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Video Marketing - The Only Guide You'll Ever Need

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Video marketing has gained a lot of popularity over the years. The main reason so many businesses today leverage video marketing is that the majority of consumers prefer this type of content. Yes, people would rather watch videos than read articles. 

That said, 69% of all global consumer traffic was made up of video alone, according to Cisco, that number rose to 80% in 2019. Moreover, video content gained popularity across various media channels, especially social media. Therefore, leveraging the power of video in your marketing efforts is the way to go these days. With that in mind, here's the only guide to video marketing you'll ever need.

Video marketing statistics that will interest you

If you're having second thought about whether this form of marketing is right for you, have a look at a few statistics about video marketing that may change your perspective.

  • 87% of online marketers use video marketing.

  • More video content gets uploaded in 30 days than the major television companies in the U.S. have managed to create in 30 years.

  • Over 500 million hours of YouTube videos are watched every day.

  • 51% of professional marketers in the world name video marketing as content with the best ROI.

  • Social videos generate 12 times more shares than images and text combined.

  • Video can increase organic traffic from SERPs by 157%.

  • Landing page videos can increase conversions by more than 80%.

Define your audience

Like with any other marketing strategy, you must first define your target audience so that your video marketing efforts will be as effective as possible. The best way to start is to create consumer personas so that you'll know which types of videos to utilize, on which channels and, of course, which message to send through your videos. 

Creating consumer personas comes down to research. You've probably done this before for your other marketing strategies and the process is pretty much the same. For instance, try to determine the demographics for your target audience, such as age, gender, location, and interests etc. However, you have to add one more factor, which is preferred video content. Once you've made the personas you can proceed with creating an ultimate video marketing strategy.

Types of video to consider

As you may already know, content marketing comes in various forms. The same goes for video marketing. That's why you should carefully consider different types of videos you want to use in your marketing efforts. Here are a few examples of types of videos you should consider.

  • Educational videos - These videos are best used to educate and inform your audience about various topics, including explaining to them how your products or services work.

  • Commercial/ Add videos - The name is self-explanatory, these videos are used to promote your brand and build visibility, awareness, as well as create the right exposure.

  • Product videos/ demos - Similar to educational videos but with more details and specifically designed for a certain product. That said, 90% of consumers state that product videos help with decision making. Moreover, 64% of consumers are more willing to make a purchase after watching a product video.

  • Testimonial videos - Simply put, these videos are about your customers' experience with your products or services. Let satisfied customers speak on your behalf and leverage the word-of-mouth in your videos to drive even more conversions.

Creating a video

The production part of video marketing can be tricky. Like with any other content, your videos must have quality and relevance so that they'll be impactful. This depends on the type of video, format and the channel you plan on launching it on. 

As an example, let's say you plan on creating a YouTube channel where you will post all kinds of informational videos about your brand and your products/services. You want a proper intro to begin with, and you'll need the best intro maker available to do so. 

The main reason is that a proper intro will show that the video is, indeed, yours and it will promote your brand in the process. Moreover, if this video gets shared on other channels by consumers themselves, the intro will serve as a proper add to build awareness and exposure. After that, it's time to decide on a proper video maker tool to create your videos any way that you want.

Things to keep in mind

Creating top-quality videos for your marketing camping isn't as easy as it sounds. That's why it's very important to plan your approach. Here are a few things to keep in mind.

  • Define the scope and budget.

  • Choose the right equipment, such as cameras, lighting, sound etc.

  • Consider incorporating other marketing strategies, such as PPC or SEO or both.

  • Use metrics and KPIs to monitor performance.

  • Assign goals to your campaign.

  • Analyze distribution channels.

 

Video marketing is one of the most powerful forms of marketing today. That said, to use the full potential of video content you must have a clearly defined strategy and you must make high-quality vides to match.

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