Business benefits of video marketing
At the dawn of its existence, video marketing was used primarily in TV advertising. With the advent of the YouTube era, its role has expanded significantly. Used wisely, video marketing can be a powerful business development tool. Good video content will help promote your brand, attract new customers, and build loyalty to your company.
In 2017, Wyzowl surveyed over 500 marketers about the effectiveness of video marketing for businesses. The results are as follows:
How to Build a Video Marketing Strategy
1. Set a goal
Ask yourself what you want to achieve with the video. Convince a customer to buy a product, promote a YouTube channel, make a company's corporate identity more recognizable, or something else? The video marketing strategy is directly dependent on the goals, which is why it is so important to set them correctly.
The most common video marketing goals are:
- Introduce clients to the company
- Make the brand recognizable
- Increase brand loyalty
- Sell a product
- Attract new subscribers to the channel
- You can try to achieve several goals at once. However, remember that the clearer your end goal is, the easier it will be for you to follow the plan and create effective content.
2. Find your target audience
It is equally important to define your target audience. The questions below will help you do this:
Who will watch your video? Indicate the age of these people, their gender, place of residence, education level, profession and income level.
What do these people expect from your content? Will he meet their needs, will he find a proper response?
How to make your video as relevant as possible to your target audience?
It is important to answer these questions before you start creating any content. Don't be afraid of changes and new ideas. Be prepared to adapt your work to the real needs of your audience.
3. Determine who will create the content
Assess your resources. Decide whether you will be filming the video yourself or contact a third party. If you want to create quality content, you may need to hire an entire team: screenwriter, cameraman, editor, motion designer, host. You will also need marketers to find target audiences, promote videos, and analyze revenue and costs.
If you don't have the money for a team of professionals, try filming a video yourself or with the help of a few colleagues. In this case, the process will be delayed, and the final quality may be lower than expected. However, nothing is impossible - sometimes it turns out to create high-quality content even with small resources.
Regardless of whether you create the video yourself or outsource the work, determine who is responsible for each stage of the work and who evaluates the result. It's a good idea to regularly discuss video creation with coworkers and superiors so that you can get feedback on time.
4. Select the type of content
Think about what type of content suits your audience and suits your needs and capabilities. The most common types of video content are listed below.
Demo video - a short video about the product and its capabilities. Demo videos work well for any product: you can demonstrate a program, product, or service with equal success. If you want to talk about a complex concept or show statistics, use animations and infographics - it's easier and more understandable than oral explanations.
Brand video is an indispensable tool for an advertising campaign. Branded promo videos introduce the company, talk about its people and mission, and showcase the product or service in the context of the brand. The purpose of these videos is to increase brand awareness and impress the target audience.
A training video is a video that helps you solve a specific problem, preferably with the help of your program or service. You can also create a series of videos or webinars without directly linking to your product - this will attract new subscribers to your YouTube channel and increase customer loyalty.
An entertainment video is usually a short humorous clip designed to entertain and “hook” the audience. This type of content is often used on social media, where short funny videos are most popular. If people love a video, they share it with friends and followers, so a good entertainment video can work better than any ad.
An expert interview is a good way to build trust in a company. Record an interview with an experienced colleague or independent expert in your area of business. Ask questions your potential customers might ask. It's a simple and honest way to engage and inspire your audience.
You don't have to limit yourself to just one type of content. You can combine educational and entertainment approaches, create brand-specific demo videos, or try other combinations. Focus on your goal first, but don't forget to influence the emotions of the audience as well. Try to associate your product with something useful and enjoyable.
5. Select a site for publication
Now you need to decide where you will publish your video content. Determining the right site depends on your goals, content type, audience preferences, and a host of other factors. We've analyzed the most popular video posting locations:
- YouTube channel
- Landing page
- Facebook Communities
- Instagram account
- Email newsletter
6. Get involved in video promotion
If you've published a video but haven't bothered to promote it, no one will see it. There are many ways to attract viewers:
SEO optimization. When publishing a video to YouTube, always include an SEO description so people can find your video by keywords. Remember to use relevant hashtags on Instagram.
Collaboration with bloggers. Find popular YouTube channels or Instagram accounts that interest your target audience. If a blogger is ready to monetize his content, contact him and buy ads on his channel.
Targeted advertising. Use social media as a distribution channel for targeted ads. Your video will only be seen by users who meet the criteria you specified. You can indicate age, gender, interests, and many other characteristics.
7. Determine how the result will be assessed
If you don't track and analyze the effectiveness of your content, you will not achieve your goal. Determine what metrics you can use and choose the most appropriate. Below are 7 main metrics for assessing the effectiveness of video content:
1) Number of video views
2) Engagement (average viewing duration)
3) Reposts in social networks
4) View Ratio (Frequency of video ad playback)
5) CTR (frequency of clicks on an ad after viewing it)
6) Conversion rate
7) Content Reviews
You can also track more specific metrics based on your goal and content type. For example, if you have published instructions for your customers, it will be useful to check if the number of calls to technical support has decreased.
8. Start creating
Now you know how to develop a complete video marketing strategy. Start creating effective videos now!