What Is Video Marketing And Why Is It Important for Your Business

Video marketing is a strategy used by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience.

This type of marketing is simple and easy to digest, making it an effective way to keep audience members engaged with the brand. Additionally, video marketing can be used to promote businesses in a way that is both simple and easy to understand.

The Importance of Video Content Marketing Strategy

Video marketing encourages social shares.

Video marketing is a key element in promoting your video and reaching a large audience. By utilizing video marketing, you are able to distribute your video across all social media platforms with little to no effort. This not only saves you time but also allows you to reach a larger number of potential viewers.

Video marketing improves SEO and boosts conversions and sales.

Video marketing is a great way to improve your website's SEO and boost conversions and sales. Video marketing helps to avoid spammy content on your website which can damage your ranking. Video marketing is becoming increasingly important for marketers as it increases the chances of users finding your site through search engine results pages (SERPs).

Web pages with video appear in 55 percent of Google keyword searches. Video marketing makes snippet (or the actual result listing content) bigger and more eye-catching, meaning searchers will likely see it before they see other results on the page.

Video marketing appeals to mobile users.

1. According to IAB, ad spending on digital video continues to increase with marketers increasing their digital video budgets by 25% year over year. This means that there is plenty of money available for businesses looking to invest in video marketing.
2. Mobile devices are the primary way that consumers watch videos: According to YouTube, more than 70% of all YouTube video consumption happens on mobile devices.
3. Users spend a lot of time watching videos on their mobile devices: Wyzowl says 90% of consumers watch videos on their mobile devices, and Broadbandsearch says users spend 40 minutes a day watching YouTube on mobile devices.
4. Mobile is the way to go for business growth: Based on this data, it seems clear that mobile video marketing is a key part of business growth - so if you haven't started using it yet, now might be the time!

Video marketing is great for educating and building trust.

Video marketing can have a big impact when it comes to educating and building trust with potential customers. Videos are able to engage us on an emotional level, which can make them more powerful than other types of content marketing.

Additionally, promotional videos can help to foster trust by showing potential customers that you're an expert in your field. Finally, 57% of consumers say that videos give them more confidence to purchase online, making video an essential part of any e-commerce strategy.

How to Create a Video Marketing Strategy

1. Choose your target audience and find out where they spend their time.

The first step to creating a video marketing strategy is to identify your target audience. You can do this by looking at any data you have on customers and identifying patterns. Look for interests, industries, and roles when defining your target audience.

Once you know who your target audience is, you need to find out where they spend their time. This will help you determine the best places to reach them with your video content. Look for social media platforms, websites, and even TV channels that your target audience frequents.

2. Connect with stakeholders to align on a plan for the video.

The first step in creating a video marketing strategy is to connect with stakeholders and align on a plan. This step is important in order to ensure that everyone is on the same page and agrees with the direction that the video will take.

Next, outline your strategy and include details like which team members will do what. This will help to keep everyone organized and on track. Finally, produce the video and make sure to promote it effectively in order to reach your target audience.

3. Set a timeline and budget for your video.

It's important to maintain a realistic budget and timeline for your video project. This will ensure that your creative requirements are in line with what you can afford and how long the project will take.

4. Choose the best platform to distribute your video.

There are many different video distribution platforms available, and the best one for your business will depend on your specific goals and needs. Try out different platforms to see which ones work best for you. Re-purpose and distribute your videos through the channels that are most effective for your business.

5. Develop messaging and choose the right types of video for your personas.

When creating videos for marketing purposes, it's important to keep your target audience in mind and develop messaging that is relevant to them. Different types of videos will resonate with different audiences, so it's important to choose wisely.

For example, if you're targeting young moms on Instagram Stories, a lighthearted and fun video would be most appropriate. If you're targeting developers, a video that focuses on the benefits of using your products or services would be most effective. Use data, empathy, and imagination to create personas and develop messaging that is relevant to them.

