What Is Video Marketing?
According to Adobe, video marketing is “using video to promote your brand, product, or service.” In other words, any marketing or promotional-related activities that use video as the primary communication method can be considered video marketing. This includes, but is not limited to:
- Short-form video content shared on social media
- Product and tutorial videos
- Live-streaming events
- And more!
While video marketing isn’t a new concept, the recent, rapid rise in online video consumption is driving up the importance of utilizing a video-first marketing strategy. Not only is video consumed at higher rates than ever before, but video production for marketing has increased in accessibility in recent years, making it a more viable option for smaller companies.
Here’s How You Can Benefit from Video Marketing
Whether you run a nonprofit organization, own a small business, or lead the marketing team of a Fortune 500 company, video-first marketing has a place in your overall marketing strategy. There are many key benefits of incorporating video for your business. Here are a few of the reasons you should focus on video production as part of your overarching marketing strategy.
SEO videos are easily found by search engines. By focusing on organic video marketing, you’ll see an increase in your website's SEO rankings. This is true for a variety of reasons. Not only do search engines prioritize video content, but visitors are more likely to spend longer time on your website when there is video to keep them engaged, which decreases bounce rates and increases SEO rankings.
Capture a larger organic audience. Video content drives higher interaction than static posts. Not only are viewers more likely to spend time engaging with your post, but they’re also more likely to share your content with their friends and family. As a result, your content is being seen by a wider audience of potential customers.
Videos build trust and confidence with leads. Video uses an immersive approach to your marketing that creates a deeper connection with your audience. When you’re utilizing video production for your marketing material, remember to keep your content authentic. Consumers appreciate seeing authenticity in the content they consume and will be more likely to develop a sense of brand loyalty with your organization if they trust and believe in you. Live videos, specifically, tend to create a more intimate relationship with your audience.
Sales rates increase when using videos to promote your products. With a wider audience and a higher level of trust within that audience, you’ll see higher sales figures, providing an exceptionally large ROI for video marketing.
The 4-Part Ultimate Guide to Video Marketing
While it sounds complicated, it really isn’t too hard to integrate video content into your marketing plan once you have a good grasp on the production and distribution processes. Follow these four steps to create content that’s engaging, shareable, and will ultimately bring a wider audience to your business.
Step 1: Develop a Robust Video Marketing Strategy
Before you begin production, you should always have a robust understanding of what you want to accomplish with video marketing. You should outline your primary objectives, as well as the steps you expect to take to achieve these goals. While goals will vary by company and even the timing of your campaign, common objectives include larger organic reach, a higher understanding of your product/company, and/or increased sales numbers.
Without a clear strategy, you run the risk of wasting time and effort when creating video marketing content. To ensure your work is moving the needle, you must first determine the value you seek from this content and work from there. This information, as well as the plan you have to achieve these goals, should all be included as part of your overall video marketing strategy.
Step 2: Choose the Best Types of Marketing Videos for Your Business
Successful video marketing requires a level of personalization. While video marketing has a place in the marketing strategy of all organizations, the same type of video marketing won't work for every business. For example, B2C companies may find better luck with short-form videos on social media, whereas B2B companies may see more success with product videos. Fortunately, there are many types of promotional videos for you to pick from, such as live-streaming, social and lifestyle videos, tutorial videos, commercials, and more. Determine the best types of videos for marketing your company and focus on creating videos of those specific styles.
Step 3: Making Video Content + Distribution
Producing and distributing video content may feel daunting, but there are things you can do to make the process smooth and efficient. Here are a few video marketing tools and techniques you can utilize to feel more comfortable with the whole process.
- Invest in quality equipment to create professional-looking videos.
- Plan ahead and ensure you’re shooting at a location with good lighting, low noise levels, etc.
- Narrow down the video styles and platforms you’d like to utilize and focus on creating quality content that meets those needs.
- Learn more about editing software and techniques so you can feel more confident in your post-production capabilities.
- Research best practices for sharing content and make sure you’re posting during peak times, etc.
Step 4: Monitoring Metrics
Paying attention to the data and insights of your content is an important element of all digital marketing, including video marketing. These statistics tell you what’s working, and what isn’t, giving you the information you need to tailor future content to the preferences of your target audience. If, at any point, you find that your needs or audience have changed, feel free to reevaluate and try something new. What works best for you may not stay the same forever, and that’s okay if you’re monitoring those changes and adjusting accordingly. As long as you’re paying attention to what works, promoting your business with video is a highly effective strategy that will increase your organic reach and grow your company to the next level.
Let the Experts Help Perfect Your Video Marketing Content
Regardless of your audience, business-type, or objectives, there’s a type of video marketing that will fit your needs. Whether your objectives are to build deeper connections with your audience, to see increased organic reach and engagement, or to increase sales, organic video marketing can get you there. This is especially true in the modern era, when people are spending more time consuming video content than ever before. As you begin production, don’t forget to refer to the ultimate guide to video marketing for additional assistance.
If you find that you need more support, don’t worry! Creating video in-house isn’t the best option for every company. If you’re ready to give video marketing a shot but need a little support, you may wish to outsource the production of your videos. If that’s the case, consider reaching out to Charter & Co. We have you covered from concept to implementation, and every step along the way, making sure you’re set up with the best video marketing strategy for your unique needs.