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The Fundamentals of Video Marketing - Back to the Basics

Updated: Sep 29, 2022

By now, you've probably heard that video marketing is essential to every successful marketing strategy, but how many of you have ACTUALLY implemented video into your strategy? If you're like most businesses, the answer is probably "not many."

According to research from the Aberdeen Group, "video users grow company revenue 49% faster year-over-year than organizations without video." So if this isn't the push you need to get started with video, I don't know what is.

Video can be a great asset to your marketing arsenal, but only if it's done right. That's why we've decided to go back to the basics and give you a refresher course on video marketing 101. If you're ready to take the next step in your video marketing journey, keep reading because this blog will get you up to speed on everything you need to know!

Ready? Let's go!

Video marketing - back to basics

What is Video Marketing?

Video marketing is creating and distributing video content online to achieve marketing goals. There are many ways to market a product, service, or business online, but video is one of the most effective. Businesses can use video content at every stage in their marketing funnel to attract, engage, and convert their audience into customers.

The Importance of Video Marketing

Video is the breakout content type today. Consumers seek it out, whether they are looking to be entertained, educated, inspired, and even convinced. Here are 5 fun facts that might help you get on board:

1. Video is more engaging than other content types: With people spending an average of 19 hours a week watching online, it's no surprise that brands like Instagram have hopped on the bandwagon. In just a few seconds, you can deliver a powerful message that engages viewers and inspires them to take action.

2. Video is the most efficient way to explain anything: People simply prefer watching videos than reading text, and this preference has been steadily increasing over time. They are even more likely to remember your message when watching (95%) than reading (10%).

3. Video is the chosen medium: People specifically go online to watch video content. It's now the most popular type of content consumed, with 82% of all internet traffic coming from video. In addition, 73% of people prefer to learn about a product or service through video.

4. Video is the 'laziest' way for a consumer to consume content: Consumers want simplicity, and video does that. There's an eager and engaged audience when it comes to video content. Marketers who use video say their brand awareness has increased by 93% - that's insane!

5. Video is a lead-generating activity: Qualified leads lead to an increase in revenue. Marketers say that video has helped them generate leads by 86% and directly increase sales by 81%.

That's why video is a company's secret weapon!

One video can...
  • Get someone to realize your brand exists (awareness)

  • Get someone to see you as a valuable source of information (interest)

  • Get someone to see you as someone who can help them with their problem (desire)

  • Get someone to purchase from you (action)

Colleagues filming a video

Why Are Companies Struggling With Video Marketing?

Despite the benefits of video marketing, many companies are still struggling to implement it into their strategy. And by leaving it out of their strategy, they are losing out on sales. There are a number of reasons for this, but the most common is a lack of:

  1. Ideas: Many marketers simply don't know where to start when it comes to video marketing. They don't know what type of videos to produce, how to create them, and how to promote them effectively.

  2. Strategy: Without a clear plan, it's difficult to measure the success of your video marketing campaigns and understand what's working (and what's not).

  3. Time: The internet has created an insatiable hunger for video content, and brands have found themselves in a race against time to keep up.

  4. Energy & Resources: Many businesses say they don't have the manpower to produce high-quality video content on a regular basis.

  5. Budget: Creating quality video content can be expensive, and for companies operating on a tight budget, it can seem like an impossible task.

If you can relate to any of these struggles, don't worry - you're not alone! While there may be a few things that are holding you back, understanding the basics of video marketing can help you overcome these challenges and start seeing results.

Man working on his computer

The Basics of Video Marketing: 5 Key Elements

Now that we know the common struggles that keep businesses from effectively producing video content, we can create a solid foundation to set you up for success.

5 Key elements:

  1. Know Your Why

  2. Know Your Target Audiences Why

  3. Create a Video Marketing Strategy

  4. The Different Types of Videos You Can Create

  5. How to Make a Video That Engages Your Audience

Let's take a closer look at each of these key elements:

1. Know Your Why

The first step is identifying what it is that you want your video marketing efforts to achieve. That way, you are more likely to well actually achieve it. What is your goal? Why do you want to start using video? Are you looking to increase brand awareness? Attract more qualified leads? Improve customer retention? Make more sales? Your answer will help align your business goals with the actions that you take so that you can generate the results you are looking for.

It's likely that you'll have more than one goal as you move your audience down the marketing funnel. For example, you may want to increase brand awareness among potential customers who are unaware of your product or service. But you may also want to increase sales among customers who are already familiar with your brand. Keep this in mind as you develop your strategy and create content that appeals to each stage of the buyer's journey.

2. Know Your Target Audiences Why

The next step is to understand who your target audience is and what they want. After all, you can't create content that appeals to everyone - it's just not possible (nor is it effective). By understanding your ideal audience's pain points and motivations, you are better positioned to serve them.

