Video has helped businesses around the globe gain a lot of online and offline traction. Why? Video content is easy to engage with and can strike a chord with prospects with different demographics across multiple platforms. It triggers the right emotions and makes the audience more comfortable about converting to the brand. And video consumption is only growing.
In 2021 alone, the average internet user watches 100 minutes of online video each day! And marketers around the world have taken good note of this internet trend. As a matter of fact, more than 88 percent of the marketers surveyed have been getting a positive ROI through video marketing. And it’s time you capitalize on the opportunity too!
A recent HubSpot research claims that four out of the top six platforms consumers use to watch videos are social media channels! And every brand pursues dominance over the social media audience. It makes video marketing all the more important because your competition is already at it.
This is why we wanted to create a stand-alone guide on video marketing. Here, we will share everything you wanted to know about it. Moreover, we will help you devise a solid video marketing strategy for your brand. Without wasting any more time, let’s jump into the content, shall we?
What is Video Marketing?
It is not difficult to define video marketing –
Video marketing is an online marketing strategy that uses videos to promote a brand, product, service, event, generate brand awareness, conversions, and establish thought leadership.
In simple words, video marketing involves creating and distributing video content across the Internet to achieve a specific marketing or business goal. You can even call it content marketing that relies entirely on video content.
As we go through the guide, we will learn about how video marketing helps us achieve that, and you can create a strategy to get started. For now, let’s discuss the benefits of using video content.
Benefits of Video Marketing for small businesses in 2021
There are many significant benefits of video marketing. Here we discuss some of the most convincing reasons you should get started with video marketing in 2021.
- Boosts conversion rates
Video marketing is an investment. HubSpot claims that landing pages that have videos on them can achieve a conversion boost of 80%. Videos that have a face can influence buying behavior and drive prospects into paying customers. A powerful video that conveys the right information with the right emotions is way more effective than delivering the same information in text form. Moreover, you can give the video content the angle you want, i.e., use them as testimonials or tutorials!
- Easily integrates with other channels
Video marketing can be a great addition to your existing marketing campaigns. You can use video in your email marketing, content marketing, and SEO campaigns. The modern-day online user is inundated with content, and going through all the content is just an impractical ask. Video gives your marketing campaigns an edge over the competitors’ since it is known to boost click-through-rate. You can quickly improve your email marketing performance by adding personalized videos to the emails.
- Build trust and credibility
Video brings a target audience up and close to a brand. It is a perfect way to showcase your personality and make relatable content. Creating product videos, for example, helps potential customers figure how the product will be useful to them. It immensely expedites their decision-making process. Since video entertains and educates, it helps brands grow on the foundation of trust and credibility.
- Video improves engagement
We all know videos go viral faster than any other form of content. Creating and posting high-quality, informative, and entertaining content at the right on the right platform can boost a campaign’s engagement rate. You will get more likes, comments, and, most importantly, more social shares. Want to create a viral video marketing strategy? Connect with us today!
- Strengthens relationships with customers
Since video content can trigger almost any emotion, it becomes easier for a brand to ‘vibe’ with the target audience. You can create funny, motivational, inspiring, sarcastic, educational, or heartwarming videos and draw attention. This further improves your relationship with the audience. We suggest you start developing a video marketing strategy to leverage these benefits in 2021.
Types of videos you can use in Video Marketing
What kind of video content can you create for your video marketing strategy? We wanted to share some of the most successful video content types to help you shape a better strategy. Let’s quickly discuss them before we jump to our seven-step video marketing strategy.
- Live streaming
Live streaming thrives on the FOMO effect. Going live on social media channels makes your audience curious, and they quickly land on your stream so that they don’t miss out on anything. The magnetic allure is real, and we suggest you use this tool often.
- Personalized video
You read that right! Personalized video is a thing and is quickly taking the marketing world by storm. This Barclay’s personalized video is a great example. It is a great way to forge a connection with your customers.
Before making a purchasing decision, most consumers want to know if other people are purchasing the product or not. Word-of-mouth is the most effective marketing strategy, and testimonials help you leverage that. Create testimonial videos of customers satisfied with your products or services.
- Tutorial/How-to videos
How-tos are high-quality educational videos that don’t necessarily focus on generating sales but establishing a brand as a thought leader or expert in a particular field or subject. These are laser-focused on helping the audience solve a problem.
- Product review
Brands can target consumers in the consideration phase of the customer journey with high-quality and in-depth product review videos. These videos help answer common questions, show unique benefits and offers.
- Webinar video
You can use webinars to educate prospects and clients about specific topics, services, or products. One can think of a webinar as a free live event. Webinars work perfectly when coupled with paid ads.
This is the type of video content that motivates employees and grabs consumer attention at the same time. These are raw videos and can be used to add humor to your page.
- Video emails
Did you know that adding the word ‘video’ to the email subject line boosts the open rate by 19 percent? Create short and to-the-point videos that have a solid call to action.
- Animated videos
These are the most fun type of video content you can easily create using online freemium tools. Are you trying to explain a complicated subject? Use animated video since these are easy-to-digest and ensure consumer retention.
How to create a solid small business Video Marketing strategy in 2021?
