Did you know, that 81% of marketers believe that videos have a direct and positive impact on sales?
Are you curious to know about video marketing?
In this article, we will help you learn the basics of video marketing, its importance, and its different types. We will also guide you in creating an appealing video that will help promote your business by attracting more customers.
Let's get straight to the point!
Video Marketing— An Introduction!
Video marketing is the process that deals with advertising the products and services, of a company, to consumers and customers.
It is a top-notch marketing strategy to grow business by engaging more customers through video materials. Business entrepreneurs and brands prefer this advertisement method to attract clients and boost sales.
Importance of Video Marketing in Today’s Date
Video marketing has now become a hot topic in the marketing field. It improves SEO and boosts business growth by increasing sales and conversions. It also plays a vital role in understanding the customers and business products.
Almost 94% of marketers believe that marketing videos have helped to create customer understanding of their services.
10 Best Types of Marketing Videos to Promote your Business
Before you start creating a marketing video, you must select the type of video that you want to make. The following are some different types of marketing videos. You can select any of them that suit your business and seem beneficial in increasing customer conversions.
1. Demo Videos
Demo videos demonstrate the working mechanism of your products. They practically guide the viewers about the importance of your goods and exhibit why these products are reliable for them. Suppose you own a specific software and want to advertise it to attract users. In this case, a demo video will endorse your software and teach your viewers, its usage and features.
2. Event Videos
An event video is another type of video marketing that deals with filming the highlight reels of famous events held in your company. The events may be a conference meeting, round table discussion, or a fundraiser committee. You can also capture and release inspiring presentations and interviews from your company. Shooting such event videos aims to engage potential stakeholders to invest in your business.
3. Expert Interviews
Another productive method of promoting your business is to record expert interviews. It is also one of the famous types of marketing videos. You can capture the interviews of influential personalities and business experts in your company and reveal them to your target audience. As a result, the marketing videos containing expert interviews will positively impact the viewers.
4. Explainer Videos
Explainer videos deal with explaining the features and qualities of your products. They demonstrate how to use a product and why it is essential for the customers. Explainer videos contain complete information related to the products. They present solutions to most problems and queries of the target audience.
5. Brand Videos
Different companies sponsor brand videos to endorse their brands and increase brand awareness to the public. Brand marketing videos share the values and features of a brand to build the customer base and boost sales. According to the video marketing statistics in 2022, 85% of customers prefer to watch brand marketing videos.
6. Educational Videos
The primary purpose of educational marketing videos is to teach basic knowledge to the viewers. The foundation knowledge helps your audience understand the requirements of your business. These videos can also teach new productive skills to a company's staff. The service staff of a company can learn some skills and methods through educational videos and use them for business growth.
7. Live Videos
Live videos are one of the best types of marketing videos. Live-stream videos give your target audience a detailed look at your business activities and company performance. Moreover, these marketing videos draw the attention of a considerable customer base and engage them with your business. The Google survey, shows that 63% of Millennials watch live streaming content daily.
Live-stream interviews and events also induce the viewers to ask questions in the comment section. Therefore, you can influence your viewers by replying to their questions with appropriate and reasonable answers.
8. Animated Videos
Animated videos are the perfect marketing video types to demonstrate tough and tricky business concepts. These videos explain the difficult-to-understand product services in an understandable tone through strong visuals and clear explanations. Moreover, you don't need to face the camera or hire someone to explain the business concepts. Animated videos do it for you and make it easier for the viewers through engaging graphics.
9. Customer Testimonial Videos / Case Study Videos
Nobody trusts a business enterprise and its services blindfolded in this rapidly progressing world. All the customers and prospects prefer to see the references and prove whether a company is eligible to choose. But no worries! You can fulfil this requirement by creating customer testimonial videos. Case study videos show that your customers are satisfied with your business services and love being part of them.
10. Personalized Videos
Personalized videos are the type of marketing videos that directly target the particular individual viewer who watches those videos. These videos track a customer's data, like a name, email address, and other personal information. Personalized videos use this information to personally reach the client and address the recipient directly by name.
