The opinions of entrepreneurs’ contributors are their own.
Video marketing is an effective tool that you can use to promote and sell any product. It’s also a great way to build customer relationships in the digital age of communication. Best of all, you don’t need a lot of video production or editing software experience to create videos – anyone can!
What is a video marketing strategy?
What do you want to achieve with video marketing? Your goal can be to increase brand awareness, build customer relationships or generate new leads.
Find out who your audience is and what messages you want to share with them. Identify a niche topic related to your business and develop content that will help people solve their problems. For example, if you’re a fitness entrepreneur, create videos about things like “How to Lose Weight Fast” or “The Best Exercise Routines”.
Before filming, think about the story you want to tell. What are your customers interested in? What kind of content are you looking for online? Who is the video for (existing customer or someone who is learning about your company)?
If it’s a commercial video, consider referring to celebrities whenever possible – this can “spark” viewers and get them to buy from you. A well-known example is Red Bull cooperates with Felix Baumgartner 2012: Baumgartner broke three world records by jumping out of a space capsule into the stratosphere of the earth wearing a suit – and Red Bull’s brand awareness increased significantly as a result.
What is a video marketer?
Understanding the difference between a videographer and a video marketer is important if you are interested in video marketing.
A videographer films your company’s video content, while a video marketer is responsible for everything from creating compelling videos that will resonate with viewers to figuring out how best to distribute them online so that they can be heard by as many people as possible be seen.
Usually one person does both jobs, but this depends on their skills and where you want to distribute the videos after filming. If you’re looking for someone who can create engaging, quality content and promote it efficiently, consider hiring two separate people: one for photography and videography (usually an outside contractor) and another person specifically for marketing / sales (in-house).
Related: Connect with your target audience through video
How do you know what type of video to make?
You should create a video that meets the needs of your campaign, audience, and style. For example, if you are a shoe company, create an how-to video on how to tie shoes.
Social videos are intended to present your corporate culture through employee interviews, inspections of offices or production facilities, and behind the scenes of recent events such as product launches. These videos can also include employees providing insight into upcoming projects and new products in development – while promoting the ethics of teamwork.
Customer testimonials are a great way to show how customers use a particular product or service and how satisfied they are with it. If you want to show more than one person talking about something more in-depth, e.g. For example, like using an app, make sure all attendees are in the same room instead of attending remotely via Skype.
Product demonstrations are often part of a larger campaign strategy that includes other formats, such as connected TV commercials and social media campaigns. They can be very convincing when done right.
What is video SEO?
The video will be indexed on the search engine and it is important that you have a nice title for your video to encourage more people to watch it and subscribe to your channel. When uploading your video to YouTube, be sure to use keywords that are related to your business or industry so that they are linked to the uploads to YouTube.
You can share videos on social media such as Facebook or LinkedIn to make your video easier for viewers to find. You can even embed a video on your website with the YouTube plugin so that visitors to your website can easily view videos from any device they are browsing with (desktop, laptop, mobile phone).
Ranking for videos can be a lot easier than ranking for traditional text content, as videos are an easier and more fun way to consume information. Videos allow people to see your product or service without ever having set foot in your business, which means you will attract new customers that you might not otherwise have. You should always remember video SEO best practices if you want your company’s videos to rank well on search engines like Google and Youtube so that anyone can find them when they search for what you sell online.
Related: 5 reasons businesses should focus on video content creation
How do I distribute video content?
Understanding the difference between owned, earned and paid sales channels can help you distribute your video content in ways that are beneficial for both brand awareness and conversion rates.
Each channel type has its advantages and disadvantages, but combining all three leads to the best possible result: high visibility with a great ROI. Spreading your videos on your own media properties like your website or your social media accounts is important as it will reach visitors who have shown interest by actively visiting those websites to see what’s new. These are also people who are more likely to become customers after watching the video because they have already shown an commitment to your company’s products or services. This usually means these viewers are at the top of the marketing funnel.
Media channels like blogs, news sites, and social media channels are great ways to hit the middle of the marketing funnel. It is important to note that these videos should be created specifically for these different channels. For example, you don’t want your Facebook video cut into 15-second clips just for it to be published on YouTube or LinkedIn.
Paid media is often overlooked as an option in content distribution because it costs money. Paying for distribution, however, involves buying commercials on new networks like Snapchat and Tiktok, where there is not yet any competition from brands that want to share their own videos in these areas, especially when they know how valuable this area is in the course of the process the time will be. Also, consider paying placement fees with syndication partners who already have an established audience of other video artists and influencers who may want to share your video on their channels.
How do you measure the success of a video?
Video marketers measure success by views, and if they get a lot of them, it’s a successful video. Some of the most important KPIs to track are the number of views, views per day or week, and impressions. Additionally, marketers should also track engagement metrics like likes / dislikes ratios, comments, and retention.
These are more important than just a lot of views as they tell you how many people watched your video to the end. This can only happen if they like what they have seen. So make sure your videos have good content that reflects your brand or company.
So don’t rely on the number of views alone! There are other KPIs that can tell you if your video was successful, such as: Retention is another important metric to keep an eye on. You want your video viewers to watch the whole thing because this will encourage them to share it and engage in it!
The growing popularity of video marketing offers your brand a unique opportunity to reach their target audience, build awareness, and use video as a lead generation tool. By creating high quality videos and interacting with viewers on social media sites like Youtube, you can effectively develop your brand over time. The possibilities in video marketing are endless. So take this opportunity before your competitors do!
Related: How video content evolution will affect brand visibility in 2021