Video is one of the most engaging media formats available today. Just look at how many people spend hours on YouTube, Netflix, and Hulu every day.
As a small business owner, you can use the power of video marketing to grow your brand, get new leads, entertain your customers, and much much more. If your small business isn’t using video marketing, then you’re doing your business a disservice.
According to Wyzowl, 83% of businesses say that video marketing helps them generate organic leads and gives the best Return on Investment (ROI). Plus, 85% of brands use video as a marketing tool to create brand awareness. It’s time to join the club.
Below you’ll learn the ins and outs of video marketing. By the end of this post, you’ll know why having a video marketing strategy is so beneficial, which platforms are the most effective, the types of videos you can create, and so much more.
Video marketing is the process of creating videos to attract new leads and bring people into your world. Video is relatable, memorable, and a great way to bring new people into your world, especially with short attention spans.
Plus, by hopping on the video marketing train now you’ll set yourself up for future success. Video truly is the marketing medium of the future.
You can think of video marketing as being similar to content marketing. The overarching goal of content marketing is to educate customers, bring new visitors to your website, and ultimately increase sales.
The same can be said of video marketing, the overarching goals remain the same. But, the medium is different.
You can also integrate video marketing with social media and other channels as well. The Animoto Blog stated 93% of marketers reported that they landed new customers because of videos on social media.
Creating high-quality videos are now possible even with your latest smartphone. Raw and authentic videos can attract more customers as they seem more relatable.
Video is one of the most engaging forms of media you have at your disposal. As a marketing tool, video can be a great addition to your existing digital marketing strategy.
89% of business owners report that video has given them a great return on their investment. With high-quality cameras in smartphones and online video editing software, it’s less expensive to produce a video nowadays. Plus, with the video, you can promote them time and time again across different channels.
How-to and explainer videos can easily convert viewers into customers since most people research online about products before making a purchase. Using videos can show how the product actually works and highlight the unique features and benefits of using it.
YouTube is the second biggest search engine in the world, and it’s growing by the minute, that’s why they purchased YouTube for $1.65 billion!
As a result, Google search results are populated with videos. So, you could rank a blog post and a YouTube video for the same keyword.
Plus, when you embed videos into your content this improves the quality of your content, which will make visitors stay on your pages longer.
Since YouTube is the second largest search engine, you can properly optimize your videos on YouTube, just as you would on Google.
Video gives you a relatable way to connect to your audience. Reading your content is one thing, but watching you helps your visitors form an even deeper bond.
Plus, you can combine this with how-to videos, problems solving videos, and explainer videos to show your customers you care more about serving them than solely promoting your products and services.
Video lets you communicate information clearly and concisely.
Since 96% of people watch videos before making a purchase decision, you’ll want to create video content that meets your audience at this level.
Here are the 7 best types of videos you can create:
- Brand Video
- Explainer/Educational Video
- Testimonial Video
- 360° Video/Virtual Reality
- Viral Video
Brand videos are used to showcase the company’s vision, goals, products, and services. The purpose of a brand video is to create awareness and communicate what your business is all about, and what you stand for.
This style of video is pretty wide in scope and can include product advertisements, demonstrations, vision and value videos, and much more.
Basically, it encompasses anything that explains what you do, why you do it, and what you sell.
Explainer videos educate your audience and provide them valuable knowledge, which will help them understand your products or services.
Basically, it answers questions like:
- What does this product do?
- What problem does this solve?
- What makes it unique?
- What benefits does it have?
Interview style videos showcase experts and top-level executives in your industry. These can be as simple as recording video-style podcast interviews.
Or, they can even be team members and other staff whose story and experience you want to highlight.
Interview videos with experts can help you borrow authority from experts, talk about your own experience, highlight your team, and much more.
Regardless of the type of interviews, you’re creating it’ll help to build trust and communicate valuable information.
Testimonial videos are some of the best social proof you have available. This type of video features satisfied customers sharing their experience with your product or service. This style of videos can make your brand come across as trustworthy and reliable, which eventually boosts sales.
Plus, 93% of consumers said they look to testimonials and reviews before making a purchase, so yeah, they’re pretty valuable.
Live video is transforming the way brands interact with their audience. Live stream video can be anything from behind the scenes videos, to real-time product launches, Q&A sessions, influencer interviews, and much more.