6. Decide which metrics you want to track and how you will measure success.

There are many metrics that can be tracked for video marketing success, but the most important ones to focus on are views, engagement, and conversions. Views are the number of times your video has been watched. This is a good metric to track because it shows how many people have seen your video.

Engagement is the number of people who have interacted with your video. This could be anything from liking or sharing your video, to commenting on it. This metric is important because it shows how interested people are in your video.

12 Types of Marketing Videos

1. Demo Videos

Demo videos are a great tool for businesses to show potential customers how their product works. Demo videos can help teach customers about the features and benefits of using your product. By providing a demonstration of how your product works, businesses can increase the likelihood that customers will be interested in using your product.

2. Brand Videos

Brand videos are short videos that are used to promote a company or product. They are typically used as part of an advertising campaign and can be used to build awareness of the company and attract the target audience.

3. Event Videos

Event videos are a great way to capture memories and share them with others. Event videos can help you promote your business or event. Event videos can be used to create social media content.

4. Expert Interviews

1. Make sure you have the right equipment. You'll need a good-quality microphone and camera to get started.
2. Choose the right location. Make sure the area is well-lit and quiet so you can capture high-quality audio.
3. Prepare your questions in advance. This will help ensure you get the most out of the interviewee's time.
4. Begin recording by introducing the interviewee and asking them to state their name and title for the record.
5. Ask your questions in a conversational manner, giving the interviewee time to answer fully. Avoid yes or no questions where possible.
6. If possible, edit the audio and video footage yourself to ensure quality control over the final product

5. Educational or How-To Videos

Educational or How-To Videos are videos that are aimed at educating an audience about specific problems they are dealing with, or topics they are interested in.

These videos should cover topics that your audience will find valuable in order to help build authority, foster consumer trust, and improve organic ranking on search engines. Educational videos can also help to boost overall brand exposure.

6. Explainer Videos

Explainer videos are short animated pieces that illustrate complex ideas in simple and clear ways. By addressing an audience's specific pain point, explainer videos can help get the "conversation" around your product or service started. This, in turn, can help generate leads as you convey clear, targeted, and effective messages that prompt them down the sales funnel.

In addition to lead generation, explainer videos can also help attract potential customers, drive conversions, generate brand awareness, and increase the average on-site time on your website. All of these factors can ultimately lead to increased sales and ROI for your business.

7. Animated Videos

Animated videos are a great way to market your product or service. They are easy to understand and can help simplify complex topics. Animation also provides context and can help customers better understand your offering.

In addition, animated videos are relatively inexpensive to produce and can be used to tell a story without the need for filming or casting actors. Finally, animated videos can help personalize the viewer's journey.

8. Case Study and Customer Testimonial Videos

Case Studies and Customer Testimonial Videos are a great way to increase brand credibility. They are highly versatile and can be published almost anywhere. Case Study and Customer Testimonial Videos can focus on one happy customer or numerous customers. They are stronger than anything you could say about your own company.

Case studies and customer testimonial videos can help you learn more about your customers and their needs. They can help you connect with your customers and build a relationship with them. They can also help you learn more about how to improve your products or services.

9. Live Videos

Live videos are a great way for businesses to connect with their audience and give them a behind-the-scenes look at what goes into their company. Live videos have been shown to draw longer streams and higher engagement rates than other types of videos, making them an excellent tool for marketing and brand awareness.

Businesses can use live video to connect with their audience in real-time, answer questions, and give viewers a glimpse into the inner workings of their company. Presentations, interviews, and events are all great ways to utilize live video streaming. By encouraging viewers to comment with questions during the stream, businesses can create an interactive experience that builds rapport and strengthens relationships with their audience.

10. 360 & Virtual Reality Videos

360 and virtual reality videos are a new type of video technology that allows viewers to experience a location or event as if they were physically standing within the content.

