What is Video Marketing? An Ultimate Guide 2019
What is Video Marketing? An ultimate guide 2019 If you’re new to online video marketing and you need an updated video marketing definition, we’re here to help.
People retain 65 percent of information for three days longer when it’s supplemented with a visual aid 400 percent as many consumers prefer to watch a video than to read about a product.
Organic engagement on Facebook is higher once posts embrace videos. Video earns 12 times more shares than text and images combined 87 % of online marketers are already incorporating video marketing into their methods.
27 percent increase in click-through rate (CTR)
34 percent higher web conversion rate
49 percent faster revenue growth year after year than those who don’t
If those numbers didn’t already convince you of the importance of video marketing in 2018 and 2019, check out this statistic from a Forbes article titled.
Although video marketing may seem obscure, complicated, and expensive it’s not It can be as simple as shooting videos on your cell phone and editing them into one video with music and your company logo.
Video marketing is simply the act of incorporating video into your marketing strategy to assist increase complete recognition and awareness.
Do you know those sponsored videos that pop up in your social media feeds? That’s video marketing Have you gotten any email newsletters with videos? That’s video marketing, too!
In a world full of fake news, adverts, automation, and chatbot customer service, it’s never been harder to earn the trust of consumers. It’s no wonder people are craving the human interaction and authenticity of the video.
Video has been the most in style, powerful communication medium in the world, ever since its invention. So why is it currently spreading sort of a DIY marketing wildfire?
Because YouTube, smartphones and social media have all made videos incredibly cheap and easy to access or create.
More than 180 million internet users watch online video content every month and that number is growing rapidly every year. That’s a lot of people who could see your message or learn about your products and services.
Benefits of Video Marketing
In addition to the recreation side, more and more marketers are focusing on video marketing strategies because of how beneficial they are.
Think about it from your own perspective for a moment. Would you rather read a long page full of text or watch a quick video to learn about a new product?
Would you rather spend time reading about the steps of a company’s sales process or watch an animation to associate each step with a visual aid?
If you’re like 80 percent of the population, you’d rather watch the video. Some additional video marketing benefits include:
Increased Brand Awareness
Brand awareness and recognition mean your company is top-of-mind when a consumer has a problem and needs a solution.
Keep in mind though, that while you want your brand to be easily recognized and remembered you also need to make sure your company name is associated with positive experiences.
Many companies have reported an increase in conversions on pages with videos, including Wyzowl. They said, “74 % of individuals who get a chance to examine a product in action via an explainer video can buy it.
And landing pages are great places to put videos, too supposedly boosting conversion rates by up to 80 percent.” I don’t know about you, but those numbers sound pretty good to our video marketing team.
Even Google is touting the success of video ads, saying “conversions generated by YouTube ads are up 150 percent year over year.”
With success like that, you should consider testing out some YouTube ads of your own.
Whether it’s breaking down a complicated process, explaining how a certain product or feature works.
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Shooting, editing, and producing videos has previously been a time-consuming and expensive venture that has seemed unattractive to many marketers.
However, it’s now easier than ever before! With programs becoming more and more accessible, cheaper, and easier to use, people are finding themselves opening up to the idea of being both behind and in front of the camera.
Since the costs aren’t as steep as they once were or were believed to be, the chances of seeing some form of payoff from your videos are now higher.
In fact, 51 % of marketing professionals worldwide name video because of the variety of content with the most effective ROI.
Building trust within your digital community of potential clients, existing customers, and possible employee candidates should be a goal in your video marketing strategy.
If you imagine a video marketing funnel, the top of the funnel type of videos should aim to introduce your company’s service or product and then explain how it can help solve a problem.
Video marketing strategies include making different videos for different stages of the sales funnel. We’ll talk more about these types of videos in the next section, but here are a few examples of how you can work to build trust by using videos:
In case you haven’t heard the good news, search engines love videos! According to a study completed by Stone Temple, YouTube videos are most likely to show up in the first 10 results when you perform a Google Search.
Also, this study shows they are rarely found in a position lower than the top 30 results. Take a look for yourself:
If you’re wondering how to actually take the steps to get your videos to rank on the first page, here are some options:
Accompany your videos with transcriptions
Optimize the title
Optimize the descriptions
Take advantage of category tags
Implement video schema
Embed videos into blog posts
When your videos include optimized titles, descriptions, and keywords, this helps the video to perform better, which in turn helps the page to perform better. That’s what we call a win-win marketing strategy.
Adults watch 6 hours of video a day, invest in video marketing Did you recognize that organic engagement is highest on Facebook when posts contain videos?
Or that simply including the word “video” in your email’s subject line can increase open rates by 19 percent?
One company went as far as to test whether video thumbnails in an email newsletter would increase engagement and they found that it was quite successful.
They reported that nearly 41 percent more people engaged with the email if it had a video thumbnail, as opposed to a static image or just text.
Different Types of Video Marketing
If you’re one of those people who think you can’t or don’t want to incorporate videos into your marketing strategy because you don’t like to be on camera or you don’t have time to set up a backdrop and professional lighting don’t worry.
Not all videos require interviews or an on-camera element, and producing videos is easier than ever before. The quality of videos is important, but it doesn’t matter as much as the content, meaning people are willing to overlook a video of lesser quality if it’s funnier, more interesting, more relevant, more helpful, etc.
Videos Marketing is Right for Your Business?
Absolutely yes. No matter what your business will, videos are as essential to your marketing as a website or a blog.
If videos don’t seem like the right fit, it’s likely that you’re just picturing the wrong kinds of marketing videos. There’s no marketing on the earth obtaining a much better ROI than video (Adobe, 2015).
