Video has become an everyday element in the life of every internet user. Explanatory videos attract millions of users every day, making them a powerful tool for promoting businesses on the Internet. In this article, we’re going to talk about the role of video in content marketing and how to create it. First, let’s look at the benefits of video content.
Why should you use video in marketing?
According to statistics, the conversion of a video in an email increases by 200%. The presence of a video on a website page also increases traffic by 150%.
Increased trust and loyalty
When you create an explanatory video in which you talk about your brand, your product / service, your employees and your work process, you show your audience that you are “real”. This definitely increases your company’s credibility.
Memorable brand or product
As you know, on average we only remember 10% of the text we read. Which is not the case with video. By using the acoustic and visual channels when receiving information, the storage capacity is increased by up to 70%. The audience is more likely to remember important information about your company by watching an explanatory video than by reading the text.
draw attention to yourself
By creating high quality and interesting videos for your target audience, you will undoubtedly get their attention. This can include product reviews, interviews with experts in your industry, product launches, and more.
If you get creative with the process and create a memorable video that will benefit your audience, feel free to share. One click can become thousands. The video spreads across the network, which has a positive effect on your advertising.
All of these benefits show that videos play an important role in content marketing strategy and can bring hundreds of new users to your website. However, there are many factors that influence the success of video marketing. Here’s how you can effectively create and distribute videos.
How to Make an Effective Video: Goals and Goals
Most companies have hundreds of ideas but don’t know how to implement them in explanatory video marketing. Your main job is to involve as many users as possible and attract new customers. To do this, you need to correctly formulate the purpose of the video and determine its format.
Define the goal
When setting the goal, it’s important to understand that the video should benefit your audience: teaching, explaining, telling. This principle formulates the task. However, if you make just one mistake in this process, it will render video content marketing useless. Here are the most common mistakes.
Obsessive advertising for your product
When you record a video that has the focus on your product, users rate it as a regular advertisement. The focus should not be on the product, but on the user. A video with useful information for them is more effective than telling them about the benefits of your product / service.
Video too complex
Many marketers want to tell everything in one video at once – about a company, about employees, about a product. After watching such a video, most of the users have a mess on their mind. Divide your audience into different segments and shoot a video for each.
Missing trademark transfer
You can often find videos that save the product but not the company. Think of your corporate identity that is specifically linked to your company and use it.
Irregular publication of content
In content marketing, video marketing, regularity is the main thing. Create a series of videos, create categories, and publish videos consistently. At the same time, each video references the previous ones, creating a funnel.
Hence, we’ve found that for any group of your audience, video content should be branded and regular, low-profile, useful, simple, and interesting. Now you need to understand what video marketing tasks are and how to determine the right one.
This task will be relevant for new companies that have recently entered the market as potential customers do not yet know about them and need to build their reputation as an expert from scratch. Record as many videos as possible that introduce you to your audience as experts in your niche. Don’t forget to analyze your competitors’ video content. They should be better, more creative, and more useful. Answer each prospect’s questions by segmenting your target audience. Create a series of videos and cover the topics in each video individually for each group of prospects.
Ideal for companies that sell different products. As mentioned above, direct mail is not only useless, it can also be harmful. The solution is branding video content. Alternatively, you can create videos that are supplemented by your company logo above the picture and form a corporate identity.
A great solution for companies with the right content marketing strategy. The goal of such companies is not only to generate one-time sales, but also to grow their customer base. In this case, it is important to create a natural connection between the video channel and other content. All of the content you offer your audience should be equally useful.
This task is suitable for recognizable companies that have been in the market for a long time. Also suitable for content projects, for example for companies that offer educational products (seminars, webinars, conferences). These companies need to create free video content that smoothly guides the user to paid content using a funnel. Discounts and bonuses can be used as an additional tool.
As you already understand, videos are very important in your marketing campaigns and can only benefit you. But don’t forget about the content and quality of the videos. A high quality video production is the key to the success of your marketing strategy.
View count is the most obvious, but not the only, indicator of video content effectiveness. In addition, you need to consider indicators such as view rate, time of day, clicks, subscriptions, and sales. It’s important to understand that content marketing will produce noticeable results in at least six months. The same goes for video in the content marketing strategy.
Maggie Holmes is a passionate blog writer who loves writing about beauty. Her exclusive hobby is surfing the internet to find amazing articles that can inspire her with fresh article writing ideas. She hates being an ordinary person who wastes her time. Follow her on Twitter at https://twitter.com/MaggieH04666334