101 Guide to Business Video Marketing Strategy
Video is important for your brand as people spend a third of their time consuming online video content. This calls for a way to measure the success of your videos and KPIs is the answer to all your progress management worries for your videos.
If you ask an average marketer about their video marketing strategy right now, you would probably get a few confusing looks at the best. Although the majority of marketers are aware of the fact that videos are important - they might be posting videos consistently - the deeper motive behind them is inadequate.
It is beyond a doubt that video is important for your brand. As people nowadays are spending a third of their time: consuming online video content. And by the rule of the thumb, where the views go, ad revenue follows.
By the time you're finished reading this blog, about 500 hours worth of footage would be uploaded on YouTube. With such enormous volumes of videos being uploaded, gauging the success or failure of your video content by merely looking at its views isn't enough.
You need to shift your focus to the finer details of video metrics, also known as key performance indicators (KPIs) to measure the progress of your objectives. Mentioned below are some of the KPIs that you need to pay attention to:
- Number of Clicks
Number of clicks is a good indicator of how well your audience has perceived your content. However, this is a quantitative metric. Meaning, it only tells you the numbers, not the quality of those clicks.
There is no formula to achieving a high number of clicks, however one can insert a catchy video title, include an enticing description and make sure to place keywords in both the title and description to achieve it.
- Engagement and Bounce Rate
These KPIs are instrumental in assessing the relevance of your video content. Video engagement tells you about how much of your video your audience is watching and the areas where they are dropping off your video. Thereby through a close analysis of your engagement and bounce rate, you can understand the areas of your video that require change and what interest your viewers and what makes them stop watching your video.
- Returning Viewers
Returning viewers is a good thing, people watched your videos and are now coming back to watch your new content. However, there might be more under the skin, than people returning to your videos because they enjoy watching your content.
There is a possibility that your content is confusing and people require multiple views in order to understand and thus the recurring visits. In the longer run, you need to figure this out and ensure that your video content is easy to consume and clear for your audience.
Remember, if a viewer has to open the textbook to refer to a word you just used in your video, there is a possibility they might even come back to your video. Therefore, ensure your videos are self-sufficient and don’t push the viewers away due to complex dialogue structuring
Why do you need a video content strategy?
A full-fledged digital video strategy is required when you require to post multiple videos across multiple channels (e.g. mobile, web, app, etc.), or require the video to supplement your written content.
1. Video; an SEO Gold Mine
Apart from increasing your search engine ranking, click-through rates, and conversion rates. Videos drastically increase your brand’s reach to your target audience.
YouTube is the second largest search engine, behind Google. However, YouTube is owned by Google and that means a video that is tagged properly can work wonders for your SEO.
Now that it is established that video is an unstoppable force, here are the various types of videos that can be used by your brand:
1.1 Explainer Videos
Explainer videos are a great way to show and tell what your organization or product does and how it can be the right fit in their life.
According to a recent study, an explainer video is likely to increase the chances of people buying a product by 57 percent that they had under consideration
1.2 Animated Videos
Animated videos for businesses are a great way to share their story with audiences and gather the clients' attention while breaking down complex concepts to make them easily comprehensible.
1.3 Digital Films
Digital films allow you to accomplish business goals and produce a diverse range of videos for your omnichannel marketing needs.
1.4 Typography videos
This animation technique enables businesses to pair text with motion in order to convey ideas that evoke emotions in viewers and increase viewer retention rates.
1.4 Motion Graphic videos
Motion Graphics videos are cost-effective and capable of driving increased traffic to your brand and are capable of adding new life to your brand and explaining your product, process, or concepts with ease.
1.5 Corporate Video
Corporate videos are a great tool for putting out the value proposition of your product or services on offer to your customers and why your company should be considered over your competition.
2. Video as a weapon for marketing
Given the increase in demand for videos, it’s hardly a surprise that more and more businesses are starting to include video content as part of their digital marketing strategy. After all, marketing professionals must not miss out on the opportunities that video content can provide for them.
The latest video marketing statistics show that 86 percent of marketing professionals use video as a marketing tool.
Marketing professionals trust in the potential of video content to be able to grow their business. The majority of them (78 percent) say videos have directly helped to increase sales, while 86 percent also say that videos increased traffic to their website.
- 91% of marketers feel video is more important for brands in light of the coronavirus pandemic.
- 68% of consumers say that the pandemic has impacted the amount of video content they’ve watched online, with the overwhelming majority (96%) saying this has increased
- 60% of marketers expect the pandemic to affect their video marketing budget for 2021 with 70% of marketers hinting towards an increase in budget
- Out of those people, 74% say the pandemic made them more likely to use video, while 26% say it became less likely
Consumer ship of Videos at an all-time high
- 94% of people have watched an explainer video to learn more about a product or service.
- 79% of people say they’ve been convinced to buy or download a piece of software or app by watching a video.
- 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
- People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles, and product pages.
How to develop an effective video marketing strategy?
After you have created a strategy and developed your message, you should select a video production company to bring your vision to reality. Sure, anyone can help you make a short video. However, quality is all that matters.
A well-planned, written, and made video will help your brand rise to the top and create a special attachment for your brand among your audience.
Filmbaker is a Bengaluru-based video production company that helps brands use the power of videos to stand out in the cluttered world of social media and create a memorable experience for your customers. Contact us to learn how we can supercharge your business.