CREATE
STEP 3: VIDEO MARKETING

Video Marketing

Video Marketing has been the major growth area for content marketing over the past couple of years. According to the Content Marketing Institute, 78 per cent of Aussie marketers now use video as part of their digital strategy.

And no wonder. You only need to look at YouTube’s vast scale for evidence of the rampant demand for video content – the site sees an hour’s worth of video uploaded every second, and has a billion users. And when people are typing in their queries into YouTube’s search box they’re not just looking for skateboarding pets or students setting fire to their underwear. They want to know how stuff works, they’re looking for product reviews and they’re deciding where to spend their money.

Video Marketing provides brands with an excellent opportunity to get themselves in front of their target audience during a vitally important phase of the sales funnel. Before they’ve made up their mind what to buy or even worked out what they need you want them to see your videos.

Adding Video Marketing to your Content Creation activity can give you a noticeable uplift from a user experience, search and conversion standpoint. Whether it’s communicating your key messages on your landing pages or grabbing the attention of users on Instagram, Video Marketing is becoming an essential element in the content marketing mix.

Getting to grips with video basics

So what do you need to know about Video Marketing? Here are 10 tips to get you started:

  1. Whichever platform you use to host your videos put them up on YouTube as well. YouTube links tend to do better in Google searches and lots of users search on YouTube itself;
  2. Add CTAs to your videos on pause and at the end so you can point your visitors to a form, a download or a landing page when they’re done watching;
  3. Include captions so that your video still makes sense on mute, which will be the default setting when it appears on social media;
  4. Set a clear commercial objective for your Video Marketing. Video content is cool but that’s not a good enough reason to spend money on it;
  5. Create videos to highlight your USPs or explain complex processes on your landing pages. Videos have been shown to significantly increase conversion rates;
  6. Don’t keep your audience waiting. You have about 3 seconds to convince them to keep watching, so get to the point;
  7. If you’re promoting your videos on Facebook consider using the native video player. These posts tend to get more views as Facebook’s algorithm is thought to favour them;
  8. A / B test your videos to decide which version works best with your target audience. Paid ads are a good way to quickly generate a big enough sample size;
  9. If your videos are less than 60 seconds you might want to promote them on Instagram, which now has more users than Google+, LinkedIn and Twitter;
  10. Mine your blog and website for video ideas. Chances are you’ve already thought of a content calendar full of videos you could create and promote across your digital marketing channels.

The different kinds of Video Marketing

Just like Content Writing or Graphic Design, there’s a big spectrum when it comes to Video Marketing. You can add some basic video to your content marketing strategy for a few hundred dollars or you can blow your quarterly budget on just one big video project.

Here are some of the most popular video marketing services we provide to clients:

Video Blogs

Video blogs are short and sweet, featuring a presenter speaking to the camera in front of a customised background. They’re great for creating watchable versions of your blog articles for people who prefer watching to reading.

Gifs

Whatever mood you’re in, however you’re feeling, whatever just happened. Don’t worry. There’s a Gif for that. But as well as novelty clips from your favourite TV shows, Gifs are an excellent tool for bringing some movement to otherwise static images in blogs, on websites or on social media. For example, Gifs can make really cool calls-to-action or creative for display ads.

Motion Graphics

Motion graphics are animations of varying degrees of complexity. Just like static infographics, motion graphics are ideal for explaining complex processes or presenting data in a more engaging format.

Benefits of Video Marketing

So why has everyone gone crazy for video marketing? It’s true that video, when it’s done well, is a lot more appealing than a block of text. Unfortunately the cool factor is behind a lot of wasted dollars when it comes to video marketing.

Before you allocate some of your content marketing spend to video you need to stack it up against the alternatives. Your video needs a clear commercial objective behind it and it needs to be supported with a good promotional strategy to make sure it gets seen by the right people.

We’ve got a Whitepaper, which has lots of great video marketing tips for optimising and leveraging the video part of your digital strategy.

But for now, here’s a quick rundown on the key benefits:

Video for SEO

If you’re looking to boost your organic search performance, video marketing can play a useful role in your strategy. Video links tend to have better clickthrough from Google’s search results than text links and if you put your video on YouTube you’ll have a shot at ranking in the world’s second largest search engine (that’s YouTube, with Google being the largest, in case that wasn’t obvious).

Video for Conversion

Videos have also been to shown to boost conversion rates on landing pages. You can use videos to get over a lot of information without requiring your users to wade through a jungle of words. If people landing on your site feel better-informed (and maybe even a little entertained) they’re more likely to trust you and therefore more likely to convert.

Video for Engagement

Let’s be careful here because there’s a danger that we’re losing sight of those harder commercial objectives like qualified traffic and conversions. Does it really matter if lots of people liked your video? Can you count video views towards your ROI? Not directly, but engagement feeds into both search and conversion (our first two benefits). If you’re holding the attention of your target audience with great content that’s going to contribute towards better rankings in organic search and better conversion rates.

Video on Social

Anyone who uses social media can see the popularity of video marketing first-hand. Facebook CEO Mark Zuckerberg said recently that the company had made video a top priority across its various apps and properties. Twitter’s stats show that if your tweet has a video attached, users are three times as a likely to engage with it. Instagram Stories, which is driven largely by brief, time-limited video clips, now has 100 million daily active users, according to the company’s own data.

Video is an excellent way to grab the attention of users mid-scroll, giving you the chance to hit them with some vital info or drive them towards a useful action. Like any content for social media, video will need to be supported by ad spend to get it in front of your target audience.