Video is an extremely highly effective medium that makes it simpler than ever to evoke emotion and forge human connections at scale.
And everybody’s creating it, sharing it, and—most significantly—watching it. From teenagers on TikTookay to manufacturers creating multi-million greenback Super Bowl advertisements, video is actually in all places.
For organizations that promote primarily to different companies, B2B video advertising has emerged as an extremely efficient tactic for reaching, educating, and nurturing potential clients.
- 1.What is Video Marketing?
- 2.Benefits of Video Marketing
- three.Video Marketing Strategy
- four.Video Marketing Storytelling
- 5.Styles and Types of Videos
- 6.Video Distribution Channels
- 7.Video web optimization
- eight.Video for Demand Gen
- 9.Video for ABM
- 10.Video Analytics and Video Marketing ROI
What is Video Marketing?
Video advertising is a digital technique that leverages the facility of video to appeal to, interact, and convert an viewers into prospects or clients.
Sometimes referred to as video content material advertising, companies are more and more utilizing video in each a part of the advertising funnel to attain audiences all through the shopper journey.
Benefits of Video Marketing
Video advertising is all the fashion nowadays, however have you ever questioned why so many corporations have jumped on the proverbial bandwagon?
Video has been confirmed to enhance visitors, engagement, and conversions—however that’s not all. It’s a beneficial content material format with numerous advantages.
With video, you’ll be able to:
- Accelerate your organization’s income development
- Influence patrons with movies designed to assist them make choices
- Rank greater in search
- Increase visitors to your web site
- Get extra backlinks to pages with embedded movies
- Improve conversions
- Get extra opens and clicks in your e-mail sends
- Boost shares on social media
Video Marketing Strategy
While among the finest methods to begin with video is just diving in and creating video content material, it’s essential to take into consideration the bigger technique driving your use of video.
Your video advertising technique will present solutions to essential questions like:
- What are your video advertising objectives?
- Who’s the target market who will watch your video content material?
- What type of movies are you going to make to attain them?
- How a lot are you going to spend on creating and distributing movies?
- Who will probably be liable for making movies?
- How do movies match into your different advertising campaigns, account-based advertising technique, and/or demand era ways?
- What channels will you embed, share, and in any other case distribute your movies on?
- How will you measure the efficiency of your movies?
The solutions to all of those will fluctuate from group to group, primarily based in your bigger objectives as a enterprise and different ways for attaining them.
The sorts of movies you create (or outsource the creation of) will rely in your target market and the place they spend their time.
While creating your technique, you also needs to take into consideration who will probably be utilizing video. Your advertising, gross sales, help, and customer support groups (for example) are all going to need totally different movies for various functions.
Video Marketing Storytelling
It’s a widely known cliche that a image’s price a thousand phrases. But ask your self, if that had been true, how a lot would a minute of video be price?
Visuals pull individuals in, however story makes them keep till the display screen fades to black. And the important thing to compelling tales is emotion. If you can also make your viewers join emotionally together with your video, then you definitely’ve obtained people who find themselves that rather more doubtless to watch one other video and one other.
But, how do you join with individuals emotionally? First of all, it’s essential to keep in mind that making your viewer properly up with tears isn’t the one means to interact their emotional self.
Consider how one can evoke happiness, unhappiness, worry, and even anger by means of your video storytelling. These are the emotional responses that lead to motion.
Luckily, there are some storytelling greatest practices that may give you a head begin:
- Make viewers chortle they usually’re certain to come again
- Get inventive—delighting individuals is a certain means to enhance their temper
- Tell a whole story, one with a starting, a center, and an finish
- Don’t simply inform viewers one thing, SHOW them
- Take your time to provide you with an idea that basically sings
- Tell one story properly—don’t attempt to stuff a number of tales into one video
- Keep your movies quick and snappy
While it is likely to be tempting, you’ll usually discover your movies do greatest when the story isn’t about you—in spite of everything, who likes the particular person on the social gathering who solely talks about themselves? (No one, that’s who.)
This explainer video from Uberflip makes use of humor to seize—and hold—the viewers’s consideration. It takes the outdated axiom of “explain it to me like I’m five” and runs with it—with hilarious outcomes.
Styles and Types of Videos
There are TONS of several types of movies to select from and an extended record of video kinds you can also make each in, making for almost limitless mixtures.
When it comes to kinds, think about:
- Live motion video (consists of choices like speaking head, interviews, and so on.)
- Animated video
- Text overlay video
- Live streaming video
- 360-degree video
- Virtual actuality video (VR video)
- Choose-your-own-adventure video
- One-to-one video
Then there are the video varieties. Oh, the kinds! There are 9 key ones that each enterprise ought to think about making.
Essential forms of video embrace:
- Explainer movies
- How-to movies
- Promo movies
- Thought management movies
- Webinars and recorded webinars
- Case research movies (a.okay.a. buyer tales or testimonial movies)
- Culture movies
- Demo movies
- Personalized movies
Each video sort serves a unique goal and matches in a unique a part of the advertising funnel. The hottest ones are webinars, demos, and explainer movies, in accordance to the 2019 Video in Business Benchmark Report.
Video Distribution Channels
Video is in all places. That means you’ll be able to share it just about in all places too.
When it comes to widespread video distribution channels on-line, you just about can’t go unsuitable together with your web site. But it’s far out of your solely alternative.
Popular locations to use video embrace:
- Landing pages
- Sales property
- Press releases
- Partner blogs
- Video promoting
- Social media: LinkedIn, Facebook, Instagram, Twitter, and extra
When it comes to sharing video content material, the preferred channels are web site, social media, and YouTube, in accordance to the 2019 Benchmark Report.
