Video Marketing Strategy: The Ultimate Guide (2023)

What is video marketing?

Video marketing is the practice of promoting your products or services via videos across multiple platforms. You've most likely seen video advertisements on YouTube, Instagram, and Facebook, as well as influencer recommendations on TikTok and Instagram.

Companies use videos to advertise their products, generate leads, educate customers, and pique their interest.

Video marketing has a significant impact on businesses, according to research:

Video is used as a marketing tool by 86% of businesses.
Every year, video marketers generate 66% more qualified leads.
According to 83% of marketers, video helps them generate leads.
Videos have been shown to increase website traffic by 41%.
Companies that use video grow their revenue 49% faster than those that do not.

In short, video marketing is an effective way for businesses in the digital age to reach and engage with their target audience.

How Do I Create a Video Marketing Strategy?

Strategies for video marketing are not new. Just as you wouldn't create a commercial and buy airtime during the Super Bowl without first conducting research and strategizing, you shouldn't create a digital marketing video without first conducting research and developing a strategy. Your video marketing strategy will ultimately direct your budget, timelines, production processes, conversion metrics, and more. Getting this down on paper and finalized should be the first step in your video creation process.

Benefits of Video Marketing

Here are some compelling statistics and benefits of video marketing that will help you understand its significance:

1. Higher engagement

According to Wyzowl, 86% of businesses use video as a marketing tool, and 99% intend to keep doing so. Video is a visual medium that can convey information understandably and memorably.

This concept appears simple, but it is the most important in a world where people receive information wherever they want, whenever they want. As a result, focus your video marketing efforts on creating video content and seeing results.

2. Video marketing improves SEO

Search engine optimization is one of the most compelling reasons why video marketing is beneficial to any business. Videos are more likely than other types of content to rank higher in search engines, making them an effective way to improve your website's SEO.

Websites with videos are 53 times more likely to rank on the first page of Google search results, according to Zyxware.

3. Videos are remembered more

Only about 10% of what your clients hear will be remembered three days later. However, if appropriate visuals accompany the information they hear, they are more likely to remember approximately 65% of it three days later.

Making an entertaining and informative video about your company may help people remember it.

4. Videos encourage more shares

Video content is widely shared on social media, making it popular across multiple social channels. This is one of its greatest assets, as videos receive more shares than other types of content, resulting in a greater reach and potential impact.

Sharing videos on social media can also aid in establishing one's presence as a dominant figure on these platforms, with the potential to become the most powerful social media influencer.

According to a Wyzowl study, 84% of consumers have shared video content from brands on social media.

Types of Videos for Marketing

1. Product Demonstration

You will offer either products and services or a combination of the two as a business. If you have products, a video demonstrating at least one of those products can be a useful marketing tool. It's an excellent way to pique the interest of your intended audience.

This is how. Provide a detailed overview of the product, a compelling explanation of why the product is a solution to their problem and a clear, easy-to-follow call to action.

2. Customer Testimonial

Creating a customer testimonial video can provide social proof of the effectiveness of your products and/or services.

In short, this video will tell a compelling story with real-world results from real-world customers.

Allow the customer you select to tell their story in their own words in the video. This will increase the video's credibility and maximize its overall impact.

3. User-Submitted Videos

It can be difficult to obtain user-generated content, but if you do, it is an excellent way to market what you have to offer from a realistic standpoint.

If a customer makes a video outlining the opening or demonstration of your products and includes their testimony, it will be extremely persuasive to your target audience. It also aids in the development of your brand.

4. Value Proposition Video

As previously stated, emphasizing the value proposition of your products and/or services is an excellent marketing strategy. Your target audience should be aware of and understand the value and/or purpose of what you provide.

Simply make a video that outlines the value proposition. Include how your products and/or services stand out from the crowd and differ from the competition.

5. Instructional Videos

We are all eager to learn. In reality, we are all constantly learning. What better way to market what your company has to offer than to provide instructional videos that teach people how to use what you have to offer?

Simply divide tasks into small chunks of information that will allow your viewers to complete the overall task. Mention how your products and/or services make it extremely simple for your viewers to complete whatever task they have set out to complete.

These are extremely popular. If you decide to create instructional videos, make sure to do so regularly.

Video Marketing Software

Once you've developed a concept, you'll need some tools to bring it to life. More than just a camera, there should be a way to upload, digitally record, use stock video, and edit to create a video that is unique to you. You can't go wrong if you use a video marketing platform from this list to create an amazing video.

1. Animoto

Because it provides an easy and accessible way to create video clips and longer-form videos to support your marketing efforts, Animoto is a one-size-fits-all tool for video marketing campaign creation. Animoto provides a plethora of images, clips, music selections, fonts, and more to help you create high-quality videos with all of the polish and cohesion of professional videos--at a fraction of the cost. Animoto provides a free online video editor for creating a wide range of videos, but there are additional paid tiers that add more features. All free Animoto videos include an Animoto watermark, whereas the two paid tiers are better equipped to provide professional videos without Animoto branding.