360 and virtual reality videos are usually viewed through devices such as Oculus Rift or Google Cardboard. 360 and virtual reality videos can be a great way to market your company or product to a wider audience.

11. Augmented Reality (AR) Videos

AR videos are created by overlaying digital elements on top of a consumer's real environment. This creates an immersive video experience that allows viewers to see what your product would look like on them or in their surroundings. Offering this type of video is a great way to create a more personal and novel association with your brand.

12. Personalized Messages

1. Include individualized details such as the viewer's name or photo to create a personalized marketing video.
2. Use simple personal touches to improve audience engagement.
3. Write personalized messages to communicate that you care about connecting with the viewer on a deeper level.

Video Marketing for Social Media

Expect viewers to watch your videos without sound.

You should expect viewers to watch your videos without sound because most of your audience prefers watching videos on mute. To make your videos remain highly watchable even when consumed as silent video, add captioning or subtitles.

Captions also enhance the accessibility of videos, making them easily consumable by people with hearing loss. You can focus on adding engaging visuals to improve your storytelling without too much reliance on sound effects or voice-overs.

Short videos are best.

Videos that are shorter result in higher levels of engagement. A cohesive and concise story is key to creating videos that are watchable without hitting the pause or exit button. On social media, people are constantly scrolling and looking for content that catches their eye. A short video is more likely to hold someone's attention than a long one.

Grab attention fast.

Video marketing can be an extremely effective way to grab attention quickly and engage with your target audience. In order to create attention-grabbing videos, it is important to plan and execute your video content in an interesting way.

One way to do this is to showcase your company or product in a unique and engaging way. Another way to grab attention with your videos is to explain complex topics in a simplified manner. Additionally, using videos as a way to connect with your customers on a personal level can help keep them interested in what you have to say.

Shoot video that works on many different screen sizes.

To ensure that your videos look good on smartphones and tablets, it is important to test the look and feel of the videos on these devices before shooting them. This will help you to identify any potential problems and make necessary adjustments.

Follow best practices for each social media platform.

Twitter: Keep your tweets short and sweet, and be sure to include a link to your video. This will help viewers find your video more easily, and it will also help you get more views.

Facebook: On Facebook, it's a good idea to create a video intro. You can also use images and memes sparingly to add some visual interest to your page. However, the focus should be on creating quality content that will attract leads and followers.

LinkedIn: LinkedIn is a great platform for sharing quality content. When creating videos for this site, focus on providing information that will be valuable to your target audience. This could include tips, tutorials, or product reviews.

Instagram: Instagram is all about visuals, so make sure your videos are creative and eye-catching. You can also use influencers as a source of inspiration for your content. And don't forget to use hashtags!

YouTube: YouTube is the perfect place for longer-form videos. This could include anything from how-to tutorials to product reviews. If you have valuable information to share with viewers, YouTube is the ideal platform.

Live Video

Live video is a type of video content that is broadcast in real-time. This means that viewers can watch the video as it happens, rather than waiting for it to be recorded and then uploaded at a later date.

Live videos offer viewers a special, behind-the-scenes look at your company. They can see how you work and how you interact with customers and clients. This can help to increase brand awareness and social following for your company.

Video Marketing Distribution

Channels for Video Marketing: Owned

There are many ways that you can use video content to market your business, and one way is through owned channels. Owned channels are platforms that you have complete control over, such as your website, blog, or email list. This means that you can decide exactly how your video content is presented and distributed.

Some ideas for using video content through owned channels include:

1. Adding video to your website or blog posts
2. Sending an automated email with a link to your latest video
3. Including a video in your next newsletter
4. Posting videos on social media platforms like Facebook, Twitter, and LinkedIn

Channels for Video Marketing: Paid

Paid video marketing channels are a great way to distribute your video content. They offer more flexibility and control over your video content and are better for videos with high-traffic potential. Some of the most popular paid video marketing channels include YouTube, Instagram, Facebook, Twitter, Snapchat, and more.