Video marketing is an often-overlooked tool that can help take your business to the next level. Done correctly, it can be a powerful way to attract new customers, promote your brand, better clarify the value of your products or services, and even collect contact information from potential leads.

But video marketing isn’t as simple as it seems. The good news is that there are many different types of videos you can make for different purposes—some simpler than others—ranging from live-streaming events to animated explainers.

What is the Definition of Video Marketing?

Video Marketing is a marketing method through which organizations make promotional or informative videos to market their products and services. These videos are typically hosted on third-party video sharing platforms, such as YouTube.

A study in the Journal of Advertising Research found that in-video advertising increased purchase intent by 23% in comparison to standard text ads in search engine results pages (SERPs). This means that customers are nearly 24% more likely to buy when they see your video ad than if they just see search results.

The main objective of Video Marketing is to create an effective lead generation tool to promote your company’s products or services, so you can capture leads through high quality videos.

Why is Video Marketing Important?

The truth is that in today’s market, videos are quickly becoming a powerful tool in the marketing arsenal. There are several reasons for this:

They’re an effective and innovative way to gain attention and enhance brand image in a short period of time. They’re easy to share, embed and post in social media. Videos can be used as a valuable content marketing tool too, so they can create shares and conversations around your brand.

Video is a powerful tool to promote your business. If you are looking for more business value, have a look at our free video marketing guides.

How to Create Videos for Video Marketing?

There are many ways to create videos for video marketing, but they all have one thing in common: they need to be effective. Not only do you have to draw people in with the video’s content, but it needs to have persuasive appeals. People will be more likely to engage with your message when they feel you’re credible and worth their time. This is also the reason why videos should not last too long—if they can’t hold attention, viewers won’t follow them and return to them again and again. The best way to ensure that your video is effective is to think about what you want to say or tell your viewers, and how you plan to do so. The information you want them to focus on should be highlighted in the first few minutes of the video. You can also include visual elements, such as images, charts or diagrams.

You don’t need any fancy equipment or skills to create videos using the right software, which will allow you take full control over your promotional videos. Using this free online video editing software allows you to easily edit and publish your videos within minutes, giving them a polished look that will stand out for many potential customers. This is the easiest way to create video marketing content that can help drive your business goals.

Types Of Video Marketing

  1. Company profile video

A company profile video usually features an introduction to your company, history and mission. The biggest key to success for the company profile video is the first impression. It should start with an attention grabbing first 2-3 seconds followed by a smooth transition into the first few sentences of your voice over introducing who you are and what you do.

Your website address should be displayed or mentioned within this first 3 seconds as well. If possible, try to incorporate your logo somewhere in this opening image or text as well to help viewers remember your brand after seeing it just once. It should also be only 60 seconds long, so that it is easily digestible for viewers on both desktop and mobile. 

  1. Introduction video

Videos about your company can be a great way to share a deeper look into what you offer to your customers or prospects. For example, if you are a technology company, you could do an overview video of the products that you offer. Other types of videos could be highlighting how important it is for prospective customers to use your services and features in order to get the most from the product/service that they purchase/consume. You should consider creating a video that gives viewers an inside look at what goes on in the daily lives of your employees.

  1. Product review videos

These types of videos show viewers your product or service in action. For example, if you are a technology company, you could create a video that shows how to use one of your products. If you sell clothing products, you could create an unboxing video showcasing the product. Another type of video to consider creating is how-to videos, which can help potential customers learn tips and tricks about how to use your product. As with all business videos, it is important to keep these short and sweet because longer than 60 seconds will usually cause people’s attention spans to decrease significantly.

  1. Case study videos

Case study videos are another great way to help customers or prospects understand how your product can benefit them. You can either show a before and after of a certain situation or event, or you could focus more on an example situation that is occurring at the moment. Understanding how your product can help customers from all different industries is important to ensuring that viewers of your video content will be able to relate to it. If you have a product or service that allows customers to do something that they previously had not been able to do before, then it may be helpful for you to create a case study video featuring this type of scenario as well.