We know that consumers are actively seeking out video content, but how are they in relation to your brand? What information do they need in order to take action? Do they need to see a customer testimonial so they can see that someone similar to them has had success using your product or service? What video content do they need that can take them from point A to point B?

3. Create a Video Marketing Strategy

The third step is to develop a video marketing strategy that takes into account both your why and your target audiences why. This will help you create quality video content that resonates with your audience and helps you achieve your business goals.

Some things you'll want to consider when creating your video marketing strategy are:

  • The types of videos you will create

  • The topics you will talk about in your videos

  • How often you will create those videos

  • Where they will be published

  • Who will be responsible for creating the videos

  • Who will be responsible for editing the videos

Answering these questions will help you create a video marketing strategy that you can stick to, and that will get results. This is a continuous process because as your brand grows, so do your goals and target audience. As they change and evolve, so should your video marketing strategy. The key is to always keep your finger on the pulse of what's going on so that you can make the necessary adjustments.

Female marketer strategising

4. The Different Types of Videos You Can Create

Testimonial Videos: These videos feature customers telling their stories and testifying to the results they've achieved by using your product or service. Previous buyers have far greater influence than the actual company as they provide an unbiased, third-party perspective. These videos are essential in the decision-making process for potential customers who are on the fence.

How-To Videos: These videos provide step-by-step instructions on how to do something. They are frequently sought-after since they answer a searcher's question. It's important to create videos that offer viewers helpful information, whether they're just learning about your product or service or further along on their customer journey.

Product Demos Videos: These videos show what your product or service is and how it works. They are designed to educate potential customers about what you have to offer. They are great for prospects and customers, as they help you overcome objections and increase conversion rates.

Branded Videos: These videos help people learn about your brand and what you do. They should be attention-grabbing and informative without being salesy. Branded videos are a great way to increase brand awareness and build trust with potential customers.

Thought Leadership Videos: These videos are designed to arouse curiosity, question traditional thoughts, and generate excitement. Thought leadership videos may be used to gain followers, enhance your brand's reputation, and contribute to the discussion—all while growing your authority and ROI.

Webinars: This is basically an online seminar that may be viewed in real-time by participants. Webinars are educational events where experts lecture on a particular topic and attendees can ask questions. Webinars provide a space to create an open discussion with your audience while building your reputation and authority.

Training Videos: These are videos that teach people how to do something. They can be used for onboarding new hires, training customers on how to use your product, or teaching partners how to sell your product.

Talking head videos are the simplest videos to produce. They are simply a person talking to the camera, usually about a particular topic. These videos can be used for a wide variety of purposes, such as customer testimonials, how-to videos, webinars, and more.

Women filming a video

5. How to Make a Video That Engages Your Audience

Now that you know the different types of videos you can create, it's time to start thinking about how to make a video that will engage your audience. Here are a few tips:

  1. Keep It Short: People have short attention spans, so it's important to keep your videos short and to the point. Consumers are easy to scroll past if they don't see the value immediately.

  2. Make It Actionable: As Wyzowl put it, "When you explain something, you build a bridge for your audience to walk across. On one side of that bridge: intrigue, confusion and unanswered questions. On the other? Understanding, emotional investment and - ultimately - action!"

  3. Double Down on Value: Your content shouldn't be salesy but instead should focus on providing value to the viewer. That way, your viewers will come to the conclusion on their own that your product or service is right for them as opposed to you shoving it down their throat - your video content does the selling for you.

  4. Include a Call to Action: At the end of your video, that tells viewers what you want them to do next. This could be subscribing to your newsletter, visiting your website, or making a purchase.

  5. Create Transcripts of Your Videos: Not everyone prefers to watch videos; some prefer to read. By providing transcripts of your videos, you're giving people the option to consume your content in the way that they prefer.

  6. Add Subtitles: Adding subtitles to your videos is a great way to make them more accessible to a wider audience. This is especially important if you have international viewers.

  7. Make It Visual: People are visual creatures, so it's important to make your videos visually appealing - don't be afraid to get creative.

  8. Test, Test, Test: Always be experimenting with different video styles, trends, and topics to see what works best for your audience. There's no one-size-fits-all approach to video marketing, so it's important to test, gain feedback and learn as you go.

Final Thoughts

If you want to achieve your business goals, using video as a marketing tool is key. While there are a lot of moving parts to creating a great video, our goal is to make the process easier for you. Just remember to keep it short, sweet, and full of value, and you'll be well on your way to becoming a video marketing pro!

Now that you know the basics of video marketing, it's time to get started!

If you're looking for more tips on how to create great video content, be sure to check out the recommended blogs below!

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?


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