Content marking has evolved with time, from the front pages of newspapers to video ads on online video sharing apps. With the boom of the internet and more viewers than ever, the power of video marketing has grown exponentially in recent years. In fact, a third of all the time people spend online, they are watching videos. A great example of video marketing is ads on YouTube, who report that mobile video consumption grows by 100% every year. Let’s discuss some of the benefits of video marketing and how it can help you take your content marketing to the next level.

What is video marketing?

Video marketing refers to content marketing material or advertisements that are made in video form. It makes use of videos to promote or create awareness for a brand or product in a more engaging manner. You can use the immense power of video marketing for lots of different purposes.

For example:

  1. How-to and educational videos
  2. Reviews and testimonial videos
  3. Virtual Reality (VR) or Augmented Reality (AR) videos
  4. Expert interviews, talks or webinars
  5. Advertisement films
  6. Demo or promotional videos

Why is video marketing so effective?

The power of the audio-visual medium

Video marketing is more memorable and impactful as it appeals to two of your audience’s senses. When compared to an audio or print ad, a video ad is more likely to make an impression and be remembered. HubSpot reports that 80% of customers remember a video they’ve watched in the last month.

Better engagement and penetration

Video marketing for business is more effective and more interesting to customers. People are more likely to give their full attention to a video advert. The engaging nature and creative scope of the medium are two of the many benefits of video marketing. According to Forbes, 87% of online marketers are now using video content in their digital marketing strategies.

Search engine optimization and conversion

The power of video marketing can help boost your website’s search engine optimization (SEO). Video marketing is increasingly important to your website and is more likely to draw viewers in. According to Forbes, embedding videos in landing pages can increase conversion rates by 80%. Having a well-thought-out video marketing strategy and producing high-quality videos is essential for bringing in traffic.

Impact on customer decisions

Consumer decisions can be swayed with the power of video marketing as they build trust and familiarity. 64% of customers are more likely to buy a product online after watching a video about it. Videos like reviews, demos, or testimonials are more likely to make a customer want to choose your brand or product. Hence, brands can use it to make a bigger impact and communicate their brand image even better. In fact, 90% of customers report that product videos help them make purchasing decisions.

Related: Marketer Approved List of Digital Marketing Trends in 2021 [Part 1]

How can video marketing help your business?

  • Boost sales and conversion rates. With the power of video marketing, you can increase sales and attract more consumers. Adding video marketing to your emails, websites, and wider marketing strategy is essential.
  • Reach a larger audience. With the boom in global internet use, more people are spending time online, watching videos. This means you can leverage the benefits of video marketing to find and reach your target audience more easily.
  • Grow your website and online presence. Using video marketing for business can help boost your website SEO and brand presence online. Video can help you grow your online presence both through your website and on social media. Video users have 27% higher click-through rates and 34% higher web conversion rates.
  • Resonate with your customers or audience. Videos convey information better, but they also have an emotional power that helps them resonate more effectively with your audience. This can help you build a stronger bond with your existing customers while attracting new ones. Videos also have the potential to go viral and attract massive attention.

Building a video marketing strategy

After understanding the importance of video, you should create a video marketing strategy for your brand. Here is an outline to forming a strategy that will leverage the benefits of video marketing for yourself and help you grow your brand.

Understand your goals and targets

Firstly, it is important that you understand why you want to implement video marketing for business. Identify the areas where you can benefit from video marketing and set goals. This could be to boost your SEO, brand awareness, sales, conversion rates or more. Having a clear target will help you make the right video content for your specific needs.

Study your consumers and competition

The next step in your usage of video marketing for business should be research. This is an important step of all marketing strategies and will make your videos more effective. Understand the type of videos that your consumers are interested in to gain a lot of views. Analyzing your competitors’ ads and learning from their video marketing can help too. This way you will see the types of videos that gain a lot of views and those that do not.

Build a story and script

Once you have decided the type of content that you want to create, it is time to build a story. One of the many benefits of video marketing is the creative potential it holds. With the emotional and engaging nature of video, you should focus on creating a story for your video marketing content. Scripting and forming your content like this will make it more appealing and entertaining to your audience. A good video has the potential to go viral and become a part of memes or internet culture which can do wonders for your brand awareness.

Producing the video

After all the researching, planning, and scripting, the make or break is the actual production of your videos. If you are a small brand, you can choose to produce your videos yourself. Shooting and editing videos on your phone can be an easy way to start without much investment. Moreover, if you have experience in video production, or someone else in your team does, you can do this in-house. However, larger brands or brands with a budget can hire a professional to do this for them. This will give them the best results of all and help bring in a level of professionalism and expertise to their content.

Related: TikTok For Business: How To Promote Your Brand On TikTok

Creating video marketing content yourself

If you are a smaller brand or want to leverage video marketing power without overspending, you still can! While it is usually advisable to leave the video production to the experts, you can do it yourself. With a vast pool of online resources and tutorials, you can learn the basics of shooting and editing a video online. Lastly, YouTube channels like Cinecom.net, Peter McKinnon, and Think Media have great resources on video marketing and creation.

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