But those videos are incredibly varied in almost every aspect. What works for your business will be specific to your buyer personas and brand.
Start discovering the right direction for your video marketing, from budget to format, in this information guide explaining the basics of pre-production planning, filming, editing, publishing, optimizing for search engines and growing your audience.
Successful video marketing strategies begin with careful planning. Walkthrough these easy-to-follow steps to consider every important aspect of your videos before you hit record.
Determine Your Purpose
Before you can begin to hash out the details, determine what the main goal is and how it ties into your marketing goals.
For example, if you wanted to grow your restaurant’s dinner business, the purpose of your video could be to showcase your awesome daily dinner specials.
If your marketing goal is to get more clients by showcasing the expertise of your doctors, a good video could explain how to treat a simple medical condition and know when it’s time to see a professional.
Assemble the Right Tools
These add-on tools work with your camera, iPhone or smart device to change your camera’s perspective.
Although your camera or device will already have a built-in lens, additional lenses allow you to zoom in closer, get wider, shoot in portrait mode or add artistic filters.
Plan to shoot all of your videos with a digital camera capable of recording in high resolution. But none of that means you have to go purchase pro equipment.
If you’re just starting out and doing-it-yourself, an iPhone, iPad or other smartphone or tablet is a great option.
In fact, several marketing videos are created that way! Once you’ve gotten a decent video library, learned some technical skills and are ready to try out the next level of camera, a digital camera with a built-in lens is a good next step.
Though you might be tempted to invest in lots of fun features, try to balance frills with ease of use. Many of these are all set up and ready to shoot out of the box.
Even if you’ve decided to start small and shoot video on your iPhone, a tripod is essential to making your videos stable, high quality and professional.
Generally, the type of camera you’re using will help to narrow down your tripod options. Consider whether you’ll be upgrading to a big camera, panning or tilting and if you’ll need a full-size solution rather than a smaller version you’ll need to place on furniture.
For the most inexpensive solution, a compact tabletop tripod is a great choice.
Make sure to purchase a smartphone or tablet mount separately if your tripod doesn’t include one.
If you’re going to buy just one piece of equipment, make it a microphone. Viewers will sometimes forgive low-quality video, but bad audio is a deal-breaker.
From single clip-on microphones to high-quality kits, microphones are an easy and often inexpensive way to make your videos sound more professional, no matter how they’re filmed.
Whether you choose wired or wireless, be sure the audio cable is compatible with your camera or phone or purchase an adaptor separately.
Nearly all smartphones and cameras include some kind of light, but you’re not likely to use it. Generally, those lights weren’t meant for many kinds of business marketing videos.
There are a lot of options for expensive lights, stands, and inexpensive reflectors or smaller lighting models. Whether or not additional lights are necessary depends on:
The type of videos you plan to produce
Natural and artificial light options in spaces available to you.
This simple tool is often overlooked until you start filming and realize how badly you need it. Don’t try to memorize everything you need to say, but on the same hand, don’t feel like you need to invest hundreds on a high tech teleprompter.
The cheapest and most simple option is still a good, old-fashioned poster board, held by a teammate off-camera.
However, if you’re going to be filming more than one video over the course of business, a small multi-purpose investment is a great idea. Consider using an iPad mini or similar tablet that’s mounted or placed near the camera.
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Choose Your Format
It’s not enough to decide you’re going to make a video for your business marketing. There are three main and very distinct formats that each come with different restrictions and advantages live, short and long formats.
Since they all serve a different purpose, try using a mix of all three in your overall marketing strategy, or even within one campaign.
This new addition to the video marketing arena is simple and increasingly popular. Live videos begin broadcasting instantly on social media channels, such as Facebook or Instagram, with the push of a button on your smartphone or tablet.
They’re a great way to interact with your channel-specific social media audience in a fun, informal format and see who’s tuning in as it happens.
However, these shouldn’t be your only format of marketing videos as they include drawbacks that don’t affect other formats.
We’re busy, we’ve got short attention spans and there’s just too much content in the world. Whatever the reason, the short video gets great engagement with an increased chance that consumers will watch past the first 10 seconds, a big challenge for video marketers.
Short video allows your business to highlight a topic, summarize a written webpage and create a low-cost, low-effort piece of content to aid your inbound marketing efforts, like the video version of a blog.
If you can’t say everything you need to in order to provide value, insight or help your consumers solve a problem, use short videos as a teaser for your written or graphic content.
Video is often used like several alternative original long-form content to provide you with produce.
Build a campaign and landing page around it to extend your conversions and meet marketing goals. Or if the information is valuable enough, you may even decide to charge for viewing access.
What concerning videos embedded on home pages or weblog posts?
Yep, that’s also video marketing More than likely, you’ve already been immersed in the world of video marketing and you just didn’t quite realize it.
But you don’t just want to be a spectator in this game—if you want to grow your brand and increase your impressions, views, and conversion rates you need to step up to the plate and take a swing at it for yourself.
Optimizing Video Landing Pages for Search
Optimizing your video landing pages for search involves many of the same techniques and practices common to content search engine optimization.
Keywords should describe the specific video and the message on the page itself, and not be filled with extraneous, irrelevant keywords.
Be SEO smart and only use the words that match the content. Using video social media sites, like YouTube, is a great way to research popular search strings. When you type in a keyword, YouTube will provide a list of common phrases associated with that word.
Add transcripts of any videos that you post to your website. Since Google and other search engine algorithms are incapable of assessing the content of a video, a transcription document provides a search engine and human-friendly version of your video content that can be indexed.
Including widgets for popular social media sites such as Facebook, Twitter, and Pinterest will make it easier for consumers to share your videos with their friends and followers.
What is Video Marketing? An ultimate guide 2019
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