Video marketing has played a huge role in your potential customer engagement and brand campaigns. Especially in today’s digital era, technology has become part of our daily lives.
This marketing strategy is the best trick for every marketer in increasing their business sales. Many well-known brands have used video marketing to build brand awareness and increase conversion sales. This strategy is proven to work effectively and efficiently.
Google itself states that creating video content is indeed a smart way for any company that wants to do marketing in this digital era. On search engines like Google, video content also often gets high rankings and people tend to click on it.
Most marketers predict the video marketing trend will increase in 2022. Therefore, you need to start running your campaign with video marketing. You can do a video marketing checklist to help you organize your plan.
However, If you don’t know where to start, we are here to guide you, starting with your video marketing strategy in 2022.
Let’s Jump In
Table of Contents
- Why is Video Marketing Important?
- How to Build a Video Marketing Strategy?
- 8 Best Types of Video Marketing
- How Can Metricks Help You
Why is Video Marketing Important?
In this digital era, video marketing is a favourite strategy for every marketer because of its ability to convince your customers of the quality and your sincerity in doing business.
This promotion strategy that is served with a visual appearance and appealing design can have the potential to attract a wider range of consumers. According to a study, 72% of customers prefer to learn about a product or service through video.
Not only that, the biggest search engines, like Google, prioritize video content, which helps your website to appear on the first page of Google SERPs. More importantly, the ability of videos to “explode” or go viral is very much possible.
Video Marketing becomes an important strategy for 82% of businesses. Video is evolving fast and will hit records faster than we thought.
This trend is driven by 83% of businesses who believe that video marketing gives them a good ROI (Return on Investment).
How to Build a Video Marketing Strategy?
The first thing you must have is a clear strategy. This will help you plan your video marketing more targeted and organized. Here are some steps in building an effective video marketing strategy:
1. Pinpoint Your Goals
If you want to build a successful video marketing strategy, it is important to have measurable goals for your videos. You’re not just cramming content for the heck of it, you’re specifically tracking increases in brand enlightenment, Traffic, conversions, etc.
You will also need to be able to measure the success of your video in accomplishing that end goal. When starting, don’t overdo it with all sorts of selective goals and don’ts. So that you can easily find success and adjust plans.
Remember where you want your video to fall down the marketing funnel and be strategic about crafting content (and calls to action). Many brands rely on video in different ways like Digital advertising, content creation on social media, product pages, videos for email marketing, etc.
2. Identify your Target Audiences
Customers are the key to the success of any business campaign.
So, before you create video marketing, it is important to identify your target audience so that you can customize your video campaign including format, messages, and video style to meet your audience’s needs and preferences.
For example, Zeux’s explainer video already has a clear target audience like people interested in crypto, blockchain users, etc.
When you know who your target audience is, it will be easy for you to focus more on the entire process from planning to making your marketing video so that you can achieve your business campaign goals and have a great potential for your video campaign to be successful.
Embed video: Blockchain explainer video for Zeux
3. Choose Your Type of Video
After brainstorming and doing some research on your audiences. It is time for you to use your creativity in realizing what video your audiences would love to watch and the one that is suitable for your business goals.
There are several types of videos that you must use to achieve the success of your business campaign, such as explainer videos, testimonial videos, How-to videos, whiteboard videos, etc.
It is recommended to create a storyboard or script your video to make sure the result is as you expect.
For live videos, Stories, or personal video blogs, write down a few key points to make sure you cover the main areas. This aims to avoid repetition or revision which can waste a lot of time.
4. Plan Your Video Marketing Budget
Just like every marketing campaign, planning a marketing budget is important to help you understand what you’re doing and how to get better results. You will need to think about how much your business can afford and how many resources you have available.
For example, if you decide to use an explainer video, you will need to consider whether you are going to hire an animator or use an explainer video company, travel costs, etc.
Once you’ve planned your marketing budget, you will know what to do for the next step of your video campaign. This also helps you to get clear on your physical limitations and opportunities.
5. Decide Where Will You Publish Your Video
The next step is deciding which platforms to publish your content. Since every platform has its regulation, you will need to do some research before finally choosing the right one for your campaigns. For example, Instagram profile videos can’t be longer than 60 seconds.
There are several things that you need to consider when choosing a platform:
- Content Management
- Content Distribution
- Sales Enablement
- Reporting, Analytics, and ROI
There are some most commonly used platforms for your video marketing such as Facebook, YouTube, Instagram, Twitter, Your website, and Snapchat Stories.
Also, keep in mind that the platform you choose will largely depend on your target audience and your video marketing goals. It’s best to start with one channel in mind and then you can always repurpose your video for other channels in the future.
