All companies now require and are adopting a video marketing strategy. However, the only thing which has changed is the importance of video on each platform as well as channel these days. Video marketing is no more just a piece of your business’ overall marketing campaign. It is important to your campaign efforts and outreach. Videos have now completely dominated the social media platforms.

As per a HubSpot Research report, four out of five top video channels which consumers watch video across the globe are social media platforms. Additionally, a Facebook executive had predicted that the social media platform would be all about videos within five years. So, it does not matter what type of business you are running; the video should remain a key part of your content strategy.

Why Video Marketing is Essential In Your Content Marketing Strategy?

In today’s world, people are being bombarded by online text messages which seem impersonal. One cannot see the facial expression of the person and listen to their response after seeing the digital message. However, a video lets us get a personal and up-close feeling of the person’s response. These are the factors which equate to greater trust. The video is considered to be very versatile.

One can create a video or a small snippet and share it across different social platforms to develop their online presence. As per a report by HubSpot, over 50 per cent of consumers prefers to see video content from brands over any other content. And while there are numerous things one can experiment with while creating a video, it is still important to keep it simple.

At times, incorporating just a brief yet powerful message in the video can say a lot more than a simple text-heavy article or a sales ad. Below are some reasons that will help you further understand why video marketing is a great strategy for all businesses as well as marketers. Videos help:

  • Create brand awareness.
  • Generate more of leads.
  • Increase conversion rates.
  • Build trust and convert your leads into prospects and customers.
  • Build trust, show your knowledge and to establish as a leader/expert in your niche.
  • Generate more traffic towards your website.
  • Generate more of social media engagement.

But if you have never done video marketing before, then where can you start from? Luckily, there are several resources as well as options available today. Below mentioned are some types of video you can consider for your video marketing strategy.

Types Of Marketing Videos You Can Create

  • Demo Videos:

These videos show how your product works. Whether you plan to let, your viewers know your software and how can it be used or reviewing a physical product by unboxing it.

  • Brand Videos:

These videos generally form a part of a large advertising campaign and showcase the mission, vision or the company’s products or services. This video aims to create brand awareness and grab the attention of your target audience.

  • Expert Interviews:

Taking videos while interviewing thought leaders or internal leaders in your niche helps to attain trust of with your audience. To capture this video, search for influencers from your niche and get the discussions out in front of your audience.

  • Event Videos:

Are you planning to host a fundraiser, round table conference or any such type of event? You should record and develop a highlight video or release an interesting video from the gathering.

  • Educational or How-To Videos:

These videos can be used to teach your target audience about a new thing or to develop the knowledge they would need to understand your business better.

  • Animated Videos:

These videos are great when a company wants to explain a hard-to-grasp concept which requires good visuals. These can also be used to explain an abstract product or service.

  • Explainer Videos:

Such a type of video is utilized to let your audience know why they should buy your product/service. Several explainer videos concentrate on a fictional story of the company’s buyer who is already struggling with an issue. This person can overcome the issue after he/she goes ahead and uses the company’s product/service.

  • Case Study and Customer Testimonial Videos:

Your audience indeed will want to know how your product can solve their particular issue. Here, one of the best ways to prove that your product is effective is by making a case study video which features your satisfied customers. Get these folks in front of the camera and describe their story on how your company’s product helped solve their issue.

  • Live Videos:

These videos offer your viewers live, behind-the-scenes look of your company. Besides, these also help to draw in longer streams and increased engagement rates. Live presentations, interviews or events encourage the viewers to go ahead and comment their queries via questions.

  • 360° & Virtual Reality (VR) Videos:

In a 360° video, the viewers literally can ‘scroll’ content from any angle. This video style lets the viewers experience an event or location as if they were physically inside the content. Virtual Reality (VR) helps the viewers navigate as well as control the experience. Such videos are generally viewed via devices like Google Cardboard or Oculus Rift.

  • Personalized Messages:

A video can be an innovative and creative way to respond back to a person through text or email. Use Loom to capture an important discussion or to give personalized expression. You can use such videos to build a unique and delightful moment for your prospects and encourage them to use your products or services.

Before You Start

Before you begin with video marketing, it is important for you to know your goal behind creating the video to develop your strategy around it. This will help make the video more focused and increase its chances of success. Here, you can use the SMART (Specific, Measurable, Achievable, Relevant, Time-related) model to set proper marketing goals. Once you have a clear idea of the goal of your video, it will become easier for you to focus on the type of content that can meet the goal.

Putting Your Video Marketing Strategy Together

Now comes the time when you have to put your actual strategy together and consider certain elements. Well, there are several elements you have to look after when you make a video. As such, how can you make sure that all of these are aligned properly? Well, you can develop a questionnaire by using SurveyMoney or Google Forms and circulate it among your customers and stakeholders. In this way, you will be able to ask similar questions to everyone at the same time and get answers all in one place.

  • What is the goal? Is it to increase brand awareness? Make a new product launch? And what you want your audience to do after they watch the video?
  • Who is your target audience? What type of persona are you targeting?
  • Where is the video going to be shared? On Instagram or Facebook? You should start with the target location where you think your audience will see your video and later repurpose it for other media channels.
  • When will the video be ready? It is always important to begin filming with a timeline. A video created in just a few days will have very a different budget and creative scope than a video created in a few months.
  • What is your budget? Creating a video can be expensive, but you can reduce the cost by setting a fixed budget. Conduct thorough research and always set realistic parameters.
  • What are the creative needs? Having your skills, budget, and resources in mind, you should think about the creative block points which may arise. Do you need to hire a designer for lower third graphics? Are you going to create a live action video or an animated video?
  • How can you measure the success of the video? Choose among different key performance indicators which match with your video goals and help measure and analyze the video.

Where To Share Your Videos?

A video can be used published on numerous channels such as:

  • Email:

You can use your video in your email marketing strategy to let your prospects know your company. This will help in converting prospects into leads and nurture them into becoming customers.

  • Social Media Channels:

As indicated above, social media platforms love video content. These are the most preferred channels for businesses to post a video as it a great way to generate more shares than other text posts.

  • YouTube:

YouTube being a video platform after all is without a doubt the best place to share a video. You can start a YouTube Channel for your business and create a big impact with your video marketing strategy.

  • Landing Page:

You can post a video on your landing page to increase your conversions.

  • Your Website:

You can also post a video on your website to enhance user experience and generate more conversions.

Remember that you should determine the channels you need to focus on based on your goals.

Hence, start taking advantage of video marketing strategy to showcase your product with a video. With proper goals, type of video, channels and desire to try out new things, you will be able to reach new heights with video marketing. So start creating your videos now!

Written by 

Rahul Yadav is Digital Marketing consultant and Expert in Delhi, India. He provides SEO, Social Media Marketing & PPC Consulting Services worldwide. You can Contact at gitm.rahul@gmail.com

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