Video Marketing is taking over content marketing so successfully that five years down the line you might ponder on an interesting question – would I be reading this article or watching it?
Today, like never before, companies understand that video plays a key role in the content marketing strategy. Videos stand out on social media, giving customers a quick overview of a product/service without mind-boggling them with text. In less than a minute, customers can get the inside story he needs about a business through a short visually appealing video. Thanks to the high tech development tools for easily creating a fun video at little or no cost.
Many marketing experts have predicted that 2017 will be the year of videos and by 2019, 80% of the consumer internet traffic will be devoted to watching videos. This rapid growth of video consumption has been one of the defining trends of the internet over the past several years. Let’s take a look at the statistics below which proves that this trend will continue in 2017 and beyond.
- According to ComScore, 45.4% of users viewed at least one video online over the course of a month.
- Shoppers who view video are 1.81x more likely to purchase than non-viewers.
- Consumer usage of View on Demand (VoD) is expected to double by 2019.
- Spending on mobile video has increased 18% since 2014.
- YouTube reports mobile video consumption rises 100% every year.
- Google research found that video ad view ability on smartphones was higher (83%) than that on desktop (53%) or tablet (81%).
- What type of content you’ll make – Education, Entertainment, Practical or Mix
- Who do you want your video to reach?
- How are you going to ensure it reaches them?
- What your audience should takeaway from your videos
- Set targets to reach for example – gain 500 views in a month
Video Marketing Benefits
Video Reaches To Mass Audience
One of the biggest benefit of video marketing is that it helps you in reaching out to millions of people within a short time without spending too many of your dollars. Your video can go viral and gain millions of views in short span of time. There is no other form of marketing that can offer such impressive results at low price.
Video Is More Persuasive
Videos are the most persuasive form of content as human brain requires emotional input to make decisions and there’s no technology better in conveying emotion than a video. Studies show that more than 80% of people say they are more likely to buy a product after watching a video about it.
Search Engines Love Websites With Video
Video Search Engine Optimization (v-SEO) is a fundamental part of online marketing. Video increases the search ability of your content and boost your engagement level. Forrester research found that presence of video on a webpage makes it 53x more likely to appear on the first page of SERPs.
Video Improves Email Marketing
Email Marketing is the heart of many business relationships and most effective marketing tactics available. Marketers consistently rank email as having a higher return on investment than any other marketing strategy, followed closely by SEO. Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribe by 26%.
Now producing a video is the easy part with most companies who coordinate these strategies into their business plans, though more than half of them are forgetting a vital stage of this plan which is the priority of marketing your videos.
To take full advantage of your videos potential, you need to have a plan to ensure success of your company’s online presence. As depending on your video just “be seen” or “go viral” is no longer sufficient. And even if it was – how would you measure this success? For this, these video marketing strategies will come in handy.
Video Marketing Strategy
1. Take time to RESEARCH!
Know you aims and objectives! You’ll want a video marketing mission statement. Research on:
Earlier times, video creation used to be a herculean task. First, you had to find a solid scriptwriter and get the story-boarding done. Next, you had to find the right artists and whole crew to shoot the whole thing. Then finally take it to the editing table to get it done. But since times have changed, you don’t have to spend thousands to get a video created. Who needs a professional camera when you have the latest Smartphone which comes with a camera capable of recording many videos?
When it comes to uploading the video, you can simple choose to upload on your company’s website or YouTube. This is not enough as we have variety of video sharing platforms that can reach all of your potential customers such as Vimeo and Creative Review or Vine, Twitter, Snapchat and Instagram (for short clips).
3. Optimization & Marketing
Paid advertising is also advised on YouTube and Facebook which can help in targeting your prospective audience. The costs of running advertisements on these platforms are much lower as compared to other websites and blogging sites.
4. Share your Videos
Now, it’s time to promote your video and build an online presence on social media outlets like Twitter and Facebook or wherever that’s appropriate for your business. Posting pushy “Watch our Video’ tweets won’t bring much exposure to your videos. It’s important to establish on building your followers and engage with them on a regular basis. This way you can take a step in asking your audience to watch your videos.
Facebook forums are great to join and start discussing with people. Also sending out your videos to family and friends can boost your views by people you are closest to.
5. Measure your ROI using Analytics
Keep track and measure your video marketing strategy process. For that you need to have right tools in place to track sales from your videos. But first you need to know the number of views your video has-organic and paid, how many people watched the whole video and how many dropped off, who were you audience according to the demographics, how many times was the video shared and how many comments were received.
Measuring ROI doesn’t have to be complicated. Use tools like Wistia, Vzaar and YouTube analytics to get the numbers and the insights needed to measure your video marketing efforts.
Now put your plan into action
Video marketing is a great way for your brand to stand out from the text based marketing. Your video should have a purpose aligned with your business goals. When planned correctly, a video marketing campaign can help you brand reach new customers and turn them into loyal customers.
Lights, Camera, VIDEO!