When deciding which marketing tactics are worth implementing for your business, the option of video marketing has probably been suggested.
It is likely that questions about the effectiveness of the tactic quickly arose.
- “What is video marketing, anyway?”
- “Does Video Marketing Work?”
- “How would we do that?”
- “Will Video Marketing Lead to Customers?”
While these concerns are common, I can confidently assure you that video marketing is working. I’m not the only one who knows for sure. Businesses that use videos in their marketing report have a 27% higher CTR, 34% higher conversion rate on the internet, and their revenue is growing 49% faster year over year than those who do not.
What is video marketing?
Video marketing can be in various formats, but it is simply the process of including video in your marketing campaigns.
It can promote your business or make a sale, but whatever the goal, it is an effective marketing tactic that should be built into your strategy. When it comes to video marketing, you can get a great return on your investment for a meager cost.
Shooting a decent quality video is relatively inexpensive, and sharing it organically on your website, YouTube, or social media sites like Instagram or Facebook is completely free.
Video marketing can take the form of instructional videos or give viewers a taste of your corporate culture. It has been found that 73% of consumers who watch product videos online say it helps them make more confident buying decisions.
Not only that, but web video traffic is expected to reach 69% of all consumer internet traffic this year.
Does Video Marketing Work? Yes. Once again: YES.
Video marketing works, and over time implementing this strategy will be especially critical to your marketing efforts.
I wonder how effective the strategy is.
If you’ve never experienced video marketing before, there are some common concerns and speculation.
One of the first of these concerns is probably whether or not your video will reach many eyes. If done correctly, the answer is yes.
YouTube receives 300 hours of footage per minute, making it the second-largest search engine globally, and the second most visited social media channel with 1.3 billion users.
As these numbers will only increase, ignoring video marketing means you are wasting a valuable opportunity reaching millions of people who can all turn out to be potential customers. However, just uploading shaky iPhone images to YouTube is not enough to impress and see results.
You don’t need to hire a film crew and spend hours editing your movie, but you need to make your content engaging.
According to Forrester, a minute of video is worth 1.8 million words.
YouTube says 20% of viewers who start your video leave it after the first 10 seconds, so putting together worthwhile content is crucial.
Those who enjoy your video and watch it in full will stay on your website longer, are more likely to visit other pages, and will happily think of your brand.
While not all videos generate customers, they will increase brand awareness, increase enthusiastic fans, and bring prospects closer to becoming a customer.
Don’t you believe it? Let these numbers speak: In 2020, the video will account for 80% of global Internet traffic and 85% in the United States (Cisco). Two-thirds of marketers and agency executives see video as the next trend in content marketing (IAB) 82% of B2C companies say video has become their most popular content marketing tactic (Content Marketing Institute)
73% of B2B marketers say video has a positive impact on marketing ROI (Tubular Insights). Interested in more statistics? Check out these 50 must-have video marketing statistics for 2017.
Practical tips for video marketing
We recommend that you regularly create compelling video content as part of your marketing strategy. By creating a series of videos every week or every month, you build brand authority and keep your customers waiting for your next release.
They expect to see content from you on a schedule, almost like a TV show.
Creating a video has its advantages, but creating multiple videos with consistent themes and elements is the best practice. Once these videos are taken, you need to share them on different channels to give them the best chance of getting more traffic.
Promoting the post on Facebook is also a great way to get the content in front of more people. At the very least, share videos on your website and social media platforms. It is also important to measure your results.
How to make successful videos if you don't know what went wrong with the videos you posted before?
Tracking your results depends on the goal you set for the video.
If you want to increase brand awareness and get people talking about your business, see how many people viewed, shared, and “liked” your video, read the comments, and analyze those results.
If your goal was conversions and sales, see these metrics and your users’ experiences and actions.
You might also be interested in: Should I invest in video marketing for my small business?
What should you include in your marketing video?
Video allows your customers to engage with your brand and business and foster your relationship with them. This is essential for local or online businesses that lack the ability to communicate with every customer in person. While what to include in your video will depend on your business and the purpose of your video, the following can enhance any video: Distinctive Competitors –
What sets you apart from the crowd?
Guarantees – Corporate Guarantees can turn a viewer into a customer more easily.
Testimonials – Nothing gives someone more confidence in a purchase than hearing that someone else is happy.
Company History – Gives your viewer a sense of the history and personality of your company.
Calls to Action – Whether it’s visiting your website or calling you, give your viewer a clear next step.
No matter what kind of video you make, all of these can promote your business as a genuine and trustworthy business.
We also include these elements in the videos we make for our clients! Check out our video portfolio to see some examples of our professionally created and edited videos.
Will Video Marketing Lead To Customers? The answer to this question is, in short, yes, and no. Not all videos are meant to build customers right away, but all videos play a part in that end goal and help you get there.
Your video’s purpose depends on the type you choose to create and its position in the buyer’s path.
The buyer’s journey is a three-step process that a prospect takes to learn about your brand and ultimately purchase.
During the first stage of the buyer’s journey, a potential customer begins to learn about your business.
They know little about your brand, maybe nothing, so this is your chance to make a positive first impression.
Branding and explainer videos are perfect for this.
The next step is to build on this existing relationship.
The key is to push your prospect to become a customer slowly.
Product reviews, events, company culture, and testimonial videos work well to achieve this goal.
The final step is when your prospect finally becomes a customer, but you’re still hoping to nurture that relationship you’ve worked so hard for.
This is when you need to create webinars and blogs to share with them.
As mentioned earlier, it is recommended that you take a series of videos, not just one, to see the results.
Creating videos for each stage of the buyer’s journey is the most effective way to convert your viewers into customers.
You might also be interested in 7 Types of Effective Marketing Videos The rise of videos on social networks. Social networks are the ideal platform to share your videos.
You can choose to post existing videos to sites such as Facebook or take advantage of the video features that many of these platforms offer.
This gives companies the ability to take viewers on a live tour of their office who couldn’t attend a company-hosted event or get a behind-the-scenes look at a new product being made.
Live video is preferred in the Facebook news feed, and 82% of respondents said they prefer a brand’s live video over social media posts.
For these reasons, 50% of marketers plan to use live video services like Facebook Live in the future.
Instagram – Not only does Instagram allow you to post videos to your profile like you post photos, but it also gives you the option to share a short “ story ” with your followers.
This “story” typically lasts between 5 and 10 seconds and appears on your profile 24 hours.
If your business wants to create a short and fun clip of your product in action, a snapshot of a normal working day, or any other little moment, this is the perfect opportunity.
Twitter – Although Twitter does not provide dedicated video service, users can include videos in their tweets.
A video is likely to stand out when users scroll through a sea of words on their Twitter feed.
In fact, 82% of Twitter users watch video content, and videos are six times more likely to be retweeted than photos and three times more likely to be retweeted than GIFs.
Twitter has also found that video ads in Twitter feeds are twice as memorable as elsewhere.
You might also be interested in Social Video: The Marketing Trend You Should Invest In.
Do you want to invest in video marketing? It’s important to remember that while this tactic has proven effective, it still needs to be applied correctly.
Blue Corona’s video marketing services include scriptwriting, editing, video creation, and more.
We’ve helped hundreds of small businesses across the country improve their bottom line, and we’d love to add you to this list.