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Video Marketing Strategy Guide

Ready to boost your conversion rates by implementing an online video marketing strategy? Read our beginners guide on how to get started on your video campaign.

Danny Mahoney

Danny Mahoney — 12 minute read.

Video marketing has become a popular trend amongst marketers and business owners over the past few years.

Video marketing is considered one of the best strategies to increase online sales. Let’s take a look at some statistics compiled from several sources below:

Video Marketing Strategy

After seeing the amazing results of video marketing, are you ready to use it for your business?

Here is the complete guide to building your video marketing strategy so you can arm yourself well before entering the jungle. Let’s dive in!

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What Is Video Marketing?

Before we get started, let’s learn the basics of video marketing. With video marketing, you can market or advertise your brand, products, and services to a mass audience using video.

There is a wide range of videos to choose from, such as live-action, animation, explainers, etc. Using videos as part of your digital marketing strategy can attract people’s attention and build their trust in the brand.

Video has visual and auditory aids, making it an effective method of conveying messages and information. Video content is also more appealing to audiences than long blocks of text.

Facts Video Marketing

Types Of Video Marketing

When it comes to different types of video marketing, brand videos are the most commonly used. However, you can use more than one type to boost your online sales and conversion rates.

Video Content Demand

As digital equipment gets better and better, creators are now able to elevate their creativity in front of computers.

Let’s take a look at the different types of videos you can create for your marketing campaign:

1. Brand Videos

Brand videos are a popular promotional strategy for most prominent companies. Brand videos generally promote products or services and the company’s vision and mission.

A brand video is often used as part of an advertising campaign. The goal is to expose brands or products, increase awareness, and attract a broader target audience.

Brand Videos

2. Explainer Videos

In recent years, explainer videos have become increasingly popular. As their name suggests, explainer videos are meant to help people understand brands, products, and services in the easiest way possible.

Explainer videos usually incorporate additional elements such as typography, illustrations, animations, and charts or graphs.

3. Demo Videos

To make a demo video, you need to demonstrate the usage of the product or service that is being marketed. Usually, an actor shows a product and describes what it does.

By doing so, audiences experience using a product in a real-life setting. Hence, it’s one of the most effective ways to increase audience awareness.

4. Case Study Videos

Case study videos are one of the best ways to build an emotional connection with your audience.

In general, case study videos will begin by highlighting a problem or pain point relevant to their target audience. Their product or service will then be showcased as a solution.

Case study videos also work best-using customer testimonials.

Bb Marketing Infographic

5. Experts Webinar Videos

Audiences are more likely to trust the opinions of experts and other customers. Although this type of video is less likely to be used for the main campaign, it still contributes to the overall success.

Engage experts or loyal customers to discuss your product on a deeper level. Consider incorporating audience interaction as well.

How To Start Video Marketing

Choosing a video type suitable for your business is one of your first tasks. Following this step, you are ready to start creating your video marketing campaign for your business. Here are some steps you can follow to develop a well-developed marketing strategy.

Importance Video Marketing Graph

1. Research Target Audience

Prior to video production, you need to research your target audience. Knowing your target audience’s preferences will help you craft an effective video marketing strategy and ensure your content is unique and engaging.

Usually, target audience research includes demographic information, such as age, location, gender, occupation, income, and education level. In addition, you should also research the psychographic information related to your target audiences’ attitudes, styles, behaviour, interests, and lifestyle.

Demographics Psychographics Video

To develop the most effective video marketing strategy, you can define your target audiences’ persona with demographic and psychographic data.

2. Set Goals

You need to set goals before you begin your video marketing project. When it comes to video marketing, there are three objectives that you can achieve:

1. Improve Brand Awareness And Conversions

Audiences are more likely to view videos as they are convenient sources of information. The major reason companies use video marketing is that it reaches a broader audience and increases conversion rates.

2. Entertain Target Audience

Many companies create videos not only to raise sales but also to bond with their audiences. By offering types of entertainment, brands can strengthen their relationships with their audiences.

You can achieve this by producing a video series or a special video with popular guests.

3. To Educate

Using educational content to support your marketing strategy is a clever way to build audience trust and establish a relationship with them. For example, you can provide video content explaining the benefits of certain ingredients in your product.

3. Plan Budget

Budget planning is another important step you have to complete. Whether you are making a video alone or with your team, ensure you have all the necessary equipment. You can use a camera, audio tools, lighting, editing software, and other props to create your video.

If you feel that doing video alone is too much of a hassle, you can work with a video production company.

4. Plan the Project

Following the previous steps, make a general plan for the project, including how long it will last. Alternatively, you can give due dates to every step or progress within the project.

Select a few people from your team to take responsibility for each step. Examples include video managers, screenwriters, video editors and illustrators.

Working On Your First Video

Video Marketing Lead Gen Magnet

It’s finally time to create a video. Below are some essential steps you need to follow when creating a video.

1. Plan The Video

Producing a video that meets the intended goal requires careful planning. An essential factor to consider is the video’s length. For marketing purposes, videos are commonly between one and two minutes long.

The attention span of humans has been reducing in recent years. So, portray only your product’s key features and benefits to customers. Also, decide the tone and style of your video.

2. Create A Video Script

One of the most critical aspects of the entire process is the script. A video script is beneficial for directing and narrating the video production. But what should you include in the script?

