12 Jul Modern Video Marketing

Most business owners believe video should be a powerful part of their marketing strategy, but most business owners do not execute on a video content plan.

Why?

Because it’s hard to run a business and a successful video team. I’ll write more about that in a future blog but this article is for that small percentage of business owners who are on the fence about whether or not video marketing is worth it.

Why Video?

First things first: why should you care about video marketing? The numbers speak for themselves:

• Increased Consumption: By 2025, video is expected to make up 82% of all consumer internet traffic. Source: Cisco Visual Networking Index
• Higher Engagement: Videos on social media generate 1200% more shares than text and image content combined. Source: Social Media Examiner Report
• Better Retention: Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Source: Insivia Video Marketing Statistics
• Mobile Dominance: Over 75% of all video views come from mobile devices. Source: eMarketer Report
• Rising Ad Spending: Global video ad spending is expected to reach $79.3 billion by 2024. Source: Statista Video Advertising Revenue
• Preference for Live Video: 80% of consumers prefer to watch live videos from a brand rather than read a blog post. Source: Livestream Blog
• Influencer Impact: 85% of consumers say they would like to see more video content from brands they follow, particularly from influencers. Source: Animoto Social Video Forecast
• Conversion Boost: Including a video on a landing page can increase conversion rates by 80%. Source: HubSpot Video Marketing Statistics 
• Higher Click-Through Rates: Emails that include video see a 300% increase in click-through rates. Source: Campaign Monitor Blog
• SEO Benefits: Websites with video are 53 times more likely to rank on the first page of Google search results. Source: Forrester BlogOkay a few more…
• 86% of businesses CURRENTLY use video as a marketing tool source: Wyzowl
• 87% of marketers say video gives them a positive ROI [source: Wyzowl]
• Users spend an average of 19 hours per week watching online videos source: Statista

But the stats are just an indicator of a bigger story… Video storytelling allows you to:

1. 1. Connect with your audience on an emotional level
   2. Explain complex ideas simply and quickly
   3. Showcase your products or services in action
   4. MOST IMPORTANTLY: Build trust and credibility

Getting Started: Types of Video Content

Every single organization needs a compelling Brand Story, a mini documentary about why you do what you do. But many companies will pay to have a beautiful Brand Story produced and stop there!

It’s not enough to drop a video here and there. The key is to have a consistent production and publishing schedule. But I hear you asking: what can I create every week, or every month?

Let’s break down some popular types of video content perfect for an ongoing monthly lineup:

The Right Platform

With so many options out there, it’s crucial to choose the right platform for your video content. Here’s a quick rundown:

• YouTube: The granddaddy of video platforms. Great for long-form content and SEO.
• LinkedIn: Perfect for B2B marketing and professional audiences.
• Instagram: good for shorts
• TikTok: even better for shorts
• X: Growing quickly for video!

Remember, you don’t need to be everywhere. Choose the platforms where your target audience spends their time

Creating Compelling Content

Now for the million-dollar question: how do you create video content that actually engages your audience? Here are some tips:

1. 1. Know your audience: Tailor your content to their interests and pain points.
   2. Keep it concise: Attention spans are short. Choose an awesome hook and get to the point quickly.
   3. Tell a story: Humans are hardwired for storytelling. Use narrative elements to keep viewers engaged.
   4. Use captions: Many viewers watch without sound, especially on social media.

Measuring Success: Key Metrics to Watch

Creating great video content is just the first step. To truly leverage its power, you need to measure its impact. Here are some key metrics to keep an eye on:

1. 1. View Count: While not the be-all and end-all, it’s a good indicator of reach.
   2. Watch Time: How long are viewers sticking around? This can indicate engagement.
   3. Engagement Rate: Likes, comments, and shares show how your content resonates.
   4. Click-Through Rate (CTR): If your goal is to drive traffic, this is crucial.
   5. Conversion Rate: Ultimately, are your videos leading to sales or sign-ups?

Tools like Google Analytics can help you track these metrics and more.

The Power of SEO in Video Marketing

Don’t forget about search engine optimization (SEO) for your videos. Here’s how to make your content more discoverable:

• Use descriptive, keyword-rich titles
• Write detailed video descriptions
• Add relevant tags
• Create custom thumbnails
• Include transcripts (great for accessibility too!)

According to Moz, videos are 50 times more likely to appear on the first page of search results compared to text pages. That’s a opportunity you can’t afford to miss.

The Return on Investment

Professional Video production isn’t cheap but a partnership with a Video Growth Agency can have a crazy high ROI. Why? Because with every asset that is created, influence and brand power compounds!

Imagine:

• An increased flow of qualified inbound opportunities
• Deals closing much easier
• Top talent seeking employment at the organization (because they have seen your content and are values aligned!)
• Increased culture health (everyone has a clearer sense of who the company is where it’s going)

It doesn’t happen over night, and it will require serious investment, but it’s like a freight train… once you get it going, it’s hard to stop.

However, if you’re just getting started and have more time than money, Here are some tips for creating quality content on a budget:

1. 1. Use your smartphone: Modern smartphones can capture high-quality video.
   2. Leverage natural light: Good lighting doesn’t require expensive equipment.
   3. Invest in a decent microphone: Clear audio is crucial for engagement.
   4. Use free editing software: Tools like DaVinci Resolve offer professional features at no cost.
   5. Repurpose content: Turn blog posts into video scripts, or slice long videos into short clips for social media.

Trends to Watch

The video marketing landscape is always evolving. Here are some trends to keep on your radar:

• Interactive Video: Allowing viewers to make choices that affect the video’s outcome.
• Shoppable Video: Embedding clickable product links directly in videos.
• Vertical Video: With the rise of TikTok and Instagram Reels, vertical is here to stay.
• AI-Generated Video: While not replacing human creativity, AI tools are making video production more accessible.

Staying ahead of these trends can give you a competitive edge.

Pitfalls to Avoid

As you dive into video marketing, be aware of these mistakes:

1. 1. Overproducing: Sometimes, authenticity trumps polish (not common).
   2. Neglecting mobile viewers: Always optimize for small screens.
   3. Forgetting a call-to-action (CTA): What do you want viewers to do after watching?
   4. Inconsistent posting: Regular content keeps your audience engaged.
   5. Ignoring analytics: Let data guide your strategy.
   6. MOST IMPORTANTLY: Trying to do it all yourself and having false starts. It would be better to hire a firm and avoid start/stop cost and whiplash… a good firm will empower your growth and GENERATE MORE PROFIT.

Remember, the goal is to create content that resonates with your audience and aligns with your business objectives.

Video marketing isn’t just a flashy trend—it’s a powerful tool for connecting with your audience, explaining your offerings, and driving conversions. By understanding your audience, choosing the right platforms, and consistently creating valuable content, you can harness the power of video to take your marketing to the next level.

Ready to get started?

Schedule a FREE Story Growth Workshop with us. By the end of the workshop you will be overflowing with content ideas, and have a clear picture for execute a killer video marketing strategy (and we would be happy to help) !