A Guide to Video Marketing

video marketing

You might have noticed that video marketing has boomed in the past year – potentially fueled by the pandemic. Now is the time to get on board the video bandwagon to increase your audience for your business. If your business goals are to increase brand awareness, organic lead generation, and build meaningful connections with your customers – creating video content is for you.

Let’s take a look at the most recent video marketing figures from Wordstream, which prove video is certainly worth investing in:
• Social video generates 1200% more shares than text and image content combined.
• Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
• 64% of consumers make a purchase after watching branded social videos.
• Consumers who end up on an e-commerce site through a user-generated video are 184% more likely to purchase, and spend 45% more.
• Marketers who incorporate video into their campaigns experience 34% higher conversion rates.
• 84% of video marketers are using Facebook as one of their main video marketing channels.

Video marketing allows you to provide users with content in clearly a very popular format. To achieve consistent growth with video marketing you need to do the following two very simple things:

1) What do your clients and prospective clients engage with the most? Recreate this in future videos.
2) What doesn’t perform well? Make a note and don’t include it in your future videos.
The three best types of videos:
Once you know what type of content works best for your customers and website users, leverage this in your videos. For instance, if you have been writing informative content, then you will want to start creating informative video content to see if it continues to resonate with your audience.

Here are three of the best types of videos to try:

1) Educational and Training Videos

With educational videos, you need to think about what value you can add for your audience. You want to give them a reason to watch your video and to share it, so be sure to inform them so that they don’t feel like they haven’t learned anything when they reach the end of the video.
Product demonstrations are also immensely popular and effective:
• 68% of consumers prefer watching videos to learn about new products or services, as compared to articles, infographics, eBooks, and presentations.
They are great at engaging your audience and it allows them to envision themselves using your product.

2) Inspirational Videos

If you want to create an inspirational video, you really need to know how to reach peoples’ emotions. What type of reaction do you want to create? Vivid scenes and awe-inspiring moments work incredibly well. Through inspirational videos you can motivate people to make a change, while also remembering it was your brand who inspired them.

3) Entertaining Videos

Creating an entertaining video is not only fun to do, but it also makes your audience laugh and smile, which will make them want to share it with others. Your content should intrigue them and make them want to investigate your brand further. Give them something they won’t forget that they will associate with your brand and product in the future.

By evoking emotion and entertaining your audience with video, you also heighten your chances of going viral. Especially if it’s content that people will want to share repeatedly with others. Test different types of video content to get an insight into what your audience likes best. Over time, you’ll get a deeper understanding of what video content works and what doesn’t to implement into your digital marketing strategy.

Are you ready to add video marketing to your content plan? Here are three trends to keep an eye out for 2022:

1. Live video

Unsurprisingly, live video skyrocketed during the pandemic as it put all in-person events and experience on hold. It became an essential and successful way for brands to continue connecting with their consumers. Live video continues to be used from influencers promoting products to media companies hosting virtual events.
Even as life is slowly returning to normal, live video should remain at the top of the list for video marketing priorities. It’s clear that consumers prefer video content, as they interact 6 times more and watch for 3x longer when the video is streamed live.
Live video is still quite an undiscovered tool, which means brands have an opportunity to build engagement and gain an advantage over their competition.

2. Accessible content

You don’t need to bust your budget on a professional videographer. Consumers become more attracted to video content that is real-life and down to earth, making it more relatable. Most of these intriguing videos come from the simple use of a smartphone.

Social media stories and vlogs are effective video content types, which allow you to portray your brand’s voice and personality. Through stories, you can encourage regular engagement with your profile through Q&As and polls. This can also give you valuable insight into user preferences about your products.

3. Add video marketing to your SEO campaign

Many companies are finding it easier to achieve high rankings with video content. Firstly, there is less video content out there to compete with for visibility. Secondly, the video that is out there is usually very poorly optimized, tagged, and referenced, so Google has a hard time identifying and indexing the right content with the right search term.
In fact, Forrester recently found that videos are 53 times more likely to generate first-page rankings than other traditional SEO techniques. Google is now putting video snippets next to 26% of search results, and users are more likely to click them when they do.
So, how do you optimize your video for SEO? You need to focus on relevance, consistency, and backend optimization. Do your videos answer the users’ query or educate them on important topics related to your brand?
It’s also important to create video content frequently and publish it to your website to help boost traffic. The technical optimization aspects, such as title tags, keywords, description, thumbnail, and responding to comments, are all equally as important as the content itself.

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