Video Marketing: An Ultimate Guide

by | Mar 26, 2019 | Video Marketing

14 Min Read. |

With the emergence of the Digital Media, it’s mass reach and influencing force, Video marketing has not only made its way towards overshadowing any other form of marketing but is also gaining huge popularity by attracting the maximum user engagement.

Video is an effective form of communication that needs to be integrated into each & every aspect of you existing marketing efforts. – James Wedmore

The visual medium has fascinated the masses since its inception. It is hidden from none; the love people have possessed for televisions in the past and many who still do. The reasons that attract the crowds to visual media are many.

According to Social Media Today, marketers who use video grow revenue 49% faster & receive 41% more traffic than non-video users.

What according to you could be the reason, the marketers have opted for the digital marketing videos over any other marketing strategy?

Some of The Major Reasons To Use Video Marketing:

1. Video Marketing is Easy

Video Marketing

Video Marketing Visually Explained

One of the major reason for Video marketing to gain importance is the ease with which it conveys the desired message to the target audience.

Compared to any other form of marketing, Video Marketing has several advantages which help them to stand out. You may consider examples of both print media and audio media.

Taking into consideration print media: it is limited to literates, it’s relatively time-consuming and a tedious task to read on.

On the other hand, the audio media gives you no visuals and creates room for imagination driven results. In this media, the message can be often miscommunicated.

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The best part of Video Marketing is that even the laziest individuals get engrossed into the information you want to impart to them.

The videos make the communication so effortless that one click and there you go. Mass reach is the aim and it is provided. Isn’t that just so easy?

2. Video Marketing Conveys The Message As Intended

A video is a visual as well as an audio medium leaves no room for imagery and imagination woven out of words. The best feature of video marketing as you may call it, it conveys the message loud and clear to the audience it is targeted at.

Marketers these days are extensively exploiting video marketing strategies to grab the attention of massive user base to their website for the purpose of further converting them into their clients.

Any information can be easily communicated with the help of Video marketing. An idea can be more clearly informed and explained for the purpose of doing business. Be it the know-how of the product or the basic settings, a video solves the purpose.

The product usage, efficiency, and its effects can be presented in a visual format for a better understanding.

3. Effortless Source of Information

A marketer may find it extremely convenient and feasible to inform the potential customer about the features of the product or the services being offered by the brand/ company.

The exclusivity of the product/services can be well presented with the power of persuading and convincing the audience that your product is exactly what they need.

Building a strong influence with the help of the visuals and later directing the mind with a Call for Action is what sets videos apart from other marketing media.

Video Marketing services have a simple yet direct approach which does not ask for any efforts to be put in, on the part of the audience.

A video marketing strategy is designed in such a way that it spoon-feeds the viewers with the information which is crisp enough to allure them.

When we show the potential customers exactly what we want them to see, we leave no space for wandering of thoughts.

The leads are shown exactly what we want them to believe, THEY WANT. Visuals simply give you a lot of advantage and space to persuade a lead and to convert them into a sale.

4. Digital Marketing Video as an SEO Tool

The alterations in the SEO trend by Google lays extra emphasis on digital marketing video content in order to promote the brand’s services in a manner that leads are easily converted into sales through its video marketing services.

The various marketing tools that are been used online, all aimed at increasing sales through conversion of the leads that a company’s website or social media pages receive.

The reason that videos have gained so much importance as a digital marketing tool is mainly because of the lasting impression it leaves on an individual. We have all noticed the changed layout of the popular social networking site Facebook.

There was a time when our Facebook walls were full of status updates and pictures that contained texts. The current scenario, however, is focused on video marketing content, i.e. visual promotion.

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5. Video Marketing is all Pervasive – Caters to all Kind of Audiences

This is the greatest advantage the Video Marketing has over any other form of marketing currently prevailing in the market.

A person who is illiterate or is unwilling to read a lengthy article is especially attracted to video content which is simple, effortless and gives a clearer understanding of things.

Video Marketing

Videos Caters to All Types of Audience

Similarly, children and senior citizens are also in favour of growing Video Marketing services as it is extremely helpful to them.

6. Digital Marketing Videos Grabs Instant Attention

The first 5 seconds of a video determine if the user will continue watching it or not. Video Marketing must use Video Marketing strategy in order to engage the user base and present the visuals in such a manner that they involve the user and compel them to watch the entire video. If an individual stays long enough to watch the entire video, you are already halfway through.

The Video Marketing strategy is very powerful in its approach. However, it totally depends on the creative to give it a shape that is appealing and striking enough to grab the user attention in the first few seconds.

Many websites these days make use of Video Marketing strategy which includes testimonials, product/ service exclusivity information, etc, to exhibit their product/ service in the fanciest way possible.

