Video marketing is one of the most effective tools available to marketers today. Any small and large eCommerce business uses a variety of video marketing strategies for branding and promotion in the digital space as they have proven to be highly effective. According to marketers and business owners, posting videos not only increases the level of engagement of their audience but also the return on investment. As research from Renderforest Survey proves, video marketing has contributed to the following:
- In 78% of cases, there was an increase in traffic on company websites;
- 71% of companies experienced an increase in the average time spent by users on the site;
- 69% of representatives expanded their base of potential clients;
- In 54% of cases, there was an increase in the number of sales.
However, to make your video marketing strategy work, you need to approach video creation smartly. Let’s check the dive into video creation stages so that you can plan your actions accordingly.
Tips for Building an Effective Video Marketing Strategy
Video marketing is a fairly broad area of digital marketing (strategy). By understanding your business and your target audience, you can develop a video marketing strategy that will connect with the right audience in the long run. Here are some tips for choosing the right strategy:
- Demonstration of your products – If you are selling a product, it is highly recommended that you provide a brief description of its key specs and properties. Let potential customers know exactly what you offer and how to use it;
- Promotions – Advertise your special offers and discounts on products or services;
- Demos – Try to solve user problems by sharing relevant ideas and experiences with them;
- Brand presentation – Make a video where you talk about your company and its special offers;
- Case studies – Conduct research on your products or services by evaluating their quality. Tell about the results of the study in the video. Emphasize the benefits that users will get if they choose your products.
Experiment, test out different approaches, and ask your audience for feedback. Only in this case, you can produce a video content that really converts.
Video Creation Process – Steps to Take
If you aim to create a video that will increase brand awareness, be engaging, and convey your target message in full, then you need to thoroughly plan a video production process from A to Z. And there are many steps you need to master in order to create a good marketing video. Here is a simple step-by-step guide that will help you keep your focus on the right things.
Step 1 – Preparation
Before you start to make an intro video, it is critically important that you answer the below questions:
- What’s your video all about?
- Who is your target audience and what is your message?
- What is your brand about?
- What are your brand’s values?
- What are your brand’s goals?
- What is your core marketing message?
- What are you offering?
- Why should your audience watch your video?
Your audience is more likely to engage with content that they are familiar with, so you need to know who your target audience is. Define your audience and what it is that they care about. At the same time, you need to make sure that your video is something that they will remember and relate to. There is no need to do any creative magic. It is simply enough to analyze your target audience and follow video marketing trends. Thus, you can be absolutely sure about creating multimedia content that converts.
Step 2 – Determine the Goal of the Video
This sounds simple, but it’s so very important. It’s easy to get all excited about the prospect of marketing and create a video about everything and anything at the same time. The reality of it is that if you want to use your time and resources effectively, then you’re going to have to focus on something very specific. For example, if you’re going to make a video about “how to sell your business online,” it’s going to be very difficult to actually make that into a video.
A goal of a video is going to be the most important aspect of this stage of the video creation process. Once you get your objective, you can then decide how you want to get it across to potential customers. Set specific goals and think about the ways that your marketing video will help you achieve all of them. Also, make sure to measure and analyze the results of your marketing efforts. You can always hire professionals who know all the pitfalls of the process and will make things easier for you.
Step 3 – Find a Theme or Subject
A theme is the base of your marketing video – be it a multimedia clip that you will post on TikTok or a corporate video for a landing page. It’s the central point of your story, the main point of why someone should invest in your product or service, and something that you want to tell the world. Once you have an idea of what your theme will be, you’ll be able to come up with a creative story about it.
You’ll want to create content that makes sense. If your theme is “Selling products,” you may come up with a story about how much your product could help your customers. All in all, the story should revolve around what your product does, how it works, and how it can help your audience.
Step 4 – Choose the Best Content for Your Video
Now that you have a theme, it’s time to find content for it. Your next step is to brainstorm and find some ideas that you can use to implement in your video. Don’t worry if you don’t have any video marketing content ideas or aren’t sure where to start. When you’re brainstorming, look at how you can make your content as compelling as possible. This is where your script comes in. You should have a solid story you’re writing about. This means that the content you select should be able to drive that story forward.
Step 5 – Select Video Recording/Editing Software
Now it’s time to find software that can help you create your marketing video. And this is where programs like WeVideo, Vimeo, Movavi, and Lightworks will come to the rescue. In addition to making it look nice, the software will also help you make the video work well on your site, social media platforms, or lead nurturing emails.
The best software will make your videos responsive on any device and will also provide the highest quality. There are many different types of movie editing software solutions that you can use to edit and make your video even better. Whether you need to make transitions for the video to flow smoothly, apply filters, or add audio / background music, movie editing programs will provide you with all the functionalities that you may need.
Final Say!
The art and science of video-based content marketing is booming today. The most impactful ways to use video to get your message across are becoming obvious to many, but the details are still a bit unclear. Sticking to the above recommendations, you will make a video production process effective and easy. Instead of guessing what’s right and what’s wrong, follow time-proven practices and achieve the best results. So get your video production equipment ready!
