Video marketing has become less of an option and more of a compulsion for future-ready businesses and brands.
Video marketing lets you grab the audience’s attention in a catchy and exciting way. Unlike conventional TV and print ads, video marketing is more focused and delivers higher returns on investment than other channels.
A well-crafted video marketing campaign inspires visitors to stay loyal to your brand in general and products or services in particular. And, you are not alone in the journey. Research shows that for 85% of businesses, video marketing already occupies a prominent part of their overall marketing plan.
The following sections highlight the need to create an impeccable video marketing campaign and ways to excel in the task of video creation. Read on to learn more.
What is Video Marketing, and Why Does a Brand Need it More Than Before?
In simple terms, video marketing is promoting products or services through videos. Going by the statistics, video is the most popular content type in the present-day world. A Cisco report predicts that videos will occupy over 80% of all internet traffic by 2022. In fact, between 55% and 78% of internet users watch online videos every day and week.
Besides animated video, video marketing also includes live videos, webinars, self-hosted videos, and pre-recorded courses. Brands and businesses generally publish video ads on popular social media websites like YouTube, Facebook, Instagram, LinkedIn, or their official web page.
In a world ruled by an ever-reducing user attention span, videos can motivate viewers to stay on your webpage for a more extended time. In a survey, 83% of video marketers confessed that videos have increased the average time visitors spend on their webpage. And, if your webpage (read, video) is attractive enough to retain visitors for more than six (6) minutes, they will most likely not leave before making an affirmative decision.
One customer experience agency in Singapore believes that there is no hard, and fast rule to impress a customer. The topic is subjective, and not everyone’s the same. This is what makes video marketing for customer experience so unique because it can cater to every category separately.
Hence, video marketing is a potent, powerful, and convenient way to spread good vibes among a large audience. And, the presence of high-quality free video editing software cum intro maker makes it relatively easy for anyone with low or nil video editing skills to excel in the task of editing and marketing.
The following section discusses the best way to utilize video marketing for attracting, retaining, and converting visitors.
Four Time-Tested Steps to Attract and Convert Clients Through Video Marketing
Attracting and converting clients through video marketing is a well-sorted, four-step process. It starts with recognizing the audience’s needs and designing a campaign to convert and retain them. Here is how you can approach each stage for guaranteed results:
Step 1 – Determine Your Reach and the Audience’s Needs
For some brands, making a successful video marketing campaign is as easy as pie – the audience likes whatever they publish. So, what is it that makes successful brands different from the not-so-successful ones? It’s how they analyze the audience and pitch their products or services.
Top brands analyze the audience in three broad ways. They are as follows:
Eavesdropping Social Media Discussions – Social media forums and groups are a favorite with top brands. They visit these forums often to find what excites the audience.
- Paid or Free Surveys: Various survey websites help you frame questions pertinent to your business and send them to relevant audiences. The responses you get can enable you to frame a proper marketing strategy.
- Contests: Some brands run content to gauge user preferences. You may give a free gift once the visitor completes all questions or offer them a discounted price.
Step-2 – Design the Video Marketing Campaign
Once you have figured the audience’s needs, it’s time to design a video suiting the purpose. Every video you create must have a predefined user base.
Analyzing the user base is also crucial for choosing the best platform to market your video. For example, TikTok is a hotspot for Millennials in the age range of 16 and 24. It is estimated that 60% of all TikTok users are in the age group of 16 to 24.
You may research a little about the user profile of each video-sharing platform and make the correct decision. An intro maker can help you shape your video marketing campaign like a pro.
Top brands use webinars, interviews, live streams, and explainer videos to engage with their clients.
Step-3 – Fast Track the Conversions
Video marketing enables smooth conversion of people from visitors to customers. A survey found that 54% of consumers wish to watch more video content from the brands they support. And, 72% of people said that they prefer learning about products or services through videos. As a fact, when consumers read some text, they retain only 10% of the message. But, when the messaging mode is video, they retain a whopping 95% of the message.
To ace the conversion rate, you can shoot and publish the following video types:
- Demo Videos – Demo videos clarify the process of some activity. For example, if you want to demonstrate the way to change the tire of a car, you can shoot a demo video.
- Customer Testimonials – A customer can be your best advocate. Find a happy customer and request them to review your product or service. You may then compile a testimonial video and publish them online.
- Product Walkthroughs – Offer your visitors a quick product walkthrough to help them get a first-person experience of the product before deciding whether to purchase or not.
The more you satisfy your audience’s curiosity, the better will they associate with your brand.
Step-4 – Retain Your Customers
After analyzing the audience’s needs, designing the campaign, and converting your clients, it’s time to turn them into loyal customers. The videos you create in this stage must focus on augmenting the value of the products or services you have marketed for so long. These videos must be value-based and encourage the clients to recommend your brand to others.
The following are the most popular video types in the retention stage:
- Onboarding Videos – Onboarding videos display your brand values and help your customers associate with your brand.
- Video Tutorials – Video tutorials simplify your customers’ journey by demonstrating the best way to use the products they have purchased or services they have availed.
Now that you know the tips needed to attract and convert customers through video marketing, it’s time to open an intro maker and scale up your content creation efforts. While following the tips mentioned in this article is the bare essential, you must not shy away from changing the methodology should you feel so anytime during the video marketing process.