How to Use Video Marketing to Get Customers Hooked.
By Stacy Ketiku
The whole world is already aware that video content is a big deal when it comes to marketing. Before we look at how to use video marketing, let’s see some statistics from Wyzowl’s State of Video Marketing Survey:
- 85% of businesses use video as a marketing tool.
- 80% of video marketers reported that video gives them a positive ROI.
- 95% of video marketers plan to increase or maintain their video spend in 2020.
- 80% of customers remember a video they’ve watched in the last month.
- 91% of marketers are satisfied with the ROI of video marketing on social media.
At the point of purchase, a prospect is more likely to remember a brand’s video they’ve watched than a static design or written content they’ve seen or read online. It goes without saying that as humans, a combination of our sense of hearing and seeing increases our ability to remember information when needed. This ends up affecting our purchase decision. If you know how to use video marketing, be sure to increase the dwell time on your website, get more engagement, impression, and shares, generate more leads, and drive sales.
How Can Every Brand Use Video Marketing?
Regardless of your industry and what audience you are out to serve, you too can add up to the 85% of businesses using video as a marketing tool. When we were younger, we all enjoyed those TV commercials played before and during TV shows. We watched them so much until we were able to repeat every word said in the ads. Now with video marketing on digital platforms, it is not easy. The first few seconds of your video need to be catchy enough to get the attention of your audience and keep them hooked till the end. Not just till the end, but make them want to watch it over again till the message sinks in and sticks.
First, you should know that just like every other marketing strategy, video marketing requires a lot of planning. Apart from planning, it involves concept creation, creativity, storytelling, and video creation/editing expertise. It all starts with your team identifying the purpose of your marketing effort. Are you trying to create awareness, make sales, drive engagement, or introduce a new product into the market? You must be clear on your goals before you can begin the creative process or video production. Having identified your goals, decide on who your target audience is, where they are concentrated online, i.e. what digital platforms they can be found on.
The next thing you need to do is to make up your mind on what type of video you intend to create. Knowing your video marketing goals can make this easier to decide. There are several types of video content your brand can use. Some are; animated text, Live Q & A sessions/expert interviews, how-to/demos/tutorials, reviews/testimonials, case studies, slideshows and corporate presentations, brand culture-centric videos, video ads, and more.
Once you have your video type selected, begin the creative process of conceptualising and brainstorming on creative ways to bring to Live a video. Your video content should be is concise, relatable, memorable, attention-grabbing, and useful. Having a concept now makes it easy to come up with a script. You might decide to let your video characters read from a script or speak spontaneously. Whichever way, a script ensures every member of the production crew understands the direction of the video. It also helps you reduce errors and the time spent in recording/editing the video.
So, What Else?
When creating videos for the purpose of marketing, ensure you remain consistent with your brand. Things like your logo, font, voice and language (formal/informal), slogan, mantra, trademark phrases or words, and everything else must clearly distinguish you from other brands in your industry. You might be wondering how the use of fonts come into your video marketing. Well, do you know that 85% of videos on Facebook are watched without sound? The use of caption or text overlay is an essential element of your video. It helps people read along especially if they are in an environment where they can’t listen to the audio. Your text overlay should be written with legible font and ensure it is error-free by proofreading it thoroughly. Get your video editing underway and listen to the entire production several times before you export it.
Before you upload video content, ensure it is mobile-friendly since most of your audience are likely to view it from their mobile device. Furthermore, your video should be of moderate size. You could use some available digital tools to compress the video. However, do not trade video quality for reduced size. Regardless of the size of your video, people will still watch it as high quality rather than one with inferior quality. Now that you know how to use video marketing the right way, why not start yours and experience impressive results from your video marketing effort.