How much more valuable is a video if a picture speaks a thousand words? This is the fundamental idea behind video marketing, a proactive marketing tactic that incorporates compelling video into your advertising campaigns. Everything from client relationship building to advertising your brand, services, or products can be done with video marketing. Additionally, video marketing can be used as a platform to distribute viral (entertaining) content, advertise customer testimonials, present how-tos, and live-stream events.
Why is video marketing important?
The use of video in marketing is becoming increasingly popular among companies of all kinds, including startups and small businesses. According to a Survey, videos increased: sales by 34%, traffic by 51%, and brand recognition by 70% for enterprises. Isn’t the outcome truly amazing?
How to develop a video marketing strategy?
Choosing your goals is the first step in creating a video marketing strategy. What do you want viewers of your company’s video to think and feel? Define your metrics in addition to your objectives. Which metrics—conversion rates, click-through rates, video views, or the proportion of viewers who respond to a call to action—will you use to assess the success of your video? What your messaging should be and the kind of video content you should create will be determined by these two options.
Your digital marketing plan will also be impacted by where in the sales funnel your target customer is located. Are they at the beginning of the funnel, just starting to interact with your brand, at the end of the funnel, becoming a devoted client, or somewhere in between?
Prospective clients are more emotionally motivated at the very top of the funnel. You don’t want to overwhelm your potential customers with technical messaging while launching your brand for the first time. Your video content gives you the chance to influence their mentality as they progress through the conversion funnel. The following video marketing message can start by addressing their inquiries and providing them with additional details. If your audience consists of loyal followers, your message will probably revolve around feelings in order to strengthen and deepen their relationship with your company.
After choosing the kind of material to create, you should choose where to publish it. A medium like television that doesn’t do any targeting might be adequate for raising awareness in general. You’ll need to be more targeted in your approach if you want to convert specific personas. What are your retargeting pools, you could ask? What specific users are you trying to reach? Where can you locate them?
Finally, without taking context into account, your video marketing plan is incomplete. Regardless of the marketing medium, context is key in videos. It doesn’t matter what someone is watching when your ad interrupts it, or whose website they are visiting when your video appears in a banner. Connect your business to high-quality, timely information.
The Benefits of Video Marketing
You can connect with your audience better via video. Today, a large portion of a company’s marketing initiatives are made to promote trust. Customers can see behind the scenes and get to know your brand through video, which serves as a link between what you say and who you really are.
With its ability to increase traffic to your website, create backlinks to it, and increase likes and shares (all of which can affect search rankings), video is an SEO gold mine. Additionally, don’t forget to upload your videos to YouTube and tag them with as many keywords and key phrases as you can! YouTube is owned by Google!
Videos help people retain knowledge. In contrast, if what they hear is accompanied by pertinent images, they will often recall an average of 65% of that information three days later. If your clients merely hear something, they are likely to retain approximately 10% of that information.
Online traffic will be made up, according to estimates, 74% of video content. Your clients will adore the video. Potential customers also enjoy watching videos, so effective video marketing can draw in new clients. The term “video” in email subject lines increases open rates by 19 percent and click-through rates by 65 percent.
The Challenges of Video Marketing
Once upon a time, the expense of video marketing equipment, editing software, and, from the viewpoint of the end user, the data cost of watching internet video posed a significant hurdle. These difficulties are largely in the past at this time. Yes, you still need to budget for decent equipment, editing software, and a distribution platform, and yes, you still need a marketing staff with experience in video. However, these are all manageable challenges.
The most difficult aspects of video marketing are actually strategic: how to develop a strong and efficient plan, how to produce material that viewers want to watch, and how to produce interesting films that are shared. The success of a video and its opportunities for improvement are indicated by analytics, which video content marketers need to grasp thoroughly.
How will video marketing change in the future?
The art of audience targeting will continue to advance, becoming even more crucial to video marketing strategy. Due to legal changes that will take effect in early 2022, the era of cookie-based advertising, which allowed marketers to purchase anonymous cookies of people who met certain criteria, is set to come to an end. Instead, in order to share data sets and target audiences on particular platforms, marketers will need to forge direct agreements. By far, this is the most efficient way to make sure you are targeting the proper audience, understand which messages will resonate with them, and avoid squandering your advertising budget.
Over the coming years, the dynamic video will likewise become more prevalent. The ability to overlay text over a video that is customised for each individual viewer based on the information you’ve gathered from sources like a product page they’ve visited or a pricing point that’s previously attracted their attention could be one feature of dynamic video.
A different example may entail marketing teams taking many frames of a video and combining particular views to optimize for different audience personas. For instance, a travel agency promoting beach holidays might switch around several beach pictures depending on the viewer’s circumstances, such as a family with children playing in the waves, a newlywed couple walking hand in hand on the beach, or retirees playing bingo and sipping cocktails.
A third method for creating dynamic videos involves using editing software and a green screen to add various brand or product components to a video after it has been produced. Consider yourself watching a show on your preferred streaming platform. The main character is seen eating a bowl of cereal in the scene. One observer notices a box of a well-known cereal for breakfast. One more viewer notices an almond milk carton. Another is observing the identical meal being prepared next to a carton of frozen waffles. Depending on what you’ve already purchased or what businesses are hoping you’ll purchase based on your personal data, that’s what you’ll see.