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Video marketing refers to the use of video to market or promote your brand or offering on digital channels.
In simple terms, when you use video to market your brand, product or service, engage on social media channels, educate your prospective and current customers, and interact with them, you’re said to be using video marketing.
Why Is Video Marketing Gaining Importance?
- 76% of the businesses which use video marketing believe that it results in a good ROI.
- 93% of businesses believe that it increases user understanding of their product or service.
- And 72% of businesses believe that it has improved the conversion rate of their website.
what is Video Marketing ?
Videos have revolutionized how brands connect with customers. They have changed the way a brand sells, the way customers shop, the way consumers consume, and the way service teams maintain relations with the customers.
Businesses use videos on their landing pages (to explain how offering works and its benefits), social media posts (to engage with the audience), blogs (to retain more readers), and even in the emails (to support their marketing campaigns). Out of them, 83% believe their home page explainer video to be effective, 78% believe video on social media to be a great tactic, and 80% believe videos in emails bring in the required ROI.
How Video Marketing Works
On the surface, the how of video marketing is pretty simple: Your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice, it’s a little more complicated. Like many of your marketing efforts, video marketing is data driven, so you’ll want to monitor various metrics and track customer engagement.
To develop your video marketing strategy, you’ll want to:
Allocate resources
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 video, so get brainstorming: What stories do you want to tell? How will you tell them?
Engage
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 (although there are recommendations), but the general rule is that shorter is better.
Publish
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.
Analyze
Track metrics and stats, to determine which videos do the best – and why.
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Benefits of Video Marketing
connect with your audience.
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 effect 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/key phrases!
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 65% of that information three days later.
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 read a product description.
