Want to build a digital marketing strategy that attracts the largest amount of people as you move forward? You can’t ignore video marketing. Video marketing is one of the best strategies to use for educating, generating leads, and converting customers.
Luckily, it’s never been easier to create video—you have a camera in your pocket at all times. Whether you choose to shoot video on the fly or hire it out for a professional look, the results can give you the success you’ve been looking for.
But if you’re reading this, you also know creating a video marketing strategy is pretty complicated. Each month, YouTube has around 2.7 billion active users worldwide. How do you stand out in a crowd that big?
The good news is you don’t have to compete globally. Understand your customers, and you can easily create a video marketing strategy that gives them what they want and brings you the sales you need to remain competitive. So, where do you begin?
Why Video Marketing
When YouTube launched in 2005, the world of video changed forever. Google recognized it and purchased YouTube in October 2006. Smartphone technology has made watching videos easier and more convenient. Fast forward to today, and audiences are taking in one billion hours of video content globally daily.
You can’t ignore video marketing and stay relevant in the marketplace. Video is one of the most popular content types on social media for driving engagement. Visit YouTube, TikTok, or Instagram to see video in action.
You use it for:
- Tutorials
- How-to videos
- Educational videos
- Product reviews
- Highlights videos
- Influencer videos
- Demonstration videos
- Special events
- Expert interviews
The list of potential videos is long. What’s more, it’s successful. You’ll find examples throughout industries and brands. Video works, but how do you make it successful?
Making Video Content More Engaging
What does it take to make videos more engaging? It’s a careful blend of creativity, strategic planning, and understanding your audience’s wants. It’s not always about just relaying information; it’s also about captivating your audience. If they want more, they’ll follow you and be more likely to keep wanting more.
How do you create all of that in a video? It starts with:
- Understanding your audience: Know why your audience is looking for you and tailor your content to keep them interested. What are their pain points?
- Defining your goals: You can approach video in many different ways. Video marketing plans allow you to be clear about what you’re hoping to achieve and create videos that will deliver.
- Being yourself: Authenticity is key here. If you develop videos that showcase your brand and style, you’re more likely to engage with your audience directly.
- Focusing on the content: While videos don’t have to be professional, they should still be well produced. Have clear sound to avoid background noise. Use attractive visuals that are on-brand and appeal to viewers.
- Providing a hook: The first few seconds determine whether viewers keep watching. Why should they stay engaged?
- Using calls to action: What is the goal of your video? Encourage viewers to engage, whether they subscribe, comment, or share.
Now that we’re clear on what you should use to create your videos, let’s talk about what kinds of videos you should make to convert.
Engaging Video Content That People Watch
People watch videos for many different reasons. They also engage and convert in many different ways. Want a few ideas? These continually catch people’s eyes.
How-To Videos
How-to videos continually top the list of viable video content. It’s the perfect video marketing strategy for small- to medium-sized businesses to connect with their audiences. You can use this strategy at all phases of the sale, from introduction to the use of your product or service for many years to come.
It starts by acknowledging the questions your customers have about what you do. Spend some time brainstorming the pain points around your industry and how your company works to solve them. You can ask your sales team what questions they are frequently asked or talk directly with your audience.
How-to videos are the most consistently added content to a website because you can approach what you do from many angles. There’s always another way to meet your audience’s needs.
Explainer Videos
Explainer videos are usually short, informative videos that explain simple concepts or ideas in an engaging, colorful way. Their primary goal is to get information across in a concise, easily digestible format.
They are typically used as marketing videos to share a product’s or service’s benefits and get watchers to take the next step. The most common form is animated video created with 2D vector, 3D animation, or motion graphics. They simplify a concept, making it easy to watch and understand.
Customer Testimonial Videos
Have customers who love what you do? They can become your best content. While a written testimonial can build trust, video takes it to the next level.
Customer testimonial videos make a brand more believable and credible and provide the social proof many prospects need to convert. They can highlight your audience’s specific pain points and provide a more engaging and memorable visual story than written testimonials.
Live Streams
Live streams have become increasingly popular for sharing with your audience in real time, allowing viewers to watch or listen as the content is created. You can do so at live events or from the comfort of your home or office, increasing your audience potential because people can “attend” anywhere.
Because more customers are embracing video engagement, live streams give you a way to connect with people who may not be in your typical demographics. People who would never travel to your location suddenly have a way to engage with your content and are willing to pay for it. It gives you another marketing channel to add to your strategy.
Are You Using Video Marketing to Reach Your Audience?
If you’re not using video marketing in your business, you’re leaving behind a great way to captivate your audience and reach out to them in new and exciting ways. Video doesn’t require a Hollywood budget—even the camera you carry in your pocket can kickstart your video journey.
It’s all about resonating with your target audience and giving them what they want. Need help defining that? We can help.