Abstract
Ever wonder what magic video marketing can create in your sales funnel?
With the evolution of time, business marketing is also developing. People nowadays are investing more in video marketing and what has become a part of business marketing. Videos are no longer just treated as an entertainment channel but have become the center of a social strategy for outreach and campaign efforts. This ebook will witness how video marketing is booming in business marketing strategies and how impactful it would be in the upcoming years.
What is Video Marketing?
Earlier social media were used to connect with people, then it becomes the medium for entertainment, then companies implanted it in their business sales plan and kept on adding new things to their channels. For a few years, social media is being empowered by video content. Whether it’s YouTube, TikTok, or Reels content is getting different success and it has become the path to reach the respective prospects in a new, different way. As per the HubSpot research, 4 out of the top 6 channels are social media platforms on which global consumers watch videos.
The definition of video marketing is making videos that are used for promoting and marketing the products or services influencing the high engagement on the digital and social channels through which customers and consumers are educated, letting the businesses reach their audiences with a new medium.
The video on landing pages can increase the conversion rate by over 80% and mentioning the word “video” in the email subject line affects open rates by 19%. The buying decision of the customers is also influenced by the video by 90%. Video marketing has changed the idea of sale strategy by revolutionizing the communication channel connecting salespeople with the prospects converting them into successful customers.
12 Types of Video Marketing
- Demo videos
These videos are made that give you a preview of the videos and how the product would work. It could be in a tour format through which the viewers would know how the companies’ products and services work and how it would unbox the physical product to the test.
- Brand videos
These are created as a part of the larger advertising campaign, portraying the company’s vision, mission, products, or services at a high level. These are made to build awareness and credibility around the companies to intrigue and attract the target audience.
- Event videos
The videos released having the content of conferences, round table discussions, fundraisers, or any other type hosted by the industry are known as event videos.
- Expert videos
The interviews of internal experts or thought leaders that are captured in the industry become a great way to build trust and authority with the target audience.
- Instructional or educational videos
These videos are used to educate the customers about something new or build the foundational knowledge that gives them lessons to know about the business more closely, making them understand business and solutions better. It also works for the sales team in explaining to customers about the brand.
- Explainer videos
These focus on the reason to make the customers about the need of the product or services and how the product is the best solution for their problems.
- Animated videos
The videos with strong visuals and are a great format for hard-to-grasp concepts to explain an abstract service or product.
- Case Study or customer testimonial videos
As human is rational creatures and does not follow anything blindly so showcasing the videos of the folks who have used your products and have given good feedback that would impact the new customers in a good way.
- Live videos
These videos serve a special treatment or transparency by giving them the view of behind the scenes at the company. These are considered to be the longer stream and higher engagement rates.
- 360° & virtual reality video
These are mostly used for virtual exhibitions, housing videos allowing consumers to have a look from every angle making them feel that they are physically present at that place.
- Augmented Reality
The AR videos allow people to view the product in their desired space by adding a Digital layer to the current view.
- Personalized videos
The creations of these videos cause delightful, unique moments for the company’s prospects leading their way down to the purchase journey.
Steps for Making a Business Video
- Video planning
The very first step in video making is to decide the purpose of making a video and an easy way to decide the purpose is to prepare a questionnaire and share it with the stakeholders and staff portraying the questions such as-
1.Who would be the target audience?
2. What’s the goal?
3. A platform for video streaming
4. When’s it due?
5. Budget of the video
6. Creative requirements
7. What would be the constitute success for the video?
- Video scripting
Most of the business videos need a script. Making a script before would save the time that you would spend editing and with the script you can keep an eye on your progress. The video language should be relaxed, clear, and conversational using visual language.
- Understanding your cameras
Your team must know how to use a camera and all angles and can direct your script with proper guidance. Whether you are shooting from an i-phone, or a professional camera, you must know how to handle it and drive the best out of it. The quality footage should have a resolution of at least 1920*1080.
- Studio setup
For video making you need more equipment than a camera, you would need a tripod, microphones, lights, and much more things.
- Talent preparation
This step includes telling your actors about the concept, explaining your script, and preparing them to execute your video plan.
- Organize your footage
Editing the videos you have taken comes under this step. Making video timelines, music, transitions, etc all comes under editing and can be done. Voice over added in this.
Video Hosting Platforms
When done with the editing and footage shots, the launching the video on the correct platform to export it for the web.
- YouTube
A well-known digital platform, that has become the largest video hosting platform and second most visited and search platform after Google. Every day, over 5 billion videos are viewed on YouTube.
With the massive audience, YouTube also offers several features like subscribers, users, followers, likes- dislikes, comments, etc. This platform has become a medium not just for entertainment but an earning one as well. The platform gives paid ad options that would make you reach your desired audience differently. The platform is highly addictive as 83% of viewers prefer YouTube over any other video platform.
- Vimeo
This is another hosting platform that comes after YouTube, offering several premium account options to better suits businesses. These accounts give additional storage, advanced analytics, customer supports, player customization, access to lead generation tools, etc. Vimeo gives an option to be partnered with businesses to produce quality marketing content.
- Vidyard
These hosting platforms are made specifically for businesses. This hosting platform enabled businesses to become fully video-enabled businesses. Vidyard can personalize videos with the viewer’s name or company directly in the video design that would work great for marketing and sales strategies.
