Nowadays video marketing is facing the enormous challenge of producing engaging videos that could connect with their target audience and motivate them to “act.” Each day, thousands of videos are made, but the majority of them fall flat. Simply because they have been asked to concentrate on videos, many marketers are open to experimenting with the newest video tools. But because they don’t have a clear strategy, they can’t make a difference. If you are a video marketer, keep in mind that a solid strategy and well-targeted videos are all you need to succeed.
How Does Video Marketing Work and What Is It?
Imagine what a targeted video is worth if a picture really is worth a thousand words! You can establish a connection with customers and market your brand using video marketing.
Every brand makes an effort to produce videos that advertise their business, raise awareness of their goods and services, and in some way aid in boosting sales. The motivation behind business video marketing, like all marketing initiatives, comes from data. As a result, monitoring buyer engagement and other metrics is crucial.
Statistics to Support the Need for Video Marketing in Businesses
Here is evidence to show why you shouldn’t waste any time investing in video marketing if you are still debating whether to use it for business to achieve your company goals:
• One minute of video is equivalent to 1.8 million words of text.
Videos increase information retention by 65% for an additional three days.
• A staggering 400% of consumers choose to watch a product video rather than read about it.
• When compared to images and written content, video is likely to garner 12 times more shares.
• To reach the largest possible audience, 87% of businesses include video marketing strategies in their marketing campaigns.
• Businesses that use videos in their marketing efforts have reported a noticeably higher click-through rate (CTR), higher web conversion rate, and quicker revenue growth.
Do we still need to persuade you to use video marketing as part of your marketing strategies?
20 Effective Video Marketing Techniques
1. Determine Your Market Goals and Your Target Audience
Outlining your video’s goals is one of the first steps in developing a video strategy. If you do not know who your target audience is, your video will fail. The people you want to reach won’t watch it, and those who do won’t convert. If you haven’t already, make a buyer’s persona. People who are most likely to watch your video are those who want to purchase your product.
Your buyer’s persona will assist you in pinpointing your target market. Who is this product or service for? is a good question to ask yourself in order to identify your buyer’s persona. Understanding the video’s goal is the next step because it will determine where your target market fits into the marketing funnel. In order to effectively distribute the video, you must understand where your target audience spends their time.
After determining all of this, you will be able to identify your target market and determine the best ways to reach them.
2. Make wise use of your video budget
If you’re producing video content, keep your objective in mind. Even if you spend a lot of money on your videos, success is not guaranteed. Your intended audience will determine how much money you need to put into a video.
You do not need to spend a lot of money on video production if your target market is millennial consumers. Instead, you could make a few quick videos and share them on Twitter, Instagram, and Snapchat. However, if you have a bigger budget at your disposal and you want people to remember your brand, consider using a celebrity. Another option is to ask well-known YouTube users for assistance.
3. Make Your Videos Public
To upload your videos, pick an appropriate platform (YouTube, Facebook, Vimeo). If you’re live streaming, you don’t need to do this because your audience will see the video on the platform of your choice. Additionally, you get to upload your live video for later viewing by viewers.
• YouTube: With over a billion users and 500 million hours of content viewed daily, YouTube boasts a large user base. Given that Google owns YouTube, posting videos there have SEO benefits as well. As is common knowledge, Google is the most used search engine worldwide.
• Facebook: If you have a large fan base, Facebook is a great place to upload your video content.
• Vimeo: Vimeo is a great choice as well because it offers an affordable paid subscription that enables you to upload and edit video content that you can use on your website, email campaigns, and landing pages. The end-of-video suggestions and ads are removed with Vimeo’s paid subscription feature.
4. Select a Promotional Strategy for Your Videos.
Making a video and posting it to YouTube, Facebook, or Vimeo is insufficient. Look for creative ways to advertise your video. To help promote your new video content, you can enlist the aid of other bloggers, companies, or friends. The viewers will be more than happy to watch, like, and share your video if it offers them something of value.
