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The Role of Video Marketing in your Digital Marketing Strategy

Updated: Jun 7, 2021


 

TGFLIP MARKETING AGENCY


October 12th 2020

Content:

1. Introduction

2. Why Video Marketing?

3. Five Reasons Why You Need Video Marketing in 2020?

  • Informing and Educating

  • Search Engine Optimization

  • Being in the Competition

  • Personal Relationship

  • Direct Conversion

4. Types of Videos used in Marketing?

  • Explainer Videos

  • Interview Videos

  • Product Reviews and Demo Videos

  • Live Videos

5. Tips For Successful Video Marketing

  • Video Duration

  • Your Reach

  • SEO

  • Call To Action

  • Focus On Your Story, Not the Sale

  • The Power of Opening Seconds

  • Targeting the Precise Audience

 

1. Introduction:

The need for video marketing in today's era is not something hidden. With more than 1 billion hours of YouTube social media watch time per day, you can imagine the possible reach and extent of your brand.


Especially those businesses, which are determined towards marketing themselves digitally should have a complete understanding of "video marketing" as a necessary marketing tool. Video marketing is necessary because you need to be competitive as everything is transforming towards visualization.


"87% of online marketers use video content."


From the given study, you can predict the feasible growth of your business:


"A video which includes social content generates 12 times more shares than text and images combined."


In this blog, we will provide you everything you need to know about marketing yourself through videos.


2. Why Video Marketing?

Videos are a versatile and entertaining content format that not only gives us a real-life picture of what is going on but also provides us an opportunity to share it.


Consumers love it because it is easy to digest, entertaining, engaging, and informative. While marketers love it because it provides a huge return on investment(ROI) through multiple tracks.


"A test performed by Biteable, shows that a Facebook video ad got 480% more clicks, was 497% cheaper per click, and costs 280% less per lead as compared to the Facebook text ad."


3. Five Reasons Why You Need Video Marketing In 2020?

Here are the 5 top reasons, answering why you need video marketing in 2020?


i. Informing and Educating:


"97% of marketers claim that videos help customers understand products."

(Hubspot)


Marketing should not be your only goal. Consumers and businesses simply don't need to be sold every time. Instead, it is your mutual relationship that matters in the long-run.


To this end, marketers in many areas prefer to meet the audience with a "value-based" offer rather than "selling round the clock". Videos are a great thing in this field. Consumers and your potential customers love to absorb such videos that nourish and enlighten them. Therefore, you need to educate more and sell less because your business relationship is more essential than a one-time sale.


ii. Search Engine Optimization:


"Over 80% of all internet traffic will consist of videos in 2020."

(Cisco)


All search engines promote videos because they see them as high-quality content. As a result, using videos in various types of your content and especially on your web page can work wonders for your SEO.


This works only if your video is properly optimized concerning the right keywords, precisely targeted meta-description, and most importantly an appealing title.


iii. Being In The Competition:


"81% of businesses are now using videos for marketing."

(Hubspot)


In today's world, every business is renovating to online platforms, and the best thing about being online is, "you have to promote your brand in some seconds". Explainer videos can create a difference when it comes down to educating your viewer about the ins and outs of your product. By using different techniques mentioned in the next(below) portion of this blog, you can easily drive people's attention while being unique.


iv. Personal Relationship:


" Live video will account for 13% of traffic by 2021."

(Cisco)


Life stories and videos are incredibly great as they provide a real-life feeling to the viewer. It promotes your brand as well as creates a personal relationship between your brand and your customer. Personal content is important because:

  • It offers a feel of "face to face" interaction.

  • It builds brand trust.

  • It provides the audience, casual and interesting updates.

One more thing is, stories expire after 24 hours, therefore it offers a daily interaction of your brand which is crucial for building trust.


v. Direct Conversions:


"90% of customers claim a video will help them make a purchasing decision."

(Social Media Today)


A survey conducted by "wyzowl" claims that 74% of people who get an opportunity to see a product in action would buy it.


Now, if a marketer has an explainer video on his landing page then he would have a higher conversion rate as compared to the other marketer who didn't have.


No one has that much time to spend reading the whole description of your product and therefore consumers prefer video more.


4. Types of Videos Used in Marketing:

There are many different types of videos used while marketing a brand digitally. We have pointed out some of them below.


i. Explainer Videos:


"Visitors stay 2 minutes longer on a website that has an explainer video." (Camsource)


Explainer videos can help educate people about your product. It can be used to increase brand awareness. This type of video is highly in demand as new brands are emerging every day.

