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What is Video Marketing?

Marissa Walker
14 January 2019

It goes without saying that the marketing landscape is not where it used to be. The proliferation of wireless connectivity, mobile devices, and alternative digital media platforms has placed consumers in the driver’s seat. Those consumers are now demanding the ability to view content whenever, wherever, and in the format that best suits their needs. They also favour brands that tell a compelling story and elicit emotion from them. Big companies like General Electric and Cisco are successful for this very reason. They expertly showcase why they are passionate about the overarching theme of innovation by telling stories that keep their audience invested.

How can companies leverage the powerful influence of great storytelling to attract and keep their prospects? Through video! Video is emerging as the most effective content format for engaging and converting consumers. To put this into perspective, consider the following statistics:

  1. 73% of B2B marketers believe that video positively impacts marketing return-on-investment (ROI).
  2. In terms of search engine optimization (SEO), numbers from a study by Forrester suggest that you are 53 times more likely to show up first on Google if you have a video embedded on your website. Brands like Dropbox have doubled conversions and signups by including videos on webpages to engage and convert users.
  3. Nearly 50% of internet users look for videos related to a product or service before visiting a store.
  4. According to data from Forbes, 90% of consumers claim that video helps them make buying decisions, while 64% of consumers believe that seeing a video makes them more likely to buy.
  5. Facebook video receives, on average, 135 percent more organic reach than a Facebook photo.
  6. Consumers spend more than 500 million hours watching videos on YouTube every day. In fact, more and more B2B buyers are now turning to YouTube for education.   
  7. 82% of Twitter users prefer to watch, discover and engage with video content.

There is no arguing that video marketing is gaining traction. Companies need to integrate this form of content into their marketing campaigns to appeal to today’s consumers and maintain a competitive advantage. This blog post details the critical attributes of video marketing, and provides tips on how you can create high-quality videos that will help you communicate your value proposition and drive growth in the ever-changing digital marketplace.

Introducing Video Marketing

Video marketing refers to how successful organizations use video in their marketing campaigns to promote their products or services. It includes using videos from live events, customer testimonials, explainer videos, how-to videos, Q&As, and corporate videos, among others.  

So, how do you create high-quality videos that convert leads into paying customers? Here’s how.

Focus on your buyers

Ensure that you are providing value to your audience. For instance, educate your audience on how to use your product or service by providing useful tips on how to make the most of it. Creating video will showcase your industry knowledge, positions your organization as a thought leader, add value to your prospective buyers, and collects leads in the process.

In addition, to ensure that you spark conversations with your prospects through your videos. Make sure that you keep captions open-ended, garnering more replies. Craft responses that provide prospective buyers with the notion they’re talking to someone instead of being talked at.  

Personalize your videos

Companies such as Netflix and Amazon are able to achieve so much success through video marketing by leveraging their ability to craft highly personalized content. For further inspiration, look to the personalized videos Facebook creates to help you celebrate small occasions such as the year-in-review and birthday videos.

Personalization is a differentiating factor when it comes to creating high-quality videos. It enables you to humanize your company and client relationships. As a result, you will be better able to address your audience as individuals. Leverage CRM integrations, dynamic content and behavioural data to create a more personalized and relevant sales message that directly addresses your audience’s pain points.

Leverage live streaming

Live streaming is one of the best ways to make your video content appear authentic. You can leverage this capability to achieve almost anything, including Q&As, demos, breaking news, contests, behind-the-scenes footage, and much more. And thanks to robust platforms like Instagram Live and Facebook Live, live streaming can really increase the conversion rates of your videos.

Make sure to use the correct context

After you have created your video, you need to ensure that the platforms you choose use for publication will have the maximum impact. YouTube, your website or social media channels are all excellent options. What is most important is that you know the context or purpose of the video. This will enable you to choose the best platform for converting viewers into sales.

Optimize for performance

Think of videos the same way as your landing pages, which you likely monitor and optimize regularly. Try creating two versions of the video you’ve created and carry out A/B tests. Then, post the different versions on your sales page. If version A converts at 3.5%, while version B converts at 3.1%, move forward with version A.

You can also optimize your video in other ways by ensuring full compliance with the platform you have uploaded to, using long tail and high ranking keywords, and using analytics tools such as YouTube analytics, Wistia, and Brightcove. Lastly, consider the platform – videos of 3 to 5 minutes perform better on YouTube, while videos between 30 and 60 seconds are best suited to Facebook.

Looking Ahead

As we journey towards 2019, organizations that answer the call of the modern day consumer and integrate video marketing into their overall marketing strategies will be wildly successful. The numbers don’t lie: leveraging video marketing can raise customer satisfaction levels by 20%, while lowering the cost of serving them by the same value. It can also increase revenue by up to 15%.   

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