Digital marketing is one of the most important tools to create brand awareness.
However, with the different forms of digital marketing available today, you need to choose the right marketing technique to connect with your audience and gain more traction. Here, video marketing is the most versatile and promising marketing technique that can help boost brand visibility.
A small video with a story that tells your audience about your product or service can create a buzz and attract your target audience’s attention. It is also the perfect way to communicate a complex set of information in a short period of time.
Table of Contents
1. What is Video Marketing?
Video marketing is the best way to promote your brand, product, or service via a video. It creates a new medium for your audience to connect with you while making it easier for you to educate them about your brand. It also increases your social media reach and improves engagement with your audience.
Be it how-to videos and corporate training videos or explainer videos, customer testimonials, live event videos, among others; videos can be incorporated into your marketing campaigns in various ways.
2. Why Use Video Marketing For Brand Building?
With informative and interesting content, the audience would want to engage with your brand more.
Videos are a great way to work through the vast area of marketing and create memorable and relevant content for your customers. It not only helps in increasing brand awareness but also influences the customers’ buying decisions.
There has been a long list of statistics to prove that video marketing is one of the most influential forms of digital marketing.
Some of the statistics are:
- As opposed to newsletters (46%) or social media presence through images (41%); 54% of consumers are more likely to support a brand through videos.
- According to studies; a customer is 81% more likely to buy a product or service through viewing a video created by the brand.
- Sales traffic also increases by 76% through video marketing, according to marketers.
- Many brands have an increased dwell time on their website by 80% through video marketing.
3. How to Make Videos For Your Brand?
45% percent of people are likely to watch Facebook and YouTube videos for more than an hour in a week.
After watching a brand video, 8 out of 10 people are known to purchase the product and/or service.
Stats like these make video marketing an essential tool that needs to be added to the brand’s overall marketing plan. A video should represent the brand in the best way possible, which is why the creation of a video to be posted on the brand’s social media or website should not be rushed.
Here are seven tips that can be followed to create the best videos for your brand:
- Define the objective of the video
- Think about topics that are relatable to the audience
- Talk about brand assets
- Use the brand’s colors in the video
- Speak in the brand tone/voice
- Set the mood of the video through quality editing
- Add your logo to create brand awareness
4. Which Subjects Work Well With the Audience?
The audience is what makes or breaks the brand’s video.
A video with relevant content is more likely to catch the attention of your target audience and convert their interest into sales. There are many ways to make videos, but not all videos may be relevant to your target audience.
Thus, here are a few tips to create engaging content for your audience:
- Know your target audience: You may know everything about the product or service provided by your brand but is your target audience interested to know the details of the same? Knowing what your target audience wants and then delivering the same – is the first rule of video marketing. To understand what your audience wants, you can check out what type of videos or content have the maximum number of engagement – likes, comments, and shares – on social media.
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- Be clear: Make sure that the video portrays a clear message of the product or service that is offered by your brand. The video should have all the facts and details of the product/service, as it would help increase brand awareness.
- Give your audience a reason to stay: To create more engagement, give your audience a reason to stay and watch the full video. For example: If you are talking about your product or service, add an interesting fact or benefit to keep the audience guessing and watching the video until the end. This will keep the audience engaged and may also help increase sales of the product/service as the audience has enough information about the same.
- Plan ahead: It is better to plan the creation of a video ahead of time. Writing a video script is the best way to plan a video. From how you want the video to look and be perceived by the audience to the different stages of the video and the information to be included. This will make recording the video easier and will enable you to create an engaging video.
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- The art of storytelling: If the video has a story to tell, then the audience is going to stay and watch the video until the end. It is scientifically-proven that information is retained through the storytelling format. To engage with your audience, you can use storytelling in a way that your audience finds relatable, like examples and situations that the audience can relate to. This will make your product/service resonate with the audience and create sales for the brand.
5. Challenges of Video Marketing
Video marketing has become an essential part of digital marketing and is often known to be a deciding factor for potential customers to buy the product or service. 65% of the audience has admitted to looking up for relatable content through videos before choosing a brand. However, the three major challenges of video marketing are:
- Getting an Audience: YouTube, Instagram, and Facebook are used by most marketers to get a wide reach for their videos. The global reach provided by these social media sites is the primary reason for marketers to use these platforms. However, with all the reach that these platforms can provide, it is important to examine them closely as the viewership and engagement are not distributed equally.The better the video content, the more engagement is likely. Videos with relatable content have more potential to gain audience and views than videos with content that talks only of the brand product or service.
- Inadequate Budget: Marketers have admitted that an inadequate budget is a hindrance for the marketing team when it comes to creating actionable videos. Also, half of the marketers worldwide agree that video marketing delivers the highest amount of return on investment (ROI) compared to other forms of digital content. Thus, to create videos with effective content, you need to have a considerable budget.
- Lack of Metrics: Tracking important metrics will help you to understand whether your ideas for video marketing are working or not. You’ll be able to identify which segment (demographic) of the audience is watching your videos. It will also help you determine what your target audience is interested in and enable you to make improvements accordingly. There are many challenges to create meaningful and engaging content for video marketing. But, if you find a way to work around or overcome these challenges, then you can have the highest amount of engagement for your brand through video marketing.
6. Benefits of Video Marketing
- Video Boosts Conversion Rates: Videos should be seen as a form of investment by the brand. A video on the landing page can increase conversions by at least 80%. An engaging video can influence the decision of buying and convert a visitor into a lead, as compared to written information about the same product or service. Also, a powerful video conveys the right emotions and can create a selling tool.
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- Search Engines Love Video: Good content that engages viewers can land your video on the first page of Google, improving your site’s ranking. Uploading videos on YouTube can help improve social visibility as YouTube is the second largest search engine after Google, which also shows videos with more engagement on the search engine.
- Video Builds Trust and Credibility: Video is the perfect way to create a personality for your company or brand, enabling you to connect with your viewer and earn their trust. Most users say that product videos are helpful in the decision-making process. The more videos you have to help educate and inform your customers, the more you will build on that foundation of trust. And trust translates to sales.
7. How Voiceover Content Can Help With Video Marketing?
A voiceover recording by a professional can give your video a high-quality audio recording that helps from a digital and technical standpoint. A voiceover artist can bring your script to life and give your video a human touch making it more engaging.
The professionalism of a voiceover artist can also bring credibility and create trust within the audience for the product/service offered by the brand.
They can also help keep the customers engaged through the end of the video. Also, using a voiceover artist can be 50% more effective than the use of words shown in the video.
A professional voiceover artist can add quality to your video, increasing the chance of action from the customer’s side. Thus, it is as important to have a voiceover as it is to have good content.
Conclusion
As one of the most popular content formats, videos are an important marketing technique and are not likely to go anywhere, any time soon. They are the best way to get close and personal with the audience and form a foundation of trust for the brand.
They are also the perfect way to make your audience stick around for longer, increasing your site’s dwell time and boosting your site’s ranking and conversion.
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- Video Marketing Strategy For Your Business in 2021 - December 21, 2020
I am going all in on video this year in 2021! I have put it off for so long due to fear of stepping in front of the camera, but since getting started with my podcast and slowly creating video content, I am completely convinced.
I have stepped in front of the camera more in these 2 short months of 2021 than I have in all of 2020!
Great article and thanks for sharing.
Good call, Nick! Video is so powerful. You’ve got the podcast thing down, so the next logical step is video. I like how video takes readers off the page and puts them in front of the personality. It can really help build your personal brand, and it can help boost your business!