of that video production.
- Play Rate and Watch Time: To find Play Rate, divide the number of times your video was played by the total number of views. Watch Time is the total amount of time your video was watched. It is calculated by taking the total number of views and multiplying it by the average time watched.