So you want to invest more in video marketing?
Of course, why wouldn’t you?
It is a top-notch strategy going on in the marketing world nowadays!
Visuals have always proven to be the best way to put forward your ideas.
If pictures and still visuals are worth a thousand words, imagine what impact videos might have on your potential consumers!
And even though the idea of video marketing is not at all new, but people have very recently recognized its worth and have started adopting it as a necessary marketing strategy on all social platforms!
If you’re new to online video marketing and you need an updated video marketing definition, we’re here to help.
Video teams need to stay up to date on video marketing trends and examples to ensure they are providing the clients with high quality and effective videos for their websites, social media channels, and digital platforms.
- 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
- 6 out of 10 people would rather watch online videos than television. (Google)
- Mobile video consumption rises by 100% every year. (Insivia)
- By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
- 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
- A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)
- 59% of executives say they would rather watch a video than reading the text. (Wordstream)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- People are 1.5 times more likely to watch video on their mobile phones. (Facebook)
- 92% of users watching video on mobile will share it with others. (Wordstream)
- By 2020 there will be close to 1 million minutes of video crossing the internet per second. (Cisco)
Actions are so much better than still images!
Video marketing works together just as awesomely as peanut butter works best with jam.
This means that not everybody is going to necessarily enjoy it, but it will definitely work for the majority.
Video marketing is like pizza. Even when it’s bad, it’s still pretty good!
Video is more of an expression of how well the brand can portray itself in the eyes of the consumers and in the way they can relate!
Although video marketing may seem obscure, complicated, and expensive—it’s not!
It can be as simple as shooting videos on your cell phone and editing them into one video with music and your company logo.
Video marketing is really just the act of incorporating video into your marketing strategy to help increase brand recognition and awareness.
If numbers can tell how well video marketing is doing in the world of business, here are a few stat checks that might help!
Pointers to Market Your Brand Through Videos
To develop your video marketing strategy, you’ll want to:
You’re going to need to designate some budget for video – at the least, decent equipment, good editing software, and a video marketing guru (or, better, team) – as well as time to create it.
Tell your stories
Storytelling has never been as important as it is in the video, so get brainstorming: What stories do you want to tell? How will you tell them?
It’s not enough to simply tell your stories; you must engage your audience while you do so. How will you make your stories interesting? What will hook your audience?
Keep it short
There’s no set length for marketing videos, but the general rule is that shorter is better. Be ruthless with your editing. Cut, cut, cut out everything extraneous. Attention spans are short, so make the best of what you get.
Publish your videos far and wide – embedded in your website, uploaded to Google-owned YouTube, and on all your social media channels. Then, promote, promote, promote.
Track metrics and stats, to determine which videos do the best – and why.
Source: Blue Corona
Benefits of Video Marketing
In addition to the entertainment aspect, more and more marketers are focusing on video marketing strategies because of how beneficial they are.
Think about it from your own perspective for a minute.
Would you rather read a long page full of text or watch a quick video to learn about a new product?
Would you rather spend time reading about the steps of a company’s sales process or watch an animation to associate each step with a visual aid?
If you’re like 80 percent of the population, you’d rather watch the video.
Source: Niche Hacks
The benefits of video marketing are many.
- Video helps you connect with your audience. Today, so much of a company’s marketing efforts are designed to help build trust.
- Video is the bridge that links what you say to who you really are, allowing customers to peer behind the curtain and get to know your brand.
- Video is an SEO gold mine, helping build backlinks to your site, boosting likes and shares (which can affect search rankings), and driving traffic to your site.
- And let’s not forget that YouTube is owned by Google, so be sure to post your videos to YT and tag, tag, tag with keywords/keyphrases!
- Videos boost information retention. If your customers hear something only, they’re likely to retain about 10% of that information three days later; by contrast, if what they hear is accompanied by relevant imagery, they’ll retain an average of 65% of that information three days later.
- In 2019, video content will account for an estimated 74% of all online traffic. Your customers love video. Would-be customers also love video, which means good video marketing can attract new visitors.
- Email subject lines that include the word “video” see a 19% increase in open rates and a 65% boost in click-throughs.
- Four times as many customers would prefer to watch a product video than reading a product description.
- Do you like the money? Then consider this: after watching a video, customers are 64-85% more likely to make a purchase.
Challenges of Video Marketing
Once upon a time, the cost was a serious challenge to video marketing: The cost of equipment, editing software, and, from an end-user’s perspective, the data cost of consuming online video.
Video marketing is a way to create a buzz with visuals!
Today, those challenges are mostly in the rear-view mirror. Yes, you still need some budget – good equipment, editing software, and a delivery platform are more affordable than they once were.
But they’re not free – and you do need a marketing team with experience in video, but these are all surmountable obstacles.
In fact, the biggest challenges of video marketing in 2019 are strategic: How to build a solid and effective video marketing strategy, how to create content that people want to consume, and how to create engaging videos that get shared.
