Video/ Youtube Marketing: What You Should Know
Definition of Video Marketing
If a photo’s worth a thousand words, then how much more valuable is video? That’s the basis of video marketing, a forward-facing marketing strategy that integrates engaging video into your marketing campaigns.
Video marketing can be used for everything from building customer rapport, to promoting your brand, services or products. Additionally, video marketing can serve as a medium to present how-to’s, promote customer testimonials, live-stream events and deliver viral (entertaining) content.
How Video Marketing Works
On the surface, the how of video marketing is pretty simple: Your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice, it’s a little more complicated. Like many of your marketing efforts, video marketing is data-driven, so you’ll want to monitor various metrics and track customer engagement.
To develop your video marketing strategy, you’ll want to:
- Allocate resources. You’re going to need to designate some budget for video – at the least, decent equipment, good editing software, and a video marketing guru (or, better, team) – as well as time to create it.
- Tell your stories. Storytelling has never been as important as it is in video, so get brainstorming: What stories do you want to tell? How will you tell them?
- Engage. It’s not enough to simply tell your stories; you must engage your audience while you do so. How will you make your stories interesting? What will hook your audience?
- Keep it short. There’s no set length for marketing videos (although there are recommendations), but the general rule is that shorter is better. Be ruthless with your editing. Cut, cut, cut out everything extraneous. Attention spans are short, so make the best of what you get.
- Publish. Publish your videos far and wide – embedded in your website, uploaded to Google-owned YouTube, and on all your social media channels. Then, promote, promote, promote.
- Analyze. Track metrics and stats, to determine which videos do the best – and why.
Examples of Video Marketing
Video marketing is all over the Internet. Look no further than your favorite brands, your Facebook, your YouTube homepage, and there it is: successful video marketing that has found its way to your eyes.
Want to see a few best-of videos in action? Check out this list of enjoyable video marketing campaigns from Hubspot, 10 great examples from Forbes, or these 17 great examples from Big Commerce.
Benefits of Video Marketing
The benefits of video marketing are many. Let’s begin with the easily quantifiable: statistics, numbers, and data – oh my! Of note:
- Video helps you connect with your audience. Today, so much of a company’s marketing efforts are designed to help build trust. Video is the bridge that links what you say to who you really are, allowing customers to peer behind the curtain and get to know your brand.
- Video is an SEO gold mine, helping build backlinks to your site, boosting likes and shares (which can effect search rankings), and driving traffic to your site. And let’s not forget that YouTube is owned by Google, so be sure to post your videos to YT and tag, tag, tag with keywords/key phrases!
- Videos boost information retention. If your customers hear something only, they’re likely to retain about 10% of that information three days later; by contrast, if what they hear is accompanied by relevant imagery, they’ll retain an average 65% of that information three days later.
- In 2017, video content will account for an estimated 74% of all online traffic. Your customers love video. Would-be customers also love video, which means good video marketing can attract new visitors.
- Email subject lines that include the word “video” see a 19% increase in open rates, and a 65% boost in click-throughs.
- Four times as many customers would prefer to watch a product video, than read a product description.
- Do you like money? Then consider this: after watching a video, customers are 64-85% more likely to make a purchase.
Challenges of Video Marketing
Once upon a time, cost was a serious challenge to video marketing: The cost of equipment, editing software and, from an end-user’s perspective, the data cost of consuming online video.
Today, those challenges are mostly in the rear-view mirror. Yes, you still need some budget – good equipment, editing software and a delivery platform are more affordable than they once were, but they’re not free – and you do need a marketing team with experience in video, but these are all surmountable obstacles.
In fact, the biggest challenges of video marketing in 2017 are strategic: How to build a solid and effective video marketing strategy, how to create content that people want to consume, and how to create engaging videos that get shared. Additionally, video content marketers need to have a solid understanding of metrics, and how they indicate a video’s success and areas for improvement.
This has been a full-on video revolution year for marketers. According to global statistics, 63% of businesses have started using video content marketing. Out of those 82% of businesses feel video marketing is an important part of their strategy. Video is progressing rapidly and will reach new heights sooner than we think. This trend is fueled by 83% of businesses believing that video marketing gives them a good ROI.
