An All-Inclusive Guide to Video Marketing

April 25, 2019 13 min read

Video Marketing seems to be pretty straightforward at first sight: you create a video and market it until you accomplish your goal.

But, to produce the maximum outcome out of your videos, and to achieve more than your set goal, you need to leverage video marketing.

In this detailed yet simple Video Marketing guide for beginners and advanced marketers alike, I will cover what, why, and how-to of video marketing, along with a list of tips to boost the success rate of your video marketing.

So, let’s start by tackling the definition.

What is Video Marketing?

When a brand or business uses videos to promote and market their products and themselves, along with boosting conversions and acquiring more customers, then that process is called Video Marketing.

A robust marketing campaign must include engaging videos in the strategy along with social sharing, content, link building, etc.

Including a video marketing strategy in a marketing campaign can lead your brand to experience a boost to the campaign’s success rate.

Well, here is why.

Why Video Marketing is Important?

There are 8 convincing reasons why your brand should add a video marketing strategy to their marketing campaigns.

Improve your engagement rate

Factually speaking, nearly 5 Billion videos are watched every day on YouTube, which is enough to conclude how easier it might become to target audiences.

Moreover, on social media, video content gets 12% more shares than the other forms of content including text and images as claimed by SmallBizTrends.com, making videos the most shared form of content on social media.

Due to video marketing’s high engagement rate, including a video on your website can lead to a fall in your bounce rate.

Convenient Brand Recall

The common knowledge: Visuals are more memorable than any other form of content. And if we couple it with a jingle, then the probability of remembering increases.

Hence, Video Marketing can promote brand recall. Even the facts are in favour of this argument: 47% of audience find it easier to recollect a video they have seen recently.

what people remember

Enhance SEO

Quality and valuable video content play a significant part in your website’s SEO (Search Engine Optimization). Bounce rate is one of the factors that can influence your site’s SEO. With video marketing, you can reduce your site’s bounce rate by 34%.

When people are on your website, and you provide them with video content that is both engaging and valuable, then your visitors would prefer watching it; hence, leading to a decreasing bounce rate.

If your audience is watching a video on Facebook, and its content is compelling enough, then the viewer is more likely to visit your website. Therefore, increasing the traffic driven to your domain, which has a direct effect on your SERP (Search Engine Result Page) rankings.

Video Content is Educational

When you have a tutorial or how-to videos about your products and services, it makes it easier for the users to understand that product.

Textual knowledge, though detailed, can be a bit hard for the reader to gain practical understanding of the product unless conveyed with proper screenshots. Whereas, videos give you a step-by-step visual tutorial about how to lead with every step.

High Conversion Rate

The conversion rate driven by videos is excellent, especially for the landing pages. So, when you include video to a landing page, the probability of the visitors converting increases by 20% (as Rypple experienced during their A/B Testing).

In fact 70% of the marketers confide in videos because they convert more than the other forms of content.

More Chances of Going Viral

Since videos are shared 12x more times than text or links on social media, it sparks the possibility that your video can become viral all over the internet. Although, the content of your video has to be viral worthy.

A Favourite to the Mobile Users

The number of Internet users have increased over the years. And most of them access the Web through mobile rather than a desktop, similar is the case with mobile users. Around 90% of the mobile users watch videos, whereas desktop only has 60% that are watching videos through that platform.

Impressive ROI

Every single one of the advantages of using video marketing is ROI (Return On Investment). Videos have higher conversion rates and engagement rates than any other form of content.

Even when you use the word ‘video’ in your email’s subject line then your open rate increases by 19% and the CTR (Click Through Rate) increases by 65%.

So, if you will invest in Video Marketing, it will generate an impressive amount of ROI.

What are the various types of marketing videos?

Moving on, here are the different types of marketing videos:

1. Brand Videos

These types of videos are all about your brand. They cover the brand’s journey – how it began, and why you should trust this brand.

Brand videos cover the products and services your brand offers along with communicating the long-term goal you are trying to achieve.

The primary purpose of brand videos is to build awareness amongst the people, reach a broader audience, attain more target audience, and generate more leads.

2. Explainer Videos

Explainer videos are the best way to let your target audience understand your products and services in detail. Generally, these type of videos heeds more attention to the buyer’s dilemma or problems, and provide them with an actionable solution to their product.

3. How-to Videos

How-to videos are pretty detailed. They provide the audience with a tutorial about how to use a product or service to get the most out of it. The primary focus of these videos is into helping the community. The sales and marketing team can utilise the power of these videos to help the customers understand your product conveniently.

4. Animated Videos

Animated videos are visually pleasing. They can assist your brand in helping the user grasp complex concepts and services with ease. These videos, with their engaging animations, can lead your customer to understanding the very details and make them easy to remember. Also, animated videos can boost your conversion rate by 64% (the Crazy Egg case study).