6. Create a Timeline
Every good plan has a timeline with tasks and releases due. You have to work backwards from the pre-planned launch and the promotion. Assign temporary tasks and deadlines from there, keeping you on track.
Keep in mind that scripting, editing, and other tasks will likely take more time than the actual shooting, so don’t schedule yourself short. This will help your work finish on time.
7. Analyzing the Data
Analyzing data is the last step in building a video marketing strategy. Since these videos are meant to serve a marketing purpose, you need to look for their metrics on views, likes, comments, and click-throughs to determine the style of content and better publishing times.
Video performance may vary from system to system. For example, you may find short unboxing videos posted about lunch doing well on Instagram, and longer ones in photos at night performing best on Youtube.
Keep in mind that your old videos may be watched as new additions, be strategic with keywords and link to previous content, as videos from more than a year ago can still be relevant.
8 Best Types of Video Marketing
There are various types of video marketing and you can choose the type that best suits your business needs and goals. To help decide the right video marketing, here are some of the most commonly used types of video marketing:
1. Explainer Videos
Explainer videos are short videos designed to explain the most important information about a brand’s product or service.
This type of video is one of the most popular marketing videos for marketers because it can increase your business conversion rate, significantly increase customer engagement, and build brand awareness.
This video provides a better explanation of the ins and outs of your service or product in a short, informative, and not boring way.
This video from Care on Demand grabs attention and entertains viewers while explaining the benefits of using their products and services.
Embed video: Medical Explainer Video for Care on Demand
2. Product Demo Videos
Product demo videos show how to use your product, whether in the form of a video tour of the product, product unboxing, or it could be product testing. You can also emphasize the value of your brand more than your business competitors.
This will help your audience understand the benefits and uses of your product and how your product can meet their needs. This type of video can attract more customers to buy your product.
3. Live Videos
This type of video initially became a trend in 2020 when the COVID-19 pandemic immediately stopped all activities outside the home.
Then, over time, live videos are getting more and more popular with companies and many well-known content creators.
Live video is a streamable video that is apt to be used as a means of connecting between companies or content creators and the audience.
You can find the live video feature on social media such as Instagram, Facebook, Twitter, and YouTube.
These benefits are still relevant today. Therefore, the live studio is predicted to explode again in 2022. According to the Marketing Insider Group, one of the video marketing trends that will boom in 2022 is live video.
4. How-to Videos
How-to videos, also known as video tutorials, have become marketers’ favourite marketing videos because of their ability to attract many viewers.
This type of video provides education or steps to improve your business product to the audience so that the audience is aware of your product.
This type of video is perfect for those of you who have products with complex uses that require tutorials to help your audience.
Sometimes a tutorial in the form of text is not enough to explain complex steps. Therefore, video tutorials will be very helpful in providing explanations that are easy to understand and remember.
5. Testimonial Videos
Video testimonials are one type of video marketing that plays an important role for every company because they can increase consumer confidence.
This type of video can attract customers’ interest by displaying satisfaction or feedback from customers about a product.
When your customers are satisfied, some of them will be happy to provide a review of your product on social media.
You can take advantage of the testimonial videos provided by these customers by re-publishing them on your social media.
In addition, you can also ask consumers directly to make a video testimonial with you, which you will later turn into an exclusive promotional video.
6. Brand Videos
Video branding is an important part of your business advertising campaign. The main purpose of video branding is to build brand awareness of your company.
Video branding usually contains the vision, mission, and solutions your company offers to the public whether in the form of company products or services.
So, this type of video is usually used to help your audience better understand why they need the product or service of a business. Many branding videos from well-known brands usually contain messages that show how their product can solve someone’s difficulties.
Vlogs are also one of the next marketing videos that are predicted to boom in 2022. Many internet users use this type of video to show their daily lives, travel trips or even take house trips.
Interestingly, vlogs can attract many viewers in a short time. According to Finances Online, more than 44% of Internet users watch vlogs every month.
So, this type of video has attracted many companies who use Vlogs as one of their video marketing strategies to reach a wider range of customers and companies can use the same to make the audience feel closer to them.
Video marketing is the best marketing strategy that will always be relevant to technological developments.
Therefore, making video marketing is one of your efforts to keep up with market demands, which are starting to shift from the habit of watching television to watching videos online. You can follow the video marketing steps above that will help your business achieve its campaign goals in 2022.
Interestingly, unlike advertisements on television that are only used by large companies, video marketing can be used by anyone, from well-known brands to small companies.
So, what else are you waiting for? It is time for you to take action to make your business a success with video marketing.
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Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos