As the online community grows, so do the channels available to promote your business. Like other marketers or business owners, it’s important to know which channels to use when promoting and what the best options are when targeting your audience.
Video marketing describes the use of video content to promote or inform audiences about your brand and products. Brands can use video across a variety of digital channels and formats, including their own website, social media marketing, programmatic advertising, and more. But is it right for you and your business?
5 Benefits to Video Marketing
There are 5 huge benefits to video marketing, and you need them all to achieve your business goals:
Benefit #1: Attention
There’s more marketing noise out there than ever before, and because people are so busy, we have conditioned our brains to only let in what’s most interesting and relevant. Enter: the video!
People are 4x more likely to watch a video than read text, and 59% of executives would rather watch a video.
Interested yet?
Don’t let your marketing fade into the jumbled background of chaos and clutter. Use video to get your message seen and heard front and centre. Whether it’s on your website, social media or communication campaigns – video will always grab the most attention.
Hint: Adding video thumbnails to your emails can increase click rates by 300%
Benefit #2: Emotion
People make buying decisions based on emotion, then justify them with logic.
Video is the only marketing medium where you can connect with other people because of their facial expressions, body language, and voice. Video marketing is the best way to truly get a sense of another person’s passion, excitement, and character.
Benefit #3: Connection
Your customers want to feel like you understand them, like you’ve been in their shoes. Before they can part with their hard-earned money, they need to feel a connection with you.
When you tell your story in video, you become “real.” Video is the quickest way to tear down walls and create a bond between you and your customer. Use video to connect with them on a more personal level, and their drive to decide won’t be far behind.
Benefit #4: Explanation
Video gives you the ability to clearly explain your marketing message–even if it’s complex.
65% of people are visual learners, and 30% are auditory learners. Video has you covered with both sight and sound, giving your audience exactly what they need to understand and remember your marketing content.
It also gives you the ability to break up your services and messaging into smaller pieces. Giving your audience the chance to learn more about you over time and interact with your business more often than a one-page advertisement.
Benefit #5: Motivation
What action do you want your customers to take? Video marketing’s combination of motion and sound is the best tool to give them the motivation to do it.
Video allows you to bring energy and feeling to get your customers to really engage. You can paint a vivid picture of how their lives will improve if they do business with you. And, you can show them how they’ll be missing out if they don’t buy from you.
Attention, emotion, connection, explanation, and motivation. These are the five crucial components your marketing must have.
Video is the only form of marketing that can deliver ALL of it.
Creating a video marketing campaign
The specifics of creating your video marketing campaign depend on the types of videos you make, and the marketing channels you use. However, a few universal tips can help guide you as you develop your campaign strategy.
- Know your goals
Before you dive into video production, think about the purpose of your video. Setting your campaign goals up front will help determine your video content – should it be promotional, educational, persuasive, exciting? Make sure you understand what your video needs to accomplish. - Define your audience and message
It is important to understand your audience in order to send the right message and achieve your desired campaign goals. Know what you want your video marketing campaign to say. Look to your audience – their interests, their needs – to guide how you say it. For example, to promote brand awareness, create eye-catching explainer videos that not only introduce your brand but make it memorable to viewers. - Use high-quality visuals and audio
Your video production doesn’t necessarily require a huge amount of resources. It’s more important that the quality of your video file is good, with clean, clear images and sound. Your viewers may be using devices as large as a TV or as small as a mobile phone, so make sure your visuals are easy to see. - Make sound optional
Music and narration can make a video more compelling or effective, but don’t assume that your viewers will be listening. They could, for example, be on a mobile device in a public place and watching on mute. Use closed captions and easy-to-read on-screen text so viewers can follow along without sound. - Don’t overestimate viewers’ attention
You cannot control how long audiences view your video. Err on the side of being brief. The first few seconds of your video content should be attention-getting and contain the most important information. - Make sure viewers know what to do after they finish the video
A good video marketing campaign should provide viewers with a clear call to action, such as giving them a link to purchase a product or telling them where they can find additional relevant video content.
