Businesses need video marketing in their arsenal and key to this is developing a strong video marketing strategy.
This idea isn’t new but what has significantly changed over the past couple of years is how important video has become on every platform and channel. It’s no longer just one piece of your overall plan. Video needs to play a central role in your outreach and campaign efforts.
Video has been an important part of digital marketing for a number of years now, but it’s amazing how much it has changed and evolved over the last 2-3 years. From basic animations and “talking-head” videos to new live streaming and social media formats, there are so many ways to embrace video within your digital marketing strategy.
So, what does video marketing look like in 2018 and beyond? And what is the best way to approach your video marketing strategy in 2018 and beyond?
Take a look at these stats:
- 81% of companies use video for marketing purposes in 2018, compared to 63% in 2017.
- The average person watches 1.5 hours of video each day.
- 81% of individuals have purchased a product or service after watching a video
- 76% of marketers say video has helped their company increase sales.
- Marketers rate Snapchat the least effective video marketing platform, while LinkedIn is rated the most successful (even though only 38% of marketers are using it).
It is obvious from these stats that video marketing is here to stay so the next question you should be asking is:
How Can You Use Video in Your Marketing Strategy And What Types Of Video Should You Be Creating?
Now that you know how important video is to the sales process, let’s look at how you can incorporate video into your marketing strategy for the foreseeable future.
Here are some of the best ways of using video and the best types to use to maximize effectiveness.
Live Video (Live Streaming)
Live video rightly deserves to be at the top of this list as it continues to grow in popularity, and we believe this new trend is here to stay. For brands, live videos offer the following advantages:
- Attractive to users, promotes authenticity
- Economical, don’t require investment in production or editing. Once the broadcast it over, it stays on the platform for promotion purposes
- Increases views & quality of views because live video is on popular platforms, and its time-sensitive nature attracts a curious audience
- The sheer level of engagement is astronomical and worth the effort to get on camera as soon as you can.
Vertical & Square-Shaped Videos
Video formats are always changing, affecting all aspects of design and production. While videos used to be all done in landscape mode, the advances in phone and tablet technology have changed the way we think. More brands are creating vertical videos from the start and the focus is definitely shifting to “mobile-first” or “mobile-friendly.” However, the more popular solution at the moment is square videos. This format occupies 78% more space in the Facebook News section, leading to more engagement.
But with the emergence of Instagram Stories and Instagram TV (IGTV), there is an increasing requirement to start producing more vertical videos.
Basically, mobile is growing and you need to think “mobile” when producing any type of video content, especially for the social media networks.
Product and services videos can be a powerful tool, but videos are flexible enough to have many other uses, such as e-learning. Such training can be used to monetize your videos and help you transmit information to customers or prospects in a clear, visual way.
Many information products used to be simple pdf type reports or eBooks, but video training is becoming increasingly popular as most people prefer to watch rather than read.
These can be simple PowerPoint/Keynote presentation style videos, talking head videos or screen capture videos.
You can even use videos for in-house training for employees or integrate training and marketing by offering up a valuable video to users who submit their contact information. There are countless uses for video limited only by your imagination.
Using paid media can be a big jump for solo entrepreneurs and small business with a limited budget.
But the rewards can be huge.
Done correctly, paid and sponsored videos can be highly profitable on social platforms such as Facebook and YouTube. You can even partner with YouTubers and other influencers to boost your content.
To maximize ROI, carefully measure your results and make edits when necessary. Tracking and testing is critical to your success with paid media, so get tracking in place BEFORE you start paying for advertising.
360 Degree Videos
360-degree videos are becoming increasingly popular as a way to show destinations, experiences and products in an interesting way. On top of that, case studies conducted by Magnifyre and Google suggest that people engage more with 360-degree videos.
Many modern mobile devices allow you to capture 360-degree videos so give them a shot.
Showcase how your product works — whether that’s taking viewers on a tour of your software and its particular uses or unboxing and putting a physical product to the test.
This works great with affiliate products. You can show your viewers inside the product, outline and show the pros and cons and then make your recommendations so they can make an informed decision.
This is great for building trust IF you are honestly reviewing products with the buyer in mind and not just out for the commission; always put your prospects first.
Brand videos are typically distributed as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services.
The goal of brand videos is to build awareness around your company and attract your target audience.
Combining this with paid advertising to increase awareness about you and what you have to offer is a cheap way to increase your exposure.
Getting internal experts or thought leaders in your industry to do short interviews on camera is a great way to build trust and authority with your target audience.
Find the influencers in your industry or those with a different point of view and get these discussions in front of your audience.
It can feel a bit intimidating to approach these people, but what is the worst that can happen? They say “No!” But what if they said “Yes?!”
How-to videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions.
This type of content is great for building trust and positioning you as an expert in your niche and is a very popular type of video to create.
This type of video is used to help your audience better understand why they need your product or service.
Many explainer videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.
This is why these types work well in VSL’s (Video Sales Letters).
