In this Beginner’s Guide, learn all about Video Marketing from the basics of what is video marketing to professional tips from Your Marketing People’s Video Manager. If you have questions, please don’t hesitate to contact us. We always here to help!
What is Video Marketing?
Video marketing is the practice of using video to market your brand to your target audience. This captures all types of videos, the most obvious example being a commercial.
But videos can do so much more for your business. You can film customer testimonials to build trust, or increase customer retention with how-to tutorials. You can even livestream industry events, or interview prominent influencers, to demonstrate your brand’s on top of the trends.
Our eyes are naturally drawn to visual content. When that content moves, as it does with video, it really arrests our attention. Studies show people retain 95% of a marketing message when it’s captured in video, as opposed to only 10% for text-based ads.
With effective video marketing, your brand can introduce more people to your brand, convert those people into customers, and make your current customers even more loyal.
Why Your Business Needs Video Marketing
Video is taking over the internet—literally. It currently accounts for 70% of all internet traffic, and experts predict that number could reach 90% by 2020.
Customers want to see video content from your brand. When it comes to product discovery, nearly three-quarters of consumers say they prefer video over text, leading half of them look up videos to learn more about a business or product.
85% of consumers want more video from brands. This is good for your video marketing, and for your other marketing channels as well. Adding video to a landing page can boost conversion rates by 80%. Even just including the word “video” in your email subject lines lifts open rates by 19% and clickthrough rates by 65%.
Your customers are already watching video online. If your business isn’t producing video for them to watch, you’re letting them consume someone else’s content—and that someone could be your competitor.
How to Get Started with Video Marketing
Follow these steps to get started with video marketing for your business.
What do you want to accomplish with video marketing? Choose goals for your overall video strategy, as well as for each video you produce.
Use the goals you selected in step one to inform the content for your video. Will you be filming a customer testimonial, creating a social media ad for your product, or advertising an upcoming event? Tell a story with your video.
Once you’ve got the story nailed down, determine how best to express that story. How long does your video need to be? Which scenes do you need to include? Will you create it in multiple formats for mobile and desktop viewers?
After you’ve created your video, it’s time to put the “marketing” in video marketing. Share your video far and wide—on social media, in your email newsletter, and on your website.
Video Marketing manager
Pro Video Tips from Your Marketing People
Emily B, Your Marketing People’s in-house video expert, shares her top tips for brands getting started with video marketing:
- Put your audience’s needs first. While you’re making video to further your own business goals, you won’t get anywhere unless you’re giving the audience what they want. That might be an explanation of how your product works, background information about your brand, or testimonials from satisfied customers.
- Make it your own. Like any form of marketing, there are a variety of best practices out there you can use for videos. These are a good place to start, but be thoughtful about how your brand is unique, and how you can use video to demonstrate that. A best practice for one business might not be a best practice for you.
- Include promotion in the planning stage. Many companies make the mistake of planning promotion only after the video has been produced. Don’t be one of those companies. Identify the promotion channels you’ll be using ahead of time, as these may have video formatting requirements which inform the final cut of your video.
- Use professional equipment. A video only looks as good as the equipment you use to produce it. If you’ll be preparing videos yourself, an iPhone camera simply isn’t going to cut it. For beginners, we recommend 2 DSLR cameras (one of which should have a zoom lens), a tripod, portable digital recorder, and Lavalier microphone.
- Monitor your analytics. You have goals for video marketing. The only way to know if you’re meeting those goals is by tracking relevant metrics. Determine the key success metrics for your video (such as views, shares, or leads) and ensure you have a way to track them.
Learn More About Video Marketing
Want to know more about video marketing? On the Your Marketing People’s blog, we’re always sharing tips to improve your marketing strategy, including strategies just for video. Our marketing advice is based on our proven experience with clients. You won’t find the same recommendations you see regurgitated across the rest of the internet. Stay on top of the latest trends in video marketing by subscribing to our video marketing blog.
See What Video Can Do for Your Business
Ready to engage your audience, grow brand awareness, and drive conversions? Your Marketing People is your full-scale video marketing company. We produce, film, and edit videos that showcase what makes your brand different. Through smart strategy, a comprehensive planning process, and quality production, we deliver videos that help our clients meet a variety of business goals. Whether you need a customer testimonial, brand introduction video, or a social media ad, we can create it. Take a look at our work!