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How to Plan a Reliable Video Marketing Strategy?
Before making a video, it is essential to plan and format the video marketing strategy. Video marketing strategy refers to the decision-making about why you want to make a video or what type of customers you want to target.
Planning a strategy is vital for achieving the desired target without extra effort. Moreover, it will prevent wasting time due to frequent reshooting and editing without proper planning.
Here is a step-by-step guidance on planning an authentic video marketing strategy to help you gain more conversions.
1. Choose and Track your target audience
Each marketing video targets and addresses a particular audience. Therefore, find out where your target audience is spending time and upload the marketing videos on that platform.
Don’t forget to create strong buyer personas and keep updating them with the latest video research.
2. Connect with stakeholders to line up on a video plan
Have a clear set of goals and connect with the stakeholders to align on a strategy for the video. It is easier than you think!
You can associate with the stakeholders by creating a questionnaire through Google Forms or Survey Monkey. Ask them the questions about your queries and save their answers.
3. Decide a timeline and budget for your video
Plan the duration and timeline for the marketing video. Start the process with proper planning and decide the perfect timeline for your video. Lengthy videos are more expensive and require relatively more time to create. At the same time, short videos are economical and need less time to make. So, deciding the budget and timeline of videos is essential to deliver them on time. Also, consider the occasional events and holidays to tackle the video delay.
4. Select your video types
After tracking your audience and planning the budget and timeline for your video, select the marketing video type you want to create. The selection of video type depends on the services you want to advertise or the clients you want to engage. For example, if you want to sell video editing services, you can create demos and case study videos to attract customers.
5. Choose the right platform to promote your video
Before creating a marketing video, choose the best platform where you should upload it. Not to mention, different platforms have different sizes and sound restrictions, prices, promotion methods, and community guidelines. So, creating the video according to the platform's policies is necessary.
6. Analyze metrics to measure success
Before investing money in producing a marketing video, find and analyze the best metrics and trace success. It will allow you to understand whether you have achieved your aim and whether your investment is worth it. So, go through the right metrics relevant to your marketing goals and trace the growth.
You can measure the success by analyzing and considering the following metrics:
2. Play rate
3. Click-through rate
4. Watch time
5. View count
6. Number of Subscribers / Followers
7. Social shares
Learn Video Marketing through the Flywheel Model
Flywheel is a model that interprets the methodology of business growth. It explains how you can achieve referrals and increase sales by keeping your customers happy.
Remember your customers are your real treasure!
They can be your potential salesmen. How? If your customers are happy and satisfied with your goods and services, they will advertise your quality products among their friends and relatives. This way, you will gain more customers and increase your sales rate. A marketing video must contain the solutions to customers' pain points to win their hearts and achieve conversions.
We can divide the flywheel model into four stages.
In the first stage, you will seek strangers' attention. What we mean is that you’ll attract unknown people by diagnosing their issues and solving their problems.
In this stage, you should create videos that fulfil the needs of people. Remember! You are trying to build trust through your product videos and turn strangers into visitors. So, the videos should empathize with their issues and present solutions to their queries.
Types of videos in the "Attract" stage:
● Short and to-the-point videos explaining the features of your products and services.
● Brand videos demonstrating the values and objectives of your brand.
● Educational and explainer videos provide relevant information and solutions to the customers' problems.
After attracting viewers and visitors, you need to convert the exemplary visitors into leads. You can do so by making high-marketing video content.
At this stage, you will promote your products and services to the visitors and show how your services can benefit them. Educate your audience about the features and quality of your products.
Types of videos in the "Convert" stage:
● Demo videos explaining the specifications of the products (send through email.)
● Promotional videos promoting your website and brands.
● Customer testimonial videos to build your trust in the viewers.
● Educational and explainer videos to provide the desired information to the audience.
After converting the exemplary visitors into leads, you will close these leads into potential customers.
