With the effectiveness of traditional marketing declining, businesses are turning to video marketing to reach their target audiences. And it’s working. In fact, according to a recent study, 64% of consumers say watching a product video makes them more likely to buy it.
But creating a video that resonates with your audience and drives results isn’t always easy. That’s why we’ve put together this guide on how to use video for marketing success.
In this guide, you’ll learn:
- The benefits of using video for marketing
- How to create videos that drive results
- The best ways to promote your videos
- Wayfair Case Study
By the end of this guide, you’ll have all the information you need to start using video to achieve your marketing goals. So let’s get started!
The benefits of using video for marketing
There are many benefits of using video for marketing. Here are some of the most important ones:
Video is versatile and can be used in a variety of marketing contexts, from social media posts to email campaigns to website pages.
Video is a great way to showcase your product or service in action. This is especially effective for B2B companies that sell complex products that are difficult to explain in writing.
1. Reach a wider audience:
Video is an engaging format that’s easy to consume. When done correctly, videos can be a powerful tool in your marketing arsenal, helping you to reach your target audience and beyond. In fact, according to HubSpot, people are 85% more likely to remember a call to action after watching a video than they are after reading it.
2. Engage your audience:
Video is an engaging medium that can capture your audience’s attention and hold it for longer than other types of content, such as text or images. This is because videos combine both audio and visual elements, which stimulate different parts of the brain and keep viewers glued to their screens.
3. Build trust and credibility:
Videos can help you to build trust and credibility with your target audience by showing them who you are, what you do, and why they should care. Video can help you tell a story that connects with your audience on an emotional level. This is essential for building trust and credibility with potential customers.
4. Showcase your product or service:
Video is an excellent way to showcase your product or service in action. This is especially effective for B2B companies that sell complex products that are difficult to explain in writing. A well-made product video can help potential customers understand what your product does, how it works, and why they need it.
5. Generate leads:
Video can be a powerful lead generation tool. When used correctly, videos can help you capture contact information from viewers who are interested in what you have to offer. This is essential for building a database of potential customers that you can market to in the future.
How to create videos that drive results?
Now that we’ve covered the benefits of using video for marketing, let’s take a look at how to create videos that will drive results.
1. Keep it short and sweet:
The first step in creating a video that drives results is to keep it short and sweet. In today’s attention-deficient world, your audience is more likely to watch a shorter video than a longer one. So make sure your videos are under two minutes in length.
2. Hook them in the first 10 seconds:
You’ve probably heard the saying, “You only have one chance to make a first impression.” The same is true for your videos. You need to hook your audience in the first 10 seconds if you want them to continue watching. Otherwise, they’ll click away and you’ll lose them forever.
3. Tell a story:
People love stories. And when you tell a story in your video, it helps to engage your audience and keep them hooked until the very end.
4. Use calls to action:
If you want your viewers to take action after watching your video, you need to include a call to action. This could be something like, “Visit our website to learn more,” or “Sign up for our newsletter to stay up-to-date.”
5. Optimize your videos:
Just like with any other type of content, you need to optimize your videos for search engine optimization (SEO). This means including keywords in your title and description, as well as adding transcripts and Closed Captions.
The best ways to promote your videos?
Once you’ve created a video that you’re proud of, it’s time to promote it! Here are some of the best ways to promote your videos:
1. Social media:
Social media is one of the best platforms for promoting your videos. And with over 2 billion active users , there’s a good chance your target audience is on at least one social media platform.
2. Your website:
If you have a website, make sure to embed your video and include a thumbnail image to entice visitors to click and watch.
3. Email marketing:
Including a video in your email newsletters is a great way to grab your subscribers’ attention and get them to watch your video.
4. Paid advertising:
Paid advertising, such as Google AdWords or Facebook Ads, can be an effective way to reach your target audience with your videos.
Getting press coverage for your videos can help to give them a boost in popularity and reach. You can do this by submitting your videos to popular video sites, such as YouTube and Vimeo, or by reaching out to media outlets and pitching your video as a newsworthy story.
In 2016, the home decor company Wayfair decided to use video as a key part of its marketing strategy. And it paid off big time. In just one year, Wayfair’s video views increased by 400%, and its video conversion rate increased by 15%. Plus, they saw a 20% increase in site traffic from their videos. How did they do it? By creating engaging, visually-appealing videos that told a story and included a call to action. For example, one of their most popular videos is an animated explainer video that tells the story of how the company came to be.
By using video in their marketing, Wayfair was able to boost their reach and conversions, proving that video can be a powerful marketing tool.
So there you have it! These are just a few tips on how to use video for marketing success. If you’re not already using video in your marketing, now is the time to start. Your audience is clamouring for more video content, so give them what they want! And if you need help creating engaging videos, talk to us. We can help you to plan, write, shoot, and edit your videos, ensuring that they’re high-quality and driving results.