What Is Video Marketing and How Does it Work?
Video is taking over the marketing landscape. So much so to where 83% of marketers agree that video is growing in significance. It’s coming to the point where video marketing is essential for companies across all niches.
But here’s the million-dollar question: what is video marketing?
Video marketing encompasses more significance than just uploading a simple branding video on YouTube. Video is taking over the social landscape. At the same time, you need to make video work for you.
So, what is video marketing? Here’s a comprehensive guide about video marketing, how it works, and how to make it work for you.
What Is Video Marketing?
Video marketing is a specific medium that uses different types of video to enhance your brand awareness.
Video marketing can be used to promote services and products but can also be used to educate your customers and increase engagement.
The Different Types of Marketing Videos
There is a myriad of marketing video types that all align with different goals and purposes. Here are the most effective video marketing types.
Brand Videos
Brand videos help explain and promote the brand as a whole rather than an individual service or a product. A brand video can help showcase your mission, your vision, and can even better explain your products and services.
The overall goal of brand videos is to intrigue your current audience and potentially attract new audience members.
Demo Videos
Demo videos help explain your products and how they work. Common examples include how to use a product, taking a tour of your product (especially if you’re selling something complex such as software), and even unboxing products.
Interviews
An interview with the company’s CEO, another member of the executive team, or even an influencer in your niche is a great way to drive traffic to your video platform.
Keep in mind, if you do interview an influencer, always direct the focus back to your company.
Event Videos
These videos are helpful if your company is hosting a major event such as a conference or a convention. Good moments to capture include enticing presentations and an overall reel of the best event moments.
Explainer Videos
Explainer videos have become synonymous with video marketing. The goal of explainer videos is to tell the audience why they need your products or services. These videos focus on the buyer’s journey, giving them a relatable example.
Many explainer videos follow the classic advertising technique: identify a problem and offer a solution (the solution being your products and services).
Educational Videos
Educational videos aim to teach your customers something useful that relates to your products or services. Since the modern customer is an educated one, this will increase sales and build trust.
Customer Testimonial Videos
84% of customers trust online reviews. Take the power of customer reviews in your own hand and center your marketing campaign around customer reviews.
Do you have loyal customers who are always satisfied with your business? Ask them to appear in your testimonial videos.
Make sure they make their experience relatable, such as your products or services solving one of their problems. Offer an incentive, such as a free product or service.
How Video Marketing Works
The video marketing process is easy.
First, get ideas for your video. You can choose one of the examples mentioned previously or you can ask a video professional for their recommendation.
From here, compile a video team. While there are in-house experts to hire in-house or freelance, you’ll experience more benefits when outsourcing a whole video team to aim in your video marketing campaign.
From here, schedule a time and a place to film.
After your video is filmed and edited, it’s time to upload your video to different platforms. YouTube and Facebook are essential. You can also optimize your videos for Instagram and Twitter to reach an even wider audience.
How to Make Video Marketing Work for You
Yes, video marketing is integral and can do wonders for your business. However, your video marketing efforts will go to waste if you don’t tailor your campaign for your business.
Here are some tips to ensure you make video marketing work for you.
Write the Script
Your script is one of the most underrated aspects of video marketing.
Sure, your video can have the best visuals and near-perfect lighting. But if your script isn’t centered around your goals, all of the time and money spent on your video will go to waste.
Either write the script yourself or outsource a scriptwriter. But always be sure you write the script in a way that always brings the viewer back to your brand.
But the Video Quality Does Matter
However, you shouldn’t minimize the importance of video quality. Don’t try video marketing DIY unless you have previous video experience.
Outsource a video marketing company that can film your company’s video on high-quality cameras and that takes other factors into consideration such as lighting and audio quality.
Identify Your Audience
If you’re creating a marketing video for a fitness brand, you don’t want to focus on making videos that realtors will enjoy. Always know what your target audience is looking for and how to gauge what they expect from your brand.
The best way to do this is by researching what videos are trending in your niche. Find popular influencers on YouTube and take a look at their video styles. Find what makes them popular as opposed to other videos.
Lights, Camera, Action! Time to Start Video Marketing
What is video marketing? Video marketing is taking every selling aspect of your brand and condensing these factors into engaging videos. These videos help to educate, introduce, promote, and overall show the best side of your business.
But you can’t do video marketing alone. You need an incredible team behind you that will amp up your video marketing efforts.
You don’t have to look much farther. We can take your company to the next level. Contact us and we’ll explain how.