At this stage, visitors start thinking about whether they should purchase the product and avail of your services or not. In this case, you need to make marketing videos that attract their interest and get attracted to your services or products.
Types of videos in the "Close" stage:
● Case study videos to demonstrate the satisfaction of your active customers
● Demo videos to explain why your good and services are reliable for the customers
● Personalized videos explaining to the customers how your services can boost their business growth
You should not give up creating marketing videos if you have successfully converted your viewers into customers.
Continue making reliable promotional content for your customers to seek their attention and make them delighted. In the "delight stage", your objective is to motivate your customers and make them feel that they are an integral part of your business.
In this way, the delighted customers will act as your salespeople and brand advocates by advertising your services to other people.
Types of videos in the "Delight" stage:
● Complimentary videos for your customers to welcome them into your community
● Onboarding videos to familiarize the customers with your new products
How to Make an Engaging Video? – The Process!
Now that we have planned the strategy of creating a marketing and selected the suitable video type. It's time to discuss the process of filming an adorable video that will help to develop a solid client base and boost business growth.
Here is the procedure for making a high-converting marketing video for your company.
1. Prepare a script for the video
Preparing a complete script before shooting a video is very important. Writing for the video will overcome the extra edits and shorts. If you do not film the video according to the hand, you will end up wasting your time editing the video frequently.
Write the key points and outline all the topics and concepts you want to discuss in your video. Write the script in an easy-to-understand tone and avoid using jargon and complicated sentences.
Provide the specific topics and lines to your talents and casts a few days before shooting the video. They will prepare their scripts and perform their role on the shooting day with minimum retakes.
2. Establish your studio
You also need to establish and set up a studio in your office for filming the marketing videos. A studio contains all the equipment which is used in shooting a video.
You need the following equipment to establish your studio;
1. Basic Equipment
● SD Cards
● Tripod Stand
2. Audio Equipment
● Zoom Recorder
● Microphone Stand
● XLR Cable
● Recording Software
3. Lighting Equipment
● Light stands
You don't need a huge space to set up your studio. You can also turn a spare room in your office into a filming studio. Place some furniture items in your studio room and the camera equipment to minimize the echoes.
3. Arrange you casts
Not everyone has the guts to face the camera and perform the act. The presence of confident faculty and colleagues in a company is a blessing.
They can play the role of casts and talents in a marketing video. On the other hand, you can prepare your teammates to perform in the video by providing some basic guidelines.
However, you can also hire actors and models for this task.
4. Plan your shot list and understand your equipment
One more thing that you need to consider before shooting a video is to plan your shot list. Decide the angles for various shots to use on different platforms.
Also, fix your hands on the camera you want to use to film the marketing video. Learn the proper use of the camera before the shooting day to avoid wastage of time
The shots list should contain all the essential shots that add value to your video content. You can use the extra footage and still images for your blog.
Plan all the necessary shots to create a visually strong marketing video. You can take the following types of shots while capturing a video;
● Establishing shots
● Medium shots
● Close-up shots
● B-roll shots
5. Shoot and edit the video
After drawing the outline and taking the shots list into your account, begin shooting the marketing video.
Cut the script into small sections and keep recording the areas till you feel that the casts have given their best. As they say, “a good beginning is half done." So, make sure that the video begins with the best shot.
Once you have filmed the whole video, go for editing it. Add engaging visual effects, music, and sound effects.
6. Upload the video
Your video is set to run and promote your services or products over different platforms.
Once you have chosen the suitable platform for your video, you will need to select the best format for your video file. Make sure that the particular platform supports the design selected for a video file.
Here are a few file formats for the videos;
● MPEG PS
Following are some well-known video hosting and social media platforms where you can post your marketing videos to increase leads.
Don't have time to set up a studio and arrange the casts for making marketing videos?
Well, we can help!
SVENISTUDIOS can help you make engaging videos for your customers based on your requirements. What’s best? We offer fully customized video packages that suit your demands and budget.