The first thing you need to do is create an outline of your video. Begin by visualising what the end product will look like. Consider the essential features of your product that you want to showcase.

Take this opportunity to restate your audience’s problem and highlight your product’s main features and benefits. Tell your audience why your product offers a solution to their problem.

When you have finished with the outline, break it down into subtopics and write dialogue for the actors. Make sure you include a call-to-action that drives the audience to buy.

Anatomy Video Script

3. Produce Video

You are now ready to produce the video. If you wish to complete the video production yourself, here are some steps to follow:

1. Recording

Depending on the type of video marketing, you may need to include real-life action shots. Make sure your video production team is capable of handling this. Otherwise, you’ll end up with a product that fails to meet expectations.

Here are some things you will need to prepare before recording:

2. Actors and Props

To hire actors, you must contact them in advance and discuss what they should do. Provide them with the video script for an in-depth discussion. You can also put your script to the test with actors to see if they can come up with a better idea.

Next, you should prepare the location(s) where you will be filming your video. The video cannot be filmed without a location. You should prepare simple things like clothes, boxes, tables, chairs, and other props beforehand.

You may also want to make a list of the props you will need for shooting and make sure they are ready on the day of the shoot.

3. Camera

When you want to capture movements accurately and sharply, you need a high-quality camera. If you’re on a budget, consider renting a camera.

Alternatively, a good camera on your phone is sufficient if you cannot do that. However, you must maximise the editing process if you want a professional-looking video.

Tips Filming Camera

4. Audio

When it comes to video marketing campaigns, clear audio is imperative. For best results, audio for video advertisements is typically recorded separately. However, there are situations in which you will need to film and record the audio simultaneously.

You can record video narration using an audio recorder on your phone. It would help if you recorded it in a quiet place, or even better, in a recording studio.

You may need a voice actor to do this job. There are several websites to find voice actors, Voice, Voice123, Fiverr, and Bodalgo.

5. Lighting

If you want to shoot videos yourself, renting a studio is the best option. A studio usually has good natural lighting. Besides, they are often organised very aesthetically.

You can also add additional lighting if needed. Ring lights are one of the cheapest solutions for your project.

6. Editing

Once we’ve wrapped up the shoot, it’s time to edit the video into a finished product. There are two components to quality video editing: skills and software.

It would help if you gave the responsibility of editing a video to someone experienced and skilled enough to produce an excellent result.

There are several popular video editing software programs available. Many of them are free, but they have limited functionality. Make sure to purchase or sign up for a subscription to access these features fully, so your video editor can edit videos as creatively as possible.

4. Publish and share video

When you have finished the video, always review it one last time before publishing it. Ensure that everything is neat and error-free.

You can go back to the editing process and fix issues as soon as you find them.

Optimise Your Video Marketing Campaign

Video Marketing Worth Effort

Let’s discover a few tips to ensure your video works wonders and, if possible, beyond your expectations. Ensure your video becomes the best it can be with these views tips.

1. SEO Optimisation

Let’s say your video is just as good as you thought it would be. However, it doesn’t do anything to help your brand. This leaves you wondering what went wrong. In most cases, the answer lies in your SEO.

In video marketing, it’s vital to expose your video to as many people as possible. To make this possibility a reality, you should optimise your SEO efforts.

You can embed keywords in video titles, descriptions, and tags. If you are a new business, try embedding long-tail keywords to be able to compete with larger companies.

Long-tail keywords have a lower level of competition. Aside from that, you need to conduct keyword research to find the best and most relevant ones.

2. Embed Video On Your Landing Page

On a brand’s landing page, they are likely to have videos featuring their company or products. So why would they do that? Again, the main reason is to optimise the video to improve SEO results.

According to experts, Google favours websites that provide videos rather than those that do not. Plus, incorporating a video on your landing page will increase traffic, engagement and conversion rates.

3. Leave Traces On Social Media

As important as having video content on your landing page is, so are social media channels. Share your video on your company’s social media accounts to reach a wider audience.

Put a call-to-action in the description box and include a link to your website. By doing so, your audience can visit your website with just one click.

4. Analyse Performance

Lastly, continually monitor the performance of your videos on social media platforms. See which social media platforms contribute the most to your video’s performance. Pay attention to whether your video drives traffic or escalates sales as expected. Each social media platform has an analysis page where you can look for the data.

You can also do the same with your landing page and website. Using analytics tools linked to your CMS and Google Search Console is a great start.

If the data does not yield the expected results, these insights can help you adjust your video.

Get Started Creating Your First Video!

After reading this guide, we hope you understand how to implement a video marketing campaign better. As you can see, creating a successful video takes a lot of researching, planning, editing, and effort.

Keep in mind that video and SEO efforts take time, so that you won’t see instant results. If you want assistance with your website, landing page, or creating an effective SEO strategy, you can contact the team at sitecentre®. Our team has extensive experience helping small Australian businesses expand online.

This concludes this guide. Good luck with your video marketing strategy, and we look forward to seeing what you come up with!

Danny Mahoney

Danny Mahoney

Danny is head of web design at sitecentre® and uses user-behaviour metrics to improve UX/UI and accelerate conversions. Using his unique combination of skills, Danny can deliver award-winning websites to SMBs quicker whilst delivering better results.

Find them on their website: sitecentre®, Facebook and LinkedIn.

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