Video Content Marketing today has become one of the most essential parts of any business content strategy! This blog discusses four aspects you need to know in order to perfect your Video Content Marketing Strategy!
Content marketing is the process of creating relevant and unique content intended to change your target audience’s behaviour over time. It is not a one-time thing, but rather a well-coordinated, ongoing effort. Content marketing spans numerous channels, including web, email, social networking, and video.
Over the past few years, content marketing has undergone an enormous transformation, and video has emerged front-and-center. Now, it’s arguably the most effective strategy you can use to connect with your audience. Especially in the age of mobile marketing, many smartphone users find engaging types of video content challenging to resist. Video is one of the most powerful means of distributing your message. When executed well, the video is efficient and effective.
Video Content Marketing is a new marketing strategy that adopts the principle of producing and sharing relevant & consistent video content to your targeted group to acquire attractive, fascinating and qualified leads.
Marketing videos can take many forms, such as:
- Video blogs (vlogs)
- Customer testimonials
- Live streams
- Product videos
- Live video
According to Dr. James McQuivey of Forrester Research, the value of 1 minute is worth 1.8 million words to a consumer when it comes to swaying an audience.
Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms. Consumers like it because it’s easy to digest, entertaining and engaging.
Video is also very accessible to anyone with internet access, both to watch and to produce. While there is certainly a trend towards higher quality video on a professional level, anyone can hop onto their laptop and create a video in under an hour.
Top four reasons your business needs video content marketing:
1) Increasing Conversions and Sales
A video is the most preferred way your consumers want to know more about your products or services. By shooting a video, you can show users how your product/service works.
- 95% of people have watched an explainer video to learn more about a product or service
- 76% say it helped them increase sales
- 76% say it helped them increase traffic
Using a video marketing strategy will significantly improve your brands’ success. Reinforced expressions, confidence and sales are the best examples of how videos can boost your business.
2) Having ROI
Research by Wyzowl’s search shows 78% of marketers say video marketing increases their ROI, and other extensive amounts of data mining and analytical analysis go into performing the most imperative digital marketing strategies. Also, it’s rising and strengthening popularity has proven that videos are more than just a trend. A video is, really, the future, and now it is the future of powerful and effective marketing.
3) Building Trust
Seeing the products in the video provides people with the ability to examine the items or learn how to use them. Moreover, watching the video doesn’t take up a lot of people’s time. It is simply excellent!
- 95% of people have watched an explainer video to learn more about a product or service.
- 81% of people got convinced to buy a product or service by watching a brand’s video.
- 69% of people got convinced to buy a piece of software or application by watching a video.
These stats encourage brands and businesses to create videos regularly to establish brand reliability and receive a positive response from their customers. A promising trend also shows that customers patiently wait for more videos and promotions.
4) Google Will Love You
Videos enable you to increase the time visitors spend on your site. Therefore, extended exposure builds trust and signals search engines to notice your site. Having a video on your website on your page is a huge asset as it helps increase your sites ranking on Google. This is because Google owns YouTube (The 2nd largest search engine on the web).
According to Forrester’s research, adding a video to your page can increase the chance of a first page, Google results by a whopping 53 times!
Besides ranking well, the video does some fantastic things for your website:
- It helps boost SEO,
- It helps keep people on your page longer,
- It increases click-through rates.
- Is super sharable
All of these interactions help increase your Google ranking, and this makes the video incredibly valuable.
With so much going for video content, you need to keep in mind the trends keep changing continuously. What worked last year might not even be relevant this year. So keeping an eye out for the latest trends is a good practice for all brands and businesses.
Here are a few video trends to consider:
1) 360-Degree Video and Virtual Reality
This technology lets your fans sit in the driver’s seat of a product and take it for a spin in a variety of environments you can control — without the costs and logistics of physically transporting people to these locations.
The 360-degree video also drives a 7% higher purchase intent while simultaneously helping brands stand out from the crowd, as they result in a 12% increase in the belief that the brand is telling a unique story. This means that 360-degree videos can help deliver more significant ROI than traditional video formats while also increasing brand awareness and engagement.
An animation is an excellent option for illustrating your abstract ideas, products that are still in the concept stage, and locations where live-action shots aren’t doable. There’s no limit on where animation can take you, and it’s a great way to add a dose of modern to an established brand.
3) Behind the scenes content
Behind-the-scenes content shows your customers and followers what’s happening behind the brand they love, like the culture, management, staff, and everyday workings of the business. It’s about showing the process and not the product—an unscripted side of your business.
4) Live video
Another way to showcase authentic, behind-the-scenes content is by hosting live videos on platforms like Facebook, Instagram and YouTube. These provide channel-specific content to your followers and allow them to virtually attend events like product releases, educational talks, and trade shows. Taking live events further by hosting Q&As during the broadcast will enable you to engage with viewers in real-time and make meaningful personal connections. Platforms often prioritize live videos in algorithms, so a live video is more likely to be seen by your followers as well.
5) Search optimization
For searchable platforms like YouTube, having search-optimized videos must ensure that your content pops up when someone is looking for information or a how-to about your product. Moreover, adding relevant keywords, hashtags, tags, file names, titles, descriptions, and closed captions boosts the likelihood that your videos will rank in search results and grab more views.
6) Platform-specific video
Twitter is for snackable content. Instagram for eye-catching visuals. TikTok for short, mobile videos.
