Video marketing: Everything you need to know
Updated: Jun 9
Video marketing. It’s taking over the world, and is the number one strategy employed by businesses for online marketing. But for some, it may seem overwhelming, too expensive, and complicated. Or perhaps it’s a strategy you’ve been using for a while, but still isn’t leading to those leads and those conversions. Either way, we’re here to help you understand the world of video marketing - here’s everything you need to know.
Brands need a video marketing strategy - without it, they’ll be left behind.
This isn’t really a new idea. We’re all aware that if you aren’t using video, you’re most likely falling behind, and that’s because video marketing is an incredibly powerful and strategic tool. But do you know the stats behind it?
According to a HubSpot Research report, four of the top six channels on which global consumers watch video are social channels, with Facebook set to become ALL video in the next few years. More consumers want to see videos from brands more than any other type of content - 90% say that videos help them make buying decisions, and video on website landing pages can increase conversion rates by 80%!
Woah! If that isn’t enough to blow your socks off, read on!
How do I create a video marketing strategy?
A video marketing strategy should be well-planned and timed. If you’re spending money investing in video content, it’s important that you and your brand are ready. That being said, planning a strategy isn’t actually an overly complex thing to do.
Start by looking at your website. What messages are you getting across? Or, what messages do you want to be getting across? Does your website show who you are? Is it easy to gauge what it is you offer, and the quality of this product or service? If you’ve had your website designed by a website design team, you’ll most-likely be off to a good start, but without video, there’ll definitely be gaps in your messaging.
Video is an incredible tool to enhance your website. It’s a simple way to engage potential customers in the features and quality of your product or service. By creating a product or service promo video, you’re allowing your potential customers to step inside your brand. In a matter of seconds, they’ll have a detailed understanding of what you’re offering, your key message, and why they should be buying it.
Look at all of your social platforms and your website to find where there are gaps in your messaging. Think: how could video fill this gap and deliver a a clear, impactful message? There are a myriad of video styles and genres to help get your messaging across, so the next step is to chat with an expert about the best videos for your needs.
Why brands fail at video marketing... and how to succeed!
Many people believe that video is simple, and doesn’t need to be a huge investment. After all, we all have a smartphone these days, with a pretty good camera. But it’s important to consider your brand and how it is perceived by your potential customers. A video shot on a smartphone with poor lighting and audio is instantly portraying a type of message to your customers. Subconsciously, poor quality video mirrors a poor quality product or service, in the minds of your customers. It’s important to do it right and with a team that takes the time to understand your brand and your needs.
Many businesses don’t plan out their content in advance - video is more of a “we need it now” kind of approach. But there is a huge opportunity for a greater ROI if you plan in advance, and arrange to for multiple videos to be shot in one production day. Plus, a great deal of this content can be re-purposed for use over and over again, and it can also be multi-purposed for all digital platforms. We offer a Social Media Suite which is a full suite of video edits made specifically for each social platform - we’re talking 15 second portrait edits for Instagram Stories, 1 minute fully-branded square edits for your Instagram feed, and 1 minute branded landscape edits for Facebook and Linked In. Not to mention behind-the-scenes images and stills taken from your shoot day, to give you even more bang for your buck!
Some video production companies offer an ongoing video subscription service (we do!), which means you can plan out your content with an expert and get regular videos (at the interval that you need them) for a much smaller overall investment. Plus, you know who you’re working with and can have great peace-of-mind in knowing that each video product will be high quality and impactful, and that your marketing needs and expectations will be met, time and time again.
More and more, authentic content is being favoured online. It’s easy to spot an inauthentic sales message, especially when it’s being presented by someone reading an autocue or trying to recall a script on camera. Yuck. Authenticity is one of the biggest secrets in creating powerful videos that actually cut through the noise, appeal to your potential customers, and work, online.
When choosing a video production team, it’s important that they feel like they’re the right fit for you and your brand. Having skills in on-camera presenting and direction is vital in order to achieve an authentic and confident ‘performance’ on camera. Most of us aren’t trained actors, so having an expert help with this can be invaluable.
Finally, investing in the time to film some B roll or cutaway footage (additional footage of you, your team, clients, products and services that interspersed with the main interview or presentational footage of the video) is the best way to achieve dynamic and engaging video content that maintains viewer focus. This needs to be planned in advance, but can make a huge difference to your final video. And including a call-to-action is another powerful way to increase your ROI and get the results you’re wanting with your video content.
It’s that easy.
Yep, high quality video content doesn’t have to be a hugely drawn out process or a costly investment. It can be efficient, affordable and highly effective for your digital marketing - just make sure you work with a video production team that understands your needs and your brand messaging. Taking the time to find the right fit for this could make or break your digital marketing strategy!