"Explainer videos less than 15 seconds long are shared 37% more often."


ii. Interview Videos:


"1.8 million words have the value of a one minute video."

(Dr.James of Forrester Research)


This type of video features interviews of any special guests or influencers. Guests and influencers highly impact their viewers and therefore are good in terms of ROI.


These videos showcase the conversation of the guests regarding your brand. As a result, your brand invades an image of glamour in the consumer mind.


"70% of teens trust influencers more than traditional celebrities."


iii. Product reviews and Demo Videos:


"95% of the people go through reviews before making a purchase."


This type of video can be created by a brand ambassador in exchange for free products. For this purpose, you need to find out people looking to boost their social following.


"Customers reviews can increase conversion by 270%."


You can also get reviews from your previous customers. These videos are really helpful because they provide insight into your product engagement and comments.


"84% of people trust online reviews as much as they trust recommendations from friends."


iv. Live Videos:


"80% of the users would watch live video from a brand instead of reading their content marketing posts."


One of the best forms of marketing is live video marketing. They are best in terms of getting a close and personal relationship with your audience. It works great on all social media platforms.


5. Tips for Successful Video Marketing:

Till now, you have all the awesome reasons for adding video marketing to your overall marketing strategy.

Here are some expert tips for developing a successful video marketing strategy.


i. Video Duration:


According to Hubspot, the perfect video lengths for some of the social platforms are as following:

  • Instagram: 30 seconds.

  • Twitter: 45 seconds.

  • Facebook: 1 minute.

  • YouTube: 2 minutes.

Your video length matters a lot. Your customer's interest directly depends upon it. Nobody has time to watch a 5 minutes long video about a single brand or product.


ii. Your Reach:


In the case of organic reach, your prime purpose should be engagement with your already built community. Only a small number of your total followers reach your posts.


However, stories have a greater reach. Therefore you should focus on stories by uploading high-quality videos representing your brand.


While in the case of paid reach, you can directly promote your video as well as you can upload it on your landing page. So, when someone clicks on your ad, he or she gets an insight into your brand.


In paid reach, you have an enormous scope and approach, therefore, you should ensure a high conversion rate by using high-quality video marketing.


iii. SEO:


"Insivia states that a website is 53 times more likely to reach the front page of Google if it includes videos."


For SEO, you need to observe your metrics. You can develop a video library with different titles and content, and generate a chart of which content is working more efficiently. Experimenting and testing is a key point in video marketing.

iv. Call To Action:


"After analyzing 481,514 Calls to Action from 324,015 videos, Wistia found that 95.9% are placing their CTA at the end of the video. Only4% choose the mid-roll option, and a tiny 0.1% go for the Call to Action upfront, pre-roll."


Wistia’s research also found that mid-roll CTAs appear to convert at the highest rate. Mid-roll CTAs had an average conversion rate of 16.95%, compared with a post-roll conversion rate of 10.98%.


As a result, it is concluded the addition of CTAs is very important in marketing strategies. Because viewers are energetic and want to know more about your brand, after watching your promotional video and therefore call to action guides them directly to your brand.

The most commonly used CTAs are:

  • Share with your friend

  • Visit our website

  • Check out other content

  • Contact us

  • Get a Quote


v. Focus on Your Story, Not the Sale:


If you want your video to be watched, then it needs to give some value to your consumers. Videos that are purely focused upon a brand or driving sales, will likely be ignored because no one wants to be "sold".


The best video content tells stories that viewers can connect or relate to. Your video should involve their common problems as well as the easiest solutions available. This kind of marketing promotes a sense of caring that is necessary for future work.


vi. The Power of Opening Seconds:


"65% of people that watch the first 3 seconds of your video will watch it for at least 10 seconds. 45% will watch a video for 30 seconds."


The first few seconds of your video decides whether a person would continue watching it or scroll it. Mostly, it is the span of the first 5-8 seconds.


In the first few seconds, you need to precisely clarify what your video is all about, and especially is it worth their time? An interesting thumbnail performs half of your job just in a second. Your video thumbnail is the same as your first impression in an interview. So you should choose a calm and high-quality thumbnail and after that an amazing startup for your video.


vii. Targeting the Precise Audience:


"Although a study suggests that 78% of people watch online videos every week, only a tiny fraction might be interested in what you sell."


Platforms like Facebook and Instagram have a wide audience range. Therefore, while marketing your brand, you need to target exactly and specifically the people with the right age, gender, location, language, interest, and time that relates to your brand. You can figure that out by researching and experimenting yourself.


 

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