Introduction to Video Marketing
Video marketing is considered by most seasoned online marketers and small business owners as one of the most efficient marketing strategies where you can integrate creative, engaging content into your campaigns.
In the words of a McQuivey’s Forrester study, “if a picture is worth a thousand words, then a video has to be worth at least 1.8 million words”.
From startups to small businesses, you should not underestimate the power and benefits of video marketing to your overall marketing efforts and performance.
According to research conducted by Forbes, 90% of digital marketers already use videos as part of their marketing strategy. In other words, you need to integrate this kind of content into your campaigns if you do not wish to be left behind by your competitors.
Based on another study conducted by Cisco, over 82% of consumer internet traffic will be composed of online videos by 2022. In fact, Facebook CEO Mark Zuckerberg also believes that video is an essential part of the future.
In fact, nearly 78% of people love watching online videos each week, according to HubSpot. And furthermore, mobile video consumption constantly rises by 100% each year, based on the report presented by Insivia.
If Wyzowl says that 79% of all consumers opt to watch a video as a way of getting familiar with a product or service, are you then ready to start serving the 84% of consumers who tend to buy something after watching videos?
What is Video Marketing?
Video marketing is the act of incorporating varying videos into the marketing strategy and campaigns of your small business, be it a traditional brick-and-mortar business, or even an online business.
You may use video campaigns to introduce your products or services, promote brand awareness, get better engagement with customers, and more outcomes we will discuss below.
Today, a video is more than just a medium for entertainment. According to Socialbakers, videos in the form of promotions are as popular as photo images you can find on Facebook, while based on a LinkedIn report, 50% of view rates on LinkedIn are made up of video campaigns.
Not only does a video transforms the way you market your products or services, but it also revolutionizes your way of supporting and delighting your consumers.
With video marketing, you can connect with your target audience more deeply and convert them into buying customers.
Throughout the entire buying journey of your customers, you can utilize video to improve their experience and use of products or services.
Interestingly, video marketing is considered as data- driven, which means that you can easily monitor different metrics as well as conduct effective tracking of customer engagement.
The good news about video marketing is that it is within reach regardless of your business size, budget, marketing style, or business goals.
Do you know that about 45 percent of online marketers plan to utilize YouTube as part of their marketing content strategy?
That is because more than 1.0 billion people are into using YouTube, and according to SocialBlade, this social media and video sharing platform already has 23,946,561 subscribers and still counting. So, why not join these marketers?
However, before you start creating your video content, you need to gain a better understanding of each type of video. That way, you will find the perfect content-type based on your marketing needs.
A brand video can be part of your larger ad campaign, which will help you creatively display the mission, vision, or product and service offerings of your small business. In this kind
of video, your goal is to build stronger brand awareness while leaving an intriguing effect and attracting your target market.
Besides, you can include a piece of information about why your audience should care to buy your offerings.
This kind of video marketing content is commonly introduced to potential or first time buyers. You need to showcase what the product looks like along its benefit and how does it work. For example, if you are a restaurant
owner, you can create some clips on how your chef-prepared a particular cuisine. You can show some of your carefully picked ingredients and the way you plate it.
An explainer video highly focuses on the fictional journey of your small business’s core buyer persona, who struggles with a particular problem.
Your main purpose in this video is to help the audience gain a better understanding of the problems they face, and why they should be compelled to purchase your products or services.
Besides, you can also help them get ideas how your offerings can resolve their issues or simply explain why and how they will overcome their issues by buying your product or service solution.
One of the best ways to boost attendee numbers for your events is, you guessed it, events videos.
When hosting your next celebration party, fundraiser event, round table discussion, or conference, you can release some interesting presentations or interviews, or produce a highlight reel from past events.
In most cases though, you will need to hire a professional video crew to create event videos that will draw crowds.
How-To’s and Educational Videos
Both how to’s and educational videos can help your viewers discover something new and become more knowledgeable on certain topics.
For example, for a barbershop owner, you can create a video piece about trendy haircuts depending on the season.
As for the how-to’s videos, you can produce a video content how to make someone’s dining experience become more enjoyable if you are a food business owner.
Customer Testimonials Videos
Before committing to an actual purchase, most prospects will try to figure out whether your products or services can solve their problems. They do this by searching for customer testimonials.
Although written testimonials are great, video testimonials are a lot more convincing because they can not be doctored easily, while text testimonials can be faked.
Also, most people find it more entertaining and engaging to watch someone discussing the benefits and the experience when using your product versus reading about it.
360˚ Experiance Videos
You can use this type of video for your Google My Business listings. That way, your prospects can view the 360˚ video of your entire location.
For instance, you can offer a virtual tour of your establishment and show future visitors what to expect when they visit you.
With live videos, you can give your target audience a behind-the-scenes look at your products or services or even the company itself.
You can use live videos as part of your ad campaigns; it delivers high engagement rates since your audience can watch longer streams.
To multiply your reach and potentially go viral, make sure to encourage your viewers to leave comments along with their questions.
These are just some examples of the types of video content you can create for your business, which are too numerous to mention.