You can also sell your products during a live stream too, as some social media platforms let viewers buy from the live stream, which is already a huge success in China.
360° video and virtual reality change the way people experience a digital world. VR blocks the outside world for the user and takes them into a virtual world while mimicking the real-life experience.
These videos allow your audience to experience what you offer in a fully immersive experience. For example, you have 360° videos of real estate properties, hotels, along with tourist destinations are already very common.
We’ve all seen them! These videos get an enormous number of shares on various platforms at a certain time making it “go viral.”
Even though going viral shouldn’t be the main goal of making a video, if it has great unique storytelling, is entertaining, and provides value, it could end up going viral, which could bring loads of traffic to your business.
Keep in mind that the more videos you create, the better chance you have of one of them going viral.
By now you should have a ton of different videos in mind, or maybe you’ve already created a few.
Now, it’s time to share your videos with the world. Luckily, there are a ton of different platforms where you can share and promote your videos.
Here are the 10 most valuable platforms to share and market your videos:
- Landing Page
Almost all internet users have watched YouTube videos at some point. Around 1 billion hours of videos are watched daily on YouTube, which is way higher than Netflix or Facebook.
Youtube is the largest video sharing platform and second-largest search engine in the world and has around 2 billion active monthly users.
Small businesses can utilize Youtube to create and publish various types of video content such as product reviews, unboxing videos, educational content, and video ads. Plus, 90% of people say they found out about a product from YouTube.
In addition to marketing your brand, you can actually earn money from YouTube. In 2019, the number of YouTube channels that earn $100,000 grew by 50%. You can monetize your videos and add revenue to your business via running ads on your videos and linking to affiliate products.
Vimeo is the leading platform for professional videographers and artists. Vimeo has a network of professional artists, which encourages independent artists to create content, get valuable feedback on it, and have more insightful discussions with other creators.
Recently Vimeo has also launched a video creating an app for small businesses called Vimeo Create. It has a collection of millions of HD stock videos and copyright-free music. Businesses can use readymade video templates and customize them according to their needs.
Facebook is also one of the most popular video-sharing platforms. Nearly 79% of marketers end up utilizing Facebook to publish their videos.
The Facebook algorithms favor longer videos, so you’ll want to ensure you’re sharing longer video content on this platform.
There’s also an autoplay feature in the newsfeed, which will help users start and get hooked to watching your videos.
Instagram allows you to post a 1-minute video to your feed, long-form videos to IGTV, stories, and live stream videos. It also has great inbuilt editing features and engaging filters. By combining geofilters or event filters with the relevant hashtags you can reach your target audience easily.
Twitter is known for being a text-based microblogging platform however, video content is also gaining popularity. According to Twitter, there are 2 billion daily views on videos, which is 66% more views than in previous years.
Businesses can incorporate videos within a tweet which can increase engagement rates by 10x as compared to tweets without a video. Also, you can run promoted ad videos and target your relevant audience.
GIFs are also huge on Twitter!
LinkedIn is one leading social media platform for B2B professionals. 87% of LinkedIn marketers reported that video content has had a significant impact on their business.
Animoto has collaborated with LinkedIn to create 6 video templates that can be used by business owners. Videos like live webinars, industry insight videos, interviews, and trending news are some of the most common video types posted on LinkedIn.
Snapchat has 229 million users worldwide, which are mostly a younger demographic. Snapchat allows you to post short instant video stories and photos which disappear itself after 24 hours. It offers many features including filters, stickers, and customize avatars.
You can show the behind the scenes of your business and build trust between your brand and followers. Adding geofilters can also help you reach Snapchat users in your local area.
Video email marketing allows you to utilize the power of video within your email marketing campaigns. You can include videos, screenshots, GIFs, and links to your videos within the emails you send.
Emails that have the word ‘video’ in the subject line, have a 6% more chance of getting opened. There are hundreds of emails unread in every person’s inbox. Including a video in your email increases click-through rates by 300%.
Check out our article for more in-depth reading about this topic, 7 Best Video Email Marketing Tips.
Video sales landing pages use videos to persuade the audience. Most videos are the centerpiece of your page, and sometimes it’ll work quietly alongside copy and images to keep your visitors engaged.
Landing page videos can be short sales videos, explainer, or testimonial videos with a call to action added at the end of the video.
