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The Complete Guide To Video Marketing For Sales And Marketing Professionals

Over the past few years, online video has proliferated, with the typical viewer now spending six hours and 48 minutes per week watching videos. You may benefit from this development by utilising video marketing for your company to connect and interact with more of your potential clients.

While some don’t believe video marketing is appropriate for their company, other marketers and salespeople are confused about how to begin with it.

We’ll walk you through every step of the procedure in this RisePath post, from selecting the best video kinds for your company to producing and publicising your first video campaign.

Video Marketing

The popularity of video marketing is rising

One of the most well-liked and interesting channels available today is video. The average time spent on-site is slightly under 17 minutes, according to Youtube, the second most popular website in the world (Google holds the top spot). Only Facebook and Shopify have longer time-on-site averages among the top 50 most popular websites.

According to video marketing statistics, videos are becoming more and more popular since they are simple to watch, available, captivating, and offer a high return on investment. 92 percent of marketers who use video think it’s a crucial component of their marketing strategy, up from 78 percent in 2015, according to a 2020 survey.

Additionally, 88 percent of video marketers — up from 33 percent in 2015 — concur that videos have improved their return on investment. In the marketers’ poll conducted by Animoto, video outperformed images, graphics, and blog posts in terms of social media ROI.

With software and hardware options for every price range, video marketing has also gotten easier to use in recent years. Videos are no longer just for well-known brands; startups and small companies can now afford to use them in their digital marketing plans.

Customers are indicating a preference for video marketing, which is significant. When asked what approach they preferred for learning about a product or service, more consumers (66%) chose to watch a brief video than text-based information (18%), a sales demo, or a phone call (2 percent).

You may produce 11 different kinds of sales and marketing videos.

Some marketers are still hesitant to employ video because they believe it is either inappropriate for their industry or prohibitively expensive. A video marketing effort need not, however, entail expensive Super Bowl commercials. Marketing and sales professionals can utilise video in a variety of ways to supplement their current strategy because it is a flexible medium.

1. Customer feedback and case studies

People seek assurances that a purchase will meet their demands when they are debating it. Social proof is one of the best ways to offer that assurance. It’s the reason why star ratings and customer reviews are prominently displayed on Amazon’s product pages.

Because it enables potential customers to hear how your business helped to solve a real-life situation, using video for your customer testimonials and case studies can be even more comforting. By relating first-hand experiences, you may establish credibility with your audience and foster deep relationships.

Remember to ask for specifics if you decide to ask a customer to film a testimonial. While it may be alluring to listen to them excitedly praise your business, it is more beneficial if they can describe the precise difficulties they were experiencing and the ways in which your product helped them to solve them. This enables potential clients to understand how your good or service might assist them in resolving their own special problems.

2. Product videos

Product films, also known as explainer or demo videos, can be used to demonstrate your product or service in detail and then highlight its advantages.

For complicated or expensive things, product videos are especially helpful. A product film can answer frequent questions if a visitor is unlikely to be familiar with how a new product works or the technology behind it or if it demands a significant investment. A video enables a potential customer to try out things that can’t otherwise be demoed (like with a trial plan).

3. Webinars

Businesses may grow their audience and establish their authority by hosting webinars. Although some are pre-recorded, technically making them a webcast, webinars should be live events with the chance for the audience to interact with the host in real-time.

In addition to sharing your knowledge, webinars allow you the chance to respond to queries and assist your audience in solving difficulties by outlining and illustrating workable solutions. Even while it’s typical for webinars to conclude with a pitch for a product or service, they shouldn’t be viewed as a direct sales pitch. Instead, a webinar should serve as a public forum for knowledge exchange regardless of whether participants sign up or buy something at the end.

4. Podcasts with video

Another medium that is quickly gaining popularity is podcasts. In January/February 2020, 37% of respondents reported listening to a podcast, up from 32% in 2019. If you already produce a podcast, turning it into a video might be a good method to repurpose your material for use on other platforms.

You don’t have to record the entire show, though doing so will add extra labour. Although recording a podcast can complicate the process, you can still use video to advertise your programme and interact with your viewers.

5. Tutorial videos

The majority of YouTube viewers (87%) use the platform to learn how to accomplish something they’ve never done before. You can inform your audience while showcasing your knowledge by creating an instructional video that assists them in solving an issue. You’ll have a better chance of winning their trust and closing the deal if you can just show up and address their issues.

As you get the chance to directly demonstrate to your clients and leads how to handle a difficult issue or pain point and, as an additional bonus, how your service may help, videos like these aid in the development of authority in your target market.

6. Animated directions

You don’t have to appear on camera to make a video. When attempting to explain a complex idea that is a component of your good or service, an animated film can be quite powerful. Additionally, it is simpler to combine company identity and design while keeping the audience’s attention on the proper subject (as opposed to being diverted by unimportant things captured by the camera).

You don’t have to be Disney or Pixar to make an animated tutorial, and in some circumstances, doing a straightforward 2D video is less expensive than attempting to make a live-action movie. An animated film can be the answer you’re looking for if the thought of appearing on camera or paying for the necessary tools seems like too much.

7. Videos of events

Numerous activities planned for 2020 had been rescheduled or cancelled as a result of the COVID-19 epidemic. Online events with filmed speakers were able to bridge the gap for individuals who were quick to adapt. Nevertheless, if you are organising a live event that can be handled safely, you should still think about capturing it because video enables you to reach more people than just those there.

You can still utilise video to advertise your next conference if live streaming is not an option. Sharing a teaser for a future event can help you build anticipation among your audience, and you can reuse highlights from past events for other platforms.

8. Series of videos

Despite how effective videos are, getting a lot of views straight away is a challenge. Before you start seeing results, you’ll typically need to release several videos. You may gradually grow and nurture an audience while raising brand awareness by organising a regular series of videos (similar to drip email marketing campaigns) around a particular topic that interests your potential customers.

9. Paid ads

The videos we’ve spoken about thus far are mainly employed as a component of an inbound strategy, where viewers who are already interested in a subject watch the video to find out more. Videos, however, can also play a significant role in an outbound campaign that is carried out via paid advertising strategies.

Video commercials are frequently played prior to (pre-roll), during (mid-roll), or following (post-roll) another chosen video. These advertisements on YouTube will either be longer and skippable or shorter and not. It’s crucial to open with your hook, in either case, grabbing the audience’s attention and communicating your main point before the advertisement ends or they hit the skip button.

10. Videos by influencers

Marketers have long recognised the value of influencers, whether it be a dentist in a white coat endorsing a specific toothpaste line or a famous person gushing about their favourite kitchenware.

You don’t need a Hollywood star if you’re going to rely on an influencer for your video marketing. Look for an authority figure that your target audience respects or looks up to. By doing so, you can “steal” their credibility and use it to promote your own good or service.

11. Commercials

Promo movies are a fantastic method to generate interest and anticipation for an impending event, such as the launch of a new product or a sale. They can engage current consumers and persuade them to promote your business as brand ambassadors in addition to drawing in new potential customers.

A successful promotional film focuses more on amusing the audience, sparking interest, and leaving them wanting to learn more than it does on educating them. A movie trailer is an ideal illustration because it piques viewers’ interests and heightens the excitement for the film’s premiere. Make sure sharing the video is simple for viewers so they can help you gain additional exposure.

Last thoughts

The opportunity to engage in video marketing has never been greater. In addition, to being well-liked by customers and marketers, starting with little to no technology and software enables even the smallest enterprises to begin producing videos.

You can create videos that have a strong return on investment and help your company expand by picking the appropriate sorts of videos that fit with your overall marketing strategy.


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