This notion isn’t new: companies need a video marketing plan. What has changed is the prominence of video on all platforms and channels.
Video is no longer only a component of your total marketing strategy. It’s crucial to your outreach and marketing activities, particularly your social media strategy.
Video has utterly saturated social media. social networks account for four of the top six channels on which worldwide consumers view video.
What is the significance of this? You’re probably lagging if you’re not making a video. But don’t be concerned. For most videos, the more straightforward and raw the information appears, the more authentic it appears and that’s what your audience cares about.
Even better, video creation is more affordable than ever before: you can capture 4K video with your smartphone.
Regardless, the issue of video marketing might appear to be rather sophisticated, with everything from camera equipment to lighting to editing software. That is why we have put together this guide.
Video marketing is the use of videos to promote and sell a product or service, boost interaction on your digital and social platforms, educate your consumers and customers, and reach out to a new audience.
Why should you concentrate on video marketing right now?
Video has been increasingly popular as a content marketing tool in the previous several years.
In particular, the video should be at the top of your marketing strategy agenda in 2017. Your creative team most likely treated video as a one-to-many awareness tool, with a lot of emphasis on pricey creation and little analysis to show for it.
Video has evolved from a single marketing tool to a complete company strategy in 2018 and 2019.
Today, video is a holistic business strategy, which means that video content should be created in a conversational, actionable, and quantifiable manner by all departments.
Video may get used for a variety of purposes apart from entertainment. The simple mention of the term “video” in your email subject line raises open rates by 19%, while video on landing pages may boost conversion rates by over 80%. Customers also claim that films assist them in making purchasing decisions, with 90 percent stating that they do so.
Video has also altered how salespeople communicate with and convert prospects, as well as how service teams assist and delight customers.
Video may be a useful tool for salespeople to use throughout the consumer purchasing process, and it can do a lot more than just enhance engagement. Salespeople can use backend data to qualify and prioritize cold or unresponsive leads.
“Retargeting our website visitors on social media has resulted to a 47 percent boost in visitor value site-wide,” says Gary Stevens, head of research at HostingCanada.org. Because of the depth of video analytics on platforms like Facebook, 93 percent of companies reported gaining a new client as a result of video in 2018.
Onboarding films, knowledge-based films, meet the team films, support video conversations, and customer tales are just a few examples of how video may help service teams provide a more detailed, customized customer support experience.
Video is accessible to enterprises of nearly any size — both in terms of staff and funding. In the coming year, 45 percent of marketers expect to use YouTube in their content strategy. Will you be one of them?
Types of Marketing Videos
You must first decide what kind of video(s) you want to make before you begin recording. To learn more about your choices, go through this list.
1. Demo Videos
Demo films illustrate how your product works, whether it’s by giving viewers a tour of your software and how to use it, or by unpacking and testing a real device.
2. Brand Videos
Typically, brand films were made as part of a wider advertising campaign to highlight a company’s high-level vision, aim, or goods and services. Brand videos may help improve brand recognition while also captivating and attracting your target audience.
3. Event Videos
Is your company organizing a conference, a round table discussion, a fundraiser, or something else?
Make a highlight clip or make available interviews and presentations from the event.
4. Expert Interviews
Interviewing internal experts or industry thought leaders is a wonderful method to establish trust and authority with your target audience. Find industry influencers — whether they support your point of view or not — and bring these conversations in front of your target audience.
The video above is more than a surface-level interview; it’s a deep dive with an industry expert with actionable lessons for anyone interested in developing viral content. Don’t be scared to be strategic with your interviews; your viewers will benefit from it.
5. Educational or How-To Videos
Instructional videos will get used to teach your audience something new or to provide the foundation for them to better understand your company and its products. These films can also get used by your sales and service staff to assist customers.
6. Explainer Videos
This style of video has become successfully utilized to demonstrate why your target market needs your product or service. Many explainer videos depict a fictitious trip made by a company’s main customer character who is experiencing difficulties. This individual solves the problem by using or purchasing the company’s answer.
7. Animated Videos
For difficult-to-understand topics that require powerful images, or to describe an abstract service or product, animated movies can be a fantastic approach.
8. Case Study and Customer Testimonial Videos
Your potential customers want to know that your solution can (and will) solve their particular problem. Making case study movies featuring your delighted, loyal clients is one of the finest methods to demonstrate this. These are your most ardent supporters. Get them to talk about their problems and how your firm helped them solve them on camera.
9. Live Videos
Your audience will get a unique, behind-the-scenes glimpse at your organization via live video. It also attracts longer streams and greater engagement rates – consumers watch live video for up to 8.1 times longer than they do video-on-demand. Interviews, presentations, and events should be live-streamed, and spectators should be encouraged to ask questions.
10. 360° & Virtual Reality Videos
Viewers of 360° videos may “scroll” around the video to observe it from every perspective as if they were standing there. Viewer may immerse themselves in a location or event, such as touring Antarctica or encountering a hammerhead shark, using this spherical video technique. Viewers may explore and control their virtual reality (VR) experience. These videos are usually often seen using virtual reality headsets like the Oculus Rift or Google Cardboard.