Animated/Doodle Style Videos
Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or an intangible service or product.
They are also different to many other types of video so will tend to stand out.
Many explainer videos used as VSL’s are animated or doodled in this way for this very reason although as they have become more popular, their efficacy as a sales tool depreciates.
Case Study and Customer Testimonial Videos
Your prospects want to know that your product will solve their specific problem, and one of the best ways to showcase this and build trust is by creating case study videos that feature your happy and loyal customers.
These are your best advocates. Get them on-camera describing their challenges and how your company helped them meet their goals.
Social proof is increasingly important so using these types of testimonials goes a long way.
In the same way you use other types of content (such as email campaigns) to move your audience along the buyer’s journey from awareness, to consideration, to decision, you can also do this with video.
Facebook and other platforms now allow you to build custom audiences based on behaviors, allowing you to also retarget based on the same.
This way you can target people who have watched a certain amount of your video to create highly targeted audiences that you can advertise to.
Structuring Your Videos
As far as structuring your videos is concerned, you need to think about the overall objective.
Are you just using it to increase brand awareness, or are you hoping to monetize it by reviewing/promoting either your own or affiliate products?
You also need to decide on what type of video you are going to create. Will it be a presentation style video? In that case you can use PowerPoint, Keynote or Google Slides.
Animated videos can be done quickly using tools like Explaindio
Doodle videos can be done quickly using tools like Doodly
All videos should have an introduction, followed by a call-to-action.
Then you transition into the main part of the video where you are sharing the information you have promised.
Make this good content that people would be willing to pay for!
You can have calls-to-action during this part of the video if you want, but certainly when you transition into the end of your video, you definitely want another call-to-action followed by your outro; don’t overcomplicate it.
It isn’t difficult to structure a good quality video and the more you do it, the better you’ll get!
Once you have the video created, you will need to edit it, and this is where Camtasia come in. This tool is fantastic; you can add intros, outros, lower thirds, alpha animations, text boxes, quizzes and so much more, but you will need to learn how to use it effectively and you can do that here
If you do want to sex up your videos by adding logo stingers, intros/outros, lower thirds and overlays, I highly recommend checking out Viddyoze as it is an amazing application.
OK, so now you have gone through all this and decided to create your amazing video. Now you need to decide on a strategy to market it.
Now that you know what video creation and marketing looks like in 2018, here’s how you can begin to develop your strategy.
How to Build a Video Marketing Strategy
Here are 4 steps that you can use to build out a video marketing strategy for your business.
Step 1. Develop Your Perfect Customer Avatar & Their Journey
To make sure your videos connect with your customers, you need to be sure that you’re targeting the right message to the right audience.
To do so, you’ll need to take the time to find these consumer insights before creating your video.
While text can be easily rewritten, videos take a lot more resources to be re-done. It’s best to try and get them right the first time.
Make sure that your messages match your brand voice in every instance.
This is a step that many new marketers skip over, but it is incredibly important that you know who you are going to be talking to, so DON’T skip it!
Step 2. Build Goals, KPI’s And Test And Track Everything
Next, you’ll need to create measurable goals and KPIs for your video campaign. Without goals, you can’t calculate ROI and prove that your videos are working.
To learn what works well for your audience, perform some A/B tests, then determine what “good” looks like for your brand.
Constantly monitor your stats and keep testing and tweaking to ensure that your videos are optimized as much as they can be.
Step 3. Determine the Type of Video and Platform
There are many platforms where you can “host” your video, including Facebook, Snapchat, LinkedIn, YouTube, e-publications, etc.
You’ll need to research where your audience spends time and which platform is the best fit for the tone of your message; this is tightly linked to step 1!
Some content platforms are better for short-term campaign videos, while others are better for live videos. Still others (like YouTube) are best for longer videos that you want to have some staying power.
Step 4. Create Cost- Effective, Valuable Videos
Make sure that your video is easily recognizable with visual-striking branding, then tell a story that matches your goals and your brand.
Having attractive thumbnails and enticing headlines are a key factor in whether someone will click on your video if/when they find it.
You can choose to create your video in-house or work with an external agency to build them for you if you have the budget.
You will be able to create in-house videos quicker and it is easier to edit them later if required, while external videos ensure your content looks professional and appeals to your audience. In-house videos are typically more cost-effective, though they do take a fair amount of time.
Now, if you want to learn all about video marketing, including setting up your YouTube channel correctly, optimizing your video/thumbnail etc. and all about using video ads then you really need to take a look at Video Marketing Insider (VMI) as it is an incredibly deep course and you will become a better marketer for it.
There are also a number of software’s included which are exclusive to members which can make your video marketing efforts easier and more effective.
But hopefully reading this has encouraged you to get started, and by using tools such as PowerPoint/Keynote/Google Slides, Content Samurai and Rocketium, you don’t need to appear on camera at all so that hurdle is easily overcome.
Video is here to stay, so grab your piece of the action today and see your marketing efforts become even more successful by leveraging the power of video.