In early 2022, video content has made up around 82% of the overall internet traffic, making it the biggest type of content ever made online. That means most users are now consuming more videos than other forms of content. And if you haven’t started video marketing, you’re missing out on a huge opportunity in reaching a wider audience.
Unlike typical video posts, video marketing focuses more on developing ideas that benefit the brand, such as increasing awareness, generating leads, and building trust. You can’t just make any video on social platforms and call it video marketing because it doesn’t work that way.
Video marketing is solely a marketing strategy using video content to achieve the company’s goals. However, when producing marketing videos, you should plan and execute the technique carefully. This is what sets video marketing and random online video apart.
The Benefits of Video Marketing
Given the number of video traffic this year, it’s safe to say that most people would rather watch videos than consume other types of online content. A huge interest in video content means a bigger business opportunity lies.
Here are a few benefits of using video marketing in businesses.
Attract more attention
Video is the perfect way to capture attention as it’s easy to digest and visually stimulating. It’s also more likely to be shared on social media than any other type of post.
Generate leads
Videos can help you generate leads by providing a softer introduction to your product or service before asking for the lead information. With video, you have the opportunity to create a relationship with potential customers and increase conversion rates.
Increase web traffic
Videos help boost website traffic because now Google search engine includes a separate section to put embedded videos from YouTube. If you have videos on your sites, this will help generate conversion rates by 80%. That’s why many marketers agree that using video marketing can boost businesses’ performance.
7 Step Guide to Making Video Marketing Content that Converts
Not every marketing video works. You’ll need to thoroughly plan your strategy if you want to achieve a better result.
1. Establish the goal of your video
Before you start creating your video, you first need to determine the purpose of your video marketing campaign. Whether you want to increase brand awareness, generate leads, or simply provide information about your product or service, make sure that your video aligns with your overall marketing strategy.
Finding goals will help you craft the content specifically. Suppose you want to build awareness, you can create an explainer video that introduces your brand well. On the other hand, if you focus on getting more conversions, try making testimonial videos instead. Testimonial acts as social proof where people can consider a purchase decision after knowing that others have good experience in using your products.
2. Script your video
Your video content shouldn’t be random; it should be planned and thought out. That’s why a well-written script is a key to ensuring that your message is delivered in a concise and clear way.
When scripting your marketing videos, pay attention to who you’re going to offer the product or service. This is an important step before writing down your narration.
You should know who your audience is, what their needs are, and how you can solve their problem with your product or service. Once you have this information, it’ll be much easier to write a script that resonates with them.
3. Create a storyboard
A storyboard is like a map that shows how your video will flow. This will help you visualize the scenes and shots you’ll need for your video. You can also use it to get feedback from team members or stakeholders.
Storyboarding will help you determine the length of your video, as well as the type of shots and scenes you’ll need. Keep in mind that storyboarding will reflect your actual shooting, like which parts should be added or need highlights. That’s why making a detailed storyboard will ease your work in the shooting process.
4. Choose the right format
You can use various formats for your video marketing content, but the most popular ones are explainer videos, case studies, and how-to videos. Choose the one that will best fit your target audience and message.
The format represents your final goal because each is built differently. You won’t use case studies when marketing your product to those who barely know about you. This type of content is designed to persuade someone already considering what you have to offer.
Also, make sure your video is high quality if you want it works when promoting your product or service. This means you should invest in good equipment and hire a professional team to help with filming and editing.
5. Optimize for SEO
SEO plays an integral part in winning search results on different platforms. Whether you aim for Google’s first page of YouTube’s search results, you’ll need to work on SEO to make sure your video has a fighting chance.
Your title, description, and tags are the most important factors you’ll need to optimize for SEO. Make sure each is keyword rich and accurately describes your video content. You can also use Google’s Keyword Planner to determine which keywords are being used most in your industry.
Just like any other type of content, you need to optimize your videos for search engines if you want them to rank higher and reach a wider audience. Make sure to include keywords in the title, description, and tags of your video.
6. Use engaging video thumbnails
Thumbnails are the small images that appear alongside your video on different platforms. They’re important because they’re one of the first things people see, and they can determine whether or not someone will watch your video.
That’s why it’s important to use engaging thumbnails that will make people want to click on them. You can use graphics, animation, or photos to create your thumbnail. Just make sure it accurately represents the content of your video.
7. Add a call-to-action
A strong call-to-action (CTA) is essential for any type of marketing content, and that’s especially true for videos. Your CTA should encourage viewers to take the next step, whether to subscribe to your channel, visit your website, or buy your product or service.
Make sure your CTA is clear and easy to understand. You can also use buttons or text to prompt viewers to take the next step. Place your CTA at the end of your video, so it’s the last thing people see before they click away.
Wrapping Up
So, there you have it! A basic guide to creating video marketing content that will help you achieve your business goals. By following these tips, you can create videos that are both effective and engaging, helping you connect with a wider audience and boost your bottom line.
About the Author
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
Twitter: @breadnbeyond
Email: andre@breadnbeyond.com LinkedIn: https://www.linkedin.com/in/andreoentoro/
