Video marketing is as fundamental to your business as any other marketing strategy. That doesn’t mean blog posts and image posts on social media are outdated; of course, they’re still standing tall. However, in today’s world, almost 73% of consumers prefer videos to learn about businesses. Video marketing has grown strong lately, and to stay relevant in the minds of your potential and current customers, embracing video marketing is a must.
According to Statista, the average internet user spent 17 hours a week consuming videos in 2023. Thus, video content can be a powerful tool to increase your reach, brand awareness, and sales. However, you can’t just start to create dozens of videos a week without defining an action plan, and that’s what we’ll see today. Read along to see how to enhance the efficacy of your video marketing.
As with any other marketing strategy, the first step is to define the video marketing goal. This will help you set the tone and guide your audience through the content so they don’t miss the main point. So, before rushing to buy cameras and microphones, your team should take the time to set the objective: do you want the video to be educational? Do you want it to sell your product or drive visits to your latest blog article?
Setting goals for your video content strategy will also make scriptwriting and post-production easier. For instance, if your video aims to lead people to Christma’s flash sale, your content writers and editors will use language and visual resources to guide your audience to your store and will not include deviating information.
As with any other marketing strategy, the first step is to define the video marketing goal. This will help you set the tone and guide your audience through the content so they don’t miss the main point. So, before rushing to buy cameras and microphones, your team should take the time to set the objective: do you want the video to be educational? Do you want it to sell your product or drive visits to your latest blog article?
Setting goals for your video content strategy will also make scriptwriting and post-production easier. For instance, if your video aims to lead people to Christma’s flash sale, your content writers and editors will use language and visual resources to guide your audience to your store and will not include deviating information.
While this isn’t a universal rule, short videos are slowly gaining popularity over long-form content, especially among younger audiences. Thus, it is not rare for big social media platforms to embrace short-form content.
Because the average person’s attention span is getting shorter every year, averaging between 8 and 10 seconds, short videos are more likely to be viewed fully, ensuring your message is delivered correctly. This can also enhance your reach and attract potential customers to your business, providing a more accessible gateway to your initial messages.
The Call to action, or CTA, is a fundamental part of marketing communications. It refers to the short message at the end of any marketing content that invites people to take action. CTAs create a sense of urgency in customers and explicitly lead them to take the next step in the consumer journey.
In that way, the CTA will be defined by your video marketing main objective. Continuing with our Christmas flash sale video example, since the goal is to drive sales, we first need to lead them to our website, so the call-to-action messages we could use would be “Shop now,” “Check out our store,” or “Get your discount now,” if you’re giving out discount codes or coupons to attract your audience.
As seen, a good call to action is clear, short, and highly noticeable, whether using a bigger font or a colorful button. For example, only saying “Check our offers now” at the end of your video may not drive your viewer’s interest as they’d have to stop the video to go to your website, but if you accompany the verbal message with a button that takes them straight to the website, you can have more results.
Even your most appealing video will not be effective if your intended audience doesn’t watch it. To ensure your video marketing strategy reaches your target audience, you first need to know which platforms they use the most.
Let’s say you want middle-aged office workers in your area to discover your grocery store. In that case, posting a video on TikTok at 3:00 p.m. may not be as effective as posting the reel on Instagram as a paid advertisement during lunch hours.
Choosing the right platform for your videos will depend on the video’s purposes. If you plan to showcase your products or show testimonial videos sent by your previous customer
s, then it’s best to embed the videos on your website. This will give off a professional vibe and enhance your business’s trustworthiness.
On the other hand, social media is best suited for short videos with a more authentic look. Since they can be less produced than institutional videos, they enhance your relationship with your potential customers. For instance, TikTok can be great for showcasing your brand’s personality by joining challenges and trends and creating your own challenges to promote user engagement.
If you’re still unsure which platforms would be best for your brand and goals, contacting an experienced marketing agency can be highly beneficial. They can review your strategy, goals, and business needs to ensure that any video platform you choose is the right one for you.
Defining clear goals for your video will also help you decide which metrics to focus on while measuring your video marketing campaign’s success. Let’s bring back our Christma’s flash sale example.
Since our primary goal is to drive sales, the metrics we should focus on could be the click-through rate (CTR), which measures the number of people who click on a link or advertisement to see how many of our viewers are visiting our web store, and the conversion rate, which will show us how many of our visitors are purchasing our products.
Of course, the key metrics will vary depending on our video marketing strategy goal. So, if you’re still unsure about which metrics you should pay attention to, we’ve put out the seven most common metrics for video marketing:
Once we’ve written the strategy, it’s time to start making videos.
You may think you’ll need to invest thousands of dollars before filming your video, but there are several cost-effective ways to get a good-quality video without spending thousands. Nowadays, you can use your phone’s camera to shoot high-quality videos, though it’s recommended that you use a tripod to stabilize the camera while filming. But fear not! You can get a tripod for your smartphone for as low as $21 on online shopping platforms.
Regarding the audio, you may have to invest more if you want your videos to have professional-level sound. Still, if you plan to use your phone, you can find wireless Lavalier microphones for $20 – $30 or shotgun microphones for $39.95. These microphones will enhance your video’s audio, especially if you plan to interview people, as ambient noise can make it difficult to hear if you use only your phone’s internal microphone.
You can also choose to create animated videos for your brand. Various platforms allow you to create animated videos for a low subscription. They can be more cost-effective than investing in filming equipment and let you present more complex ideas than real-life videos, especially if you’re starting on video marketing.
We’ve spent years helping small businesses with their animated video strategy in Xperience. If you want more about how animation can boost your video marketing, call us, and one of our representatives will assist you.
Our creative design team has been helping small businesses thrive in video marketing for over twenty years. Specializing in animated videos, we take the time to understand your business and marketing goals to craft the perfect videos for your campaigns.
Our comprehensive solutions will work with you no matter how advanced you are in planning your video marketing campaign. Whether you already have the script written or want us to polish your initial idea, our dedicated team will work with you to guarantee your video comes to reality.
If you’re ready to discover the benefits of a well-crafted video marketing campaign and the power of animation in your marketing strategy, contact us today for a quote!