5. Create a strategy for video SEO
SEO is intended for video content in addition to websites and blog posts. You have more than enough justification to focus on your video SEO given that YouTube is the second-largest search engine in the world. Here are a few techniques for doing that:
• Be Aware of Your Titles: Make sure your video titles are succinct and educational. Videos on YouTube only display the first 55–60 characters. To find relevant keywords for an article or blog, it is therefore a good idea to use the SE Ranking keyword suggestion tool or the YouTube keyword tool.
• Add Targeted Keywords to Video Description: Include a link to your website along with your targeted keywords in the video description. It can only be 70 characters or less long.
• Use Appropriate Tags: Consider all the words and sentences that viewers of your video will type, and insert the appropriate tags in accordance.
• Pay Attention to Link Building: Search engine keyword rankings heavily depend on the number of links pointing to your video.
• Optimize for Mobile Viewing: Since the majority of video viewing occurs on mobile devices, it is important to optimize your video content for mobile use.
• Create the Best Thumbnail: The thumbnail is what a viewer sees first, so make sure it is imaginative, attention-grabbing, and of high quality.
• Create a video sitemap: A video sitemap will assist in providing search engines with all the information they need to understand your video.
6. Examine the market and your rivals.
Make research. Finding new ideas and opportunities for untapped video content will be made possible by identifying the gaps in your content and the market.
Review your video’s content first, making a list of the subjects you covered and omitted. Examine the effectiveness of your current video format and content. Choose the positive and negative aspects of your current videos and suggest ways to make them better.
Once you’ve completed that, scan the area for your rivals to determine who you are up against. Consider the type of video content they are creating and whether it is successful for them. Find out what types of online video content your target audience already has available and what fresh content you can provide. Once you’ve done that, you’ll be able to see the gaps in the video and recognize what you can use.
7. Be dependable and brand your videos.
Being consistent with your digital branding will help your target audience recognize your videos. When people watch your video, they will be more likely to recall your brand thanks to this, which also gives your video’s content a professional appearance. It will eventually aid in trust-building.
Decide what branding components you want to incorporate into your video content. It might be your company’s logo or the distinctive outfit you wear in all of your videos.
8. Make use of social proof
Social proof is incredibly important in swaying people’s purchasing decisions. Before choosing who to do business with, people look up to others. That is why customer references, evaluations, recommendations, and case studies are so important for businesses.
When a buyer is unsure about your product and wants to know how many people have purchased your product or services and what they have to say about it, social evidence is helpful. Social proof also includes votes, views, and comments on your videos. If you can afford it, you may decide to include a famous person or an authority from the field in your video.
9. Determine the success of your campaign
The number of views, engagement rate, social sharing, play rate, comments, and feedback are all ways to gauge the effectiveness of your campaign.
• Engagement rate: This metric measures how viewers interacted with your video. The engagement rate depends on a number of elements, including the amount of time spent on the video and whether it was watched in full or in part.
• View count: Depending on how frequently you’ve watched a video, the view count is calculated differently across platforms. On YouTube, a view lasts for 30 seconds, but only three seconds on Facebook. Therefore, it is crucial to comprehend how views are counted across various channels as this will enable you to plan future campaigns.
• Social Sharing: Social sharing is not simple, but it is also not impossible. More people will share your videos on social media if you produce the types of content that your target audience wants.
• Play rate: The proportion of viewers who clicked to watch the video is known as the play rate. The play rate of your video is greatly influenced by its size and thumbnail.
• Comments and Remarks: After watching your video, pay attention to the comments and suggestions that your viewers make. Consider them to be potential customers, so any feedback they provide is very important. Take into account both positive and negative feedback and respond appropriately.
10. Make use of YouTube Extras
Utilize YouTube’s additional features, particularly the Cards and End Screen Elements. End Screen Elements are the thumbnails and links that you can see at the end of your video, whereas Cards are the grey titles that slide out of the top right corner during videos. These features aid in drawing viewers to both your older and more recent videos. Additionally, it makes it possible for viewers to subscribe to your channel and prevents rival videos from appearing at the end of yours.