  1. Educational company tour videos

Sharing what products you have to offer through a company tour video is another great way for you to show your viewers what your business is all about. This type of video could be hosted by someone within your organization or it could be an outside expert who can bring in more credibility with viewers. You could also have an employee host the educational company tour video, if this person is very knowledgeable about the products/services that you sell/offer. When creating this video, it’s important that it’s easy for people to follow along with, so if possible try to shoot it in a linear fashion versus shooting all the individual clips then assembling them together after.

  1. Animated product demo videos

If you have a product that does not allow for a company tour or educational company video, then an animated product demo video may be a great way for you to show your viewers what your product is all about. This type of video can sometimes be more entertaining and easier to follow since it is not as linear as a traditional educational company tour video would be.

  1. Promotional videos

There are two types of promo videos you could create, one being how-to or informational videos about your products or services, and the other being highlight promotional videos featuring different people from within your organization who have been successful with your products/services.

  1. Webinar video content

Webinar videos are great if you are hosting an online seminar for users of your products/services or potential users of your products/services. When creating this type of video, you should aim to make it as interactive as possible by asking viewers questions throughout the webinar. By incorporating polls, surveys, surveys and other ways to engage with your viewers who are watching live, you will create more value for the viewer since they will actually feel like they are a part of what is going on versus just watching a video that is being streamed live.

Video Marketing Campaigns

If you’re looking for a simple way to produce videos, then consider starting with one of these campaigns. Whether you’re looking for software reviews to establish yourself as an industry authority or interviews to connect with potential customers, these campaigns can help get you started on your video marketing journey. Best of all, the campaigns below are all free and will only take a few hours of your time to complete.

  • Video Reviews: If you’re looking for a simple way to get started making videos, then video reviews are a great place to start. Creating reviews for software or products that you use (or for services that your company provides) will get new customers to check out your business, since you’ll come across as an expert in the field.
  • Interview Videos: Instead of interviewing people face-to-face, you can put them on camera to share their story with the world. This is especially effective if you’re hosting experts who are sought after in their fields, but it can work just about anywhere. Online video platforms like YouTube allow you to host these videos and promote them heavily across social media platforms. Best of all, it’s easy to set up and run—all you need is a willing participant and some questions crafted to get them talking.
  • Trainer/Consultant Videos: If you’re a business looking to hire someone, video interviews are a great way to establish your reputation as an expert. Creating these videos will also help you find the perfect person to join your team—they’ll need to be able to share their expertise, so put together some questions that require them to give their best answer.
  • Training Videos: This class of video is one of the most popular types for online marketers. They’re very straightforward and can work for both established businesses, as well as startups that are looking for ways to grow. The main thing that you’ll want to do is think about the end user—what value are they looking for in your video, and what will they be doing while watching it? If you aren’t sure, this guide will walk you through the steps.

Examples of Video Marketing

Here are some examples of video marketing campaigns that will help you get started with your own organization’s promotional videos.

Video Marketing Agency

A video marketing agency is the best option for businesses of any size, since it offers a wide range of benefits, ranging from sales and SEO to more general business development. If you’re looking for a video marketing agency to help grow your business’s presence, then these five factors will allow you to choose the best one for your organization.

1. Experience

One of the most important factors to consider with any marketing campaign is experience. If your company is just starting out, then you might want to find an agency that has experience helping companies in the same position as yours grow their businesses. If you’re further along, then you can focus on agencies that have experience working with businesses in your industry. Regardless of where you are, finding a video marketing agency that has experience with your company’s scale also gives you the advantage of being able to partner for future projects. A video marketing agency can help your business grow, but it can’t do so unless it understands your needs and the ways in which it will be able to help.

