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Beginner's Guide To Video Marketing

Jan 12, 2018 8:53:40 AM

Do you often find yourself struggling to get the desired traction for your business?

Do you feel that your marketing efforts are getting lost in the crowd?

Well, you are not alone.

You need to stop shying away from creating video content for your business. Video marketing is next step, and everyone wants to hack this growing trend.

Did you know?

96% of consumers find video helpful when making a decision online.”

But getting started with video marketing is not a cakewalk.

How to Get Started with Video Marketing?

Having video content for your business is a sure-fire way to get noticed. It has the highest potential to help you build an audience for your business and showcase your value proposition. Here are some key benefits of marketing your business with the help of some kick-ass video content:

  1. Build an emotional connect with your target audience.
  2. Google prefers video content and helps your page rank higher up on Google.
  3. Improve your odds of going viral.
  4. Showcase the culture of your company and build your social proof online.
  5. Break the content clutter and outshine your competitors.

Have a small budget? Still confused about how to start? I will give you a quick guide on how you can get the best out of business video marketing.

Create a Video Marketing Strategy:

At Broadcast2World, it's what we do. We create an overall video marketing strategy for all of our client’s communication needs. This begins by taking cognizance of their target audience. It’s critical to know your target audience, what they do, prefer, like/dislike. Put yourself in their shoes to gauge the kind of stories they would relate to. Always be clear with your problem statement and in communicating how your brand/product/business resolves this.

The second step is to define precisely what you wish to achieve with your marketing videos.

Do you wish your audience to watch the video and share it with their peers? Or you want them to take a free trial of your product? A clearer call to action will help you determine the content of your marketing video.

Choosing the Right Video Style:

Choosing the right video style for your needs is critical for an effective deployment strategy. Let’s understand the different video styles and how they fit into various campaigns and business situations.

2D Animation Videos

2D Animation videos work very well for tech products or a marketing video for website. They make it easy for your audience to understand even a complex product, easily. A 2D Animated video is a cost-effective style that does a great job at delivering your message without eliminating any factors of engagement or potential concerns of your viewer. Take a look at this example:

3D Animation Videos

Do you wish to showcase your product inside and outside? 3D Animation Videos would work best in such a scenario. These videos can showcase different parts of your product and allow you to showcase proof of concept via intricate details that enable your audience to figure the inside story and understand its real benefits.  Though a far more expensive medium of animation, it gives your product a chance to demonstrate a product like it was there - without having to be physically present. Take a look at this example:

Here is another fascinating example of a 3D Animation Video:

Infographic Videos

Wish to showcase an enormous amount of data through a short story? Infographic videos are the right choice for you. They convert dull stats and facts into an attention-grabbing video that hooks your target audience. Take a look at this example of an infographic video:

Live Action Videos

Live Action videos are shot with real humans and objects. They help you build an idea around your products and services and grab the audience attention. Live Action videos are used for instructional or testifying purposes. Such videos are compelling and engage your audience.

Whiteboard Videos

Whiteboard videos are a probably the most popular form of Explainer videos. While the classic style is hand-drawn - it's now a raging trend in animation to create Whiteboard styles digitally. The best part of this video style is its ability to address everyone and explain the most complex ideas in more straightforward broken down ideas. Do note that the Voice-Over plays a significant role in the Whiteboard style videos - So always invest in a crisp, definitive and clear script.

Take a look at this example:

Cartoon Animation Videos

Cartoon characters can add tons of charm and life to your online marketing videos. Many brands like McDonald’s, Kellog’s, KFC and Mailchimp have used cartoon characters to add love to their brand stories. Cartoon animation makes your brand videos entertaining and memorable. Take a look at this example:

Deciding On the Length of The Video:

The ground rule is that your videos should be as short as possible. Besides that, the length of the video would depend on the stage of the buyer's journey and the user persona.

Awareness stage videos should typically be less than 30 seconds in length. Such videos are educational and answer common queries of the audience. Similarly, the ideal length of consideration stage video is 30-90 seconds. Such videos help the audience to research deeply into their problem so that they can choose the right product/service. Decision

stage videos bring out the USP of your offerings and their ideal length is 90-120 seconds.

Retention stage videos help your audience with new deals and bargains and can stretch up to 3 minutes.

