Basics of digital marketing - Video Marketing
Brands need a video marketing strategy. Although this idea is not new, what has changed today is the importance that the audiovisual format has gained in each platform and communication channel.
Video today is not just one piece of your complete marketing plan: it is a crucial element to boost and increase the reach of your campaigns and make the efforts put into them pay off.
Video marketing is the use of videos to promote and sell your product or service. It is an excellent way to increase engagement on your digital channels (such as social networks), educate your customers and reach audiences through the audiovisual format.
But why should you focus on video marketing now? Although it is not the only reason, in recent years there has been a fairly high increase in the popularity of videos as a format to consume content.
Video rose to the top of the list of marketing strategies a few years ago. It was previously considered by creative teams as one of the many elements that should be paid attention to when implementing strategies. All this with a special interest in production resources, always very expensive, and without much analysis or strategy to show the final contents.
Few years ago, that changed: the video became a complete marketing strategy. There is no need to consider it as one of the elements of a campaign. Today, the audiovisual format will have to be something produced by all the teams of a company, from all possible perspectives: from discussions, concrete actions to different proposals for measuring the impact on the business.
The importance of video marketing and where to use it
The video format is useful not just for entertainment, which in recent years has been quite noticeable. A video on a landing page can increase conversion rates by up to 80%, and the mere mention of the word "video" in an email subject increases open rates by 19%. In addition, 90% of customers have said that videos positively influence the decision to buy with more confidence.
Video has not only transformed how customers buy and how businesses sell - it has also revolutionized the way salespeople connect and drive conversion and how service teams support and delight customers. Simply put, video is an extremely useful resource throughout the customer-based cycle, and not just for increasing brand awareness.
The audiovisual format can be a versatile tool for salespeople throughout the sales cycle. It also provides more than just increasing your customer engagement. Using back-end analytics allows salespeople to rate and prioritize those cases of cold leads or those who do not respond to messages and calls.
Types of Video Marketing
Before you start shooting videos or think about what type of video marketing strategy is best for your business, you need to determine what type of video you want and need to create. The list that we leave you below will help you to know all the alternatives, so that you can choose the most appropriate one.
Demo videos show how your products or services work. It may be about taking your viewers through the process of operating your software: showing them how they can use it or an unboxing video in which you put your product to the test (in case it is some device or other device that requires testing).
Branded videos are typically part of a larger outreach campaign. They show the vision of the company on a large scale, portray the mission and values ??of the company, as well as the products and services in a detailed way.
The goal of brand videos is to publicize your company so that your employees are committed to the objectives and also to intrigue and attract your ideal potential customers.
Did your business host a conference, discussion, debate, fundraising presentation, or other type of event?
You can produce a video that compiles the most interesting moments or show interviews and presentations of the characters that caused the most buzz at the event.
Interviews with experts
Recording interviews with outside experts or leaders in the industry your company belongs to is a great way to build trust and gain authority with your target audience. Find the influencers in your industry (whether they share your point of view or have another perspective) and make the discussions and debates available to your audience.
Educational videos or tutorials
Tutorial videos can be used to teach your audience something new or to build the knowledge they need to use your services or products. They can be the vehicle so that they know better what you offer and how it works. Additionally, your sales and customer service teams can also take advantage of them while working with your clients.
This type of video is used to help your audience understand the reasons why your service or product can help them solve their problems or needs. Many how-to videos focus on a fictional tour of the ideal buyer persona for a business and the problem they face. This person overcomes difficulties when buying or hiring the solution from the company that makes the video.
Testimonial and case study videos
Your prospects want to know that your product can (and will) solve their specific problem. One of the best ways to demonstrate this is through case study videos that present your loyal customers satisfied with the results. These people are the best representatives of your success. Get them to describe in front of a camera the challenges they had and how your company helped them overcome them.
Live video gives your viewers a special feeling, like being behind the scenes of your company. It also allows you to create stronger ties and higher engagement rates. Viewers spend 10 to 20 times more watching a live video than a recorded one, even if it is within the trends. Live interviews, presentations, and events that motivate viewers to ask questions are much more eye-catching than previously recorded videos.
360º videos and videos with virtual reality options
With the creation of 360º videos, viewers can "move" around the space in which the videos are developed, to view content from any angle; as if they were physically in the place where it was recorded. This style allows viewers to have the experience of being in a place or event: from exploring Antarctica to spying on the life of a pride of lions. Virtual reality (VR) allows visitors to navigate and control the experience they have. These types of videos are usually available for devices such as Oculus Rift or Google Cardboard.
They can be very useful if you want to show your viewers what a space looks like in a more realistic way, but from a distance. It is a rarely used tool, but in the not too distant future it will surely be the latest trend to provide a good user experience, especially in specific areas such as real estate or design.