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Video web optimization
You’ve in all probability heard this one earlier than: The world’s largest search engine, Google, owns the second largest, YouTube.
But what does that inform you in regards to the significance of search engine marketing for video (a.okay.a. video web optimization)? Quite rather a lot, actually. As all the time, Google was wanting forward once they purchased YouTube all the best way again in 2006. Video is predicted to account for a whopping 82% of all web visitors by 2022 and we’re properly on our means there at this time.
Google more and more consists of movies in search outcomes—even when searches don’t explicitly request video. When movies do seem in the principle outcomes (and never simply on the “Videos” tab), they have an inclination to sit close to the highest of the web page. So, it solely stands to motive that having video content material will increase your possibilities of showing excessive on the search engine outcomes pages (SERPs).
Basically, whenever you’re fascinated by web optimization to your web site, your movies should be a part of the equation.
Videos can really enhance your website’s web optimization, however not in the event you’re embedding YouTube movies (utilizing these in your website really simply helps YouTube).
But, that doesn’t imply it is best to ignore YouTube. Far from. It’s a robust platform for discoverability (and YouTube movies have a tendency to do properly in SERPs to boot). Use YouTube alongside a video platform for enterprise (or self-hosting) to reap the advantages of each.
Just make sure that you don’t use precisely the identical title and different metadata in each locations. Duplicate content material may find yourself hurting your efforts.
Max out your video web optimization by guaranteeing your movies have the entire applicable metadata:
- Surrounding textual content
Video for Demand Gen
Video can do much more than simply appeal to eyeballs, it will probably additionally interact and convert leads—making it a robust addition to your demand era technique.
But… how are you going to use video for demand gen?
So. Many. Ways.
Add video to your homepage, product pages, and touchdown pages to seize consideration and drive motion. Leverage in-video kinds to generate leads. Use video CTAs to drive viewers to beneficial actions and different conversion factors. Gate high-value video content material (like webinars) to seize leads. Nurture potential clients with participating video e-mail content material.
But that’s not all.
You can even combine your video internet hosting platform together with your advertising automation platform (MAP) and buyer relationship administration (CRM) system to embrace video viewing information in prospect profiles and embrace video views in your lead scoring and qualification packages.
Video for ABM
Account-based advertising (ABM) packages thrive on efficient concentrating on and personalization. Video can assist with each.
It’s estimated that workplace employees obtain 121 emails on daily basis. Cut by means of the noise surrounding goal accounts by utilizing personalised video to stand out. People are 5x extra doubtless to interact with a customized video message than with a standard text-based e-mail.
Focus on sharing video content material personalized to the goal’s business, geography, and even their particular group. Spice up your e-mail advertising and nurtures to prime accounts by utilizing video. Send video playing cards—a bodily card that accommodates a small display screen with a video of your selecting pre-loaded—to prospects’ workplaces. Run focused advertisements to people inside a goal account and ship any who click on by means of to a personalized content material hub that features video content material distinctive to their wants.
In this Chalk Talk video, Vidyard VP of Marketing Tyler Lessard explains how to use video for ABM to higher establish, interact, and convert key accounts.
Meanwhile, tag in your gross sales group to coordinate their outreach when you’re concentrating on accounts with advertising content material. Get reps to ship private, one-to-one movies to interact people from the goal account in dialog. Also think about creating marketing-produced movies that the gross sales group can customise utilizing actual time personalization. This can assist make your ABM program simpler to do at scale.
Video for ABM additionally offers you an edge within the type of insights. Sales reps can use video engagement information to prioritize their actions, hitting scorching leads who’re essentially the most desirous about your product inside minutes of once they interact somewhat than losing time on lukewarm prospects.
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Video Analytics and Video Marketing ROI
In 2018, 85% of corporations reported utilizing some type of video analytics and the variety of organizations leveraging intermediate or superior analytics is on the rise. If you’re not monitoring the efficiency of your video content material—and studying from it—you threat being left within the mud.
Video information can present numerous perception. Whereas you’ll be able to usually solely point out if somebody seen or downloaded extra conventional content material codecs (like eBooks and whitepapers), you’ll be able to pull detailed data for video about degree of engagement, similar to how lengthy individuals watched, what components they rewatched, and extra.
Video metrics to watch:
- Overall view rely
- Attention span information
- Total click-through fee (CTR)
- Link click-through fee (hyperlink CTR)
What you observe will differ primarily based in your objectives for every particular video.
When taking a look at video’s contribution to wider packages and objectives, ensure to take a look at measurements similar to lead era and qualification, contribution to pipeline, and income generated.
To present the true worth of video advertising to your group, intention to set objectives to your video program that point out the way it’s contributing to the corporate’s bigger technique and key efficiency indicators (KPIs)
You can get some video metrics from the locations the place you share your movies, similar to YouTube and social media channels. However, to get a whole image of your video content material’s efficiency—together with its affect on bigger enterprise objectives—you’ll want to use a devoted video platform.
Solutions constructed for enterprise can present real-time information that digs down into specifics similar to how particular person customers work together with every video. Plus, video platforms for enterprise (like Vidyard) combine with the remainder of your tech stack, together with your advertising automation platform (MAP) and/or buyer relationship administration (CRM) system, permitting you to push information by means of to the locations the place you’re already doing all your reporting.
Video can do rather a lot for your corporation—in the event you use it proper. Take the time to take into consideration your technique and the place video could make the most important affect in your group. When you’re prepared to get going, search for a video platform that’ll make it quick and simple to embed, share, and handle your content material.