The Ultimate Guide to Video Marketing

What is video marketing?

Video marketing is the incorporation of videos into a marketing strategy. Marketing videos function similarly to blogging, image ads and other forms of marketing, with the intent of promoting a company, business or service. Video marketing, however, offers more promotional flexibility than the other mediums by giving you the opportunity to use real people in your promotion and incorporate visually appealing elements like animation or motion graphics.

There is no limit to the places whereonline video marketing can be used, because the online places where your video is promoted havethe video embed option. Whether it individual websites, social media, or email blasts, marketing videos can create brand awareness or expand the knowledge of those already familiar with your product.

Why is video marketing so important today?

As stated above, video is an incredibly powerful tool, accessible through YouTube, Facebook, Twitter, and other social media platforms. According to Facebook, 500 million of its users watch videos on the site every day. Most of these videos come from YouTube, the central hub of online video marketing. Even Instagram has jumped on the bandwagon, recently extending its video recording limit to 60 seconds in order to capitalize on the popularity of video sharing.

Naturally, marketing tactics have evolved with this shift in the way the public discovers information. Video marketing has risen alongside the popularity of these websites. Statistics show that Internet users are much more likely to click a play button than read text about a product.

Merely making a video is not enough, however. Be careful not to disregard video marketing strategy. Videos are most effective when they capitalize on trends and take into account a product’s target audience among other things. For instance, the shorter a video is, the more likely it is for viewers to watch to the end. Video marketing services like Valoso help businesses by providing expert video marketing tips to small businesses so they can better develop their own video marketing strategy.

Video Statistics—wow!

Did you know?

Vidyard reported that 70 percent of marketers say video converts better than other mediums. A report from online shoe and clothing company, Zappos, also emphasized the worth of having videos on websites, reporting that product pages with video convert up to 30% more users than pages without video.

According to a study by ComStats, online video reaches 84.5 percent of the U.S. audience. In a recently published visual networking forecast, Cisco reported that globally, IP video traffic will account for 82 percent of all consumer Internet traffic by 2020. That is a 70 percent rise from 2015. Another study from Forrester Research found that web pages that feature videos are 50 times more likely to appear on the first page of Google than websites without video. Social and behavioral research from the University of Twente indicated that 91% of Google searchers don’t even look past the first page of Google.

There are also ways of properly marketing videos so they get the attention they deserve. One of the most effective ways to do this is through your video SEO, or using a catchy, commonly searched title. According to Search Engine Journal, 93% of online experiences begin with a search engine.

1

Video Marketing Success: What does it look like?

Sometimes even the most ingenious text fails to capturea large audience. This is why video advertisement platforms are on the rise. Video marketing sucess stories are multiplying rapidly. And behind every viral marketing campaign, there's a story.

2

Defining Your Video Goals & Video Goal Tracking

Important to define the goals for your business. They should be clearly formulated, designated, measurable and achievable. In addition, it is necessary to find marketing solutions for achieving these goals. The development of a plan is also an important stage of preparation before starting the business.

3

Defining the Target Audience

Stories really resonate with us and they are how we learn what works and what doesn’t in the world. Before we could make sense of the world, our brains were learning stories. People value what they discover more than what you tell them. In storytelling, you’re engaging the brain and you have an opportunity to co-create. Brand storytelling is about giving people the opportunity to co-create and discover.

4

Content Planning - How to Create the Videos Core Message

It's better to be too fast than too slow. From a competitive standpoint, your primary competing weapon is the fact that you're speedier and quicker. Don't be afraid to stand up. Don't be afraid to make a bold statement and then stand behind it and push it forward. But it's not likely that big businesses will take that kind of risk because they have a broad customer set.

6

Building the Video Marketing Strategy

Everyone worries about budget. Dollars are tight. Every organization is trying to do more with less. However, you don’t have to spend millions to outfit your own studio and hire a dedicated video team. Ideally, you’ll produce enough content for different stages of the customer journey and release a new video every couple of weeks.

9

Script Writing

Writing for a Marketing Campaign has many similarities to writing pure story for a drama-hungry audience for the small or big screen.

11

Finding and Hiring the Talent

While there are many types of acting showcased in marketing projects, and usually specific to the project itself (say a comedy spot vs a hosting spot) the universal quality throughout them all is the actor's ability to engage with the audience. Sometimes this is achieved through their performance, whether they charm you with their personality or make you laugh with their wit.

13

Shooting the Footage

Whether you're in the video industry, CEO, or a Marketing Manager wanting to put together a Marketing Strategy, ourdiscussion with a world famous videographer will give you some great strategies to add into your marketing mix.

14

Editing the Content

A lot of people think they have to get some Master’s Degree in audio to make it good. There’s also a common misconception that you need a commercial studio to get something professional. Those guys do a great job but it is possible to record pro audio from home. It’s just about knowing some basic things.

16

Video Format and Hosting

Often you may encounter a situation where making a short video is difficult. For example, if the original video format is not supported for editing, cutting, gluing, and improving video quality. In this case, video formatting is necessary. With this step, you can change the video format without significant loss of quality material. In addition, video formatting allows you to watch videos on your mobile device, to upload videos to the Internet, and to compress your videos so that it takes up less space on the disk. That is why almost every video must be formatted.

18

Video Distribution

When choosing a distribution channel for a video marketing campaign it is important to know who your target audience is and where they spend their time online. Start with a web-based host that suits your needs and if the video is successful, consider expanding.