Humans love visual content. They are easier for us to process and to retain. They take lesser efforts on our part to engage with them. As a result, we tend to love videos because they combine visual and audio elements. No wonder we watch five billion videos on Youtube every day.
Marketers are recognizing that videos are the favorite content type of customers, and they are beginning to make videos a priority in their marketing efforts. There has been a significant shift in how business brands use videos for their marketing efforts.
It is therefore essential that every brand who wants to achieve their goals pay careful attention to video marketing. . Creating and implementing a video marketing strategy as part of content marketing can add significant value to a business. It can be the difference between where a business is and where the business wants to be.Creating and implementing a video marketing strategy as part of content marketing can add significant value to a business. It can be the difference between where a business is and where the business wants to be. Click To Tweet
In this series of articles, we look at video marketing and how it can benefit your business. We start by introducing you to the world of video marketing.
Click here to read this series of articles at once in a PDF document.
The rise of interest in video marketing has been nothing but meteoric. Content marketing for many years has focused on the use of blogs and sometimes images as the primary medium. Now, videos are not just an important content marketing strategy, but also a key element in any form of inbound marketing. However, videos are not just a resource for the marketing team; they are essential resource for the sales team and the support team. In short, they are becoming an integral part of the whole digital marketing sphere. Marketers are now using video for marketing in unprecedented ways.
The renewed interest in videos as a marketing tool follows from a recognition of the importance of visual content. One of the growing trends in the content marketing world is the continued importance of visual content.
Content that contains visual elements can generate 94% more views on social media than content without visual elements.Content that contains visual elements can generate 94% more views on social media than content without visual elements Click To Tweet
Moreover, visual content produces 37% higher user engagement than non-visual content.
It is for this reason that more marketers prefer visual images (32%) to blogging (27%) as their most important form of content.Human beings have a greater capacity to process visual content faster (60,000 times) with a higher retention rate (65% to 10%) Click To Tweet
Marketers are recognizing this fact and designing their marketing strategy to align with it. 51% of B2B marketers prioritize visual assets in their content marketing.
Perhaps the most interesting video marketing statistic to show the importance of visual content is the one published by Invodo.
The study discovered that including the word “Video” in an email subject line could increase open rates by 19% and click-through rates by 65%. Similarly, a video on a landing page can increase conversion rates by over 80%.Including the word “Video” in an email subject line could increase open rates by 19% and click-through rates by 65%. Similarly, a video on a landing page can increase conversion rates by over 80% Click To Tweet
Also interesting is the research by Comscore that videos on your website can improve chances of being ranked on Google’s first page by 53%. Video content marketing can improve SEO and increase website traffic.
These discoveries have changed the landscape of content marketing in particular, and digital marketing in general. According to research by Hubspot Academy, 54% of customers want to see a video from a brand or business they support. These video marketing statistics show the importance of video for marketing.
Every digital marketer or business owner must begin to rethink the place of video in their strategy. It is no longer an add-on that you can choose to use or not use; it is gradually becoming the difference between a successful brand and an unsuccessful one. As a result, brands that want to achieve their goals and become a significant part of the conversation in their industry must prioritize video marketing as part of their overall digital marketing strategy.Every digital marketer or business owner must begin to rethink the place of video in their strategy. It is no longer an add-on that you can choose to use or not use; it is gradually becoming the difference between a successful brand and an unsuccessful… Click To Tweet
Video Marketing is the use of video content to achieve marketing goals. In essence, video marketing is using video for marketing. The marketing goal can include increasing brand awareness, generating traffic and leads, increasing customer base, engaging with customers, educating customers, and exploring a new target audience.
Video Marketing is not limited to any one particular marketing goal. You can use videos as content to achieve any marketing goal throughout your funnel.
These videos can be pre-recorded videos or live videos. Whatever the form they take, video content can become a valuable instrument for the marketing team, the sales team, and the support team. While we use the term “Video Marketing,” the usefulness of video content goes beyond the marketing team. Sales and support teams have used video contents to support the overall goals of the business.Whatever the form they take, video content can become a valuable instrument for the marketing team, the sales team, and the support team Click To Tweet
Successful brands use various types of video content as part of their overall marketing plan. Below are the most important.
