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YOUR VIDEO MARKETING GUIDE If you’re looking for a video marketing guide, you’re not alone. 79% of marketers who aren’t using video plan to build a video strategy in 2022. And 99% of those who already use video are planning to use it more. There’s no strategy like video marketing for educating, generating leads, and converting customers.
By Navnit Thapar
IMPORTANCE OF VIDEO MARKETING Video marketing started in earnest in 2005 with the launch of YouTube. Google bought YouTube in October 2006, and by 2009 there were seven different ad formats on the platform. As the technology to create quality videos gets easier, it’s become more popular with marketers. But that’s not the only reason video is the dominant form of communication today. First, there was the rise of smartphone technology that made watching videos easier and more convenient. Then the pandemic boosted online media consumption by 215% worldwide. Fast forward to 2022, and audiences are spending an average of 19 hours a week watching videos online. Ignoring video marketing is no longer an option for brands who want to excel.
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CONTENT
01
WHY VIDEO MARKETING Why Video Marketing should be on Top of Your Marketing Strategy
02
HOW TO CREATE VIDEO MARKETING STRATEGY
Learn how to create effective video marketing strategy
03
ATTRACT ENGAGE DELIGHT CLOSE Understand the importance of inbound marketing strategies
04
TYPES OF MARKETING VIDEOS Understand different types of Marketing Videos
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ABOUT Navnit is Internet Entrepreneur working on Digital Products . He has created high converting sales funnels to attract targeted buyer traffic and close sales online . With 2 Decades of Video Production Experience he has diverse understanding of Video Marketing . This document is an attempt to give you some head start in video marketing and how videos can help you sell more .
Contact By email: navnitthaparmarketer@gm ail.com By phone: 8369060274
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Why Video Marketing ? Video marketing encourages social shares. Video is the second most popular content type on social media for increasing engagement. Platforms like YouTube and TikTok have always been about video. Platforms like Instagram and Facebook are focusing on video. Even platforms that don’t offer native video uploads emphasize the value of video marketing. ·Tweets on Twitter get 10x more engagement. ·68% of video marketers plan to use LinkedIn video this year. ·People watch almost a billion videos a day on Pinterest.
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Why Video Marketing ? Video marketing improves SEO and boosts conversions and sales. 31% of marketers add video to improve SEO. Websites see a search engine boost when they add video because it increases page quality and the time visitors spend on the page. More than 60% of marketers say their customer acquisition cost has gone down with help of videos. At the same time, 83% of video marketers say that video helps them generate leads. That’s because video hasn't only transformed how businesses market and consumers shop; it's also revolutionized how salespeople connect with and convert prospects and how service teams support and delight customers. Video can be a versatile tool for salespeople throughout the entire customer buying journey, and it can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads. CLICK HERE TO EXPLORE VIDEO SALES PAGE
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Why Video Marketing ? Video marketing appeals to mobile users. Mobile users are a driving force for video consumption. According to a Statista study, 77% of those surveyed use a mobile or tablet to watch online videos. And Facebook says it’s 1.5x more likely for people to watch video every day on a smartphone than on a computer.
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Why Video Marketing ? Video marketing is great for educating and building trust. While 91.9% of users are content to watch any type of video at all, 31.3% want how-to videos and another 29.8% want educational videos.
And users aren’t just learning from brands. Millennial and Gen Z users are different, but most of them want to learn from each other. According to HubSpot Research, consumers and customers prefer lower quality, "authentic" video over highquality video that seems artificial and inauthentic. This is part of the reason influencer marketing has grown from $9.7 in 2020 to an estimated $16.4 billion in 2022. Video is within reach for businesses of virtually any size — team and budget alike. The data is clear. To succeed, your business needs a solid video marketing strategy.
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How to create video marketing strategy ? 1. Choose your target audience and find out where they spend their time. The popularity of video and user-generated video content means that you need to target a specific audience with each video. If you don’t already have strong buyer personas, start creating them now. If you already have a set of buyer personas, make sure to update your personas to include the most recent video research.
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How to create video marketing strategy ? 2. Connect with stakeholders to align on a plan for the video. There are typically a lot of players when making a video. How can you ensure they're all aligned? Create a questionnaire using Google Forms or SurveyMonkey and pass it along to the stakeholders of the project. This way, you can ask the same questions of everyone and keep their responses in one place. At this stage, it’s important to agree on a clear set of goals. Is your video marketing to increase brand awareness? Sell more event tickets? Launch a new product? What do you want your audience to do after watching the video?
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How to create video marketing strategy ? 3. Set a timeline and budget for your video. Think of video as a shorter, quicker, and less expensive version of your favorite film. While a video needs fewer resources to succeed, it can still be a time-consuming and expensive process. You can save time and money with planning and project management. Create a clear timeline for every step of the process and plan for occasional delays. Even a small video production relies on the skills of many different people. So, you want to make sure that even with unexpected challenges and changes you can still deliver your video on time.
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How to create video marketing strategy ? 4. Choose the best platform to distribute your video. Before you start making your video, think about where you’re going to broadcast it. YouTube SEO is becoming as important as website SEO. source Think about what people on that platform are looking for. You’ll also want to consider: ·Average view time ·Size and sound limitations ·Communities ·Budget ·Promotion While videos are often used for advertising, a video doesn’t just promote itself. Some platforms have built-in vehicles for promotion, while others will need you to put in some time and effort to get more eyes on your video content. This list of video platforms can help you decide what platform is best for your video campaign.
