Impact of Video Marketing on Digital Marketing Campaigns

1. What is video marketing?

It's been said that an image is worth a thousand words. For a video, multiply that by another thousand. That is the basis of video marketing, a powerful form of marketing that effectively engages your audience as a part of your marketing campaigns.

Video marketing means using videos for promoting and telling people about your product or service. It helps increase engagement on your digital and social channels, educates your audience, and allows you to reach them with a new medium.

2. Why is video marketing important?

Renderforest Survey found that videos helped businesses increase:

• Brand awareness by 70%

• Traffic by 51%

• Sales by 34%

The outcome is quite amazing, isn’t it?

The key to their popularity lies in their relative ease to engage with both prospects and clients across multiple platforms.

Small businesses like yours are increasingly using videos to attract, convert, and retain new customers with great success.

3. What are the benefits of video marketing?

With access to faster networks, businesses are using more and more videos to engage with their customers. Many businesses, probably also your competitors, use videos to help capture value from their audiences.

Why should you use videos in your social media posts? Video posts:

• Stay visible longer on social feeds

• Get more exposure and engagement

• Increase the understanding of your product

• Stand out more

• Provide a more personable way to engage with your audience

• Are powerful sales tool

• Rank higher in search

• Are growing in popularity across platforms

10 Video Marketing Benefits to Power Your Business

Video marketing offers numerous benefits for businesses looking to grow their visibility, engage customers, boost conversions, and reach decision-makers quickly. Here are the top 10 video marketing benefits to consider when creating your own campaigns.

1. Increase Revenue

Video marketing can be used to create targeted ads and persuasive product or service videos that can help drive sales. By producing high-quality content that resonates with viewers, businesses can increase their revenue through increased brand awareness and engagement.

2. Influence Buying Decisions

Consumers often rely on visuals when deciding what products or services to buy. Viewers are more likely to remember information presented in video format than if it was introduced in text format. Videos can also demonstrate how a product or service works before purchasing, helping customers make an informed decision.

3. Gives Customers What They Want

By leveraging the power of video marketing, businesses can provide customers with the content they want, whether it’s tutorials and onboarding resources, corporate videos highlighting company culture, or customer testimonials vouching for their product’s effectiveness. Think of how you approach purchasing in your own day-to-day. You want to do your research and make an informed decision before talking to sales or processing that digital shopping cart. 

4. Increase Web Traffic

Utilizing keywords related to the industry helps optimize videos for search engine algorithms, driving organic traffic from search engines like Google and YouTube and social media platforms such as Facebook, Twitter, and LinkedIn, where people actively search for relevant content related to their interests.

5. Get More Backlinks

Sharing videos on other websites is an effective way of building backlinks which boosts SEO rankings in SERPs (Search Engine Results Pages). This means that your website will appear higher up in search engine results pages which drives more traffic toward your website leading to more potential sales opportunities.

6. Boost Conversions

With engaging visuals and audio cues embedded into videos, you can quickly grab the attention of viewers who may not otherwise read long blocks of text. Additionally, by adding calls-to-action (CTAs) at strategic points throughout your video, you can encourage viewers to take specific actions, such as signing up for a newsletter or downloading an eBook directly from within the video.

7. Reach Decision Makers Quickly

Decision makers typically don’t have time to read through long emails, so presenting them with a short informative video is much more effective for getting their attention and communicating key messages quickly. Plus, with robust video analytics, know precisely when identified viewers have watched and for how long.

8. Crush Email Sends

Adding video emails to your marketing campaigns can improve clickthrough and engagement rates. An eye-catching video thumbnail attached to a quick and engaging promo video could be the difference in standing out in overcrowded inboxes. 

9. Rack Up Shares

People love watching captivating or hilarious videos, so giving them something worth sharing increases the chances of them not only watching the whole thing but also sharing it with their networks.

10. Create Memorable Experiences

Finally, turning creative ideas into video content will make you more memorable and resonate with your audiences. You’ll leave a lasting impression on your viewer, help build relationships with new prospects and strengthen relationships with existing customers. 

How to Start Using Video Marketing for Your Business

First, you want to identify who your business wants to reach and gather insight on your target audience. Think of factors such as what channels your target audience uses to view video content. What types of videos does your audience consume? How can you make your target audience feel like your video speaks to them and their needs?

For example, a beauty brand may utilize short-form videos on Instagram of product swatches, tutorials, or unboxing new products. Meanwhile, a technology-focused business may perform better with long-form educational videos, product reviews, or demonstrations on YouTube. Understanding your audience and how to communicate with them can make or break your video marketing strategy.

Once you know your target audience, it’s time to develop your video goals. What do you want to accomplish with your videos? Whether you want to drive leads through your sales funnel via Instagram ads, continue organic engagement, or increase brand awareness, it all impacts your video messaging, footage type, length, etc.   

With your goals and target audience in place, you can start the preproduction process – that is, plan and prepare any and all resources you will need for your video. The most important factor to consider in this beginning stage is your budget and ensuring it aligns with your goals.

In this preproduction stage, you will need to determine the style and messaging of the video, write a script, find shooting locations, prepare a storyboard and shot sheet to outline the sequence of the video, and more. As this can be a large undertaking, this is also a good time to decide if you want to outsource your video creation (and which stages you want to outsource).  

For example, you may want to work with a third party throughout the whole process to execute your vision. Or, you may decide to outsource only the video shoot itself or the video editing in post-production.

The preproduction phase is also when to plan out any equipment, props, and personnel you will need for your video shoot. Depending on your budget, this can even be as simple as a smartphone and three-piece lighting kit from Amazon. 

During your video shoot, you will execute the plan you determined during pre-production. While this will vary depending on the scope of your project, it can be broken down to a few fundamentals – lighting, camera, audio, and talent. You will have to light your subjects and the location, organize the shots you planned using the shot sheet, and set up any external audio recording equipment, if applicable.

Now that you’ve planned the logistics of your video, it’s time to shoot it. This stage of content creation will vary drastically depending on your budget, manpower, and time. However, the goal for any video should be to execute the vision and processes established during the pre-production stage.

After the filming of your video, the post-production stage begins. Regardless of the editing software used during this phase, the key to a smooth process is file organization and backing up files. You should be able to easily access any video file provided from the shoot and have secure backup files in case of accidentally deleted files, file corruption, etc.

The editing of your video is largely determined by the messaging, style, and tone established during the pre-production phase. Additionally, any notes from the production day, such as a good shot or on-set errors, should be taken into account. These factors should influence the types of transitions and pacing, music, and any motion graphics.

Finally, where you plan to show your video will impact how you edit it. For example, videos made for Instagram or Facebook might be shorter and play in a mobile-first aspect ratio (such as 1080×1080 or 1080×1920).

Once you and your team are satisfied with the final video, it is ready to be published. The distribution phase of a video should be as well thought out and strategic as its production.

When, where, and how a video is promoted impacts how successful it will be.