This quick and useful guide will prepare you to start incorporating video into your content marketing strategy.
By Alina Kralkina October 10, 2020
If you look around, you’ll notice video marketing has been trending for quite some time. Many companies use video to communicate with customers, and the practice has proven successful. The reason for success is simple – videos are beneficial for both sellers and buyers.
Video-based content helps marketers grow their revenue 49% faster, which explains why businesses turn to them rather than text-based materials. Additionally, 66% of customers prefer to watch a product review video over reading an article, viewing an infographic, or receiving a sales call.
However, promoting your brand through video requires effort and investment. This article covers the pros and cons of video marketing for businesses. This quick and useful guide will prepare you to start incorporating video into your content marketing strategy.
Pros an Cons of Video Marketing for Businesses
Before you launch your video marketing campaign, consider the benefits and potential challenges you may face.
- Videos are more efficient for keeping your audience engaged as people process visual data better.
- Videos improve your online presence and promote your business. The more information your potential customers can find about your company and products, the more likely they are to want to buy from you.
- Videos attract new customers and drive traffic to your site. If people are interested in the type of service or products you promote and they’ve watched something in your area, the YouTube algorithms may recommend your video to them. Then they are likely to visit your site and potentially become a loyal customer.
- You need to think through a lot of details. Your video marketing strategy should be cohesive, have a unique voice and tone, and follow your general brand image.
- Video production takes more time than writing posts and articles.
- Video trends change every day. Video hosting platforms release new features, some services become less popular, and what worked yesterday may not work tomorrow.
Video Marketing Checklist
Here’s what you need to do to create a video that can boost your sales and get you more supporters on social media.
- Plan your budget. Consider payments for actors and video-editing specialists, props, location, and shooting time.
- Decide what tools and programs you will need. If you don’t have a professional on your team, you can opt for simpler online services like Fastreel, Adobe Spark, WeVideo, or ClipChamp. These programs are aimed at marketing specialists and don’t require advanced technical skills.
- Write a script for your video. Ideally, it should follow one of the following marketing models to get the best results:
- AIDA (A – Attention, I – Interest, D – Desire, A – action)
- PAS (P – Problem, A – Attention, S – Solution)
- FAB (F – Features, A – Advantages, B – Benefits)
In short, a good video should introduce your audience to the product/service, tell them how they will benefit from using it, and persuade them to purchase it.
- Think of how your video will fit into your whole marketing strategy.
- Shoot and edit the video.
- Optimize the video page. Whether it’s on your site or YouTube, you should add a description with keywords. This will make your video visible to both search engines and viewers.
- Choose the metrics that will define your success or failure. Monitor and analyze them to make changes going forward, if necessary.
Types of Video Content
Different types of video work best for different purposes. You can use one, several, or all of them in your campaign to satisfy the needs of your audience. Here are some ideas:
It would be foolish to underestimate the value of product videos for marketing. This type of video can be used to demonstrate the product’s key features, show its benefits, and, most importantly, explain how it can be used.
If you already have loyal customers, they can promote your brand too! They can convince other people your product or service is worth buying and give their honest feedback.
These videos broadcast your company’s corporate culture, mission, and vision. They increase brand awareness and trust.
If your customers experience a problem when using your product, they will look for an instructional video. And if they find it on your official site or YouTube channel, it’s even better.
Behind-the-scenes (BTS) videos
People love exclusive footage. Release a behind-the-scenes video of creating your product or show an ordinary day in the office. These videos will bring you closer to your audience and make them feel like they know your company from the inside.
Now you’re up to speed on the basics of video marketing for your business. Experiment with different types of content, create a coherent content strategy, and be patient as you await the results.
Alina Kralkina is a Content Manager at Movavi Software Inc., a company that develops easy-to-use and effective software for Windows and Mac. She believes that technology is one of the most popular topics in our time. And that’s why she likes to write about its simplicity in the workplace.
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