Table of Contents
86% of marketers, like you, report a significant increase in website traffic through the use of videos. It's no secret that integrating video marketing into your business model can bring numerous benefits. However, it's easy to overlook the facts and standard tactics that contribute to the desired growth in our businesses.
Video marketing Return on Investment (ROI) is a major concern for marketers. The rapid evolution of the video marketing industry makes it challenging to keep up with the latest trends and best practices. Measuring and optimizing video marketing ROI can be tricky. When attempting to align your video marketing strategy with your business goals, the abundance of choices and limited time and resources can be overwhelming.
Today, we've gathered nine methods to help marketing champions like you enhance ROI from video marketing and stay updated on the 2024 marketing trends.
What is Video Marketing?
Video marketing uses visuals and narration to transform traditional copy into an engaging presentation. This tactic typically involves animation or live-action to simplify the message, allowing viewers to quickly understand the video's context.
Unlike other marketing strategies, video marketing can convert complex data into easily digestible information. In simple terms, video marketing can make any content more appealing.
Various types of video marketing content are employed for each stage of the sales funnel. For instance, if you want to raise awareness, incorporating explainer videos is a great move, as these videos showcase your brand in an interesting way. Explainer videos can be used to represent your business at trade shows or presentations.
On the other hand, if you aim to influence your audience's decision, testimonial videos are the ideal choice. These videos, featuring customers sharing their experiences, can inspire others to engage with your brand.
In conclusion, there are numerous ways to incorporate video marketing into your business campaign. Not only does it deliver informative and entertaining content, but it's also suitable for every stage of the marketing funnel.
The Benefits of Video Marketing
Video marketing is unquestionably a fantastic tool to quickly boost ROI for your business. Biteable states that 74% of marketers believe that video provides a better return on investment compared to static images.
Still not convinced? Here are some benefits you can enjoy from using this marketing strategy.
1. Grab Attention Rapidly
When you need a plan to capture your audience's attention fast, video marketing can be a wise investment. It provides a preview of the content within minutes. As most people enjoy video content, they eagerly anticipate the information it brings.
Viewers might expect a solution to their problem through your videos. Videos tend to excel in this competition due to their engaging nature.
Consider a local chocolate factory trying to compete with world-famous chocolate brands. While challenging, you can win by attracting a local audience to your brand. To capture attention and reach a broader audience, video marketing is your best option.
You can use how-to videos to quickly hook their attention. These instructional videos inform viewers about what they can do with your chocolate product. For instance, you can showcase a new recipe using your local chocolate or demonstrate unusual foods that pair well with chocolate.
The more creative you are in your video marketing, the better chance of grabbing attention from the start.
2. Increase Website Traffic
For many local businesses, like the chocolate factory in the example, the challenge is often a lack of exposure. Despite the vast online marketing landscape, our local chocolate factory may not be maximizing its potential.
The reason is simple. Relying solely on specific content like blog posts or articles can cause your site to get lost in the sea of content. Many have tried this approach, but only a few succeed in ranking high on Google search.
However, video marketing is different. Video content has gained popularity over the past decades, preferred for its easy understanding within minutes. Video marketing can quickly dominate social platforms, leading to increased traffic as videos get shared. Additionally, search engines favor video content, giving your video marketing a chance to land on the first page and generate higher traffic to your sites.
11 Ways to Get More ROI From Your Video Marketing
#1 Using Teasers in Pay-Per-Clicks (PPC Ads)
Teasers make ads more fun!
Forget about old-fashioned static banners. Video ads are in, and teasers can make your PPCs more interesting. Teasers are short videos that share enough info to catch attention and leave viewers curious about your service or product. Use a headline analyzer to create engaging openers for your ads.
Even though being teased isn't fun, as consumers, we love teasers. We always want more. Once your targeted audience is hooked, you can reward them by showing the entire video. Learn more about teaser video marketing here.
This trick has been used in entertainment for decades! When a movie is about to be released, teasers are shown to captivate people. By doing this, they create a fan following even before the release.
78% of marketers who increased click-through rates using teasers can't be wrong!
#2 Have a Video Marketing Strategy for SEO (or go home)
Don't make the same mistake many marketers are still making in 2024. NEVER SKIP YOUR SEO STRATEGY!
Many marketers neglect quality checks on their SEO plans. Once you understand the current trends in your services' niche, have your team analyze the data and produce "content of demand." This content should include the keywords your target audience searches for on their favorite search engines.
Collaborate with your company's branding team and the video production team to create content that sells your products. A catchy title and a description emphasizing your video with the right keywords will keep viewers engaged and help them convert into potential clients.
This method helps viewers get more from your videos and helps search engines categorize your content as "high-quality" and "viral." If you don't have an SEO strategy, you can download this SEO Strategy template and create a fail-proof plan for your video marketing.
#3 Understand Your Audience
The next important thing is to know who your content is meant for. Video marketing, like any content strategy, caters to different types of audiences. So, not knowing your target audience is a mess from the beginning.
Understanding the "who" element saves you time and prevents further mistakes. If you aim for specific viewers, your content will be more effective. However, if the video marketing reaches an unlikely audience, you can't expect conversions.
That's why it's crucial to define the relevant audience from the start. Creating a buyer persona can help determine important information such as demographics, users' online schedules, and internet behaviors.
