The human brain processes visual matter 60,000X faster than written text. Considering that people are naturally drawn to visuals, it is not surprising that videos are one of the most lucrative tools marketers use in the present times.
95% of the video marketers plan to increase or maintain their expenses on videos in the coming future. 80% of the video marketers believe that videos have helped them increase sales directly.
In comparison, 87% of them say videos have increased traffic to their sites. 95% of the marketers also believe that videos have increased users’ understanding of their products and services.
Since people have very short attention spans, they find videos compelling. Videos grab attention and are easy to consume as well. Not to mention, they can be of good help in simplifying complicated concepts.
Videos are also good at driving up consumer engagement. As per Wyzowl, people have a higher chance of sharing videos with family and friends. 92% of the customers trust word-of-mouth referrals and recommendations above anything else; thus, creating shareable content like videos can push loyal traffic to your brand.
Successful video marketing tactics start with proper planning. Go through the techniques below to consider every crucial aspect of your videos before hitting the record button.
7 Video Marketing Tactics to fuel your Business & Brand
Know Your Target Audience and Understand Where They Spend Time Online
Videos are highly popular, and user-generated videos bring in even more engagement. This means that businesses must target a specific customer base with their videos.
As a business, if you are still not aware of the kind of audiences you are serving or the buyer personas, it is time for you to create them now. And if you already have buyer personas, ensure to update the personas to include the latest video research.
Try Connecting with Stakeholders For Aligning On A Video Strategy
Typically, you will come across several players when creating your brand video. So, your prime objective is to ensure they all are perfectly aligned.
You can do so by creating a questionnaire and passing it along to all the stakeholders of the assignment. Going this way, you will be able to ask everyone the same questions and keep their responses in one specific place.
This is a stage where you must have clear objectives. Are you indulging in video marketing to increase your brand awareness? Or for launching a new product? Is it selling more tickets for an event?
It all comes down to what exactly you want your audiences to do after they finish watching your video.
Come Up With A Budget And Timeline For Your Visual Content
You must consider video as a quicker, shorter, and more affordable version of a film. You do not need many resources to succeed in video marketing. But still, it can be expensive and time-consuming.
Proper project planning and management can help you in saving a lot of money and time. Also, you can use an online video maker to create videos like a pro without spending a dime.
The next step is creating a transparent timeline for each step of the video-making and marketing procedure.
You must plan for the delays you might face occasionally. Remember that even if you are working on a small video, you will have to depend on the skills of several individuals. Therefore, you must ensure that even with unexpected changes and challenges, you can still deliver your video right on time.
Pay Attention To Proper Video Distribution
Proper and intelligent video distribution entails choosing the right platforms for promoting your business video.
Even before starting the process of recording a video, you must be clear about the platform where you will be broadcasting it.
Both website SEO and YouTube SEO are bringing in great results. So, you can choose to promote your video both on YouTube and on your business site. Apart from this, you can even use other social networking platforms like Facebook, Twitter, and Instagram for promoting your business video.
But before going further with your choice of platforms, think about what the users on these platforms are looking for. Also, consider other important parameters like communities, sound and size limitations; average view time; promotion, and budget.
While it is true that videos are used for advertising, they do not just promote themselves. There are certain social networking platforms featuring in-built vehicles for brand promotion, while there are others where you need to put in good effort and time to get more eyeballs rolling on your visual content. Be very clear about the one platform that will be best for your brand video marketing campaign.
Communicate The Right Messages Through Videos
Developing the right message you want to communicate with your audiences through videos is crucial. If you do not know where to start or what kind of message is best for varying stages during the buyer journey, try aligning your video messages with the flywheel.
Consider the different innovative roadblocks that might come up with your resources, skills, and budget. Will you need the services of a designer for creating lower-third graphics? Will you be creating a live-action video or an animated video?
Decide On The Metrics To Track And The Way To Measure Success
Before diving into the video production stage, you must define your video objectives and get a hold of the right metrics to understand whether you have achieved the goals.
A good idea here is defaulting to using metrics already available with the platform you have chosen for your content distribution. But this will make it a bit difficult for you to determine if at all your video marketing plan is working or not. At the same time, it can even make it difficult for you to analyze the effectiveness of your multi-channel video marketing plans.
The best is to use different KPIs or Key Performance Indicators corresponding to the objectives of your video. Be clear on the other metrics’ you need to go through to track the success of your video marketing plan.
Decide The Type Of Videos
Before starting with the video recording stage, decide on the type of video you will create. Go through the different types of videos below to get a better understanding of available options. Here are the top five types of videos you should consider:
These videos highlight how a product works- whether texting a physical product, unboxing, or taking viewers on a tour of the product.
Take the example of the demo video from The Lip Bar here, where a model showcases the proper use and application of one of the brand’s products – the Caffeine Concealer – to all makeup enthusiasts. Within just a few minutes, the model includes it into her makeup schedule and explains how it can be used.
This demo video brought huge attention to the brand mainly because it allowed viewers to see how the product actually appears and also because it showed customers the ease with which it can be incorporated into their regular beauty routine.
Such videos are meant for larger promotional campaigns, highlighting the products & services, vision, and mission of a company. They are effective in building brand awareness and in attracting and intriguing the target audience.
Expert Interview Videos
Recording interviews with thought leaders and internal experts in the industry you are serving is one of the greatest ways of building authority and trust with the target audience.
You must not fear getting tactical with the interviews when making such videos. Remember, your customers will grow only from your hard work.
How-To or Educational Videos
You can teach audiences something new about your products and services through instructional or how-to videos.
These videos are effective in building the foundational information that the audiences require to understand your brand and its solutions in a better way.
These are the perfect formats for explaining complex concepts that require solid visuals, and animated videos are also good at explaining abstract services and products.
Take the example of Med Mart, a medical equipment provider here. The company uses animated videos to explain how its app works. Med Mart covers the complex procedure of plastic surgery and simplifies it with its app through its video, complemented by exclusive 3D animated.
So, now that you know the different video marketing tricks and techniques you can use to fuel your business right away, it is time for some action. Like all the different marketing tools, video can be an incredible tool for achieving your marketing objectives. Or it can even be a complete waste of resources if you cannot use it properly.
Create a smart and successful foundation for your video marketing strategy and work upon it to grab success within no time.