I have written a lot about video marketing on this blog, but have never gotten around to a formal definition. Since I see a lot of misconception about the idea of video marketing, I thought I’d try and explain what I think it is.
But first, let’s see what it is not. Video marketing is not just embedding a video in your website and considering it done. And it’s not just creating and uploading videos on Youtube and hoping for the best. The purpose, implementation and strategy of video marketing is more specific.
In the next 4 years, video traffic will be more than 80% of all traffic on the Internet. So you better know what video marketing is, and how you can implement it successfully in your business. That’s where this guide comes in.
What Is Video Marketing?
Before we go into details of video marketing, it’s important to make sure we are on the same page regarding what it means. So let’s agree on a simple explanation:
“Video marketing is a way of marketing which involves making and sharing video content in order to attract, convert and retain specific sets of target audience.”
This may seem like an obvious statement, but it’s amazing to see so many marketers not being strategic about video marketing. Often, they throw themselves into making video content just for the sake of it. They do it to either because they see everyone else doing it, or because they got a direct order from their boss.
Making videos for the wrong reasons is the best way to fail in video marketing. Your video strategy and every video you create must have a direct link to business or marketing objectives you want to achieve.
It’s not just about views, clicks or shares. If you don’t decide what you want to accomplish, you’ll fall into the trap of measuring the wrong performance metrics and not get anywhere with video marketing. As long as you keep treating video as means to an end, your video marketing efforts would be in vain.
Building A Video Marketing Strategy
Before you begin making videos, it’s important to determine your main goal and strategy from the start. By doing this, you’ll keep your video content focused and find it easier to measure performance.
If you already have a content marketing strategy, video can easily fit into the larger scheme of things, complementing your blog posts, social media, lead magnets and more. In fact, it can cause a spike in engagement where it has gone down.
A great example of this is your old blog posts. You can breathe new life into them by repurposing them as videos.
If you don’t already have a content strategy, going into video marketing is a perfect excuse for doing so. Here’s my post on main ingredients of an effective video marketing strategy.
Just mindlessly sharing videos on Facebook, Youtube etc is not enough. You need to pick only one or tow platforms to begin with and your videos should fit those platforms.
If you are targeting users on Facebook and Instagram for example, you need to consider that they consume videos passively on autoplay. For Twitter, you need great teasers to get people to your website. Youtube is better for targeting people seeking education or entertainment.
Once you have a carefully thought out plan, making videos will seem less overwhelming. And you’ll be able to leave lot of room for analysis and refining your ongoing strategy. So you can focus more on things that work, and discard that ones that don’t.
Video Types To Make
After your video marketing goals and strategy are in place, it’s time to talk about the content of videos. Your first question obviously is: What type of videos should I create?
The answer to this isn’t hard. Start with those types of video which have a direct impact on business. Videos like product explainers, behinds the scenes and customer testimonials can help you get going, enhance trust and spread the word.
Once you are comfortable with basic video types, you could also start experimenting with unique formats like webinars, social media teasers, email signatures and more. Also check out my list of top 10 video storytelling ideas.
Regardless of whether you’re overflowing with ideas or clueless on what to make, consistency of high quality videos will matter more than your early dread or excitement. And as for the ideal duration for a video, remember that short videos are more likely to be finished than longer ones.
Creating your first videos will be daunting. But as you plan every aspect of what you’ll create and where it will be shared, you’ll feel more certain and comfortable to keep going.
Sharing Your Videos
With video creation taken care of, the next step is to get views and engagement on your video content. You won’t have any impact to measure for your business if your target audience don’t know about your videos.
So what you need at this point is a distribution plan. A distribution plan will make sure you get views, engagement and hopefully conversions with each video you make.
Your distribution plan need not be comprehensive or fancy. As a small business, you can’t afford to target every video sharing platform known to man. You must pick one or two, from the major platforms like Facebook, Youtube, Instagram, Snapchat, LinkedIn etc.
You have limited resources, which you must spend wisely based on where your target audience likely hangs out the most. Based on the video sharing platforms you pick, here are the posts you’d like to proceed with:
- How To Make Visual Marketing Work On Snapchat & Instagram
- How To Get More Traffic, Shares & Comments On Your Facebook Videos
- 7 Instagram Tips To Get More Likes, Comments & Shares On Your Posts
- 12 Steps To Get More Traffic & Subscribers On Youtube In 2018
While having the budget for advertising campaigns on your chosen networks would definitely accelerate your progress, there are organic ways to boost the reach and engagement with your video content.
For example, embedding your videos near the top on your most popular website pages, sharing videos in email newsletters, and pinning them on your social media accounts can go a long way in ensuring ample visibility.
Distribution is vital because you need the right people to see your video content at the right time. Only then you’d be able to experiment and assess how your video content is performing on your chosen social media networks.
Making Video Work For You
Video marketing is powerful, but not meant to be done in isolation. It works best when paired well with all the other aspects of your marketing funnel, including email automation. Video is great for adding a human element to your emails and making them more interesting.
With some creative automation, you can easily capture leads from your videos to fill up your CRM database. Analytics is vital to better understand your efforts and adjust them accordingly. You must know who’s sticking around and watching your video content. And you should know why.
Another thing you should always do is to use your video analytics data into other data. This includes tracking video performance as part of larger website analytics.
Finally, I’d like to say that this is a great time to start showcasing your business with video. With the proper information, tools and experimentation, you can take your business to the next level.