Source: Blue Corona
Additionally, video content marketers need to have a solid understanding of metrics, and how they indicate a video’s success and areas for improvement.
Do you know those sponsored videos that pop up in your social media feeds? That’s video marketing!
Have you gotten any email newsletters with videos? That’s video marketing, too!
What about videos embedded on home pages or blog posts? Yep, that’s also video marketing!
More than likely, you’ve already been immersed in the world of video marketing and you just didn’t quite realize it.
But you don’t just want to be a spectator in this game—if you want to grow your brand and increase your impressions, views, and conversion rates—you need to step up to the plate and take a swing at it for yourself!
Best Practices for Video Marketing
From these challenges, rise video marketing best practices. And it all comes down to strategy: If you want your video marketing to have results, then you must plan, test, analyze, and test again.
Yes, the goal of your videos is to tell a story and engage your customers but, from a marketing perspective, your videos must also align with your sales funnel.
What is the purpose of each video? Who is the audience? How does the video further your marketing goals?
The bottom line, overall strategy, and data should drive your video marketing strategy.
Source: Blue Corona
First, plan a solid strategy to develop video(s) for each level of your sales funnel.
Outline the content and goals of each individual video. Determine what metrics will best determine a video’s success.
Then, test. Analyze. Tweak your videos (and their deployment), when necessary. Work to make them more effective.
And whatever you do, do video; in 2019 and beyond, it’s the cornerstone of your brand’s marketing efforts.
DO’s and DON’Ts of Video Marketing
Don’t: Promote without Shame
Never, and I mean NEVERRR!, spam people with your product info or brag about how awesome your product is, or how great your brand is.
Seeing results is what will make people believe!
Make videos of problems that people might be facing while working with the niche of your brand and then, very softly add in a little branding that could help them with problems mentioned before.
Don’t, for the love of God, be this person! ^
Do: Have a Crystal-Clear Concept
Know what you need to do before you do anything. This means identifying the target audience and considering the viewer’s journey.
Are people out to be entertained? Or maybe, they are out to learn something?
Are they out to do research on something they want to buy?
These are sort of the points that you really need to understand and figure out before you start producing anything.
Don’t: Overlook the Analytics
There are many marketers who forget to check what value their content has through analytics and keep following the same strategy, which results in the downfall of traffic and audience.
This strategically beneficial data is sometimes underused.
What needs to be done is, to keep the analytics in check.
This will help in changing the video strategy if one isn’t working.
Do CTA CTA CTA!!
Ending with a CTA (Call-to-action) is like a takeaway that the audience will get.
Even if it’s something as simple as “Subscribe!” or “What are you waiting for?”
It just needs to be something catchy and light.
Something that attracts the eye!
Don’t: Be Inconsistent
The more inconsistency people see in your video marketing techniques, the more they will be turned off!
Keep one baseline.
Play around with the idea, just don’t change it altogether!
Just like Coca Cola! Their initial ad marketing strategy is “Share a Coca Cola”, sharing joy everywhere!
And they play around with this idea, with the red color, the same fonts, up and bubbly, upbeat marketing.
Do: Tiny Screen Videos
Okay, by tiny, I don’t mean TINY tiny! I mean mobile screens.
Facts depict how 76% of online video watchers, do it on their mobile screens.
Video marketers should bear this in mind when creating content.
Large and legible fonts are essential on tiny screens.
Don’t: Unrealistic Expectations
You are not going to make your brand a star in hours!
Don’t expect to be on top in a day’s time.
Sometimes businesses dismiss the value of video marketing after failing to capture an audience immediately with one video.
You need to give it time to breathe.
Do: Go in, Deliver, Get Out!
Don’t drag your video.
People tend to stay 2-3 minutes on one video of marketing before getting annoyed or bored.
Nobody is going to stay on your marketing video for more than that, so the best way is to start the video, deliver your product, or better yet give them scenarios they can use your brand in, end the video!
Ready. Set. Wrap Up!
Let’s face it — videos are everywhere.
If you’re not making use of videos in your marketing strategy, you’re at risk of falling behind in the industrial B2B world.
Video content is a direct reflection and representation of a brand.
Video offers an opportunity to appeal directly to a target market and establish a brand voice.
Businesses can strike the right balance by investing and strategizing carefully, without becoming paralyzed by perfectionism.
Enjoyment of video ads increases purchase intent by 97% and brand association by 139%
Followers who share your videos with other users can provide a serious boost to your marketing efforts, introducing you to new prospects and organically increasing brand awareness.
More and more B2B companies are realizing the benefits of offering video content, positioning themselves as modern, knowledgeable brands with an eye on consumer preferences and technological trends.
If you’re not making use of videos in your content marketing campaign, you may be losing out on valuable leads; in today’s increasingly fast-paced digital world, users want to be able to access informative, engaging content quickly and efficiently, and videos allow for easy watching on the go or in the office.
Even videos like the following one can help your brand reach a bigger audience!
Hope the article helps and all the very best with your video marketing!