11. Augmented Reality (AR) Videos
A digital overlay gets applied to what you’re seeing in the world in this form of video. For instance, you can use AR to view how a couch might look in your living room by pointing your phone’s camera at it. This is demonstrated well by the IKEA Place app.
How to Make a Video for Your Business
A lot of work goes into producing a video. This section will take you step by step through the process of generating and distributing a video for your company. Take your camera with you and follow along.
1. Plan your video.
Begin by discussing the aim of your video before you set up, record, or edit anything. What is the reason behind this? Every decision you make during the video production process will lead back to the objective of your film and the action you want your viewers to do after seeing it.
And, of course, if your team doesn’t agree on a clear objective, you’ll find yourself in a frenzy of re-shooting, re-framing, editing, and squandering a significant amount of time
When making a video, there are usually a lot of people involved. How do you make sure they’re all on the same page?
Create a questionnaire with Google Forms or SurveyMonkey and distribute it to project stakeholders. In this manner, you may ask everyone identical questions and collect their responses in one location.
Who’s your target audience?
Which buyer personas are you aiming for? This might be part of your company’s standard buyer persona.
What’s the goal?
Is it to increase brand awareness? Are you looking to sell more event tickets? Is it time to introduce a new product to the market? Finally, what do you want your viewers to do after they’ve seen the video?
Where’s the video going to live?
Are you a Facebook user? Is there a form hidden behind a landing page? Before repurposing the video for other channels, you should start with one target area – where you know your audience will find it.
When’s it due?
Always begin with a timetable. A video that you have a few months to work on will have a completely different budget and creative scope than one that you just have a few days to work on.
What’s the budget?
Video might be costly, but it doesn’t have to be if you plan ahead of time. Before you answer the following question, do your homework and set reasonable parameters.
What are the creative requirements?
Consider the creative hurdles that may occur in light of your budget, talents, and resources. Do you require the services of a graphic designer to generate lower third graphics? Are you intending to make a live-action or an animated video?
What will constitute success for the video?
Choose a few key performance indicators that correlate to your video goals, or skip to the chapter on measuring and evaluating video in this handbook.
2. Script your video.
There’s a time and place for videos that are spontaneous and unplanned. There are tearjerking documentaries, vlogging rants, and, of course, cat videos, the ultimate grail.
However, most corporate videos require a script.
If you neglect this step, you’ll end up editing more than you need to, releasing a video that’s longer than it needs to be, and losing your audience in the process.
Begin writing your script using an outline, just like you would a blog article. Make a list of your main points and arrange them in a logical sequence.
To encourage cooperation and real-time discussion, do all of your draftings on Google Docs. Use the “Insert > Table” tool to create a two-column screenplay, which is a common technique in television scriptwriting. In the left column, write your audio (script) and the visual concepts that go with it in the right column.
Don’t let the audience wait until the very last second to figure out what your film is about; we guarantee they won’t stick around. Include a hook towards the opening of the video, similar to a piece of journalistic writing, that describes the film’s goal, especially for instructive and explainer films.
You’ll notice a crucial difference between video scripts and your regular business blog post once you start making videos: the language. Relaxed, straightforward, and conversational video language is ideal. Avoid eloquent phrases and complicated sentence constructions. Instead, write in the first person and use visual language to connect with your readers. But, keep it simple, but stay away from jargon and buzzwords.
Consider how a piece from the original blog article would get adapted for video by using fewer words and concentrating on images, as seen in the “Little-Known Instagram Hacks” example.
Blog Post Version
Unless you choose to manually add tagged photographs to your profile under Photos of You, when someone tags you in a photo or video on Instagram, the photo or video is automatically posted to your profile under Photos of You (see the next tip).To see the posts where you have tagged, go to your profile and click the person icon underneath your bio.
As your following grows, individuals are more likely to tag you in their posts. All of them are accessible through your profile’s Photos of You category.
3. Understand your camera(s).
Businesses are typically hesitant to undertake video marketing because of concerns about equipment. Learning to shoot video, on the other hand, does not have to be difficult.
Your iPhone is most likely a superb, simple-to-use camera in your pocket.
Make sure your iPhone has enough storage before you start shooting
Flip your phone horizontally after opening the camera app on your iPhone for the optimal viewing experience. Then go near enough to your subject to avoid having to utilize the zoom tool, which typically results in distorted and grainy footage.
However, I’m thinking you’re a little stressed out right now. You’re not alone, so don’t worry. Although video editing and marketing may appear intimidating at first, with a little effort and patience, you can quickly create high-quality material that is unique to your company.
Brands can no longer ignore video’s rising popularity, with 71 percent of customers watching more video online than they did a year ago. Fortunately, generating excellent content has never been simpler!
Pick up a camera and start recording, and watch as your audience grows. It’s time to incorporate video into your marketing approach!
You may also reach out to Nummero. Bangalore’s best digital marketing agency