5. Live Videos

Live Videos are one of the most prominent ways to track real-time engagement. These type of videos tend to mark exclusivity, plus people spend 8X more time on watching a live video than an on-demand video.

6. Event Videos

When you are hosting an event be it about fundraising, launching a new product, and conducting interviews during that event, you can record them and publish them later. You can engage the audience with the live coverage of these events on social media as well.

7. Testimonials

User Generated Content (UGC) can be an excellent way to build trust and credibility amongst your audience. You can create testimonial videos featuring your most loyal customers. Their opinion will help shape the view of the new users who are sceptical about buying your product or using your services.

8. Webinars

A webinar is a mix of live videos and explainer videos. The viewers of the webinar can ask questions to the expert conducting the webinar. And the expert can resolve the user’s query in real-time.

Now

After understanding what is video marketing and knowing about the various types of marketing videos, it is time that you should learn how to run a video marketing campaign.

How to do Video Marketing?

Get it done in 6 easy to follow steps:

Step I: Formulate A Measurable Goal

Before you begin with creating the video, you must identify what you are trying to achieve with your Video Marketing strategy. Plus, it is necessary that you formulate an appropriate process to measure your goal.

Your goal should be relevant, measurable, actionable, and time-bound. All of these elements will make it easier for you to track and achieve most of your goals.

Step II: Determine The Appropriate Marketing Video

Here’s another essential element that you should cater to before you create your video, and that is to know what type of video do you wish to create?

After setting your goal, you will have a clear idea about what type of video should produce the maximum outcome.

For instance, if you want to make your audience aware of your brand and to generate new leads, you can create Brand Videos.

Step III: Create The Video

Now, after determining your goal and the type of video you want to create, you should finally do it.

Make the content engaging and matched to your target audience. Also, shoot a video for a specific platform, whether you are creating the video for a video sharing platform or social media (i.e. Vimeo or Facebook).

Step IV: Do SEO

A video bounds us into writing limited content, so you need to prepare it compellingly and optimise it for the search engines.

You should conduct keyword research and do it right. Find the relevant keywords with high search volume and organically place them in your content – both in the title and the description. Also, you can use the trending hashtags if they are relevant.

Step V: Partner With Influencers

You can partner with micro and major influencers (depending on your budget) and promote your videos to a broader audience. You can generate more leads, get more engagement on your videos, and improve your conversion rate, by doing so.

However, it is necessary that you choose those influencers which are most relevant to your brand. For instance, if your brand caters to beauty products, then you should partner with influencers that give make-up tutorials.

Step VI: Run Advertisements

The final way to get the most out of your video marketing is to run advertisements. They are costly but the ad mechanics of Facebook, Google, etc. make it worthwhile, if used wisely.

With help from Google Ads and Facebook Ads, you can narrow down the reach of your videos to your target audience and produce efficient results.

6 Video Marketing tips to produce a successful outcome

Now you know how to run a video marketing campaign. Here’s a list of tips that you can use to formulate a successful video marketing strategy.

  • Learn What Your Audience Wants

One of the best ways to determine what type of videos your audience might be interested in watching is by identifying the user’s search intent.

Once you know what your audience wants, you can create videos that have more chances of getting the audience’s reaction.

  • Compelling CTAs

Call-To-Actions are crucial if you want your audience to come to your website or convert. Therefore, it is necessary that you include a CTA to your videos. You can place the CTA at the end of your video and – if possible – place it during the run-time of the video as well. However, you need to see that it does not affect the video in any way particular.

Apart from that, you can include a link to your website, a link to your product page, or any similar link that is relatable to the video, in the video’s description.

  • Upload A Transcript

Apart from the description and title, you can optimize your video for the search engine with the help of transcripts.

By creating a transcript and uploading it on YouTube, you will improve your chances of getting ranked since that transcript helps in generating extra SEO juice for your video.

  • Interact With Your Audience

Another important tip is that you should interact with your audience. Whenever a user comments on your video, you should reply to that comment. Although, it is up to your discretion to decide the type of comments you should respond.

  • Inform The Users Within 10 Seconds

Everyone wants information fast. Your audience does not want to hang around your video and wait till you explain the purpose of your video. It is the best practice to inform the purpose of your video to the viewer in 10 seconds of the video.

  • Share Your Video Everywhere

Once you have created a video, the last thing you need to do is share it as much as you can and almost everywhere. You can share it on social media platforms – Facebook, Twitter, etc. There are video-sharing platforms as well, other than YouTube, that you can publish your video on – Vimeo, DailyMotion, etc.

Final Thoughts

That’s all! I hope that this a bit long guide provided you with all the essential information related to video marketing.  

For every advanced and beginner marketer who is creating a video marketing strategy, they can refer to this guide and prepare a strategy that can produce a successful outcome.

Although, do you think of more additions to this list? Let me know in the comment section below.

Sahil is the CEO and Founder of Rankwatch - a platform, which helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that can help in automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.

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