How to Use the Best Video in Your Marketing Strategy
We have known the importance of videos in marketing for a few years now. Not only are they perfect for lead generation, but they also drive traffic, conversions, and customer engagement.
Research by Hubspot states that 87% of marketers are happy with the ROI achieved through video marketing. In addition, the same report found that 93% of marketers consider video an essential part of their marketing strategy.
With more than half of the potential or existing clientele being on the internet 75% of the day, videos are the best way to hold their attention.
Videos have a lot of potential as a marketing tool. Alongside social media, you can integrate videos on multiple other channels to attract customers.
Still, whenever we hear of video marketing, our mind immediately thinks of social media. Yet, while social media plays a significant role in video marketing, marketers often ignore the other ways of utilizing videos for marketing.
But first, let’s understand the need for videos in marketing strategies.
Why should you include videos in your marketing strategy?
Videos are an essential part of every organization’s marketing campaigns. Research by Small Biz Trends shows that 80% of users can recall a video they saw in the last 30 days.
Whether you’ve recently ventured onto the video marketing scene or been here for a long time, the continuous advancements can make anyone rusty.
Marketers constantly need to evolve with technology to hold their position in the competitive world. That is why they need to include different videos in their marketing strategy.
When videos were introduced in the marketing sector, marketers focused entirely on social media. But with continuous advancements, marketers can now implement videos in various ways.
While some videos can be posted on the company website, others can be posted on third-party websites like Yelp and Medium or shared through Emails. As a result, research has shown a 200-300% increase in the click-through rate. Simultaneously, videos combined with full-page ads can boost engagement by 22%.
Furthermore, marketers are now not constrained to creating short ads for promotion. Now, they can create engaging, attractive, and educational videos of different kinds. From creating campaigns on social media to producing ads for OTT platforms, TV Shows, and any place, video ads are the first priority of marketers.
Let’s see the other types of videos usable in a marketing strategy.
Types of videos you can use in your marketing strategy
Brand story videos
Every brand has a unique story. Entrepreneurs have intriguing stories of how they got the plan to begin their business. Or about the excursion that they proceeded to get that business going.
However, when we talk about the main story, there’s no need to focus on where the brand has been; it’s genuinely more about the client’s story.
Each brand has an issue that they settle for their clients. It’s their remarkable way of resolving the problem that draws in clients to the business and keeps them returning repeatedly.
Making a video that tells your center story is an extraordinary method for setting up trust promptly with possibilities. A solid center story traces a possibility’s concern. Furthermore, it portrays a reality where you settle the issue and afterward present your business as the problem’s solution.
Explainer videos are regularly used to explain a product or service elaborately. They assist you with effectively conveying critical information in a short measure of time. It’s a short helpful video that clarifies something in a bright, fun, and connecting way.
Integrating an explainer video into your landing page is an extraordinary approach to rapidly clarifying your product or service. In addition, it viably strolls clients through a situation where their concerns would be addressed by utilizing your item. This way, a client will not need to navigate and peruse different pages to understand your organization.
Testimonials and reviews play a considerable role in the lead-generating process. They offer social confirmation that your business is just about as great as you say it is. You have a personal stake in selling your business as the best business out there in your field. That is why the most influential messages come directly from the mouths of fulfilled clients.
Testimonial videos make a more profound and more passionate allure from your image. By showing prospects a current happy and satisfied client, you show them what their life could resemble if they employed you.
Tips for creating an effective video marketing strategy
Define the purpose
Before incorporating videos into your marketing strategy, you need to define the purpose of your video.
You must always clearly understand whether the video is for lead generation, viewer engagement, brand awareness, or conversion. As a result, you will create the correct type of video content.
Understand your target audience
Again, understanding your target audience can help you create content they like. Personalization is an integral part of every marketing strategy. Hence it should be crucial in video content too.
Conduct research before producing the video to understand what your audience likes. For example, find out which platforms they use most and what kind of content they prefer.
This way, you can create personalized video content and post it on the right platform to get the most results. For example, if your target audience is gamers- it would be best to create animated videos using characters from a popular game.
Decide the type of videos
As already mentioned above, you can use multiple types of videos in your marketing strategy. Your purpose will help you in deciding the kind of videos. For example, if you aim to give your customers more insight into your product/service, you should use explainer videos.
Typically you might need multiple videos for different points in your marketing strategy. To start, create videos depending on which stage of the marketing funnel you are on.
Set a budget
You must already have a budget for your marketing strategy. But when you want to use videos too, you need to set aside a part of that budget to produce, edit, and create that video.
Creating a video can be highly costly. But there are many video creation tools available online that can help you create videos at affordable prices.
Optimize your video
Marketers know the importance of SEO in marketing. Optimizing your content is crucial for generating leads and traffic. Similarly, if you want to use videos in your marketing strategy, you need to optimize your videos properly.
Video SEO can land you a high position on SERPs. You can optimize your videos in the following ways-
- Adding keywords in your video title
- Writing a catchy meta description with keywords
- Add an eye-catching thumbnail
- Adding keywords to your video file
Concluding the blog, we can see that videos are a crucial part of the marketing process. However, you must have a good, thought-out plan to use videos for marketing. Using videos without any plan or strategy will only lead to opposite results than expected. Being very effective, they need a proper strategy, planning, and careful monitoring during the production part. In such fierce competition, it is very essential to leave no stone unturned. Make sure you work with the best team or company for video production.