Video marketing has become one of the most important trends in digital marketing in recent years. It is an effective strategy to reach new customers and connect more deeply with those who already know the company.
What Is Video Marketing
Video marketing is to use the potential of the video to promote a brand or company, product, or service. Therefore, it is a type of content marketing that uses the power of video to generate a greater emotional connection to stay more in the minds of users, who remember video messages more easily than in other formats, such as writing.
This tool has gained notoriety with the rise of social networks and the most powerful connections, which allow streaming videos to be played easily and from many devices. Branding videos, customer testimonials, videos of live events or tutorials or demonstrations on how to use a product or service are some of the most common examples of videos that we can find within a marketing campaign.
How To Do The Video Marketing
Set A Goal
The company must consider what action it wants to promote through the video or, in other words, what movement the user wants to make after watching the video: Do you want an increase in visits to the website, more sales of a certain product, position yourself in a new market.
Depending on the objective, the most convenient type of video will be determined (educational, testimonial, promotional, service presentation) and a call to action will be included or not at the end of the video that encourages users to take the next step ( for example, visit the shopping website after a promotional video).
Tell A Relevant Message
For this, it is essential to know the potential audience that will receive the video and analyze what type of content may be interesting for it. For example, one type of content that is usually successful is educational, that is, one that solves the most common doubts that potential audiences face. The educational content usually works very well among users who are already interested but have not yet made the purchase decision, and to retain the customers we already have. The testimonial videos of other satisfied customers also work very well among users who are not entirely convinced.
Think About The Technical Requirements
The company should identify the type of video that can best respond to the objectives set and think about the technical difficulties it will face, which can vary depending on whether it is a video in real image or animation.
It is essential to choose appropriate music, according to the message and the type of audience, make a dynamic and professional edition and establish a script that takes the user towards the objectives. Usually, it is also necessary to hire a professional announcer to take care of the voice ‘off’. To all this, we must add the lighting and recording equipment, when necessary.
The video result needs to be professional. Otherwise, we will achieve an effect contrary to the desired one.
Choose The Platforms On Which To Share
A video can be used on a multitude of platforms. The most common is YouTube or the website, but the videos are also very effective when inserted in email marketing campaigns.
Social media is another perfect platform for video sharing: Most of the algorithms on social media make video posts more relevant, making more people watch them. Also, users share videos more easily than text-based posts.
Video marketing campaigns aimed at social platforms such as Twitter, Facebook or Instagram work better if the videos are short, so longer videos are usually fragmented to share them on these platforms or if the dissemination on networks is going to be the main channel, bet on making several short videos, created especially for social networks.
Advantages Of Video Marketing
To get all the advantages of positioning, you must use the appropriate tags when uploading the video to YouTube, in addition to including keywords in the title and description.
Generate More Leads And Sales
According to the study mentioned in the previous paragraph, 83% of marketing professionals who use video have seen their leads grow, and 80% have detected a higher number of sales.
It Is Multi-Platform
On the one hand, it is possible to use the videos to create quality content on social networks, which encourages users to share it and multiply its reach. On the other hand, video can energize email marketing campaigns, driving conversion.