Landing pages that include a video increase the conversion rate by 86%.
TikTok is emerging as one of the most addictive video-sharing platforms. Users upload short videos that are 15-60 seconds.
On the average US users spend about an hour per day on the app. TikTok is a relatively new platform but is experiencing crazy levels of growth. The algorithms of TikTok help new creators to reach millions of viewers in no time, depending on the quality of the content.
Small businesses can create their own content, hire a TikTok influencer to promote their page or run TikTok ads to reach millions of users.
Creating your own videos doesn’t require a huge budget or expensive camera equipment, you can actually shoot using your smartphone camera.
Here are 5 tips you can use to create more engaging marketing videos:
Telling a good story rather than doing the hard sell will always make for a better video. Create an emotional connection with viewers and always provide some kind of valuable information…content is king! If needed you can strategically blend in call to action at the end of the video.
You have 10 seconds to grab the attention of your viewer. 20% of online video viewers click away from a video within 10 seconds.
Give the audience a reason to watch the whole video until the end. Try adding curiosity or asking a question to hook the viewer’s attention.
The last thing you want is to drive away your audience because your video is too boring and formal.
Adding humor spices up things and creates a personalized connection with the viewers. Humor keeps the viewer engaged and a good laugh can help to make your brand more personable. Remember the old adage, laughter is the best medicine!
Educating your audience is one of the most effective methods in creating a compelling video campaign.
Think of things like how-to videos, expert tips and secrets, insider knowledge, and more. You can also tie in how your products or services provide a solution to your viewers’ problems as well.
A lot of small businesses neglect the optimization aspect. But, this is where you can truly stand out from your competition.
Getting video properly optimized is just as important as creating a quality video. This includes things like adding an SEO description and keyword-optimized title, including relevant tags, and filling out every video field you have available.
By now you should have a solid understanding of how video marketing works, but you might be asking yourself: what’s the best video marketing strategy?
Now, there isn’t a one-size-fits-all approach that’ll work for every business, but instead, you’ll want to figure out what works best for your business.
Here’s a video marketing strategy that you can adapt to create the best digital marketing strategy for your small business:
- Get set on your customer avatar. This is the exact person you’re creating the videos for. It also informs how your videos look, including colors, language, theme, and more.
- Create goals for your video. These should be measurable, aka, a total number of views, shares, or traffic that’s directed back to your website.
- Determine the type of video. Refer to the types of videos above to determine if you’ll create an explainer video, interview, or something else entirely.
- Decide where it’s hosted. There are multiple different platforms you can host your video, whether that’s on YouTube, Vimeo, your website, or even used as promotion across social media.
- Create a marketing plan for each platform. Chances are you’re going to be promoting your videos across multiple platforms, so you’ll want to create a marketing and promotion plan for each platform where you’ll be sharing the video.
- Include a compelling CTA. Finally, you’ll want to create a compelling CTA for every platform where you’re sharing the video. This can be to join a program, purchase a product, or even come back to your website and join your email list.
- Run email marketing campaigns. Once people come to your site and join your email list, you can run promotions, sell products, and even promote affiliate products for a commission.
Now, all that’s left to do is rinse and repeat the process.
By now you have a solid idea of what goes into creating an effective plan, how do you turn these video viewers into leads for your business?
The simplest approach is adding a compelling CTA to all of your videos. This can be in your descriptions, text, or even as a pop-up on your YouTube videos.
You can encourage your audience to join your email list, then send them value-add emails, along with promoting your own products and services.
By now you have a solid understanding of what video marketing is, how it works, and how you can create your very own video marketing strategy.
A successful strategy can help to improve brand awareness, boost your sales, and deepen your relationships with your visitors.
Now it’s time to start planning, filming, editing, and sharing your own videos!
More Buzz Online provides consultation and will help guide you through your video marketing plan.
Fill this form and we will call you back for free 30-min consultation or simply call us at (805) 870-5687.
Check out our next article, 7 Best Video Email Marketing Tips.
Owner of More Buzz Online, LLC., an internet marketing consultant, and blogger. With 10+ years of digital marketing experience, he’s passionate about leveraging the right strategic partnerships, content, and software to scale digital growth.
Larry lives in Southern California and writes about internet marketing for small businesses and professionals as well as blogging like a business owner, not another writer at https://morebuzzonline.com/blog.