There are so many types of videos that you can create to promote your business. One of the most common is explainer videos. Explainer videos is used to explain the products or services particular business offers. We often see such kind of videos on Webpage of a particular business.
And it is not mandatory for you to use only explainer videos to promote your business there are some amazing and interesting video types that you can create according to your niche and use them to promote your business.
Following are some great video types that you can use:
- Video Interviews
- Video testimonials
- Video ads (Which is quite in nowadays)
- Live streams (People love watching live streams)
Now that you know there are so many video options that you can choose from let’s see why it is important to include video marketing in your plan.
- Video boosts Conversions & Sales
First things first. Videos can make you some serious money. Adding a product video on your landing page can increase conversions by 80%.
83% of the people who are using videos think that this strategy gives them good ROI and included video marketing as their key strategy in their digital marketing plan.
Video can also lead directly to sales. Studies show that 74% of users who watched an explainer-video about a product subsequently bought it.
If you think about this strategy carefully, effectiveness of video marketing is not that surprising. Because as we all know vision is the most dominant sense in human. Most information transmitted to our brain is visual. So, if already pictures can boost engagement massively, imagine what moving pictures can do to your business.
- Video builds trust
Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information.
Video does it all. Video content is likely to engage us and ignite emotions. And when we talk about elite people in the audience, YouTubers have become the most powerful social media figure to promote your brand. So, if you are serious about content marketing, you must be serious about video, too.
Promotional videos can foster trust as well. Some consumers are still skeptical about buying products and services on the internet because they fear fraud and cheating. But effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
- Google loves videos
Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
Make sure to optimize your videos on YouTube for SEO. Write interesting titles and descriptions. Add a link back to your website, products, and services. Give potential customers the way to take the next step. And explore the world of interactive videos, to encourage actions even more.
- Video appeals to mobile users
Video and mobile go hand in hand. 90% of consumers watch videos on their mobile. mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.
The growth of mobile video means, brands need to be sensitive to the personal experience people have on their smartphones. For example, give them a better choice in the video content they consume.
- Video marketing makes explanation work easy
Are you launching a new product or a service? Create a video to show how it works. 98% of users say they’ve watched an explainer video to learn more about a product or service. That is why 45% of businesses who use video marketing said that they have an explainer video on their home page. Of those businesses, 83% said that their homepage explainer video was effective.
Trying to explain a difficult concept? Create animated videos. Animation can bring concepts to life that no text or live video can. Besides, boring talking heads are not enough anymore to break through the clutter. Animated videos are a perfect combination of entertainment, nostalgia, and simplicity. And they work.
- Video encourages social shares
Social networks also encourage video content with their new features. Facebook has launched 3600 Video, Live Video, and Life stage (A Video-Centric App for Teenagers). Instagram put in place 60-Second Videos & Instagram Stories, Twitter has Periscope. And YouTube is the second most popular social network in the world.
However, in a social media context, video marketers must remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends if it was entertaining. So, create fun entertaining videos to encourage social shares. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.
When you’re creating videos already, make sure you to incorporate them into your email marketing campaigns. An introductory email that includes a video receives an increase click-through rate by 96%! That’s a great way to stand out from competition and get your message across.
Remember: Production quality and technical aspects have to be OK but not world class. Better production quality is correlated with more trust, but it can’t make up for the lack of substance. So, Facebook Live videos, webinar recordings, and other video material with good enough production quality will work as long as the content itself is engaging.
Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.
Best Practices for Video Marketing
From these challenges, rise video marketing best practices. And it all comes down to strategy: If you want your video marketing to have results, then you must plan, test, analyze, and test again. Yes, the goal of your videos is to tell a story and engage your customers but, from a marketing perspective, your videos must also align to your sales funnel. What is the purpose of each video? Who is the audience? How does the video further your marketing goals?
Bottom line, overall strategy and data should drive your video marketing strategy. First, plan a solid strategy to develop video(s) for each level of your sales funnel. Outline the content and goals of each individual video. Determine what metrics will best determine a video’s success. Then, test. Analyze. Tweak your videos (and their deployment), when necessary. Work to make them more effective. And whatever you do, do do video; in 2017 and beyond, it’s the cornerstone of your brand’s marketing efforts.