The relevance of video marketing has increased exponentially in recent years.
So much so that the format has utterly dominated the digital environment and has emerged as the most valuable tool in any company’s marketing arsenal.
So, if you’re not producing video and distributing it across all platforms and communication channels, you’re probably slipping behind.
Even yet, putting up a strong video strategy may be daunting, especially if you’re doing that for the first time. But don’t worry, that’s exactly why we’re here today!
Once you go through this guide you will get close to becoming a pro at video marketing.
Everything from defining what digital video marketing is, developing a plan, determining which sorts of pieces would perform best, to learning everything there is to know about SEO video marketing, you will find the entire information in this ultimate guide for video marketing.
What is Video Marketing?
In simple words, corporate video marketing is all about efficiently promoting and selling your product or service using video.
Reaching out to your audience, increasing engagement, educating consumers, and eventually increasing conversions are all things that may be done.
The problem is that there are many various sorts of films, each with its own purpose, and a plethora of methods to use to achieve your goals. And we’ll go through everything in a minute.
But, for the time being, bear in mind that, while video content is important, it should be incorporated into and coordinated with the rest of your marketing strategy.
Importance of Video for Marketing
Video is the most popular and effective kind of media currently.
Basically, viewers have proved that video is significantly more responsive than other kinds of media. And, therefore, people have grown to rely on, and even demand, that sort of material from the businesses with whom they interact.
Even the most thorough, in-depth textual explanation of a product will fall short of achieving the same degree of engagement as a video presenting the same material.
So, what’s the point of video marketing? The point is video content is the new normal.
Use of Videos in Business
There are several reasons why a good video strategy should be a top priority, aside from the fact that people enjoy video content.
Here’s a rundown of the most significant ways video may assist your company:
- Increase Engagement:
It’s becoming increasingly difficult to hold people’s attention in today’s fast-paced environment.
Video, on the other hand, may give your plan a unique and compelling twist.
One that immediately gets the audience’s attention and holds it till the finish!
Below is an example where the service provided by a technical website is explained in a brief and crisp manner by a 2d explainer video:
- Enhance Trustworthiness:
Video content may assist you in removing the “business” from your brand.
Something that will eventually assist you in humanising your brand, establishing credibility, and fostering customer confidence.
- Generate Sales:
This is connected to the last point: creating compelling and useful content that builds customer trust helps you enhance conversions and the return on your video strategy.
Furthermore, it has been proved that after seeing a video about a product or any service, consumers are more inclined to buy it.
- Improve Ranks in SERPS:
On-site time – the seconds/minutes that users spend browsing on a page – is one of the variables that Google employs to assess and rank websites.
The time spent by visitors on a site increases significantly if there are videos on the landing pages or other pages. Not to mention the fact that, with YouTube being the second most popular internet search engine, merely having a video boosts your chances of appearing high in the SERPs.
Creating a Strategy for Video Marketing
By now you must have understood the importance of video for the purpose of video marketing. So, let’s see how you can create an effective video marketing strategy.
1. Know your competition
Okay, you’ve probably already figured out who your rivals are, what goods they sell, how they vary from yours, and so on.
However, in order to create a successful B2B video marketing plan that will help your business stand out, you must first examine how your competitors sell their products and, more crucially, how they use video to do it.
Examine their websites, social media accounts, and any other available channels to see how they use video to express their various messages.
Furthermore, check their photographs, emails, blog entries, and other forms of material to observe how they integrate everything, or how they don’t.
This will assist you in identifying market trends as well as strengths and flaws in your rivals’ video tactics.
2. Determine a goal
Defining your goals. In this scenario, what you want to accomplish with your films. It is the first stage in any digital video marketing plan.
In an ideal marketing world, you’d make as many videos as you need to meet all of your objectives, but we all know that’s not always achievable.
As a result, you’ll need to select which is the most vital to assist your business develop. Consider the buyer’s mindset to do so.
3. Different Strategies for Video Marketing
You may use a variety of video marketing methods to promote your business. However, based on your objectives their efficiency shall also vary.
Now, regardless of the video technique you select, keep in mind that all of the parts you create should have some characteristics.
They should be purposefully built to operate together as a whole as much as feasible. This will make the audience more aware about your brand and your message will be delivered more effectively.
Below you will find some of the most common and effective strategies that are used for the purpose of video marketing:
To bring potential consumers farther down the sales funnel, you may utilise a funnel-focused digital video marketing approach.
In essence, you create stages in which the customers are persuaded to take your call to action that is to buy your product or service.
- Customer Trust
Prospects are almost ready to seal the deal at some time. They’ve acquired all of the necessary information and are debating between you and a few other alternatives.
It’s an important stage in any sales funnel since you need to give them the proper information to make them want to select you over your rivals.
So, at this point, the greatest sorts of films are those that assist you form stronger connections with your prospects. Videos that build customer trust and persuade potential consumers that your product is exactly what they’ve been looking for.
- Social Media
Businesses may use social video marketing – also known as social videos – to reach out to, engage with, and communicate with their target consumers in the most rapid and effective way possible. Especially when it comes to stories that elicit strong emotions or elicit a reaction.
People use these channels largely for fun, and you should consider this while creating social videos.
They do, however, utilise social media to learn about new items or companies, as well as to make purchases.
Simply put, tutorial videos are made to show how to teach someone how to do something.
Hundreds of them have most likely already been shared on social media or on YouTube!
