Video marketing is the use of video to market your business, service, or product. Types of videos commonly used in video marketing range from how-to videos, training tutorials, entertainment, customer testimonials, to videos from live events. Throughout 2015, video marketing increased in popularity, and many experts predict it will continue to rise in 2016.
Of course, video marketing isn’t as easy as uploading videos without any knowledge of how and why it works or what makes a good video. Continue reading for an explanation of the benefits video marketing provides, the biggest mistake newbies make, and how to devise a video marketing plan.
Why Video Marketing is so Influential
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Video marketing is a great technique to use with search engine optimization because it can boost search engine rankings, click-through rates, and conversions. In fact, a YouTube video is sometimes ranked on the first page of Google. You can probably recall a few times you performed a search on Google and found a video listed on the first page.
One study this year found that the use of the word “video” in the subject line of email marketing emails increased open rates. Therefore, if email marketing is part of your strategy, incorporate videos in your emails.
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Another video marketing study reported that 57% of online consumers are more likely to purchase a product after watching a video demonstration of that item. One of the first videos you should create for your business is a product explainer video.
The Most Important Reasons Video Marketing Should Be Part of Your Marketing Plan
Numerous studies have found that retention rates for information that people hear and see are up to 80%. In comparison, information that is gathered only visually is 20%. The retention rate for information that is only heard is a dismal 10%. What does this mean in simple terms? Your audience remembers and understands more when you provide a mixture of text and video on the page.
Video is more emotional, and as many marketers know, appealing to emotion is one of the ways to convert someone into a customer or supporter. There are numerous ways in which video is more emotional than text: (1) Music can be used to directly stimulate a person’s emotional center in the brain. (2) Faces can be attached to concepts. (3) Human connection is stronger.
How to Write a Video Marketing Plan
Developing a video marketing campaign starts with market research, competitive analysis, and target market insights. After the research phase, think about what you want your audience to feel, hear, and see from your videos. Determine what message you want to send. Also think about what your call to action will be.
The Biggest Mistake Small Business Owners Make When Starting Video Marketing
One of the biggest mistakes people make when getting into video marketing is thinking that they don’t need a production company. Hiring a production company is essential for uploading high quality videos. You don’t want a poorly produced video associated with your brand.
Video marketing is a great marketing method that helps your audience retain more of your message. The research done on video marketing indicates that it increases conversions as well. As with other forms of marketing, you must research your target market, analyze it, and then write a video marketing plan based on what you’ve researched and what your goals are. Last, but not least, find a good production company from the beginning to deliver high quality videos that reflect well on your brand. Neglecting professional production often leads to minimal or no results from video marketing efforts.
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