You can also read this post on how to decide the optimal length of your video and decide accordingly.

Types of Marketing Videos

There’s a variety of video types that you can explore to define your communication strategy. Each of the video types has a different objective and cater to various stages of the buyer’s journey. I will take you through each of these so you can use them appropriately in your video marketing calendar.

Educational Videos

Explainer Videos/Product Demos

Explainer videos are awesome for telling your customers about the features of your products/services. They are short, crisp and help you to craft a simple message that your audience can easily understand. They are typically used as introductory videos which work well in the decision stage of the buyer’s journey.

Take a look at this example:

Tutorial Videos/Instructional Videos

It is crucial to share the basic information on how to use your products and services, with your customers. This saves time for your support team as well as your customers. If you are selling software application, such videos help your customers use the product and know more about its features. Such videos are helpful to make a  decision  - as well as -  appealing to your buyers at the retention stage of the buying cycle. Take a look at this example:

Storytelling/Entertainment Videos

Story-driven videos generate emotion. Your audience will watch these videos because of the sheer enjoyment of watching them. Such videos should make them laugh, cry, feel ecstatic, nostalgic etc.  You could even create an entire web series of internet marketing videos that your audience would love to watch. Such videos help you to build a deeper emotional relationship with your audience. They are very useful for brand recall and helpful during the decision/retention stages of the buyer’s journey.

Testimonial Videos

Every time a prospect visits your website - they are looking for social proof to establish the value of your offering. Testimonial videos get your clients to tell your story and work great to build credibility. Investing in videos that showcase the real benefits of your product/service in real time will never work against you. This is a version that’s neutral and trustworthy.

Take a look at this example:

Corporate Videos

Corporate presentations that talk about the mission and vision of your business can be utterly tedious. But what if you could convert them into a mindblowing video that shortens all of that information into one jaw-dropping video? Yes, corporate videos can showcase your company’s strengths and values in a short video that excites everyone to watch. Again, these videos are perfect for decision as well as retention stages of the buyer’s journey.

Take a look at this example:

Sales Promo Video

What if a video could help you to do what your sales team does - get more conversions. A sales promo does precisely that and could work as your secret tool to get your audience to start buying more from you. Such videos add clarity to your product communication and can support your sales team and agents to get a higher rate of closures! Take a look at this example:

Thank You/Loyalty Program Videos

Such videos are helpful in getting you to thank your existing customers and make them feel special. You can also use videos like these to communicate about the latest deals, offers and reward programs. It’s essential to use these videos in the retention stage of the buyer’s journey.

What’s Your Storytelling Strategy?

There’ll be a variety of video formats and types you’ll be using for your video marketing process. But, if your video content is dull and boring if won’t move the needle for you. You need to make sure each of your videos has an impactful story. A story is a sequence of events that help your content arouse emotions and make it more memorable. It makes sure your communication appeals to the heart and that what makes the difference. Do read our post on why storytelling surpasses any other approach to effective communication.

Besides, that you must ensure you are choosing the right music, character, and graphics for your videos. These factors play a crucial role in making your video more impactful. You can read this post on how to choose the best music for your videos. Here is another beneficial post how to design an animated character for your video. This post talks about how you can unlock the secrets to viral video marketing.

Creating a Promotional Strategy For Your Video Content

Just creating videos for your business is only half the job done. You also need to ensure that your videos can reach your audience. It is essential to optimize your videos for search engines and share them on all of your social media pages. Make sure your videos are promoted on website and landing pages and email newsletters as well. Paid promotions too can play a prominent role in helping you to achieve video marketing success.

Measuring Success

Last, but not the least, you need to measure the results you are getting from your video content. The primary metrics that must be tracking include views and subscriptions. Next, you must track the kind of website traffic your videos are fetching you along with the leads and conversions.

In Conclusion

Video marketing is not a cakewalk, but it’s not something you shouldn’t shy away from either. You need to execute it like a well-planned date with your first girlfriend, and you’ll surely get what you aspire. You need to shower loads of love for your audience to reciprocate, buy from you and talk about you. Remember, the video is human and human is trust, this is why you need to use the video marketing.

We hope you found this post valuable. Please do share your inputs in the comments section below.


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