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Video Marketing: The only guide you will ever need

We are living in the age of NFTs and Metaverse now. If we look around us, it is evident that traditional marketing methods are losing their popularity. Video marketing is in vogue now. Today, video marketing is not just another part of digital marketing. It is the answer to most marketing strategy and brand visibility questions, if not all. 2022 is already here, and it is high time to boost your marketing campaigns using well-planned and produced videos. 

Video is crucial for boosting brand visibility because 88% of people say they have purchased a product after watching a brand video. 

To stand out from the crowd, you require video marketing. So, in this guide, we will talk extensively about video marketing to help you get started. 

What is Video Marketing

Video marketing is planning, producing, editing, uploading, advertising, and sharing videos with the target audience to boost awareness about a brand or business or a product or service that they are offering. Video marketing comprises several elements. It harnesses the power of the internet and social media algorithms to drive brand growth and sales. 

It is a highly effective way to reach the masses and provides businesses with the opportunity to deliver their message. 

Why is video marketing so effective?

Videos have taken the world by storm. Video consumption has increased many folds during 2020-21. In Wyzowl’s report, 92% of marketers consider video as a vital part of their marketing strategy. The question is: why video? 

  • Increased engagement: Videos garner more attention from viewers than text because it is a source of information and entertainment. Videos get more exposure on social media platforms and generate 1200% more shares when compared to text and images combined (Impactplus).
  • Influences purchase decisions: Research by Lemonlight says that 94% of respondents have watched videos to make a purchase decision at least once. Marketers use videos to highlight the pain points of customers. It prompts customers to decide whether they want to buy a product or not. 
  • Increased lead generation: Marketers swear by video marketing for getting solid leads.

Content planning is vital to getting strong leads that have the potential for conversion. Once the videos are shot, they are promoted on multiple channels, and that target audience has to be defined for a successful video marketing campaign.

How to build a solid video marketing strategy

Set your goals: 

First, to build an effective video marketing strategy is to define what you want to achieve. Do you want to boost your brand’s visibility, or do you want to convert leads into customers? 

If you are starting, take a look at the marketing funnel and decide what is more important. 

Awareness: 

You have a product that solves a problem, but people do not know that it exists, so how would they look for you in the first place? 

The first stage of the marketing funnel is to make your audience aware of your existence. 

Consideration: 

Once someone identifies the problem, they will search the web to look for solutions and compare what different businesses offer. 

In this stage, brands have to address the pain points and stress how their product can solve the problem effectively. 

Conversion: 

At this stage, you want to stay on top of your competitors. Showcase how your product stands out from the rest. Show proof with customer testimonial videos which you can easily make using an online video editor. 

2. Define your target audience:

The target audience is the group of people who are more likely to invest in your product or service. A simple example would be-a teenager who will not buy health insurance. You can find your target audience based on age, gender, location, social status, consumption patterns, etc. 

Having a defined target audience narrows down your search for potential customers so that your ad campaigns do not go to waste. 

3. Types of videos you want to include:

There are multiple video types to play around with-explainers, demos, webinars, etc. Marketers have to diversify the content such that it is not limited to one stage of the marketing funnel.

For the awareness stage:

  • Explainer videos
  • Brand videos
  • Lifestyle videos
  • Problem-solution videos

For the consideration stage:

  • Product videos 
  • Unboxing videos 
  • Tips and tricks videos 
  • ‘How To’ videos 

For the conversion stage: 

  • Customer testimonials 
  • Demo videos 
  • Case study videos
  • Webinars

4. Checklist for production requirements: 

A lot of work goes into shooting a video. If you are working with a production team, you do not need to worry about this step. In case you are doing everything on your own, here is a checklist for you: 

  • Pieces of equipment and props 
  • Script
  • Lighting
  • Planning shots
  • Licensed music for your brand 
  • The location where you want to shoot 
  • Actors
  • Storyboard for the entire video
  • Who to send for approval 

5. Emphasize post-production: 

Once you have shot an amazing video, you have to move to post-production- this is where all the magic happens. An online video editor will streamline the post-production process, and you can wrap up things faster. 

In this step all the editing, trimming, colour grading, customization for ads, adding transcripts, closed captions, adding CTAs, etc., will happen. Once everything meets your expectation, it is ready to be scheduled for upload. 

6. Measure your success: 

Once your videos are on the internet, it is time to measure their success. Metrics analysis is a critical aspect of future video marketing campaigns. Using different analytics tools, you can see how each video has performed. 

Take note of the numbers across different social media platforms and see what has performed the best. 

Gather all this information to revamp your next video marketing campaign or optimize the ones that currently exist. 

Final Thoughts 

The audience has spoken: they want videos. If you want to stay in or ahead of the competition, your brand needs well-produced videos. In this age, video production does not require huge expenditure. All you require is a good smartphone with a decent camera to get started. 

Although there are multiple other aspects of video marketing, the above outline is enough to get a jump start. So don’t wait any further. Start building a video marketing strategy today!

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