Now that you know everything about video marketing and what it entails, it’s time we create a video marketing strategy for ourselves! Here’s what you need to do to create a successful small business video marketing strategy.
- Outline your marketing goals
What is it that you want to achieve through video marketing? Since video marketing can target prospects in almost every stage of the marketing funnel, you must outline your video’s goal to perfection.
Determine the stage that is most important for you. Here’s how you can breakdown the stages based on video usage:
- Awareness (attract a new set of customers)
This is the stage where consumers figure out that there is a problem that needs their attention. Your videos should attract users and put your brand in front if you want the video marketing campaign to work for this stage.
- Consideration (engage your audience)
This is the stage where the consumers will figure out the solution to their problem. They are still looking for solutions and recommendations, and your videos will help them make better decisions.
- Decision (nurture the prospects)
This is the stage where they have already made a decision. They have found the solution and are only looking for reasons to swipe their credit cards. Videos for this stage contain content that pushes them to convert.
- Know your target audience
The next step in the process is finding the target audience. As we read in the above step, you cannot target everybody with a single video marketing campaign. We suggest you first figure out the stage you want the campaign to target and then develop an ideal buyer persona.
Video marketing campaigns that don’t target a specific audience often fail to perform. Why? It is because the people that should watch the video won’t. And the ones that will watch won’t convert. Does it make sense?
Now it’s great if you already have a buyer persona ready. But if you don’t, you have some work cut out. Envision your ideal buyer and start to think what exactly they would want to watch in your videos.
Everything from your video ideas to script to filming to posting platform will depend on your target audience. Developing a buyer persona will also help you determine your brand’s tone and personality in the videos. How do you want the videos to portray your brand?
Not just that, find out the online channels where you can find the target audience. After all, you don’t want to end up pushing content at a platform where your target audience doesn’t exist.
This is even more important since you might need to optimize your videos for every channel. You will have to adjust the video length, size, aspect ratio, content, thumbnail, and other things according to different channels.
- Plan video production timeline
You must be realistic while planning video production. A small business owner cannot spend all the time creating a video. So, you must figure out how much time you can dedicate to a video. Once you find that out, calculate the number of videos you can produce a week and in a month.
Here’s what all you need to do to create a video:
- Come up with an idea
- Write the video script
- Identify tools and props you need
- Setting up camera, lighting, mic
- Recording the video
- Editing the video
- Uploading the video
We suggest you create a video to find out how much time it takes you to get over a video. Although the time taken to create a video will decrease as you gain more experience, you should not get ahead of yourself. Figure out your speed and create a video marketing plan accordingly.
But, always stick to the plan. Also, don’t start posting right away. Create a reservoir and then once you have enough content, start pushing out. This will give you enough time to think and create more content.
- Create the story you want to tell
What is the story that you want your video to tell? This is a simple question that might need some brainstorming. To help you find an answer to the question, we have divided the video story into four elements that make up the basic framework of any story.
There will always be a face or a voice in your video that’ll play the role of the person that is addressing the target audience. The audience must find the person relatable.
This is a crucial part of the story since it answers the ‘what’ of the equation. Here, the conflict we are trying to solve is your customer’s pain point.
This part of the story shows that your brand cares about the audience’s problems and wants to solve the issues once and for all. You do that and introduce your product or service at the same time.
Here you will have to show how the product or service solves the problems and promises an easier life. This is where you will double down on showing the benefits of using your products and why people should buy them.
The script you will produce should take the viewer on a journey. Make sure you consider the above factors while writing your script. Every element in your video should comply with these factors.
- Manage creative feedback
Sure, your content might have incredible value for your audience. But, will it make an impact online? How can you determine the success of your videos and the video marketing campaign?
Since you have just started out creating videos, you are most likely to create bad videos. And it’s okay. You aren’t going to turn into a Spielberg overnight. Creating impactful content requires time, patience, and experience.
This is where creative feedback rolls into the picture. We suggest you show the video to people you think will give honest feedback. Find out the things they like in the video and what they disliked.
Compare your video with that of your competitors. Which elements do you think you missed? Can you give your video a better perspective on the subject? Make changes to the video before you post.
- Upload video content
It’s time to upload the video. We hope you found where you should be uploading the content when we discussed the ‘target audience’. Follow the video production timeline and keep uploading videos to the selected online platforms. But, make sure the videos are optimized for the platforms they are being uploaded on.
- Track and analyze the results
Lastly, keep an eye on how your videos perform. Here are the performance metrics we suggest you track throughout the campaign:
- Total number of views
- Average watch time
- Clickthrough rate
- Conversion rate
Collect the data and analyze it to drive conclusions. Use the insights to make better videos and achieve better results. Keep testing new things in your video marketing campaign as well.
Make changes to topics, tone, personality, the buyer persona, marketing channels, and more. Trust the process since it will help you build a more powerful video marketing strategy.
Where is your video marketing strategy!?
There you have it. We have shared everything you need to know about video marketing. Now that you have a complete idea of how video marketing works, do you want to create a video marketing strategy customized to your brand? We can help you get that! Our time-tested and reliable video marketing strategy can be customized for your brand and help you achieve the set marketing and business goals. Are you up for it? Connect with us today. Also, don’t forget to check out other informative posts we have on our blog!