Tips for Effective Video Marketing
What is video marketing?
Video marketing is the planning, creating, editing, publishing, and promoting video content to promote a brand, business or product. Companies use YouTube, Facebook, Snapchat, Vimeo, and Instagram for video marketing. It’s a part of digital marketing, albeit massive, and overlaps with content marketing.
Why is video marketing important?
We believe videos are now one of the most significant developments in marketing and will get more popular. Video is no longer a passing trend in content marketing; it is now an essential component of many businesses marketing strategies.
Adding videos on landing pages may improve up to 80% conversions. Furthermore, 92% of mobile video viewers share videos with others, making video an effective tool for reaching and engaging your target audience.
Consumers often use videos to decide what to buy and whom to buy it from. 72% of consumers prefer to watch a video about a product than read a product description (HubSpot).
This blog will look at elements that video marketing plans should incorporate to help with branding and lead generation.
1. Concentrate on storytelling rather than sales.
Before the development of social media, if marketers wanted to promote a product, a traditional marketing method would be to rent space on a popular media channel such as television or a newspaper. Brands may directly reach the exact audience on social media channels. This implies that branded content (advertising) competes with entertainment rather than interrupting it.
To attract viewers to a video, it must provide value to the target audience. Videos only focused on promoting a brand or driving sales will most likely be disregarded.
The best video content provides stories that the audience can relate to. The better you present your own stories, the more likely your audience will understand what your firm has to offer.
Budweiser’s video depicting how renowned announcer Harry Caray may have described the Chicago Cubs World Series victory is an excellent example of storytelling.
Caray was the Cubs’ announcer from 1982 until his death in 1998. The video was developed by Budweiser’s firm, VaynerMedia, by placing recordings of Caray’s voice over footage of the Cubs’ victory and subsequent celebrations in Chicago.
Budweiser connected with sports fans worldwide at the moment of the Cubs’ victory by delivering a story that combined history, brand equity, and nostalgia. The video was a great social media success and garnered much press attention for Budweiser.
2. Include a call to action for people to watch the video.
You want your video to fit in with the rest of the content on your website.
Include some introductory text leading up to a call to action. “Watch the video to learn more about…” or “Watch the video below to see how our unique production method results in a superior product.”
Take a look at the call to action on Nest’s website:
Note how the CTA sets the viewer’s expectations for the video’s content. This is a “tour” or introduction to the product.
Viewers who click on the link are more likely to view the entire film since they know what to expect before it begins.
3. Optimise videos with SEO content
Did you know that Google indexes YouTube videos? If someone searches for a brand and a particular keyword, the webpage may appear in the exact search many times. Improve videos by including keywords in the video descriptions.
Shortening links with calls to action is recommended to direct users to a website or a landing page with a special offer. Use YouTube’s tagging feature, which evaluates the relevancy of the films and groups them together. When people watch similar content, the video will display as a “related video.”
Remember that Google cannot view videos while we’re on the subject of relevant content. Therefore, for a video to appear in Google search results, provide text on the video’s page (as well as in the video’s description) that informs Google what the video is about.
4. Make your video easy to find
The proper video placement on a website with relevant content will help increase the viewership. Kohler gets it right with their Moxie Showerheads video. The film (seen below) is not only featured on the main page, but users can also click the banner on their homepage to get there.
5. Tell viewers what they should do AFTER seeing your video
When viewers finish watching the video, it indicates that there is interest. So do make the most of this opportunity by guiding them to the next step after watching the video.
While the video is playing, guide them on what they should do next, so they are already thinking about the following action they would take on your site by Including links or buttons directly below the video that gives viewers the option to go to the next step in their study to reduce their chances of leaving after viewing if you create a film on a specific product, direct viewers to where they may find out more information or how to make a purchase.
Do note that the words used on the buttons and links may significantly impact conversion rates. Buttons like “Get the exact resource now” convert better than general phrases like “Learn more.”
In the example below, a veterinary facility has incorporated a CTA that directs people to their website, where they can schedule an appointment. This is an excellent example of advising customers on what to do next.
Video marketing is much work, but with practice and patience, everyone can create high-quality videos with good content. Pick up a camera, start shooting, and watch the levels of engagement rise. When video marketing is done right, it leads to increased consumer engagement, website traffic and sales.