- Expert Interviews
An expert interview is a way to connect with the movers and shakers of your industry to discuss pertinent issues relevant to your industry. Topics of discussion can revolve around new developments in the industry or a thorough explanation of an important concept.
You can successfully use expert interviews at the “Attract stage” of the marketing funnel. When you feature industry experts, your brand popularity will increase as you gain some goodwill in tandem with the goodwill of the expert. As a result, you can also use them at the “close stage” of your funnel to give more credibility and to “drag” prospects across the “finish line.”
- Demo Videos
A Demo video is a video that gives a demonstration on how to unbundle or use a product. Marketers use them for technical products that might require some guidance for customers to navigate through its usage successfully. Instead of some block of texts on a website, a video is easier to follow and the steps easier to execute. In this way, product demos can be very valuable to the support team.
However, demo videos are not just useful to the support team. The marketing team can use demo views to highlight the unique features of a product, which can attract, convert, or close potential customers.
- Explainer Videos
An explainer video is a video that seeks to communicate the value of your product to your target audience. Explainer videos try to emphasize to the audience why your product is the solution to their problems. Consequently, they tend to describe the buyer’s journey, highlight the problems they are encountering, and place particular emphasis on their pain points. Explainer videos end by offering your product or service as the solution to the problem. They describe the unique benefits of your product and include a call to action.
Explainer videos are useful in the “attract,” “convert,” and “close” stage of the marketing funnel.
- Event Videos
Event videos can be a live session or a highlight of a company event. The event may be an important conference, a product launch, a focus group discussion, or fundraising. Event videos are very useful to keep your customers engaged with your business or to attract more potential customers to your brands.
- Instructional Videos
Instructional videos are educative videos. You can use them to teach your target audience some lessons that are crucial to their business. The Hubspot Academy is an example of a company that used instructional videos. Users of the Hubspot platform can take various courses that will help them accomplish their business objectives.
Instructional videos are poised to create more engagement with your customers. They can also be a valuable resource at the attract stage. They can establish your reputation as an industry leader and make you a top destination for valuable resources.
- Animated videos
Video animations are useful alternatives to live and pre-recorded videos. It makes use of animated characters to deliver a message. You can use animations as instructional videos and explainer videos. There are many software in the market that can help create animated videos. They are often a cheaper alternative for brands with a little budget that are just starting with video marketing.
- Case Study
Marketers use case study or testimonial videos to narrate the experience of one of your customers as a means to convert other potential customers. A case study shows where the customer was before using your product or service; where the customer is; and how your product made the difference. It can be in the form of an interview, or it might be the customer narrating his or her experience with your product.
Case studies are very important at every stage of the funnel, especially at the “convert” and “close” stage.
- Live videos
A live video record an event as it is happening. Live videos are currently the “big deal” on platforms like Facebook. It provides brands with an opportunity to stream videos directly to their target audience. Live videos are also used to give customers an insight into the daily operations of a business (“meet the team” videos). In this way, they can be very helpful to build stronger and more personal relationships between the brand and the customers. There is an aura of authenticity that comes with such live videos. Facebook Live Video is a good place to start.
- Informational videos
Informational videos are used to convey information to customers. It can be a recorded answer to a customer’s inquiry by the support team. It might also be the introduction of a special offer.
- Brand Videos
A brand video is very useful at the “attract” stage of the funnel. A brand video introduces people to what you do, what your core values are, what products and services you offer, what motivates your company, your mission and vision statement, and your unique selling point. A brand video tells your story uniquely.
Videos are transforming how we do content marketing (as the video marketing statistics show). It is time for every business to think of creative ways to use videos to improve content marketing and achieve their goals. In the next article, we look at videos and marketing funnels as well as a brief history of video as a content marketing tool.