Video marketing has grown in popularity and effectiveness for a variety of reasons, but mainly because audiences have come to rely on visuals for education and entertainment. Many people are visual learners, so a video often has higher retention rates than a wall of text. Plus, well-made videos are more dynamic. They catch people’s attention and keep them engaged where other marketing methods cannot.
Video marketing used to be reserved for the high and mighty because technology and gear were limited and expensive.
If you’re just getting started with video marketing, you may be freaking out a little, feeling like you’re standing on the edge of a vast canyon.
It can be extremely overwhelming to know where to start. Don’t worry; we’re going to break down some of the video types you can utilize and talk about how to create and implement a video strategy effectively. Here we go
These are some of the most popular and useful types of videos for businesses.
Customers can read your website all day long and only partially understand what you offer. It’s not until they see a video demonstration of your product or service that they truly get it. These videos take many forms. Some of the most common take customers on a tour of software or showcase certain product features.
Stories from other customers are one of the most powerful weapons to have in your arsenal. These days, people base their purchasing decisions on recommendations from others. Happy customers are your best advocations. Ask them to work with you to create a video to highlight how your product or service solved their problems.
How-to videos can answer a lot of questions about your product or service for potential and current customers. Use these videos to answer common questions, highlight unique features, and walk customers through specific scenarios.
Animated videos require more skill and expertise than normal videos, but they are growing in popularity. Sometimes, you just don’t have real video footage to show what you want, so making it up in animation is the easiest way to compensate. Plus, it’s animation, which makes everything more fun.
You can be really creative with live video, using it however you see fit to connect with your audience. Many businesses use it to broadcast special events or announcements. It’s designed to encourage engagement and conversation with your viewers in real time.
Polished videos certainly have their place, but people are demanding authentic content more and more. They want to see how the sausage is made, if you will. Behind the scenes videos can bring your brand to life by giving viewers a sneak peek of your operations and your team.
Because this is an article about getting started with video marketing, you need to create a strategy before you ever hit record. Here are five easy steps to make that happen.
1. Why are you doing this?
As content experts, we feel comfortable giving this advice. The goal of your videos should not be to sell! It should be to educate and entertain your viewers. Give them something of value like an answer to a question or a solution to a problem.
2. What content are you going to create, and what will it look like?
Finding the perfect content and format for your audience will take some experimentation. You may have more success with behind the scenes videos than live videos, for example.
If you know your audience, it becomes infinitely easier to produce content they find valuable. Don’t be afraid to ask for their input on what they’d like to see in the future.
Before you start making videos, layout a few topics to get the ball rolling. You can space them out however you need to, but try to set yourself up for success with a schedule.
3. How are you going to make this happen?
If you don’t have a huge budget, reviewing the resources at your disposal in advance is a must. How much time do you have to dedicate to a video project? What skill level do you and your team have to pull this off? Do you have the necessary software, gear, and props to create this video?
The answers to these questions will dictate how you approach video marketing. If you’re low on skill and time, you may need to hire external help. If you’re low on gear, you may need to simplify your vision.
4. Where will you share and promote video content?
Not every piece of content works for every platform. Depending on the goal of the video, you’ll need to consider where to share the video. For example, longer animated videos usually do well on Facebook, while case study videos have a home on LinkedIn.
If you have the resources to advertise, include these details in your strategy. How do you want to promote the video, so it reaches more people and encourages engagement?
5. Track and be consistent
This one isn’t a question because it’s really not an option. Before you publish your videos, be sure to have efforts in place that are tracking the metrics most important to you. Most apps have a native analytics function built in, or you can look into a third-party app.
Be consistent with your video posting. You can build a library of videos at a pace that works for you and build trust with your viewers that you will have new content regularly.
Where do you use the videos once you have them?
Ideally, you’ll get to the point where you have video content for customers at every stage of the sales process. Until then, you should focus on the portions of your sales funnel that need a boost.
Animated and how-to videos are a great way to introduce your brand to new leads. Try demo and testimonial videos with people in the engagement phase who have expressed interest but haven’t purchased yet.
These videos can answer questions and address concerns that will help push them over the edge. Use behind the scenes and live videos to keep existing customers connected and engaged with your brand.
Deciding where to use videos depends on your overall strategy. Social media can help you achieve almost any video goal, whether it's to attract new customers or close leads.
Including videos in email marketing is a great way to increase engagement and conversions. Your videos should also live on your website. Sprinkle them throughout product and landing pages, so they add value to the content and give your website visitors a more dynamic experience.
Now what…
You have a message, and while blogging about it will attract potential customers, video resonates with a different segment of your audience: those who prefer video over text. We have the power and capability to turn your blog posts into videos that will attract, inform, and dazzle your audience!
Contact us to find out how we can get your video marketing strategy rolling.