2. Experience with Organization Size

Another factor to consider is the size of your business. If you’re unsure about which marketing agency would be best, then it’s best to start small and work your way up to the larger campaigns. This will give you an idea of their processes and how they’ll be able to help your organization grow, as well as give you enough experience that they understand your needs and the ways in which they can help. If your company is small, then Google AdWords can also help you reach new customers by having them click through to one of your other marketing channels.

3. Video Strategy

The video strategy is another important factor to consider with any marketing plan. A good agency will have a strategy for helping your company grow, and will be able to explain how they’ll reach your goals with the proper video marketing approach. You can also ask about their unique approach—if they’re giving the same advice as the others, then you might want to look for someone else. If they have a unique strategy, make sure it fits in with what you hope to accomplish.

4. Pricing and ROI

While pricing is often a concern, many agencies allow businesses of all sizes to engage in video campaigns that will return on investment (ROI). The most important factor with agencies is to find one that will help you meet your overall goals and then work within your budget. ROI can also play into the services that they offer, so it’s important to ask about the types of videos for which they’re responsible. While some agencies will focus on SEO and write-ups, others may offer development services, photography, background videos, or other services that are free up to a certain amount of money.

5. Technology

Technology is another key consideration when choosing an agency that offers video marketing services. Not only will you want to make sure that the agency is using the latest in video technology, but that they’re also receptive to feedback. If you’ve got an idea for how to improve your videos, then they should listen and be willing to work with you when possible. While taking suggestions can sometimes lead to problems, one of the best aspects of hiring a video marketing agency is that you get a team of experts working together to achieve your goals.

Benefits of Video Marketing

Here are ways that video marketing can help your business:

1. Future Investments

While video marketing requires a bigger commitment than other forms of marketing, it’s also one of the best possible ways to grow your business and your brand. If you’re committed to getting ahead and growing, then you’ll want to start investing in videos—you might not be making any immediate profits yet, but you’ll soon be advertising on an agency’s YouTube channel or using YouTube ads to promote your website. As it grows, the possibility of getting paid for viewing advertisements is increased. Your videos are also more likely to find viewers on platforms like Facebook where the average time spent watching videos is over 90 minutes per day.

2. Customer Engagement

Video marketing also offers a way to engage with customers in a way that other forms of marketing don’t. With video marketing, you can tell your story through an engaging yet informative series of videos that show off what you do and why you do it the way you do it. Once they’ve seen what you have to offer, they’ll be more likely to purchase your products or services, which will help increase sales for your business.

3. Grow Revenue

Video marketing can also help you grow your revenue. Many companies that use video marketing will find that their sales follow suit, with revenue growing along with the number of views on their YouTube channel. By offering video content for their business, these companies are able to give more value to potential customers while ensuring that more people see their message and sell more of what you offer.

4. Better SEO

Organizations can also use video marketing to improve their SEO by adding videos to their website or YouTube channel. By including some short videos, these businesses are able to increase the amount of time viewers spend on their websites, encouraging them to share content on social media platforms like Facebook and Twitter. By sharing these videos, customers can help spread your content to more people who may otherwise not have seen it.

5. Stand Out From Your Competitors

Video marketing can also help you stand out from your competitors. By specifically targeting customers or potential customers, video campaigns allow organizations to create more tailored campaigns that will resonate with the right people. This can help you to get better sales leads than you would using other forms of marketing, giving you the chance to reach out to customers by phone or email and engage with them in a more personal way than you could with other forms of video marketing.

6. Engaging Videos

Video marketing can also help you gain better engagement with the right kinds of videos. Many businesses use video marketing campaigns to create engaging, entertaining videos that entertain viewers and keep them coming back for more. This allows these companies to reach their audiences in a more engaging way, making them more likely to respond to the company’s messages and buy what you have for sale.

7. Slide Share Service

Many videos are now being created using the popular SlideShare service, which is used by many organizations to show off their work. While this can be a great way to share the latest news, it’s also a wonderful way to create videos that are engaging and entertaining. By sharing videos through SlideShare, customers are more likely to view the video because it’s meaningful, which will increase the likelihood of them taking action on your company’s marketing campaign.