Where to start: Video Marketing
To help you get started, we’ve outlined five tactics to get you started, and boost your marketing campaigns!
Tactic #1: Repurpose the Content You Already Have
Repurposing your content is a smart move when it comes to improving your video content marketing strategy. Not only can it save you time and resources, but it can also help you get even more mileage out of your best-performing content.
So, take a look at your best-performing content, whether it’s a killer LinkedIn post or a blog post that’s been widely shared. Your audience is already interacting with it for a reason, so why not take that content and turn it into a video?
One of the most effective ways to generate leads and build your email list is by creating gated content, and video is no exception. Gated videos are those that require viewers to provide their contact information before accessing the content. By doing so, you can capture valuable leads and build a targeted email list for future marketing efforts.
It’s important to strike a balance between providing enough value in your video to entice viewers to provide their contact information, while also not giving away too much content for free. Consider offering a teaser or preview of the video to give viewers a taste of what they can expect, but save the best content for the gated video itself.
Tactic #3: Improve Engagement With Video Series
Creating a single video is a great way to engage your audience, but creating a video series can take your video marketing to the next level. Video series have become increasingly popular, with 72% of marketers stating that they use episodic video content to engage their audience.
Here are some tips on how to create a successful video series:
- Define your theme: Start by defining the theme of your video series. This could be a specific topic, a particular format, or a story that unfolds over multiple episodes.
- Plan your content: Once you have your theme in place, plan out the content for each episode. Think about the structure of each episode and how it will build on the previous one.
- Set a schedule: To keep your viewers engaged, it’s important to set a schedule for your video series. This could be weekly, bi-weekly, or monthly, depending on the complexity of your content and your resources.
- Promote your series: To ensure your video series reaches the right audience, promote it through your website, social media channels, email list, and other marketing channels. Use teasers and trailers to generate interest and excitement around each episode.
- Engage with your audience: One of the key benefits of a video series is that it allows you to engage with your audience over a longer period of time. Encourage comments and feedback, and use this to shape your content and improve engagement.
By creating a video series, you can keep your viewers coming back for more, boost brand awareness, and establish yourself as a thought leader in your industry.
Tactic #4: Make Use Of Paid Promotion
With so much content available online, it can be tough to get your video in front of the right people. But with paid promotion, you can target specific demographics, interests, and behaviours to reach your ideal audience.
One of the best things about paid video promotion is that it’s cost-effective. You can set your budget and bid on ad placements to ensure that you’re only paying for views that are relevant to your brand. Plus, you can track your metrics and adjust your strategy in real-time to maximise your ROI.
There are a few different ways to promote your videos, including social media advertising, YouTube ads, and Google advertising. Each method has its own unique benefits, so it’s important to choose the one that’s right for your brand and your budget.
Just remember: clicks don’t guarantee purchases.
Tactic #5: Optimise Your Videos for SEO
As we mentioned above, it’s not enough to simply create and post a video. To maximise its potential, you need to optimise your videos for search engine optimization (SEO). By doing so, you can increase the visibility of your videos and attract more viewers to your website or social media pages.
Factors to consider include:
- Your title should be concise, and catchy, and include relevant keywords to help search engines understand what your video is about.
- The description of your video should also contain keywords and be informative to potential viewers.
- Creating high-quality, informative content provides value to your viewers and can help boost your search engine rankings.
- Consider incorporating subtitles or closed captions in your videos as well, as they can improve accessibility and provide additional content for search engines to crawl.
Final Thoughts
Video marketing can be an incredibly effective way to engage with your audience, build brand awareness, and drive conversions. By following the tactics outlined in this blog, you can maximise the impact of your video marketing strategies.
Remember to focus on creating high-quality, engaging videos that resonate with your audience, and to track your results so you can continuously improve your approach. With these tips in mind, you can take your video marketing to the next level and achieve your business goals.
Need help developing and executing your video marketing strategies? We got you covered! Reach out to our experts today to discover how we can help you maximise your video marketing strategies today.
Hi I’m Jade, Project Manager of the ROKIR team