As an example here, if we talk about the visual advertisements, they are so powerful that most of us at one point or the other have been persuaded to buy a totally useless product (We learn that later) because of a powerful advertisement. That is the power of video marketing, it sways you along.

7. Video Marketing Saves Time

Video Marketing

Video Marketing Saves Time

In the fast-paced lives that we are living today, we hardly have time to read long texts to gain all the information. We are looking for shortcuts in every field. 2018 has seen a hyper Video marketing approach.

A visual of say 1 to 3 minutes, is capable of establishing a clear understanding and conveying the information most like in a favourable way.

Last week I saw a video of a charcoal mask that claims to remove the dead skin and remove the unwanted elements blocking the pores of my skin. I saw that video on Facebook and later on Instagram. Yes, I ordered it. The point here is that, had it been a text-only promotion, my reaction wouldn’t have been the same. It was the Video Marketing strategy that gained them a customer.

8. Video Marketing via Visual Testimonials

Word of mouth has been the greatest form of marketing of all times. The concept of video marketing via visual testimonials is based on the same concept.

A customer who has already used the product or taken the service is the best guide to the leads who are planning to buy the product/ service.

The plus point of video testimonials is that being ahead of the pictures, they are capable of showing the exact transformation or the advantages of using the company’s products. According to surveys, Video Marketing testimonials turn out to be really effective in terms of generating sales, i.e. conversion.

9. Video Marketing is Acknowledged by Mobile Users

The world is moving ahead with hands on their smartphones. Our smartphones have become the one-shot destination for any little information that we need to retrieve. While searching for lengthy information, what can be better than the details composed in a short video?

Visuals are mobile friendly and thus make Video Marketing the most convenient option for marketers. A company can use a promotional Video Marketing strategy on its landing page to increase the Return on Investment (ROI).

10. Marketing Videos Make it easy to gain the Customer’s Confidence

It’s a Human tendency to believe what we see, more than what we read or hear. Imparting the details of your product or service is like giving them a visual experience through video marketing services, explaining to them what they will be buying. This is helpful as many of the customer’s queries will be answered from the video itself.

A company must understand this that until you gain the trust of the leads you receive, they are less likely to convert into customers. Thus, extra importance must be paid to gaining trust and customer care (both: before and after conversion). This can be easily done with the help of laying down a proper video marketing strategy.

Perfectly Infused Another advantage of video marketing is that there is no need to take out a specific time or find a place to watch it. You can watch a video while travelling, while you’re sitting idle in any place at all with an ease of a click on your phone.

It is so well fixated in the virtual world that now we are in a habit of watching several videos without any purpose. Especially, with the introduction of Facebook’s auto-play feature, every video on the timeline will play on its own.

How to Establish Your Own Video Marketing Strategy?

Video Marketing

Video Marketing Strategy

You might initially find the video marketing strategy to be intimidating at first, led by the preconceived notion that it will cost you a whole lot of money.

It’s true, the audiences do not compromise on the quality of the video yet it won’t be right to conclude that a good video cannot be made without breaking the bank.

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There are a set of factors which will determine the success of your Video Marketing campaign and thus these must be kept in mind while developing a Video Marketing strategy for your startup or small business.

1. Objective

Well, clearly the objective of the Video Marketing campaign is to generate sales. But one thing that must be clearly understood here is that the initial objective of the video marketing is only to inform, educate and entertain the audience.

Only when these primary objectives are met, the audience will begin to recognize your brand and that is where these leads began converting into customers.

A video that directly asks the customers to buy your product/service will be deemed as spam by the audience. Thus, a direct sales pitch must be avoided under any circumstances.

(i) Know your audience

(ii) Conduct surveys to understand what interests your audience

(iii) Develop a video keeping in mind the various appeals you can use to attract the audience like emotional appeal, musical or romantic, appeal etc.

2. Video Marketing Content

Once you have identified your audience and the appeal you wish to use to leave a lasting impact on them, the important factor that now needs to be worked upon is the content you will be playing around in the video. Wisely choose an informative topic and once finalized, begin with the script of the video.

(i) Remember, the topic must be relevant to your brand

(ii) Popular among the target group

(iii) Introduce useful content in a visually pleasing way

3. Use Familiar Slang to Enhance the Digital Marketing Video

When an advertiser or marketer chooses to use the local slang used by their target audience, they are able to establish a personalized touch. The audience is able to relate itself with the Video marketing content and thus a sense of familiarity is established.

The idea here is that, when your audience begins to connect with you, you are already halfway through. The rest depends on how creatively the idea of the product/service is been put across.

4. Post-Marketing Videos on Regular Intervals

It takes time to make your brand/ company familiar with the audience. By posting regularly on fixed intervals, you will be able to give them reminders of the existence of your brand and gradually the engagement will increase. Thus, consistency is advocated.

