Why & How should companies get started with Video Marketing?

Wondering why you should consider video marketing? To begin with, marketers who use video increase their revenue 49% faster than marketers who don’t! Scroll on to learn more.

1. Why video marketing?

Look around, video is everywhere! No matter which company, industry or department, video is the answer to truly connect with your audience and transform your brand’s content.

So, what is video marketing? Video Marketing uses video to promote a product or service, attracting prospects and converting them into loyal customers. Whether you’re in B2B or B2C, the full force of video marketing tackles a wide array of challenges across every department within your company. Think of video as a diverse, and multi-purpose visual communication tool! The shift from traditional media to online video isn’t a recent one, and since the beginning of online video, the list of data-backed benefits keeps growing, and growing!

How video can help you reach your business goals:

• Bring your complex products or services to life
• Translate your company culture, recruit and retain talent
• Visualize stats, numbers and figures
• Increase your sales by 40% by using video in your strategy
• Energize your communication to reach target audiences
• Streamline all internal communication, saving time & money
• Video boasts a clear ROI
• Video adds the human touch and helps build trust
• Video is the ideal content format for mobile use
• Video naturally increases social media engagement/sharing
• Google loves video and therefore ranks video content higher in search results
• Video can increase your sales significantly
• Video can explain complex ideas simply

2. Define what you want to achieve with video!

Sure, video is entertaining, but even more importantly, it can have a great impact when it’s part of a well thought out video marketing plan! What type of video content is best for you? Start off by thinking about the goals you want to achieve.

Do you want a higher clickthrough rate on your site? More products purchased? Increase your presence on social? Once you determine what you want to achieve with each video by defining realistic goals for those videos, your desired outcomes will fall into place. Start by creating videos for your department with those specific goals in mind. Eventually, you’ll have a strategy that fits into an even larger company-wide video strategy plan.

SMART

No, going viral shouldn’t be your only goal! By setting SMART goals, you’ll avoid ambiguous video objectives. By sticking to SMART goals, you’ll see real and relevant business results that hit your targets.

• Specific
• Measurable
• Attainable
• Relevant
• Time-based
  

Adapt your type of video content to each stage of the funnel

From a marketing perspective, your videos should align to the customer’s stage in your funnel. Whichever stage in the funnel you’re targeting - from awareness to loyalty - there’s bound to be a video content type that can help achieve your goals. If you can think of it, you can use video to achieve it!

While aligning your video to the marketing funnel, it’s also important to consider the following points:

• Tone of voice
• Format (square, vertical, 16:9, 1:1)
• Length (short, medium, long)
• Distribution channels (YouTube, Facebook, Instagram etc;)

The Video Marketing Funnel

Awareness: Attention-grabbing Videos, Company Brand Videos, Educational/Advice videos, Product Demos

Consideration: Tutorials, Product Comparison Guides, Expert Guides, Explainers, Vlogs, Webinars, Social Proof

Purchase: Explainer Videos, Webinars, Product Demos, Customer Stories, Company Culture videos, FAQ Videos, Instructional Videos

Loyalty: Thank you videos, Personalized Video, Customer Delight Videos

The campaign mindset

Think broader than creating just one video. Ideally, you can create different types of video content to guide your customer through every stage of the buying journey. When done effectively, you can expect a 49% increase in sales with video!

Video has the power to convert!

95% of our purchase decision making takes places subconsciously.

Video converts because video connects with the viewer. Since purchase decisions are mostly made based on emotion, when done right, a video marketing plan taps into this personal aspect of the buying process for people across all ages. Video drives sales and action because it supports your call-to-action in a way text alone can’t always do.

Video conversion facts

Video in Facebook ads: Facebook video ads receive 10 to 30% more views and attract up to 11% more people on the feed.

Video on a  Landing Page: Video on landing pages can increase conversion by 80%.

Video on a Product Page: Viewers are 64-85% more likely to buy after watching a product video.

Video in Email: Videos in email increase click-through rate by 96%. Personalized videos can even lead to 500% more conversions.

With so many demonstrated benefits, it's high time to try out video marketing if you haven't done so yet!

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