If you measure these aspects correctly, you can find suitable video marketing to grab viewers' attention. Also, be sure to double-check the online platform where you'll publish your video marketing.
Each platform has a distinct audience. What works on one won't work on another. Conduct in-depth research on your target audience on different social networks to ensure your campaign's success.
#4 Focus on User-Generated Content
User-generated content is highly favored by many marketers. Customer-centric content is easily perceived from the audience's perspective and can attract more attention than brand-centered stories.
Customers love stories about themselves. They want to be part of something that relates to them. Talking about customers' points of view in a marketing campaign has been proven to bring more conversions because it addresses their needs and pain points concisely through a single video marketing.
When viewers feel represented, they are more likely to develop a strong, meaningful relationship with a brand. This connection can be a reminder whenever they see your product as part of their solution, increasing the chance of getting more conversions.
#5 Win the First 10 Seconds
As human attention spans are getting shorter, marketers need to get their brand recognized quickly. You have only eight seconds to grab their attention.
Implement methods to capture eyeballs faster and improve your video marketing performance, such as using an eye-opening title and thumbnails, starting with a thought-provoking question, or creating a relevant questionnaire for viewers.
More people will be convinced to stay until the video ends when you incorporate attention-grabbing elements. It's crucial to make the first 10 seconds impressive enough for the audience to spend their time watching your content.
#6 The "Giveaway" Video Marketing Model
Our main goal as video marketers should be to get our videos to people who deserve and need them. Regardless of your business type, content marketing videos can attract many people to you.
When you give away education and knowledge in your videos, viewers seeking that kind of knowledge will reach you with a positive mindset for your business. They might even share your videos in their network, which will likely include people like them.
How-to videos help build your brand and trust among your potential clientele. Your efforts won't go unnoticed. This is one of the best passive methods to drive long-term ROI.
As you build loyalty among your viewers, you'll automatically gain prospective clients as well.
#7 Include Captions
Did you know that most people prefer watching videos without sound? Over 85% of people enjoy videos without audio as it's more comfortable for them. That's why most social networks have audio off by default.
Even when you include audio in your videos, many people still prefer watching without sound. However, this poses a problem for those with hearing disabilities trying to understand your content. It's essential to include closed captions in your video marketing.
Not only does it help people with special needs, but it also makes it easier to convey the right messages. Sometimes, viewers may not understand your information at first. Including captions in the video helps them grasp the message without difficulty.
#8 Build Trust and Brand Value with Testimonial Video Marketing
Leads aren't necessarily potential customers. It's easy to mistake them for the same thing. Many people who visit your landing page may leave almost instantly, affecting the ROI of your ads or videos.
Create a welcoming page that makes it hard for them to leave. A happy face describing your business or product in a short video on your page might significantly improve the conversion rate (and hence the ROI).
Ask present or former clients to record a short video describing their satisfaction in hiring your company or buying your product. Learn more about testimonial videos here.
#9 Don't forget about Call-to-Action overlays!
Call-to-Action (CTA) overlays are fantastic for boosting how many people take action. In most ads, you only pay when someone clicks. CTA overlays make this even better. They're a helpful tool to share your message with viewers and potential customers without hiding it in the video.
Creating CTA overlays on YouTube can be a bit tricky, so it's easy to overlook.
Depending on Google's policy, you might not be able to directly add overlays. However, you can use your "Google Ads" account to easily include CTA overlays.
Simply go to the videos you're advertising and click the "call to action" button, as shown in the image:
In the pop-up that follows, add your headline text and URL as you like. You can also include an image as an icon if you want. After you're done, save it and go to "YouTube Creative Studio" to edit the video where you want to add the overlay.
You'll find an additional tab (added by Google Adwords) that wasn't there before. Here, you can make direct changes. It's a bit strange that Google hides such an essential feature from video marketers who don't use Google Ads.
You can also use "cards" on your videos to guide viewers to your landing page or wherever you want them to go.
#10 Understand Your Niche in 2024.
Needs change over time. During the current global pandemic of the Sars-Cov-2 virus, people may not be interested in learning about travel packages or camping kits. This is a perfect time to promote your online digital products.
Understand what your target audience is searching for and offer them a unique solution.
ROI represents the value you provide to your viewers and what you get in return – referrals, traffic, or sales.
If you run a high-ticket business like insurance or a car dealership, it makes sense to have a significant ROI and fewer people visiting at the same time.
ROI is the profit made on a specific investment.
There are two ways to maximize profits. If your product is high-priced, you can achieve a great ROI with fewer sales – focus on the quality of your video ads.
On the other hand, if your product is low-priced, you need a high purchase rate to increase the margin.
Once you find that high-ticket sub-niche in your trade, generating a high ROI becomes easy.
Wrapping Up
Using video marketing is undeniably a great way to capture people's attention in a short amount of time. With compelling visuals and a good story, video marketing can quickly address what the audience is looking for.
Considering that video content is expected to dominate internet traffic for the next few years, investing in this strategy makes a lot of sense for any marketer worldwide. Videos help convey information comprehensively within minutes, reducing the chance of being misunderstood. This is because videos include elements that our brains can easily process: images, sound, and text.
Even though many companies are now using video marketing, the competition won't become saturated because video marketing encompasses various types of content. There are video marketing options for every stage of the purchasing process. The key is to create the right content for the right audience, providing numerous effective ways to attract potential customers to your brands.
.svg)