Not all social media platforms have the same purpose and capabilities, so you shouldn’t assume that one video edit will be the best fit for all of your social channels. Although YouTube is the original video channel, today, most social media platforms now support native video; however, the format and length of that video content will vary based o of your channels’ purpose. Heading into 2021 and beyond, we’re seeing brands develop tailored video strategies for their channels, giving fans unique experiences on each platform.
7) User-generated content
User-generated content describes your brand from your customer’s point of view to other potential customers. You can invest thousands of dollars in your new brand campaign. Still, until and unless your customers acknowledge your brand as a valuable asset – your campaign is just another botch in the wall of over expensive media buying.
In the world of User Generated Content, videos play an essential part. Of course, many other UGC types like content (written reviews, blogs) and pictures (product appreciation, reporting). On the other hand, visual content like videos can play a vital role in your content generation.
Yes, just like any content format, your video content is prone to misfire and not yield the desired outcome. In the eyes of the consumer, your video is a reflection of your brand.
To help you get off on the right foot with your video marketing strategy, here are the top 10 mistakes in video marketing that businesses commonly make — as well as tips for how you can avoid them.
Mistake #10: Making a video just to make a video
When you fail to make a plan, you plan to fail. That saying applies to life and video marketing. Does your video serve a higher strategic purpose? Is it branding you? Why are you making it? If you don’t know the answer, take a step back.
The Fix: Approach video with a plan as you would any other marketing campaign. If you can achieve a clear business objective through video, then go for it.
Mistake #9: Not branding correctly
Hearing someone recall your video is fantastic. But if people can’t remember the name of your company, it’s considered a fail. Often, we get so wrapped in the idea that we forget its actual purpose: communicating the benefits of and promoting your business.
The Fix: Brand your video with your logo, website URL, or another piece of your identity — especially at the beginning.
Mistake #8: Making your video too long
How long was the last online video you watched? Thirty seconds? Maybe for two minutes? Research shows that 20 percent of people click away from a video within the first 10 seconds or fewer if it isn’t engaging enough. Plus, the more time you add to a video, the less likely people will finish watching it.
The Fix: Keep it short, sweet and to the point. About 60-90 seconds is the magic length.
Mistake #7: Not focusing on a single message
Here is a hypothetical: You just watched an online video for a company that talks about its new product, its heritage, a new location, stellar employees, business awards, recent philanthropic endeavour, personal message from the CEO and a new rewards program. What did you learn?
Probably nothing — wit would be surprising if you even watched it all the way through.
The Fix: Deliver a single message with your video, so viewers have a definite takeaway.
Mistake #6: Not calling out your call to action
“Visit our website.” “Give us a call.” “Follow us on our social media outlets.”
Did you include something like this in your video? If you leave your viewers in the lurch, they’ll be unsure of the next step to take — and you just lost a valuable lead, sale or click.
The Fix: Include a clear call to action so your viewers know what to do after watching your video.
Mistake #5: Failing to use SEO for your video
Getting your audience to see your video online is crucial. Just posting it on YouTube isn’t enough anymore. Some specific tactics and techniques can drive web traffic to your site and video, and rank your site as number one.
The Fix: Use proper video SEO techniques to increase the online visibility of your work.
Mistake #4: Expecting instant results
Rome wasn’t built in a day. This same mantra can be applied to video marketing. Very rarely do videos go viral! And when they do, most of the time it’s because of an established social media presence.
The Fix: Understand that a good video marketing strategy requires consistency, dedication and patience.
Mistake #3: Improper placement of selling points
Waiting until the end of your video to convey your selling points is dangerous. The longer a video is, the faster the viewer engagement drops (see Mistake #8). Adding the juicy bits in the beginning and follow them with supporting details.
The Fix: Major selling points belong at the start of your video.
Mistake #2: Failing to address your target audience
Sure, you have products and services that can benefit a broad audience. However, your video will be more effective if you focus on one point and don’t cast too wide a net. Different people have different pain points. You need to decide which ones you want to address. Remember, when you try to speak to everyone, you talk to no one.
The Fix: Focus your message on a specific and well-defined target audience.
Mistake #1: Choosing the wrong partner or producer
Your viewers and potential customers are very subjective. They will be critical of your video’s quality and equate it to the business’s quality. Sure, anyone can use a smartphone to make a video, but is that how you want people to see your brand? And if you hire outside talent or an agency to produce the video, does the partner you’re working with know about your industry or understand the market? Ask a lot of questions to get the answers you need. After that, it’s time to decide if your video partner can produce something that reflects your company’s quality — or part ways.
The Fix: Do your due diligence before hiring any outside talent or firm to create your business content.
There is a unanimous view when it comes to video content marketing; it can be a sure-shot way for your business success if appropriately implemented.
Video marketing is a powerful tool to enhance your marketing performance at each stage. It gives almost limitless opportunities to share your message, engage with, and inspire your potential and existing customers.
Many online trends seem to have a limited shelf life. What we don’t expect to change, though, is the popularity of video with consumers. As long as you continue to experiment, adapt and optimize, there’s a good chance you’ll stay ahead of the curve when it comes to using video marketing to build a stronger brand.
Are you looking to get started with your video contempt marketing strategy or want to improve your already existing marketing strategy? Rapid Boost Marketing, one of Edmonton’s leading digital marketing agencies and around, is right here for you. We can craft the best and most functional marketing campaign based on your business, budget and objectives. Get in touch today.