Video Marketing is the marketing technique of the day. In essence, Video Marketing is used for promoting a story, brand, product, or service. Statistics furnished by Oberlo reveal that around 85% of consumers take a purchase decision after watching a product video.
Your brand can reach out to people, build a rapport, and create product awareness in a way that’s very user-friendly by using a simple video. Videos can help a buyer by providing technical know-how about a product or a service. You can also use videos for testimonials, or to sneak a peek into events or even your company’s objectives. Sales teams specifically like it when marketers use this tactic as it helps close sales quicker.
Top Reason to Choose Video Marketing as a Marketing Tactic
When a buyer (at any given stage of their journey) feels that a particular video answers all their questions about a product or service, they are likely to get converted to a lead.
That’s how humans typically function. If you are the witty guy who knows how to resolve people’s problems, you become the go to man.
Similarly if your marketing materials are informative and provide real solutions, you’re the geeky brand that people will look to. So, its simple logic, if you want to gain trust you need to be answering their queries in the future as well.
What can be a better way of doing this than a video? According to HubSpot, 54% people watch videos from a brand they like and support. To get the facts straight, a report by Internet Retailer claims that 52% of customers have reported that videos help them in decision-making and obtaining information.
Another report from HubSpot Research states that more than 50% of consumers want to see videos from brands more than any other type of content. Hence, video marketing is emerging as a platform not only for branding and product awareness but also for building back-links and multiplying your likes and shares.
What Kind Videos should you be producing?
A short yet informative video can act as a tool in maximizing brand or product awareness. Needless to say that it also has a direct impact on increasing customer engagement.
Popular belief suggests that we need to produce high quality videos to get traction., but in reality the most seen videos on the internet are clips of a rudimentary quality. Generally these are captured via a mobile phone.
Check this example, the top video for the keyword “digital vidya reviews’ on YouTube is of a man in his night wear, speaking in an unprofessional manner, yet giving out some solid information.
The video of Rakesh Yadav despite being of low quality (and comparatively recent), have more views than the professionally captured and showcased testimonials of Digital Vidya.
A rule of thumb in video marketing is to keep in mind what your customer desires. People share content which seems amusing and takes them on an emotional ride, so make sure your video reaches the customers at an emotional level along with information.
Tips To Create a Sure Shot Video Marketing Strategy That Works
1. Centre Videos Around the Tale, Not the Deal
Research by Social Media Today claims that the brain processes visual data 600,000 times faster than text.
Thus, stories and incidents can act as a powerful weapon in human communication. The pro tip to make your video go viral is that one must make sure that the content aligns with the overall story.
Attribution modelling can help to create an effective marketing strategy, allow you to identify trends and refine sales cycles accordingly. More brands are using the power of stories to transform their marketing efforts into ever – increasing sales.
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2. Make Your Video Associate with Emotions
Your ‘story’ has to evoke the sentiments of your viewers. A stirring situation will make people sit and watch your ‘story’ all the way through. When the video ends, the company has reached the next step – i.e. building trust.
Building trust between a company and its customers is vital. It acts as a bridge between the brand’s goals, objectives and the customer.
Furthermore, a relatable incident can cause an impact on the viewer’s decision making. It attracts them to the product/service through an emotional appeal in the message. There are 6 main types of emotions – happiness, fear, sadness, disgust, annoyance and surprise.
Emotion also has a great impact on brand loyalty according to the Tempkin Group. In a 2016 study, they found that when individuals have a positive emotional association with a specific brand, they are 8.4 times more likely to trust the company.
Consequently, these emotions should act as the pinnacle in your video making. This is a marketing tactic that you need to learn. Also, keep in mind that there is generally a preference for a funny video with some informative parts towards the end.
3. Make Videos Shorter
It’s 2019 and the attention span of people is getting shorter and shorter. This means it’s time to tighten up the video content. How can one do that?
Make sure the video is short and concise including an emotional or rational appeal. The recommendation is to NOT leave the best for the last but to fascinate the audience from the beginning so that they stay.
Getting to the facts – over 80% of the traffic today is video related. Therefore to boost your customer’s retention using a video is the best method. Viewers are likely to share and talk about information which intrigues them.
4. Don’t Quit Trying
Getting a perfect video in the first attempt is neither possible nor is it required. Explore, challenge, and take note to opinions while shooting a video.
One must put an unexpected turning point at the end of the video which makes the viewer come back for more. When beginning with video marketing, one must post the same video on all platforms.
After weeks, traceable data like metrics, shares, and views will help you discern the best platform. Coupling organic traffic with paid advertisements in platforms with countless viewers can yield to effective sales.
5. Use the Best Apparatus Possible
If you want your video to look as worthy as possible, you need to make an investment in professional equipment. In order to provide the user with a clear-cut, high-resolution video, collect the essential resources.
But also keep in mind that you don’t necessarily have to break the bank to get high-quality footage.
Here are some of the important yet inexpensive tools:
1. Cameras
Plan to shoot all of your videos with a digital camera which is capable of recording a high-resolution/ focused video. An iPhone or a DSLR can be used for the same.
2. Lenses
Although your camera will already have a built-in lens that allows you to zoom, additional lenses will improve the clarity of the video giving a better experience to the viewers.
3. Microphones
If you’re willing to invest in a single tool, make sure it is a microphone. That is because viewers can usually excuse a low-quality video, but rough audio is a dead end.
Microphones are the most easy-to-use and cost-effective equipment to make your videos sound more professional, no matter how they’re shot. Whether you are opting for a wired or wireless microphone, make sure that the audio cable is compatible with your camera or phone.
4. Lighting
Virtually all smart phones and cameras include some kind of light adjustments; people are unwilling to use it because they believe that those lights aren’t meant for styling high-quality videos.
So you all should ensure the lighting is just right or you can change the location accordingly.
5. Teleprompter
A teleprompter is a simple tool which is often omitted until you start filming and then realise how badly you need it.
Teleprompter is basically a display device that prompts an electronic visual text, acting as a cue card for the actor. One need not invest thousands in order to get a high-tech teleprompter.
However, if you are trying to film more than one video then a small amount of investment is acceptable.
6. Recording with a Smartphone or Tablet
There’s absolutely nothing wrong with using the camera that’s already by your side.
Don’t invest in a piece of expensive equipment before you film your first video. Start by making with your smart phone or tablet.
It’s 2019, and still, there are so many professionals shooting videos using a smart phone or a tablet which equally serves the purpose.
Over to You
Video marketing is an important part of your marketing mix. To get it right, you need to have a good understanding of overall marketing. So to ensure results it wouldn’t hurt you to learn marketing in its entirety by taking up a course.