Digital Marketing, Thought Leaders

How Your Business Should Use Video Marketing

July 18, 2019

by Ankit Patel

Marketing and Project Manager, XongoLab Technologies LLP

Businesses use several digital marketing tactics to reach prospective clients. One way is to use video marketing. Video marketing keeps current customers engaged and attracts new customers to your brand.

As a marketing expert, I research the most effective ways to reach prospective customers. I have tried different methods and explored them in detail. I’ve found that videos are the most effective medium to elicit attention from customers.

The benefits of video marketing are not often fully harnessed by businesses. According to Forbes, however, businesses continue to place more resources into video marketing in hopes of improving customer engagement levels. 

Videos not only improve product awareness but also help a business establish its unique brand identity. With so many perks offered by video marketing, there are a number of ways videos push business growth.

Among the many marketing strategies used to attract customers’ attention, the most popular is video marketing. It is utilized by businesses to increase customer reach percentage, increase sales, and improve customer engagement levels. 

According to research from explainer video company Wyzowl, 81% of customers are convinced to buy a product after watching a relevant video. Therefore, if your business wants to improve conversion rates, create interesting video content instead of simply posting blogs and other written content. 

Another study from Grey Sky Films, shown below, says more than three-quarters (76%) of professional marketers and business owners report positive results with video, and that 90% of users say that product videos are helpful in the decision-making process.

video marketing statistics from greyskyfilms 
Source: Grey Sky Films

This research also shows that 43% of people want to see more video content from marketers, which shows that video marketing is here to stay.

Marketing professionals should acknowledge and understand the ways they can use videos for marketing their business and increasing conversion rates. There are different techniques you can implement to put videos to use. 

This article outlines the different ways to utilize videos to market your business, which are:

  1. Create informative videos
  2. Use mobile platforms
  3. Post on YouTube
  4. Share on social media

1. Create Short, Informative Videos

Short, engaging videos are the best way to present information about your products and services to your clients. Videos add a human touch to the information you are providing. They introduce your products to audiences leading them to consider buying your product.

Professional videos are an opportunity to establish your brand on a digital scale. They spread awareness about company culture and help a business gain more attention. 

Create how-to videos, for example, that offer information about what you are selling, helping customers use the product they purchase. These types of videos may show customers to features they were not aware of.

You can also create a video that tells a story about your offering. In this type of video, you can present a problem and introduce your product or service as a solution.  

They now may consider your business proactive and dedicated to catering to the unique requirements of different customers by providing secure information in an interesting way. Here are the forms of videos you can create to engage more customers:

  1. Product demonstrations
  2. How-to guides
  3. Presentations
  4. Video blogs (vlogs)
  5. Tutorials
  6. White board animations
  7. Q&A videos
  8. Webinars
  9. Funny commercials
  10. Customer testimonials
  11. Interviews
  12. Live streams

Make sure your videos are not too long because viewers will lose interest. Videos under 2 minutes have the highest engagement level. 

Use the various video marketing tools available on the web or seek out video production services to create useful videos for your customers.

2. Use Mobile Platforms

The Grey Sky report said that 92% of mobile video consumers share videos with others, making mobile video an effective strategy for expanding your brand's reach. In order to capture the attention of mobile users, you must use video to convey your point succinctly. 

You can use relevant social media and WhatsApp groups to share videos related to your product or service. Mobile-optimized videos reach the maximum number of clients and spread product as well as brand awareness. Imagine the reach your business will get if your video goes viral over messaging apps.

3. Post on YouTube

You should post your videos on several different platforms to expand your reach. This ensures maximum exposure for your product or service. YouTube, however, 

Videos also give existing customers the chance to view demonstrations of products they have purchased. Demonstration videos help customers understand the best way to use your product. 

YouTube has 1.9 billion monthly users and is a great place for businesses to expand their videos' reach.

Google, for example, introduced its new gaming platform Stadia with an informative video. Below, you can see the process of uploading a video explaining the platform to YouTube.

Google Stadia youtube upload

Source: YouTube

You can include additional information and resources in the video description to add more value for your audience.

According to HubSpot, you can optimize your video while posting on YouTube by:

  1. Adding keywords to your video description to help it rank in Google search results
  2. Uploading a transcript of the video to maximize views
  3. Including your email address in the summary section
  4. Adding functional hyperlinks to your website or landing pages 
  5. Optimizing your YouTube channel by creating playlists for easy viewing

By using YouTube effectively, your products and services will become more popular.

4. Share on Social Media

Post appropriate and interesting videos on your social media channels to boost engagement with a wide audience. Social media users value getting insight into your company. Organic videos of your team celebrating on special occasions, for example, adds a personal touch to your brand. You can also create videos containing well-wishes for your customers to engage them.

Posting videos on social media is more likely to earn you conversions. The more shares and likes the video earns, the more visibility your video will have for potential customers.

In fact, research from Crisp Video shows that videos on social networks generate 1,200% more shares than traditional text and images combined.

Consider creating a content calendar to schedule the right videos to post at the right times. This way, you can attract more likes, views, and shares. Posting videos randomly will not help you secure the desired results. 

Social media marketing maximizes engagement for your videos.

Use Video Marketing to Engage Customers

People often don’t have time to wade through long-form written content. Businesses must fully harness the powers of video marketing to establish their brand and increase sales. Create succinct, informative, and engaging videos to gain customers’ attention. 

Make sure to put enough resources into producing your video. A professionally designed video will help you increase your reach and improve conversion rates. If you have not yet launched a video marketing campaign, you should develop a plan to produce high-quality videos and share them on the relevant platforms. 

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