Video Marketing: a complete guide
Nowadays, there are lots of platforms that not only allow but also encourage the creation of video marketing.
The internet and accessible smartphones make the consumption of videos as easy as ever and the popularization of streaming platforms such as Netflix also contributed to our currently video-fever.
Consumer behavior has also changed and clients already expect video content from their favorite brands. This type of content makes information easy to process and can be consumed in all sorts of types — from funny videos to educational pieces.
In other words, if your company is not thinking about video marketing, you will be left behind.
Keep on reading and get to know more about:
- What is video marketing?
- What are the benefits of video marketing?
- How to create a video marketing strategy?
What is video marketing?
Any marketing campaign that relies on video content is already considered video marketing. That said, videos can be included in a variety of strategies that include (but are not limited to): advertisement, inbound marketing, digital marketing, sales funnel, and even email marketing.
They all can benefit from the addition of videos.
Creating a video is a process with many steps: from planning to editing, and from working on actual footage to publishing it in the best channel possible.
And even so, it’s not all there is to it. A video strategy is part of a bigger picture: it needs to fit your company’s value, speak your audience’s language, and portray your product in the best way possible.
Take for example this campaign from Morton Salt, produced by us here at Visually. It features all the colors, characters, and feel that are immediately related to the brand.
Different tactics are needed but before we get to that we will discuss what are the main benefits that a well-designed video marketing strategy can bring to your business.
What are the benefits of video marketing?
In case you are still not convinced that video marketing is something worth investing in, we lined up four very straight-up reasons for you to start changing your mind.
Check them out!
1. Helps tell a story
Storytelling is a gold strategy when it comes to forming bonds with your audience — and nothing makes it easier to tell a story than to do it in a video format. When you design the appropriate structure, create a strong arc, and make your characters relatable, you can either depict your brand, a product, or even your company’s value.
Beyond being the recipe to straighten the relationship with your public, it also helps to spread your word. Videos are not only extremely shareable online but still a great tool to further word-of-mouth conversation about your brand.
This video about the history of activism, created by Visually for Causes, the world’s leading grassroots campaign platform, is one of the best examples about how good videos are to tell a story.
2. Increases retention
If you are looking for ways to engage and retain your audience you should start investing in video marketing strategies. When compared to text or image-based content, videos usually perform better in both metrics. It happens because this format makes information more palatable. Also, since it demands both audio and visual attention, it leaves less room for dispersion.
Of course, some best practices need to be followed for your audience to go through with your video until the very last second. Enhancing SEO, having a killing first few seconds, and including a relevant call-to-action are means of doing so. We will get back to that further on.
3. Facilitates decision-making
If you are an e-commerce owner, you should start to take notes right now: product videos increase conversion rates. Either if your selling clothes, shoes, a piece of decoration, or even a car, it all goes better if your audience can see your product in real action.
When it comes to decision-making — when your consumer is minutes away from deciding between your brand or the competition —, showcasing tutorials on how to use a specific product undoubtedly will perform better than an unemotional and unexpressive photoshoot. If we were to bet, this may even be why the unboxing fever was such a big trend among digital influencers and their followers for a while.
4. Allows you to rank higher
Much is said about online presence and how to improve brand authority by creating profiles in every social channel and hacking into search engines on all possible means. However, many people still forget that videos are SEO-friendly.
This means you can get much more relevant only by optimizing videos you already have online on YouTube, for example. Read into all the accounts for a better ranking on YouTube — from designing a catchy thumbnail to adding other videos to the end screen — and let your content naturally attract your audience over time.
How to create a video marketing strategy?
Now that you know what a good video strategy can bring to your business, it is time for us to discuss a few best practices that need to be followed for you to achieve that. Now there are only five simple steps between you and your first real killing video marketing strategy.
1. Set attainable goals
Measuring content marketing ROI can be tricky but only if you do not know what to measure. Once you have attainable goals, you can establish what type of content you want to produce and what you expect to achieve with it.
Also, it clarifies what other efforts will need to be put in place. If you aim to reach as many people as possible, maybe a short shareable video will do the job; now if you are willing to broadcast a company’s value for brand awareness, you may want to spend more time developing a good storytelling script.
2. Define your budget
Videos are not always the cheapest type of content to be produced. However, as we have mentioned, the benefits can make it all worth it. The first thing to consider is that video production — no matter the format, the length, or for whichever channel it is destined to — will take place in three steps: pre-production, production, and post-production.
Properly defining the scope of the project will allow you to book time, money, and personnel accordingly for each of those steps. Also, bear in mind that the equipment used (both in production and in post-production) can make a difference in the final result and may account for a greater part of your budget.
3. Know your audience
How old is your persona? What type of video are they consuming? In which platform? Without answers to questions like these, it will be really hard to develop an effective video marketing strategy for your brand. Identifying possible pain points is also key to understand what topics to approach and which not to so that your client communication is effective.
Also, once you are at full speed in video production, it’s key to monitor your followers. Video platforms provide relevant data about video retention, so you can identify when the view curve begins to drop and continue improving your next videos. So, you not only need to know your audience but continue to get to know them.
4. Identify the best type of video
There are all sorts of videos that you can use to attract your audience’s attention: testimonials, interviews, educationals, tutorials, vlogs, behind the scenes, funny sketches, animations — you name it! As we have already mentioned, you must know your audience to make such a decision free of pain.
Also, the channel needs to be considered when doing so. If the majority of your audience is centered on Instagram, you will need to look into doing a vertical video, for example.
5. Do not neglect the content
Relevant content will naturally attract your audience in your direction. If you know your audience and are aware of possible (budget and equipment) limitations, you will know what topics to present, which conversations to jump into, and how to approach each one.
In the same way, the opposite is also true. It will not matter much if you have the state-of-the-art cameras, lighting, and even a great cast if your content is not touching your audience as it should. The key here might be in balancing both.
Not long ago most of us would not bet our money on vertical videos being a thing, but Snapchat, Instagram Stories, IGTV, and now TikTok are here to prove us wrong. Even social media channels have adapted to support video formats accordingly to their audience’s necessity.
Many social media platforms did not allow live broadcasts when they came up but now most of them do. That is to say that video production and consumption are changing daily — and so should your video marketing strategy, to better keep up with your consumers.
Are you ready to dive into the wonders of video production for your brand? Get in touch with us right away and see how we can help your business thrive!