An amazing marketing strategy is creating tutorial videos for your products or services. Why? Because they quickly respond to specific questions posed by your target audience, providing immediate value to the viewer.
You may capitalise on this rising demand by creating Educational Videos, which are videos that teach your audience about certain concerns or address themes that they are interested in.
Now, in order for these films to be effective, they must give relevant information to the viewers.
Choosing evergreen themes is also crucial to guarantee that your video remains current and never goes out of date.
Explainer films are a fantastic resource for addressing this issue, converting potentially complicated topics into easy-to-understand and consume material.
However, in order to convey your ideas, you may need to provide extra details. As a result, creating many parts to address each topic or notion can also assist you in filling in the gaps for prospects.
It may not be easy for everyone. In such cases, you can take help from professional explainer video production companies. They will explain even the most complex ideas easily through explainer videos.
4. Identify your audience
To create a strong video advertising plan, you will need to clearly identify your target audience. It’s important to note that this is an important component of any marketing strategy: whether you’re using video or not, your content must be created with a specific target in mind.
So, while you’re writing your articles – especially the screenplays for your videos – consider your target audience’s wants and shared experiences. Analyze the subjects they are most related to and use that information to construct your tale or concept.
5. Keep Deadlines
Most people are unaware that creating a video takes time – from start to finish, video productions can take anywhere from 8 to 10 weeks. At the very least, for items that are high-quality, totally personalised, and engaging!
So, in order to get to the real production in time, every previous work must have a defined timeline.
Set a delivery schedule for each job and adhere to it as much as possible, whether you’re assessing viable concepts for your strategy, establishing your goals, considering what sorts of videos you should create, or defining your budget.
6. Use tools for organizing and communicating
It should be apparent by now that devising a B2B video marketing strategy is a daunting task. There are several to-do lists, various timetables, too many teams, items to approve, comments to offer, unforeseen adjustments, and unexpected delays to contend with. Even before the real video creation begins!
Finding methods to streamline the procedure and lower stress levels will be a big part of your work. From the start, being organised and maintaining open lines of communication with all of your staff is crucial.
7. Choosing professionals
TWhen it comes to production there are several ways to create any video. You may put together an in-house production using your own resources, engage freelancers, or even do it yourself.
However, if you want to elevate your game and take your digital video marketing plan to the next level, you’ll almost always need to hire a professional video production studio.
These are experts of their trade, with the knowledge, ability, and experience to turn a basic notion into a captivating and stunning product.
Tips for Marketing your Videos
Before we get started on the actual production, here are some digital video marketing tips to help you improve your experience and make your strategy more effective:
- Create a consistent theme for all of your videos.
By doing this you will be able to define the specific stories of each of your videos while also ensuring consistency.
We also recommend that you write all of the scripts at the same time. It will assist you in ensuring that your message is conveyed effectively without omitting critical information.
- Maintain the same colour scheme. Define a certain colour palette and stick to it throughout all of your movies.
People will instinctively build a link between all of your works if they see consistency in colours, typefaces, and general visual style. We’re here to assist you with brand recognition.
- The same characters should be used. Creating an animated character – or multiple characters, for that matter – may assist you in developing a narrative that extends beyond each piece and gives your digital video marketing plan thematic cohesion.
Promotion for Video Marketing Strategy
You may advertise your work through three primary communication channels. Owned media, earned media, and paid media are the three types of media. Your videos can help you increase brand recognition and convert prospects at every level of the sales funnel if you utilise them correctly.
1. Owned Media:
Those media channels that you control completely are known as owned media. Your company website or social media handles are examples of owned media.
Types of Owned media:
- Email Marketing
- Social Media
2. Earned Media
When other people distribute your material on your behalf, this is known as earned distribution. Keep in mind that you are not paying them to do it; they do it because they want to or because you reached an arrangement.
As you might expect, this is the most difficult form of distribution to manage because its reach is unexpected and difficult to regulate. Even so, if you play your cards well, it may significantly improve your digital video marketing efforts.
Below are a few paid media channels that you can use:
- Social Media Shares
- Product Reviews
- Traditional PR
3. Paid Media
As the name implies, “Paid Media” refers to the cost of distributing – or promoting – your video material.
You may reach a larger audience, enhance your online profile, and increase conversions by advertising your content in the proper locations. For example, if you are looking to submit your content to technology or digital marketing websites you can just google ‘Tech write for us‘ and receive a list of quality websites.
The following is a list of the most significant paid distribution channels to consider for your video strategy:
- Search Ads
- Social Media Ads
- Sponsored Content
- Influencer Outreach
Getting Started with Video Marketing
The value of video content marketing is clear today – it enables businesses of all sizes and in all industries to interact with potential buyers and existing consumers in the most remarkable and inventive ways.
So much so that this sort of material is now prioritised on nearly every platform.
To put it another way, for businesses, this growing trend provides a once-in-a-lifetime chance to build deeper connections with prospects, establish trust, enhance online visibility, and increase conversions.
However, as we’ve seen, creating a strong video strategy takes time since there are so many things to consider, debate, evaluate, and decide. At the very least, if you want to see a profit and expand your business!
Fortunately, you can use our comprehensive video strategy guide to start planning your next strategy and make the most of this fantastic material!
Pavnendra Bhadauriya is the founder of Essence Studios, one of India’s top animated explainer video production companies. He is also an experienced digital marketer. When not taking care of business Pavnendra likes to share his knowledge through blogs. Apart from being a businessman he also loves travelling and playing cricket.