Video marketing is a very powerful marketing strategy as it lets you tell your brand story, showcase your products and services, build strong relationships, and attract new customers. Here, we’ll highlight some of the key reasons why video is so important to your business, how video marketing can help your business grow, and how you can develop a video marketing strategy.
The Importance of Video Marketing: How can Video Marketing Help Your Business Grow?
It is not very difficult to understand why video is so popular today, on the one hand, it is an easy-to-digest format that allows our eyes to rest from the overabundance of textual information online.
Video is also very accessible to anyone with Internet access, both for viewing and for producing. While there is certainly a trend towards better quality videos on a professional level, anyone can use their laptop and create their own videos. That would be the reason why the world would watch 1 billion hours of YouTube social videos per day.
Digital marketers should have a full understanding of the power of video as a marketing tool. This is not just because they may be interested in making great videos, but because they will likely need to learn how to incorporate videos into their content in order to remain competitive.
In this article, we’ll discuss some key reasons why video is so crucial to your marketing strategy, how video marketing can help your business and how you can build and develop successful video marketing campaigns.
What is Video Marketing?
If a picture is worth a thousand words, how important is a video? Video is a versatile and attractive content format that not only gives you a real picture of what is happening; It is also easy to share on multiple platforms.
Consumers love video because it’s easy to digest, entertaining, and engaging, and marketers love it because it can deliver a potentially huge return on investment (ROI) across many channels. This is the basis of video marketing, which is a forward-facing marketing strategy that integrates engaging video into your marketing campaigns.
Video marketing can be used for everything from building a relationship with customers to promoting your brand, services, or products. In addition, video marketing can serve as a medium for giving directions, promoting customer testimonials, live streaming events, and delivering viral (entertaining) content.
Video marketing is the strategy designed by marketing teams to create, organize, and use videos as a means of marketing the products or services to a target audience. The idea is to keep audience members interacting with the brand in a simple and easy-to-understand way.
What is the Importance of Video Content Marketing?
Videos can help businesses showcase their products and services and attract new customers.
It is estimated that buyers spend a third of their time online watching video content and 45% consume more than one hour a week of videos on Facebook or YouTube.
Marketers already know that, in just two years, 80% of network traffic will be based on the video, which already has the first result: the advertising associated with this type of content increases 40% every year.
Thus, both retailers and brands now aspire to achieve that advertisement that generates awareness, transmits a message, and represents business values.
If you have any doubts about the need to use video marketing in your digital marketing strategy, here are some reasons why video is so important to your marketing strategy.
Videos are easy to consume
Consuming video does not require any kind of effort on the part of the user. Just press play and watch. Audiovisual content is infinitely more entertaining than reading a text and attracts the user’s attention for much longer.
Videos are shareable
Videos are more likely to be shared than any other content. Especially those of emotional content and humor. Know your audience well and give them exactly what they want. And they will be the ones who decide if they share it and how much. But to start working, keep in mind one fact: 90% of the videos that are shared contain stories that appeal to the emotions (whether positive or negative).
Videos favor engagement
The video allows you to explain your message with many more resources and in a much more creative and emotional way. The images, sounds, montage, and voice-over are much more effective in telling your story. In addition, it is proven that 80% of users remember a brand much better after having consumed its videos.
Video marketing is not very expensive
When we talk about Video Marketing, we are not necessarily referring to large audiovisual productions. Doing Video Marketing is not hanging the television spot on YouTube or making a display with it. The audiovisual pieces must be specifically designed for digital. And although a campaign video requires a professional production to carry it out, the video content of your blog or social networks can be as homemade as that of your users.
Videos contribute to SEO
As videos attract attention – increasing the time spent on your page – and are shared, they benefit natural positioning. Specifically, they are 50 times more likely to appear on the first page of Google than any other content. A user can spend 5 minutes consuming videos on a brand’s site from his tablet and three minutes on his smartphone.
Videos increase conversion rates
90% of online buyers affirm that video helps them in the purchase decision and 85% are willing to buy on pages where there are videos because the audiovisual content makes the product more attractive and helps them understand it. In an Email Marketing strategy, the inclusion of video is almost magic: it increases the open rate by 5.6%, the CTR by more than 96%, and decreases unsubscriptions by 75%. In the case of landing pages, conversions increase 80% when they include videos.
How can Video Marketing Help Your Business?
Visual content helps you spread your brand awareness and establish a good connection between your company and your audience.
The benefits of video marketing are many. Let’s start with easy quantification: statistics, numbers, and data.
Video helps you connect with your audience. Today, much of the company’s marketing efforts are designed to help build trust. Video is the bridge that connects what you say to who you really are, allowing customers to look behind the curtain and learn about your brand.
Video is a goldmine for SEO: Video helps create backlinks to your site, boost likes and shares (which can affect search rankings), and direct visitors to your site. As you know YouTube is the greatest online video sharing and social media platform, so make sure you publish your videos on YouTube and tag your target keywords.
Videos enhance information retention. If your customers only hear something, they are likely to retain about 10% of that information after three days. By contrast, if what they hear is accompanied by relevant images, they will retain an average of 65% of that information after three days.
You can see a 19% increase in open rates and a 65% increase in clicks with videos. Four times more customers would prefer to watch a product video, rather than read a product description.
How to Develop Video Marketing Strategy
Video marketing is a pretty simple digital marketing strategy. Your brand creates videos that, in one way or another, promote your company, increase sales, raise awareness of your products or services, or attract your customers.
In practice, video marketing is data-driven, so you’ll have to monitor various metrics and track customer interaction.
To develop your video marketing strategy, you will need to:
Allocate resources: You’ll need to allocate some budget for your video—at least, decent equipment, good editing software, and a video marketing team—as well as time to create it.
Tell your stories: Telling stories has never been as important as in the video. So be sure to brainstorm: What stories do you want to tell? How will you tell them?
Interact with your audience: It is not enough to simply tell your stories. You must engage your audience while doing this. How will you make your stories interesting? What will attract your audience?
Upload short videos: There is no set length for marketing videos (although there are recommendations), but the general rule is that shorter is better. Be tough with your editing. Cut, cut, and cut everything weird. Attention spans are short, so take advantage of what you get.
Publish your videos widely: Publish your videos everywhere you want – embed them on your site, upload them to Google-owned YouTube, and to all of your social media channels. Then propagate, promote and spread your videos.
Analyze the results: Track metrics and stats to determine which videos are the best – and why.
Video Marketing Best Practices
If you want your video marketing to have results, you have to plan, test, analyze and test again.
Yes, your videos are meant to tell a story and engage your customers, but from a marketing perspective, your videos should also align with your sales funnel. What is the purpose of each video? Who is the audience? How does video enhance your marketing goals?
Plan a solid strategy for developing video clip(s) for each level of the sales funnel.
Define the content and goals of each individual video. Determine the metrics that will best determine the success of the video.
Listen to your customers. Having that feedback always serves to solve the doubts that appear along the way. Involving them by contributing their own images has the element of surprise just that, which is not surprising, but it is real. Something that is easy to empathize with.
Edit (and publish) your videos, when necessary. Work to make it more effective. Video marketing is the cornerstone of your brand marketing efforts.