VIDEO MARKETING - WHAT IT IS, AND WHY IT’S A BIG DEAL
DEFINING VIDEO MARKETING
What exactly is “video marketing,” and why is it such a big deal?
The term “video marketing” describes the process of using video content for promotional purposes. Video can be used to highlight a service, a product, an ideology, or a brand, and it can do this across multiple digital platforms, such as a website, email, social media, landing pages, etc.
Today, video marketing is a major component of modern digital marketing strategies because it can be used VERY EFFECTIVELY to inform, entertain, and engage with a business’ target audience. Potential customers can be reached through ads, live-streams, tutorials, testimonials, training videos, F.A.Q. videos, etc.
THE PROCESS OF VIDEO MARKETING
Creating and releasing video content can be broken up into five main tasks:
1. Creating a Video Marketing Strategy. Defining who your target market is, determining which platforms your target market populates most often, and explaining the value that they will receive by using your service and product.
2. Production. Filming and editing content that aligns with your business’ brand and showcases your products and services. Production can be performed in-house by the marketing team, or contracted-out to freelance videographers and video-editors.
3. Distribution. Releasing your videos on platforms such as social media (Facebook, Tiktok, X, Instagram, YouTube, etc.), websites, campaign landing pages, and email. This function can also be done in-house or contracted-out.
4. Optimization. Making sure that your video content is easy to find (“search-friendly”) by using relevant keywords and phrases in the video’s description, as well as attention-grabbing thumbnails.
5. Tracking Performance. Reviewing metrics such as views, watch time, engagement (likes, comments, shares), click-throughs, and conversions can help a marketing team and/or business owner determine which type of content is doing well and giving the business a good marketing ROI.
WHY YOU SHOULD CARE ABOUT VIDEO MARKETING
It’s no accident that video marketing has become a crucial component of marketing as a whole. When executed properly, video marketing is a POWERFUL way for a company to promote its message, and make that message easily accessible for a large number of potential customers.
I’ve outlined some benefits of video marketing below. As you read through each of the points, know that this is NOT an exhaustive list, and there are many more benefits beyond what I have listed here. I simply wanted to highlight some key benefits that I find the most important for business owners and their marketing teams.
1. Higher Engagement Levels. Video is far more engaging than text or copy, and it captures (and holds) a buyer’s attention much better than still photos. Buyers are more likely to remember a compelling video than a series of photos or text-based content.
2. Enhanced Brand Awareness. Videos give brands the means to share their mission, values, and personality. This creates a deeper connection between the brand and the audience.
3. Improved Conversion Rates. Video content can explain products or services in a way that builds trust and encourages conversions. Product demonstrations, testimonials, or tutorial videos make it easier for consumers to understand offerings, thus making it easier for them to reach a purchasing decision.
4. Better Marketing $$$ ROI. Video content has trackable metrics! Content performance can be measured through views, likes, shares, comments, web-traffic, and conversions. This allows for data-driven adjustments to current marketing campaigns, and optimization of future marketing campaigns.
5. Boosts SEO Performance. Platforms like Google heavily favor websites with video content, increasing the likelihood of ranking higher in search results. Video also keeps users on your site longer, signaling to search engines that your content is valuable.
6. Mobile-Friendly and Effective Across Various Platforms. With the majority of internet users accessing content on their phones, video is ideal because it is easy to consume on smaller screens. Since video content can be used on social media, websites, emails, ads, and more, it provides a business’ marketing team with flexibility and adaptability. Videos are also highly shareable, which helps your content reach a very wide audience.
7. Educates and Builds Trust. Videos can be used to break down difficult concepts into digestible content. Certain styles of video, such as customer testimonials, behind-the-scenes videos, and live streams, help foster trust with potential customers and create a feeling of authenticity for the brand.
CONCLUSION
If you have made it to the end of this blog you now know 1) what video marketing is, 2) the process of carrying it out, and 3) the many benefits your brand will enjoy by employing it.
In today’s marketing landscape, it is vital for your business to create and distribute high-quality video content to potential customers. I would strongly encourage you and your marketing team to start experimenting more and more with video content, especially when releasing new services or products!
