What is Video Marketing?

If a photo is worth a thousand words, how much more is the video worth? This is the foundation of video marketing, a forward - looking marketing strategy that incorporates video into your marketing campaigns.

For everything from building customer relationships to promoting your brand, services or products, video marketing can be used. Video marketing can also serve as a means of presenting how - to's, promoting customer testimonials, live streaming events, and delivering viral (entertaining) content.

Video marketing definition is not complex. In fact, using video to promote or market your brand, product or service is rather simple. Video is incorporated into the mix by a strong marketing campaign. Customer testimonials, live event videos, how - to videos, video explainers, business training videos, viral (entertainment) videos — the list goes on.

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How Video Marketing Works ?

The way video marketing works is pretty simple on the surface: your brand creates videos that promote your business, drive sales, raise awareness of your products or services, or engage your customers in some way or another. It's a bit more complicated in practice. Video marketing is driven by data like many of your marketing efforts, so you want to monitor different metrics and track customer engagement.

You will want to develop your strategy for video marketing:

  • Allocate resources: You'll need to set some video budget – at least decent equipment, good editing software, and a video marketing guru (or, better, team) – as well as time to create it.
  • Tell your stories: Storytelling was never as important as video, so get brainstorming: what stories would you like to tell? How are you going to tell them?
  • Engage: Simply telling your stories isn't enough ; you have to engage your audience while you're doing it. How are you going to make your stories interesting? What's your audience going to hook up?
  • Publish: Embedded in your website, uploaded to Google - owned YouTube, and all your social media channels, publish your videos far and wide. Then promote, promote, promote.
  • Analyze: Track metrics and statistics to find out which videos are doing the best – and why.

The Benefits of Video Marketing

  • Video is a Gold Mine for SEO: It can increase the ranking of your search engine, rates of clicking, rates of opening and conversions. But your target audience must be reached. YouTube is the second largest (second to Google) search engine. What's best: Google owns YouTube. So that means you can work wonders for your SEO with a properly tagged video.
  • Video is Easily Accessible : There are endless video marketing platforms available. You name it, YouTube, television broadcasting, video boards and street marketing. There's endless possibilities. Consumers can access online video at any time, anywhere with a smartphone. With traditional paper marketing, the same is not true. With video, you can reach your audience in a cost - effective way wherever they are.
  • Video is Effective: Studies show that retention rates for both viewed and heard information are as high as 80 %. For information that is seen, these numbers drop to 20 percent and only 10 percent for information that is heard. It's powerful to combine visual and audio.
  • Video is Emotional: Video allows you to directly appeal through music to the emotional center of the brain of a person. You can also attach a face to a concept with video. Human video connection is more influential than text reading facts.

Challenges of Video Marketing

Once upon a time, cost was a serious challenge to video marketing: the cost of equipment, software editing, and the data cost of consuming online video from an end - user perspective.

These challenges today are mostly in the mirror of the rearview. Yes, you still need some budget – good equipment, software editing and a delivery platform are more affordable than they once were, but they're not free – and you need a video - experienced marketing team, but these are all overcoming barriers.

In fact, video marketing's biggest challenges in 2017 are strategic: how to build a strong and effective strategy for video marketing, how to create content that people want to consume, and how to create engaging videos that are shared. Furthermore, marketers of video content need to have a solid understanding of metrics and how they indicate the success of a video and areas for improvement.

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