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?
Know your audience
The primary benefit that a video marketing strategy can bring is audience engagement.
However, people will only watch and interact with the content if you develop it properly. The target audience’s characteristics should be at the heart of the strategy.
So, it’s not enough to deeply know the subjects covered in the video or to have a qualified editing team. If you don’t understand your audience, you’ll fail to deliver the message clearly.
Check this video made by Visually for LinkedIn. They clearly identify their audience as job seekers and recruiters and deliver a message directly to them. This is a great example of knowing your audience
Therefore, it’s mandatory to conduct a study to better identify the specifics of the people you want to reach.
For example, you need to understand which channels your audience prefers in order to optimize your strategy and improve your ROI.
There are many ways to get to know your consumers better. You can send specific questionnaires or consult existing data.
If your Digital Marketing strategy is complete you should already be gathering and storing information about your customers.
One very efficient method of generating this kind of data is the production of interactive content.
Through resources such as quizzes and calculators, you gather the information that users spontaneously generate.
The more information, the better. Remember, however, that the most important thing is to know how to keep so much data organized in a way that makes its interpretation easier. That’s why data visualization is so important.
Set up a buyer persona
The persona is a semi-fictional character, created to represent your ideal consumer. It sounds like the idea of a target audience but the persona is much more effective.
In addition to the demographic data that is standard in the target-audience idea, you should add more specific elements to your persona. The idea is to get it as close as possible to a real individual, making it a reference for your marketing and client communication efforts.
Remember we talked about the need to know the channels in which your audience is present?
That is the kind of information that should give life to your persona: personal preferences include the most used social networks, preferred subjects, and even the most appropriate level of formality.
With these details as a reference, your team can develop a Content Marketing strategy to take your videos to users who fit the persona. Thus, the potential for engagement is much greater.
The persona must also have other relevant characteristics, such as motivations, needs, pains, and desires. With all this in hand, you can define how, where, and when to convey the message you want.
Understand the types of video content
Just like the best marketing strategies, your video production of videos should be segmented according to your objectives.
This should include, of course, an understanding of the sales funnel stage you want to reach.
For each purpose, there is a more appropriate type of video marketing. Knowing them and how to use them is critical for diversifying your approach and making positive impacts on your audience.
Next, check out some popular types of video marketing.
The explainer videos are very useful in the persona’s education. Versatile, they can be adapted to different phases of the funnel.
For example, if the leads are still in the discovery phase the content should provide general information to help them recognize their own needs.
On the other hand, if you are dealing with leads at the bottom of the funnel, an explainer video may be the key to their conversion. When talking to an educated audience, the content can go deeper into a product and make its benefits clear.
That’s what American Express has accomplished in this campaign produced by Visually, introducing the Plenti Credit Card.
The main objective of brand videos is to build awareness around your brand, increasing its reach potential. This content is usually part of a more extensive branding campaign and should highlight your visual identity.
Brand videos must be able to communicate the company’s mission, vision, and values to the audience. This effort is critical to meet the demands of the modern consumer, who considers transparency an important factor in the buying decision.
Corporate events are key to building a positive organizational culture. They can also serve as qualified content sources.
If your company is hosting a lecture, for example, it’s an interesting idea to gather the highlights in a video event. The same applies to interviews, fundraisers, celebrations, and so on.
For example, Google uploads to YouTube lectures that take place in its headquarters, generating high engagement rates.
Live videos are outstanding engagement generators. They can take several formats, such as webinars, interviews, and event broadcasts. Specialized platforms feature tools that motivate the interaction of viewers, such as quizzes and Q&As.
Live videos provide experiences that attract the audience. The fact that they happen in real-time generates a sense of exclusivity.
They can also serve to supply your marketing channels, such as social media, with content. Save your live videos, edit the highlights, and create more engaging material.
Plan all of your actions
Every detail of your video marketing strategy should be carefully planned, starting with the schedule. Based on your knowledge of the persona’s preferences, determine the release dates and the accurate times.
A marketing automation tool can assist you in this part of your planning, avoiding flaws. It’s also vital to work with well-established deadlines for all stages of video production.
Make sure your timeline is realistic so that you have enough time to produce and promote your videos and analyze their performance. Monitoring campaign results is the only way to create increasingly better content. To do so, set your Key Performance Indicators.
Follow your KPIs
Key Performance Indicators (KPIs) are the metrics you’ll use to assess your strategy’s progress. You must define them in advance, choosing the most relevant to the campaign’s success.
Your KPIs may vary according to the approach’s objectives. In Digital Marketing, you can classify these goals into three groups: awareness, consideration, and action.
Once you’ve defined your KPIs, you need to track them. Collecting data regarding the performance of your videos, as well as feedback from users, is essential to improve your strategy. Once again, interactive content can be an interesting solution.
Outsource your video production
As we mentioned at the beginning of the text, establishing a video marketing strategy is not the simplest of tasks. Besides all the planning we’ve already discussed, it’s essential to rely on professionals capable of creating high-quality videos.
The quality of your content is, in essence, what will determine the strategy’s success. After all, more than attracting consumers, your content needs to be good enough to retain their attention and enable their conversion. One of the elements for achieving this is originality.
Producing original materials requires the presence of professionals with excellent creative thinking skills. More than that, the process involves the application of the best techniques and tools available. We know that not every company can rely on these assets, so what to do?
The simple and efficient solution is to outsource your video production. Hiring specialized companies to develop your project is a way to ensure quality videos and avoid overloading your teams.
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!