2. Biteable

Check out Biteable if you need to send a message to customers about the impact of a disaster on your business or if you're trying to onboard new employees. It takes a unique approach to video marketing in that it is designed to be quick and simple to create any type of video. The company even claims that you can make something cool during your lunch break and that it is the world's simplest video maker. Choose from a variety of video templates and add your text/sound.

3. Powtoon

Powtoon creates high-quality video marketing for a variety of social media channels by combining animation and video clips. Powtoon claims to have provided video services to more than 96% of Fortune 500 companies, which is quite impressive if true. Powtoon claims to achieve this feat by providing a video service that eliminates communication issues with video marketing content and offers professional-grade templates to users looking for a simple, easy way to create quality and engaging video content. Powtoon provides an online editing service for businesses of all sizes and needs, from promotional videos to be sent directly to existing clients to animations announcing new initiatives.

4. Promo

The name Promo Video comes from its primary mission: to assist brands in creating marketing videos. The company is a Facebook, Instagram, and YouTube marketing partner. You can achieve standard editing effects on the moving parts by using this online video maker. You can also include fully licensed clip art, stock photos, and even music. You can crop the video to fit it into whatever social network you're using. As a bonus, features like "swipe up to shop" and embedded links can be easily added. This is something that not every video maker allows you to do, for a variety of reasons, one of which is its purpose-built design. That is not to say that you can only make marketing videos with Promo. Display your skill or create cool engagement videos. On the fence? Check out their free collage tool.

5. Veed.io

Veed.io is to videos what Canva is to graphics and images; in short, Veed.io allows users to create animated and filmed videos to increase video marketing budgets with crisp, clear, and easily identifiable lines. Veed.io, like Canva, provides ready-made templates to get you started, as well as various ready-to-go components to cover a wide variety of videos to suit your needs, such as how-to videos, straightforward marketing videos, and more to place on your social channels, website, and more.

This video marketing software is useful because of its versatility; in addition to creating targeted marketing videos, companies and brands can use it to record and distribute meetings and training videos. Veed.io may be best suited to assisting those without an established video marketing approach, or those who are unfamiliar with this format, as the features may be too simplistic or constraining for experienced creators.

Simple Video Marketing Tips

1. Set Clear Goals and Objectives

The first step towards improvement is to define your goals and objectives. What do you hope to accomplish with your videos? Do you want to raise brand awareness, increase website traffic, generate leads, or increase sales?

Setting clear goals and objectives will help you not only create more targeted and relevant videos but will also make measuring the success of your video marketing efforts easier.

2. Know Your Target Audience

To create compelling video content, you must first understand the needs, preferences, and pain points of your target audience. Conduct extensive audience research to learn about who they are, what kinds of content they like, and where they spend their time online. This information will assist you in creating videos that will resonate with your audience and result in better results.

3. Focus On Storytelling

Storytelling is an effective method for engaging your audience and making your videos memorable. Instead of solely promoting your products or services, try telling a story that demonstrates your brand values, highlights your company culture, or highlights the benefits of your offerings. Stories are universally appealing, and they can help your videos stand out in a crowded market.

4. Consider Video Length

The ideal length of your video is determined by the platform you're using and the preferences of your audience.

While shorter videos (typically 1-2 minutes) perform better on social media, longer videos (up to 10 minutes) can be more informative and engaging on platforms such as YouTube. Analyze your audience's engagement data to determine the best video length, and keep your content concise and on point.

5. Incorporate Search Engine Optimisation (SEO) Best Practices

Creating entertaining videos isn't enough. To increase the reach of your videos, optimize them for search engines and social media platforms. This includes the following:

Including relevant keywords in the titles, descriptions, and tags of your videos
Captions and transcripts are being added to improve accessibility and SEO.
Making appealing thumbnails that encourage clicks.
Uploading your videos to the appropriate social media platforms and groups.
Providing a video sitemap to search engines to assist them in discovering and indexing your video content.
Getting people to like, share, and comment on your videos

6. Create Different Types of Video Content

Video marketing is more than just making promotional videos. Consider creating a variety of video content types to keep your audience engaged and interested, such as:

Tutorial and how-to videos.
Product demonstrations and unboxing videos.
Case studies and customer testimonials.
Videos of behind-the-scenes and company culture.
Live webinars and streams

7. Track and Analyze Your Video Performance

Monitoring the success of your videos is critical for determining what works and what doesn't. Monitor video metrics like views, watch time, engagement, click-through rates, and conversions.