11. Form Relationships
If you want a ton of devoted customers, developing relationships is crucial. How-to videos make it possible to develop relationships over time. Making weekly video blogs that benefit and add value to your target audience is a great idea. The customer starts to regard you as an authority on a subject as you gain their trust. As a result, when you offer your audience value without expecting them to make a purchase, they are more likely to do so because they have faith in you or your brand.
12. Using Video And Email Marketing Together
In contrast to written content, video content aids in boosting email campaigns’ open rates and click-through rates. You will have fewer users unsubscribe from your emails if you incorporate videos into your email campaigns. Utilize a video thumbnail in your email to boost engagement.
13. Incorporate a Powerful Call to Action (CTA)
Make your video marketing strategy effective by including a compelling CTA. A compelling call-to-action can direct users to the landing page of your website or your upcoming video. A CTA should be compelling enough to entice viewers to interact with your brand further.
14. Add Transcript
Non-English speakers will participate more if there is a transcript available. Simply create a word document and copy the spoken words from your video into it. To increase your SEO, watch out for compound words and use the right keywords.
15. Examine the Flywheel Sales Funnel Pattern
Recently, HubSpot unveiled Flywheel, a novel sales funnel strategy. The flywheel strategy gives both current and potential customers a chance to be drawn to, interested in, and delighted by your business.
The flywheel strategy consists of four parts:
• Attract: Provide viewers with educational content and remove any obstacles that stand in the way of them learning the necessary information.
• Engage: Relationship-building and consumer engagement are the main focuses here.
• Delight: Establishing a link between customer success and business success.
• Customers: Decisions made by businesses are based on their needs. Businesses will make an effort to alleviate any discomfort that customers may feel, paving the way for both their own and their customers’ growth.
16. Track the Success of Your Video Content
Since you can quickly obtain the data from a video marketing platform, measuring the data of your video performance is much simpler than you might imagine. You can discover who is watching the videos and how long they are being watched.
17. Examine Gifts And Giveaways
By occasionally giving your viewers gifts, you can go one step further with your video marketing strategy. Here is an illustration to show you how well it functions.
Before announcing on June 27, 2018, that they would be giving away 106 OnePlus 6 smartphones, Unbox Therapy had 12,583 subscribers. But between June 27 and June 30, 2018, the channel’s subscriber count increased shockingly by 52,173. As of right now, that video has received over 14 million views.
18. Formulate A Video Mission Statement
A mission statement is useful because it gives your team a clear goal for producing a video. The Content Marketing Institute’s founder, Joe Pulizzi, suggests this. What kind of video content do you plan to produce, who is your target audience, and other questions like these must be addressed in your mission statement. and “what do you want the viewers of the video to take away from it”?
19. Try Video Retargeting
Retargeting with video makes it possible to reach viewers of video ads wherever they are. It aids in distributing video ads that are specifically targeted at people based on their shopping intentions and purchasing habits.
If you’re wondering, retargeting is a type of PPC advertising that gathers contacts from people who have previously visited your website, watched a video, or interacted in some other way with your online content. These lists of contacts receive video ads thanks to video retargeting.
20. Leave Your Audience Wanting More
If you recall the Old Spice Guy commercial, you may recall how viewers eagerly anticipated the next installment, which featured “the man your man could smell like.” People were curious as to what humorous strategy Old Spice would use to promote the character in the commercial next. Even though this isn’t always possible with advertisements, you can definitely make videos that leave viewers wanting more. If your video marketing strategy was successful or not, they will almost certainly like, share, and subscribe to see what video will be posted next.
As a result,
With each passing year, video marketing for both large and small businesses becomes more popular. Therefore, carefully planning your video marketing strategy is crucial. If you are unable to do it yourself, consider working with a video marketing agency to assist you in your efforts to connect with your target audience.
