With online video consumption being at an all-time high, most marketers vouch for the effectiveness of video marketing. About 86% of video marketers say it generates leads, and 81% feel it has a positive impact on sales. Additionally, 91% of marketers also agree that video helps increase product or service understanding.
If you want to add video to your marketing strategy, we have six helpful tips for you!
Why Should You Implement Video Marketing?
With 1 in 4 customers saying they will leave a company website if it does not include video, it is important to learn how to use it properly. If that’s not enough, take it from the pros. Instagram’s CEO recently addressed the app’s shift towards video content. He claims that regardless of their changes, user behavior is shifting more and more to videos. When professional marketers and social media moguls tell you the same thing, you listen.
How Does Video Marketing Apply to Inbound Marketing?
The goal of inbound marketing is to grow your company through meaningful relationships with consumers. It includes the following stages:
- Attract: This stage aims to attract the right people. By utilizing short videos, you can showcase your company’s personality and values. Maintain authenticity to make sure you’re establishing connections with the right people.
- Engage: You want to present solutions to drive them towards a useful purchase. Use informative videos like product demos and webinar highlights.
- Delight: Support your customers so they can succeed with their purchases. Create training videos and tutorials. Success with a product will encourage them to buy again.
6 Tips for Implementing Video Marketing Into Your Marketing Strategy
To put these stages into action, understanding how to set up your video marketing strategy is crucial.
1. Create StoriesThe most defining feature of inbound marketing is fostering meaningful relationships with your customers. What better way to do this than telling stories that attract, engage, and delight through videos?
When creating your stories, consider the following:
- Watch time: Create videos people will click on and keep watching. By keeping viewers hooked on the full video, you’re also improving its chances of reaching others.
- Cross-platform usability: Different platforms will have different formats and optimal video durations. When creating videos, always consider the platforms they will go on, and adjust accordingly.
- Customer-generated content: You make stories for your customers. Include your customers through product reviews, sponsored posts, or testimonials to strengthen the community and conversations around your brand.
High quality should cover every aspect of the video creation process. This doesn’t just mean expensive cameras. It also goes for the writing, directing, filming, editing, and even acting.
Of course, there are the types of videos that your customers will see repeatedly. So, it might be worth investing in a professional team or equipment. Here are some videos worth the splurge:
- Your company’s introduction video
- Commercials
- Product videos
- Demos and tutorials
Video marketing techniques also focus on search engine optimization. Google indexes videos from various sites. Videos with good SEO can appear on the top search result page, videos tab, and discover page. Since people are more likely to watch and share a video, it improves engagement and your search engine ranking. You can weave in relevant keywords in your tags, titles, descriptions, and script. You can also include links leading to your website or product pages. If you’re uploading on YouTube, utilize features like video previews and key moments.
4. Maintain a Regular Posting Schedule
Consistency breeds results. When it comes to maintaining customer attention, think of it as a constantly running watch time. You want to introduce your brand with powerful videos. Once you catch the viewer’s attention, you keep it by spacing out your other videos with scheduled uploads. You can have regular weekly uploads to strengthen and build your online presence. Event uploads are great for participation and reaching new audiences. You can also set up a campaign with multiple videos in anticipation of a big announcement or launch.
5. Monitor the Effectiveness of Your VideosVideo marketing doesn’t end when you post your videos. You need to follow their progress and understand how people are receiving them. Improve future content by learning from positive and negative engagement. Use analytics tools to track the engagement and impacts of your videos. Read comments and try to follow where and why your videos are being shared.
6. Get Viewers Moving With a Convincing Call to ActionA cinematography masterpiece might not translate into revenue if you leave your viewers hanging. A CTA is a simple prompt that turns viewers into customers and sets them on the right path. The destination could be your website, social media, or product pages. The call can be from a speaker in a video, a voiceover, infographics, or even just text. If you want them to follow your social accounts, visit your website, or buy products, tell them how they can do it. Make your instructions comprehensive and your links easy to find. You can always sweeten the pot with coupons and discount deals.
Video Marketing Today
Video-centric platforms like TikTok—and now Instagram—are dominating e-commerce, advertising, and entertainment. With this came the whole generational switch towards video consumption, prompting marketers to include video in their strategies.
Need a hand in your video marketing strategy? For lead generation and digital marketing services, get in touch with Highway 9 Consulting!
