What is video marketing? & How to build a video marketing strategy?
Video marketing is one of the most powerful internet marketing tool. Promoting your products or services via video is known as video marketing. Human brain prefers visual 60,000 times faster than the text and 90% of information sent to the brain is visual.
According to recent study,
How to build a video marketing strategy?
There are 6 steps in video marketing strategy
1. Know your goals
The first step in creating an effective video marketing strategy is determining your goals. We suggest you to make SMART goals which means,
Here are some goals for your video marketing strategy,
2. Research your audience
Video marketing success is depending on targeting the right audience. Defining your target audience means understanding who your audience are? And what they like? You can gather information about your existing audience from Google Analytics and social media analytics tools.
Segment your audience by,
In the given graph, arrow indicates your target audience.
3. Determine the type of video and the platform
There are many platforms to share your video which is including YouTube, Facebook, Snapchat, Twitter, Instagram, LinkedIn, E-publications and Tube. Youtube is the second highest traffic generating website in the world.
You will need to research which platform is fit your video. For example,
Types of video marketing
There are 10 types of videos you can create for your video marketing. Now you will decide what type of video you want to create.
Live videos - Live videos help to build trust between you and your target audience. Live videos don’t require investment in production or editing. Interviews and live presentations make great material for these marketing videos.
360 degree videos - This is also known as immersive videos. It allows the viewers to look around in all directions. This video type is allowing viewers to experience a location or event.
Product Demo videos - It should demonstrate how your product or service works.
Animated videos – It is also known as motion graphics videos. The visual aids help to convey the information properly to your target audience. This type is used for product or service explanation, landing page explanation.Importantly Animated videos make your content memorable.
Brand videos - The goal of a brand/branding video is to attract your target audience and build awareness about your company. Brand videos show the company’s vision, mission and products or services.
Event videos – Event videos show the conference, discussion, expert interviews, presentations and any other company events. It is a great way to build trust with your target audience.
Explainer or tutorial videos – explainer videos used to explain the business ideas. Let your customers know why they need your products or services. In these type of videos you can show how you will be helping your audience.
Educational videos – this is also known as "how to do" videos. It can be used to educate your audience on something new. This can be done through talking about your products and services.Also Educational videos offer real value to your audience.
Testimonial videos – It will help to build trust and credibility with your potential customers by creating case study videos about your happy and loyal customers. Most People make purchase decision based on reviews.
Product videos – show your customers how your products or services are different and great.
Keep in mind that, the videos up to 2 minutes long is get the most engagement.
4. Create an effective video
It is a time to create an effective video . Business videos need a script, write down all the characters, scenes, directions and all the information to make your script accurate. Write your script using common words we hear every day. That’s the best way to make your message sound clearly and naturally. Decide what kind of video you want to create. For example,
Tips for creating effective video content
- Pre-roll Calls to Action- appear at the start of the video.
- Mid-roll Calls to Action – appear anywhere between the start and the end. These are designed to target viewers when they are most engaged.
- Post-roll Calls to Action- appear at the end of the video.
5. Publish your video
Start making your videos by editing and arranging as needed. If you are filming live you don’t have to edit or upload your video. Now it is a time to upload your videos. Publish your videos in multiple platforms like Google owned YouTube and other social media channels.
6. Analyze your campaign
After uploaded your video, you need to conduct an analysis of the results. There are 6 ways to measure your video campaign.
View count – how many times your video has been viewed. To increase your view count you can share your video with your audience via email.
Play rate - Play rate is the percentage of page visitors who actually clicked play and began watching your video.
Watch rate - how much of your video people actually watch. Keep your video content short and clear. This will help you to increase your watch rate. If your video is boring viewers get away from your video.
Social sharing – how many people are sharing your video counts!. Create educational videos to increase social sharing.
Click through rate – click through rate is the percentage of visitors who click on your video’s call to action and visit another page. Match the video content to CTA and Produce high quality content it will help you to improve your click through rate.
Conversion rate – the percentage of video visitors becoming a customer. Provide relevant and valuable information to your target audience. This will help you to increase your conversion rate.
Benefits of video marketing
Video marketing is not easy but with strategy you will surely see the wonders. Hopefully this guide will help you to expand your skills and produce better results.