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How to create video marketing strategy ? 5. Develop messaging and choose the right types of video for your personas. It’s important to communicate a message with your videos. If you’re not sure where to start, use one of these examples of marketing videos to inspire your video strategy. If you’re not sure what kind of message is best for customers at different stages in the buyer journey, align your video messages with the sales plan. With your budget, skills, and resources in mind, think about the creative roadblocks that might arise. Do you need a designer to create lower third graphics? Are you going to create an animated video or a liveaction video?
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How to create video marketing strategy ? 6. Decide which metrics you want to track and how you will measure success. Before you dive into production, you need to define your video goals and find the best metrics to help you understand whether you've accomplished those goals. You can default to using the metrics available in your platform of choice. But this can make it difficult to figure out if your video strategy is performing over time. It can also make it difficult to measure the effectiveness of multichannel video strategies. Instead, choose several key performance indicators that correspond with your video goals. This list of metrics is a good place to start if you’re not sure where to start with tracking your video marketing.
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How to create video marketing strategy ? Start with the inbound methodology. The inbound methodology is the marketing and sales approach focused on attracting customers through content and interactions that are relevant and helpful. Each video you create should address your audience's challenges and provide a solution.
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How to create video marketing strategy ? ATTRACT When you attract, you’re turning strangers into visitors. Consumers at this stage are identifying their challenges and deciding whether they should seek out a solution. So, the videos you create should empathize with their problems and introduce a possible solution with your product or service. The goal of this kind of video is to expand reach and build trust. Because you are looking to garner shares for your video, you may want to focus on entertaining and evoking emotion. It’s also important to provide enough information to establish authority on the topic.
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How to create video marketing strategy ? CONVERT Once you've attracted video viewers and website visitors, it’s time to convert these visitors into leads. With most inbound marketing content, this means collecting contact information with a form. Video can aid this process by offering a solution to the buyer's problem. The goal of videos in the convert stage is to educate and excite.
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How to create video marketing strategy ? CLOSE
You've attracted a new audience with your videos and converted the right visitors into leads. Now's the time to close these leads into customers. At this point, the consumer is weighing their options and deciding on the purchase. So the goal of these videos is to make your audience visualize themselves successfully using your product or service. There's a reason that 88% of marketers report positive ROI with video. Videos can explain how a product works and trigger emotions in ways that a product description can’t.
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How to create video marketing strategy ? You closed a sale, but video can also improve the post-conversion stage of your sales cycle . During the "delight stage" of the inbound methodology, your goal is to continue providing remarkable content to users that add value to their experience with your product or service. You also want your customers to tell their connections about their experience or promote your brand themselves. So, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists. Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community.
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12 Types of Marketing Videos Before you begin filming, you need to decide what type of video you want to create. Check out this list to better understand your options. 1. Demo Videos Demo videos showcase how your product works — whether that's taking viewers on a tour of your software or unboxing and putting a physical product to the test. 2. Brand Videos Brand videos are typically created as a part of a larger advertising campaign, showcasing the company's vision, mission, or products and services. 3. Event Videos Is your business hosting a conference, round table discussion, fundraiser, or another type of event? Produce a highlight reel or release interesting interviews and presentations from the gathering.
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12 Types of Marketing Videos 4. Expert Interviews Capturing interviews with internal experts or thought leaders in your industry is a great way to build trust and authority with your target audience. Find the influencers in your industry and put these discussions in front of your audience. 5. Educational or How-To Videos Instructional videos can teach your audience something new. These marketing videos can also build the foundational knowledge they'll need to better understand your business and solutions. Your sales and service teams can use videos like this as they work with customers.
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12 Types of Marketing Videos 6. Explainer Videos This type of video can help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company's core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business's solution. 7. Animated Videos Animated videos really help in creating engaging story around your brands and services .
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12 Types of Marketing Videos 8. Case Study and Customer Testimonial Videos Your prospects want to know that your product can solve their specific problem. One of the best ways to prove this is by creating case study videos that feature your satisfied, loyal customers. These folks are your best advocates. Get them on camera describing their challenges and how your company helped solve them. 9. Live Videos Live video gives your viewers a special, behind-the-scenes look at your company. It also draws longer streams and higher engagement rates. According to Google in 2021, 85% of people have watched a live stream in the last year. And livestream interviews, presentations, and events encourage viewers to comment with questions.
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12 Types of Marketing Videos 10. 360° & Virtual Reality Videos With 360° videos, viewers "scroll" around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, like flying down a hill with Olympic skiers. 11. Augmented Reality (AR) Videos AR videos add a digital layer to what you are watching. For example, you can point your phone's camera at your living room and AR would allow you to see how a couch would look in your space. The IKEA Place app is a great example of this.
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12 Types of Marketing Videos 12. Personalized Messages Video can be a creative way to continue a conversation or respond to someone through email or text. Use HubSpot Video Hosting or Loom to record yourself recapping an important meeting or giving personalized recommendations. These videos create a delightful, unique moment for your prospects and can drive them deeper into the purchase journey. Now that you’ve planned your video marketing strategy, it’s time to start making your first video.
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LETS CONNECT Hope you found strategies shared in this document valuable , which you can implement in your marketing plans . If you need any help in video production and creating video sales funnel for capturing leads , pls do connect . Would love to work on your project . Call - 8369060274
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