Lights, camera, action! Just like movies and TV shows have long entertained us, videos on the internet have captured people’s attention. And that’s good news for your marketing plan.
Today’s digital marketing strategies require a variety of content to engage target audiences, and video is steadily becoming a more popular and, therefore, more important part of the mix.
What is Video Marketing?
Video marketing is creating video clips to be posted on your website, landing pages, social media, emails, and/or YouTube to promote your product or service. Videos can be how-to instructions, demonstrations, event coverage, suggestions for product use, behind-the-scenes of the company or making of the product, interviews with experts, customer reviews and testimonials, and much more.
How to Create Good Video Marketing Content
People assume that making a video will be as expensive as a Hollywood movie production. But it doesn’t have to be. While you want your video to be as high-quality as it can be because it’s representing your brand, there are certain types of content that are easy to film on a limited budget. How-to’s and product demos usually only require one person to do the demonstration with filming done in one room. Customer testimonials require permission from your customers to film them and use their image (get a signed release!) and can be done in your store. Behind-the-scenes videos can be done by taking the camera around your manufacturing center or home office.
In all cases, you’ll need four equipment essentials: a good DSLR camera, good lighting, a quality microphone, and a video editing program on your computer. Many companies think they can just use a smart phone, but be aware that the picture, sound, and lighting are not going to be great and think about how that might reflect on your professional reputation. For the best results, hire a professional videographer, production company, or marketing agency who already has the gear needed and the skillset to produce and edit a quality video.
Why Video Marketing is Important
Packs a punch – A video allows you to communicate a lot of information in a short amount of time. Think about what it would take to write out a whole how-to in a blog, then how quickly you could just show it in a video. You can also add special effects and fun graphics to really dazzle your audience.
Engages audiences – We are becoming a society of video watchers. YouTube alone has over a billion users and consumers are viewing videos to research products before making a purchasing decision. A recent study revealed that, “4x as many customers would rather watch a video about a product than read about it and almost 50% of internet users look for videos related to a product or service before visiting a store.”
Provides Analytics – Video analytics can really tell you when you’ve hit the mark with an audience. They reveal how many have viewed the video, the demographics of who is watching and who left comments or “likes.” You can also see at what point they lost interest and turned it off. You can use this information to discover what works and doesn’t for your brand and plan content for future videos that reach more and more people in your target audience.
Improves SEO – Since Google owns YouTube, it prioritizes its content to come up in search results. This is great news for you! Take advantage of it by researching keywords that are frequently searched for and developing content around them to be the go-to source people are looking for. Hint: how-tos, reviews, and diary-entry-type “vlogs” (a.k.a. video blogs) draw HUGE search based audiences!
Prompts more shares – People love to share video content, especially when it’s something helpful, tugs at their heartstrings, or makes them laugh. Putting your video on YouTube and loading it onto Facebook and your website with share buttons makes it easy for them to pass it along — and get more eyeballs on your product!
Converts customers – As a content creator, you always want to think about what content will convert a browser into a customer, completing a call to action. Video is proving to be highly effective. According to HubSpot, videos in email lead to 200-300% increase in click-throughs, videos on landing pages increased conversion by 80% and 64% of users are more likely to buy a product online after watching a video.
With video marketing, your business can be the star of the show and reach more people than you ever thought possible. High-quality video production is not as expensive as it used to be, and more and more companies are finding ways to utilize video more in just about every industry. The next time you have a story to tell about your product, company, or brand, try reaching out to a digital agency like ours that specializes in making affordable and effective video content for a consult. You’ll be glad you did.