8. Increased Traffic

Video marketing is also an excellent way to give your business more traffic. Many people are turned off by large infographics or other forms of visual content, but they’re often willing to watch a video when they’re given the chance. Many organizations are using video marketing in their business strategy in order to attract more customers and increase page views on their websites or Social Media pages.

9. YouTube Ads

YouTube is the largest video sharing site in the world, making it extremely popular with businesses that are looking to advertise their items or services through these channels. This makes YouTube ideal for advertising, and many companies are using it to promote themselves by creating short videos that are interesting and engaging for potential customers. By using an agency’s YouTube channel for this purpose, you can stand out from the competition, making it easier for your company to get your message out there in a way that no other business can achieve.

10. Build A Brand Through Video Marketing

Finally, one of the most powerful things about video marketing is that it allows you to build a brand through content creation. This is a really powerful way to get your message out there without having to be overly aggressive about it. By offering valuable, trustworthy content that helps your customers get what they want or need, you can quickly increase brand awareness and get more people to think of you when they’re ready to buy from a particular product or service.

In order to use video marketing effectively in your business, it’s important that you work with an agency that knows how to create the videos your business needs for long-term success. By working with one of these agencies, you’ll be able to direct the video creation process and make sure that the end product is exactly what you’ve envisioned. This will help you get more views on your YouTube channel, grow your traffic, and increase revenue along the way.

Challenges of Video Marketing

  1. Creativity – Video marketing requires a lot of creativity to make the video engaging, informative and entertaining.
  2. Creativity – Video marketing requires a lot of creativity to make the video engaging, informative and entertaining. 
  3. Time – Creating videos takes time, especially if you want it done well. Videos take anywhere from 5-10 hours on average to plan and produce, not including time for post production editing which can take up another 10-20 hours or more depending on what is needed.
  4. Money – Video marketing isn’t cheap. Whether you are paying someone to do it for you or are doing it yourself it will cost money. 
  5. Lack of Efficacy – You have to have a lot of videos before you will see any real benefit from video marketing. This means you have to invest a lot of time and effort with little pay back initially.
  6. No Guarantee – There is a possibility that your video could go viral, but there is absolutely no guarantee. 
  7. Anytime/Anywhere Accessibility – If someone doesn’t want to watch your video they can pretty much ignore it or move on. You can’t force someone to watch your message as they might not be in the mood for what you are offering them at the moment.
  8. Limited Engagement – Video marketing is limited to the time they watch the video and then it will be gone. Many people may skip videos that they don’t like and end up not seeing them at all.
  9. No Reactivity – A video can be watched multiple times, but there is no way for the viewer to reactivate their engagement by clicking on a call-to-action or sharing content with others. This means that most people will not share your videos.
  10. People Don’t Know What to Do with Videos – Video marketing can seriously lack effectiveness if your audience does not know what to do with it. Perhaps they do not want to watch the video. Perhaps they don’t know what the call-to-action is. Perhaps they don’t realize that you can share videos with them on social networks.
  11. No Investment – If you plan to do something on your own it means you have to pay for it or figure out what your options are to get it done for you.
  12. Too Much Choice – Plenty of options can be overwhelming if someone doesn’t know exactly what they want. It is difficult to effectively market anything when there are so many options that they aren’t sure which one is the best choice, or if any of them are even good choices at all.
  13. SEO is Limited – Just like with text, video marketing can be limited with search engines and how they handle the use of videos on your site.
  14. Need for Speed – Videos can take a long time to generate results for your business. Slow build up of traffic and potential revenue is difficult to justify for many businesses.
  15. Can’t Provide More Information – A video can’t provide more information than what it shows on the screen at the time it plays. This means that you may only get one chance to convey whatever relevant information you want to talk about.
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