(i) Keep the videos short and crisp

(ii) Use an interpersonal approach

(iii) Leave a striking impact with your creativity

5. Choose The Right Platform to Launch Your Video Marketing campaign

Video Marketing

Video Marketing Campaign

Digital Marketing Videos can prove to be the greatest factor in retrieving high rates of  ROI if promoted on the right platform with the right kind of Video Marketing strategy adopted.

Thus, it must be noted that the platform you choose to launch your video marketing strategy plays a crucial role in the success of your video marketing campaign.

The marketer needs to understand that mere recording and uploading the video on YouTube or Facebook does not solve the purpose. It needs to be strategically promoted on various social media platforms aggressively to reach the desired audience.

However, if your audience likes your video, they will share and promote it for free. A relatable and entertaining video encounters various people tagging their friends in the comments section. Facebook has a user base of 166 million, making it the most popular social networking site of all time.

The auto-play feature is available on almost all sites these days and it is certainly the best way to grab user’s attention. We have all experienced how Facebook’s layout is completely modified with the infusion of the video trend that is suggested by Google in its revised SEO tools guidelines.

The Surveys suggest that by 2019, videos will take over 90% of all social media. It is also suggested that by embedding a marketing video on the landing page of your website and using videos in email marketing increase the conversion rate and click through rate by 80% and 200-300% respectively.

Another survey from Forbes suggests that a potential customer is more likely to buy a product after seeing the brand video for the same. This gives a clear vision that Video Marketing is the next big thing which is promising enough to overshadow all the other marketing tools with its dynamic approach.

6. Increase the Brand Recall Value & Identification

When all the above-mentioned points are properly exploited to make the Digital Marketing videos, they are most likely to leave a lasting impact on the viewer which will help them achieve a higher brand recall value. Anyhow,  It’s a human tendency to remember something you saw for a long time.

Even if you randomly watch a video it is likely to stay in your head for a long time. Also, an influential video will create curiosity in the viewer to know more and hence your website’s SEO will also be increased. These were some of the many reasons why  Marketers are completely falling for the Video Marketing strategy of directing user traffic to their website as an attempt to generate sales.

Are you looking for more ideas on how to crack the video marketing code? Take a look at the infographic below:

Video Marketing

Cracking the Video Marketing Code

Steps To Build a Video Marketing Strategy

1. Create Buyer Personas

Video Marketing

Create Buyer Persona

Buyer Persona is a comprehensive representation of your target audience. Creating buyer personas allows you to target the most specific audience with the right message thereby increasing the probability of getting conversions.

2. Build KPIs & Goals

Create SMART goals and KPIs for your video campaigns. These goals allow you to calculate the ROI and give you the metrics on the performance of your videos.

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3. Determine the Type of Video and Platform

Research where your audience spends most of their time and which platform is the best fit for the tone of your message. Also, determine the objective of your video and choose the type of video you want to project.

4. Create Cost- Effective, Valuable Videos

Don’t make your video sound like a sales pitch. Educate and inform your customers about your niche to build healthy relations with them. Ensure that the customer is able to take some valuable insights from your video.

The Video Marketing Funnel

Video Marketing

Video Marketing Funnel

To create a roadmap to direct the leads towards a buyer’s journey, Video Marketing often uses the Marketing Funnel. It represents the way a particular lead should be captured and converted into a potential sale. The Video Marketing Funnel also provides the marketer with the relevant assistance on which type of video should be displayed at what time.

The Funnel is divided into three main stages:

1. The Awareness Stage – Top of the Funnel

Since this stage is the awareness stage of your buyer’s journey, thus, it is meant to attract more and more visitors to your website. You can start off with the brand awareness videos to tell the people about your brand.

2. The Consideration Stage – Middle of the Funnel

This is the second stage of the buyer’s journey. By now the prospect has clearly defined his problem and is analyzing different ways to solve it. By making how-to-videos, you can educate the prospects about your band and give them insights on the solutions you can provide to them.

3. The Decision Stage – Bottom of the Funnel

This is the last step towards closing a sale. While being in the last stage of the Video Marketing Funnel means that the buyer already knows that you have a solution to their problems. To make them finally choose you over your competitors, you will have to build a trustworthy relationship with them. By displaying the testimonial or review videos, this can be done optimally.

Final Thoughts

There are numerous benefits of Video Marketing. Video Marketing services can be availed from various digital marketing videos agencies who can run the campaign for your company on various social media platforms.

Video has definitely created a buzz in this digitalizing economy. If you aren’t using video in your marketing yet, it’s high time to begin. Videos have become an essential part of digital marketing for a past few years and with its growing impact and success, it plays a central role in marketing outreach.

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Hope the blog helps you strategize the video marketing campaign for your business.

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