How to Use Video Marketing to Promote Your Business

Video is an extremely powerful marketing tool. Videos capture attention, boost conversion rates, improve SEO, build credibility, and encourage social shares. And as attention spans get shorter, video marketing is emerging as the best way to get your message across to consumers.

Have you thought about using video to enhance your marketing efforts? Making video part of your marketing strategy is essential for keeping up with your competitors. In this article from TrafficClash, we’ll explore everything you need to know about growing your business with video marketing!

Video Marketing
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Why Video Content is King

You’ve heard that content is king. But did you know that video content beats all other forms of communication in marketing? Consider these statistics:

  • The hours of online video people watch has nearly doubled since 2018.
  • 86% of marketers report that video is effective at generating leads.
  • A whopping 96% of people report watching informative videos to learn more about a product.
  • What’s more, 78% of people have been convinced to purchase a digital product because of a video.

As Kennected.org explains, video is so powerful because it combines all of the elements that make content engaging. Videos include movement, text, sound, and images. Blending all of these content types together can capture attention unlike anyone used alone.

Beyond the fact that people love watching videos, producing video content can boost your SEO and help drive organic traffic to your website. This is because video content keeps people on your website longer. As a result, Google will know that your website is valuable and will rank it higher in search suggestions.

Video search engine optimization (VSEO) is more than just posting a video on your website and calling it a day. When you get into video marketing, be sure to employ methods that enhance your VSEO in the same way that you concentrate on SEO for text-based content.

VSEO includes methods like promoting videos through backlinks from reputable websites and optimizing search terms and tags so people can find your videos easily.

Building brand awareness is another great reason to focus on video content. Because videos are more memorable than other forms of content, they can help people recall your brand when shopping online!

Understand Different Types of Video Marketing

Video marketing takes several forms:

  • Company culture videos.
  • Interviews and Q&As.
  • Brand videos are used to communicate a business’ culture, mission, and vision.
  • Show and tell videos highlighting particular products or features.
  • Explainer videos are used to showcase how a product or service works.
  • Live videos intent on engaging users in real-time.
  • Educational or how-to videos.
  • Case studies and customer testimonials.

These are just a few of the several types of marketing videos that exist out there. For example, businesses also create short-form social media videos for platforms like Instagram and TikTok. These are quick, eye-catching videos that often generate a lot of engagement from social media users.

The key to effective video marketing is knowing what type of video to use and when. Think carefully about what you want to achieve.

Is your goal to build brand awareness? Educate your audience. Get people to sign up for your email list. Win back, old customers?

If your video marketing approach isn’t producing the results you want, be prepared to pivot. Make a priority of regularly tracking and optimizing video ad performance so you can get the most out of your investment.

Creating video content isn’t easy or cheap, so you want to do everything possible to maximize your results!

Choose a Target Audience

Before you can decide what type of video to create, you must know who you’re targeting with the content. Clearly define your target audience before moving forward.

To do this, you need to identify the key demographics of your average customers. Use these demographics to research your audience and uncover their lifestyles, interests, and behaviors. Try to understand the motivations and values of your audience.

Think about the last time you saw a marketing video. Did the content feel relevant to you? You want your viewers to feel like your marketing video was made just for them!

Come Up With a Video Idea

Brainstorming video ideas is sometimes the hardest part of the marketing process. While scripting out a product demonstration video might be self-explanatory, coming up with creating marketing videos requires significant creativity.

Buffer shares several secrets to help creatives come up with engaging video content:

  • Focus on providing value to your viewer.
  • Try to use your video to tell a short story that your customers can relate to.
  • Bring your story to life immediately. You have mere seconds to catch the viewer’s attention.
  • Ensure your video is engaging and understandable even if viewers are watching with the sound off.
  • Remember to include a call to action (CTA) in your video to prompt viewers to take action.

If you’re struggling to come up with video ideas, consider what your competitors are doing. You can take inspiration from their content but avoid copying it completely.

You can also reach out to other brands and influencers to collaborate on videos. Use your collaborative videos to focus on shared values to ensure the content resonates with the audience of both brands.

Learn the Basics of Video Editing

Editing can make or break a marketing video. People who are skilled at video editing can turn basic footage shot on a smartphone into impactful marketing content! If you plan on doing your own editing, consider taking a course or two so you can learn the ropes.

The video editing process involves a number of important steps. You’ll be cutting and rearranging video clips, applying filters and effects, adding sound mixing, and incorporating music.

If you’re not very confident in your editing skills, keep it simple! Shoot your videos with one or two camera angles and rely on jump cuts to reduce the length of your content.

You can always inject more creativity into your videos down the line as you learn your way around modern editing tools.

With that in mind, different editing software offers different ways to edit videos:

  • Linear editing – Clips are joined together in a simple and linear fashion.
  • Non-linear editing – Clips can be overlapped and used simultaneously while keeping the original files intact.
  • Offline editing – Raw footage is copied and compressed for editing.
  • Online editing – Footage is edited in its raw form, requiring high-performance machines.
  • Assemble editing – Clips are assembled in a series without the addition of transitions or visual effects.
  • Live editing – Editing is done during live video coverage.

Look for video editing tools that accommodate the type of editing you have in mind. There are many tools to choose from, some of which are free. Just remember that you get what you pay for! You’ll need to pay for reputable software if you need advanced video editing capabilities.

Hiring Professional Help

Beyond requiring advanced skills, editing videos can take a long time. For these reasons, it’s a good idea to hire a professional editor if your budget allows.

Make sure you know exactly what your video project needs before seeking out an editor. Do you need hours of footage edited into a 5-minute YouTube video? Are you looking to turn existing videos into short, attention-grabbing TikTok videos? Are you producing a marketing ad to post on Facebook?

Knowing your goals will help you write an accurate project description so you can attract professionals who will be a good fit.

As you begin receiving responses from interested editors, ask to see a portfolio of their work. This will give you an idea of their personality and editing style. Also, make sure the professional you hire has experience creating videos for the particular platforms you have in mind.

These are some great questions to ask your potential video editor:

  • Which editing software applications do you use?
  • What subscriptions and resources do you use for stock images, videos, and music?
  • What file formats do you work with?
  • What does your editing workflow look like?
  • How long does it take to turn around a typical video project?
  • How would you describe your editing style?
  • What are some similar projects you have worked on in the past?

Questions like these will help you determine if a certain video editor will be a good fit for your project! If you’re looking to keep costs down by hiring an entry-level editor, you may have to be a little more flexible with your requirements.

Video marketing can take your business to new levels. Whether you decide to invest in paid social media video advertisements, produce content for online video sharing platforms, or create informative videos to place on your ecommerce website, investing in the video is bound to pay off!

Want to learn more about video editing and promoting your business online? Check out TrafficClash for articles and resources to help grow your online business with video!

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