Video Marketing: An In-Depth Guide For Every Business Owner Today

by Angus Fraser · June 9, 2023

Video marketing has become a crucial part of the marketing mix for businesses of all sizes. It’s an effective way to grab attention, build trust and engage with your audience. In this guide, we’ll take an in-depth look at video marketing and explore how it can benefit your business.

What is Video Marketing?

Video marketing is the use of videos to promote your brand, products, or services. It can be used to create a variety of content types, such as product demos, brand stories, customer testimonials, explainer videos, and more.

Video marketing is becoming increasingly popular because it is an engaging and versatile way to communicate with your audience.

Why Use Video Marketing?

There are many benefits to using video marketing as part of your overall marketing strategy:

1: Boosts engagement – Video content is more engaging than other types of content, such as text or images. It helps you grab your audience’s attention and keep them interested in your brand.

2: Evokes emotions – Through impactful storytelling using visuals and audio, videos stir emotions in viewers. And emotions are far better selling tools than facts. Remember that people purchase based upon emotion, and then justify their purchase with facts.

3: Builds trust – Video can help build trust with your audience by showing them the human side of your brand. It can help to demonstrate your expertise and authority in your industry.

4: Increases conversions – Video content can increase conversions by providing more information about your product or service and demonstrating its value in clever, memorable ways.

5: Improves SEO – Video content can improve your website’s search engine rankings, as it increases the time visitors spend on your site and the number of backlinks.

6: Reaches a wider audience – Video content can be shared on social media platforms, allowing you to reach a wider audience and increase your brand’s visibility.

7: People love video – Our brains process visuals faster than words. An MIT study found that we identify images in as little as 13 milliseconds.

8: Better retention. Videos, combined with printed words, improve memory. Studies have shown that visuals or video combined with key words helps people to remember what they’ve seen and more easily recall it later.

2022 Stats to Put Video Marketing in Perspective

Consumers watched an average of 19 hours of online video per week – that’s an increase of 1 hour per week compared to 2021 and an increase of 8.5 hours per week compared to 4 years ago.
87% of marketers say videos have helped them increase traffic.
81% of marketers said video has helped them increase sales.
86% of businesses used video as part of their marketing strategy.
94% of viewers have watched explainer videos to learn more about products or services.

Looking at these numbers, it is clear that video marketing is here to stay. However, I would be remiss if I didn’t point out that some people still prefer to read rather than watch. For example, if you’re using a video sales letter, it’s a good idea to provide a written version for those who prefer that option.

Video Platforms Dominating Marketing Now

If you’re about to add or expand your use of videos in your content strategy, you’ll want to think about which platforms you’ll want to use. There are wide range of formats and platforms to choose from, with some of the more popular being…

YouTube videos (how-to videos, behind-the-scenes videos, product intro videos, etc.)
Instagram Reels
YouTube Shorts
Animated videos
Livestreaming videos
TikTok videos
Webinars
And more.

Types of Video Marketing

There are many different types of video content that you can create for your business. Here are some of the most popular:

1: Explainer videos – These videos are used to explain complex products or services in a simple and easy-to-understand way.

2: Brand videos – Build trust with your audience by showcasing your brand and its values.

3: Product demos – Show your products in action and can help demonstrate their value to potential customers.

4: Customer testimonials – These videos feature satisfied customers sharing their experiences with your brand and can be a powerful tool for building trust with potential customers.

5: Live videos – Engage your audience in real time with videos streamed live on social media platforms.

6: How-to videos – These tutorial videos demonstrate how to use your products or services and can be a helpful tool for educating your audience.

7: Answers – Customers send you questions and you create a video to give them answers

8: Listicles – These are lists of just about anything, such as the top 10 sitcoms or the top 5 ways to drive free traffic.

9: Behind the scenes – Take your viewers behind the scenes and show them what’s happening.

10: Unboxings and reviews – Show a product being unboxed and used for the first time or give a product review.

Questions You Might Ask Before Creating a Video Marketing Strategy

1: Does your audience consume video content?

If not, then there is no need to move forward.

2: Do you have or can you create compelling stories to tell your audience? If you don’t already have stories, it’s time to get some.

It could be the story of how you came to start your business, the stories of customers who have found success with your products, and even the story of how you want to use your company to make a difference in the world.

3: Do you have the time and resources to do video? While it’s getting cheaper and easier to create all sorts of different types of videos, it can still be time intensive, especially when you’re new to video making.

You might want to begin with small goals of just a couple short videos per month and then work your way up to a more comprehensive strategy.

4: How committed are you to running video campaigns? Are you all in? Or just testing the waters?

5: What do you know about your audience’s likes and dislikes? Can you create a customer avatar and use that to target your videos?

6: Can you afford to get help if you need it? Hiring someone who is skilled at making videos can cut your own production time in half or less.

7: Who will write the outlines or scripts for your videos? Rambling is not going to win you any viewers. You’ll need tight scripts that are entertaining and to the point.

NOTE: If there were only one rule to video marketing, it would be this: NEVER be boring.

Creating a Video Marketing Strategy

A well-designed video marketing strategy can completely revolutionize your business. You can improve brand awareness, increase website traffic, generate leads and subscribers and of course make more sales. To create an effective video marketing strategy, follow these steps:

1: Set goals – Determine what you want to achieve with your video marketing, such as increasing brand awareness, building your email list, driving traffic to your blog or landing page, driving conversions or even going viral on social media.

2: Identify your target audience – Determine who your target audience is and what kind of content they are interested in. You want to understand your audience’s challenges, content preferences and even demographics.

3: Choose the right types of video content – Choose the types of video content that will be most effective for reaching your goals and engaging your target audience. Short videos or longer videos? Animated, talking head, studio shot, outdoor, event, etc. Are you going to tell stories? Give updates? Talk about the latest developments? Educate and teach?

4: Develop a budget and timeline – Determine how much you can afford to spend on your video marketing and create a timeline for producing and distributing your content. What tools will you choose for creating your videos?

5: Plan your distribution strategy – Determine how and where you will distribute your video content, such as on social media platforms, email marketing campaigns, or on your website.

6: Measure and analyze your results – Monitor the performance of your video content and analyze the results to determine what’s working and what’s not. Use this information to refine your strategy and improve your results over time.

A Few Video Tools to Get You Started

Here are some cost-effective and user-friendly options for creating your first videos:

Adobe Spark Video: Adobe Spark Video is a free tool that allows you to create animated videos quickly and easily.

Animoto: Animoto is a free online video maker that allows you to create professional-looking videos using your own images and video clips.

Canva: Canva is a popular design tool that can be used to create eye-catching video thumbnails and graphics.

DaVinci Resolve: DaVinci Resolve is a powerful video editing software that is free to use. It offers a range of advanced features, such as color correction and audio editing.

Google Trends: Google Trends is a free tool that allows you to see what topics are popular and trending, which can help you create video content that is relevant and timely.

InVideo: A video creation platform with handy templates to suit your video content needs.

Loom: Powerful screen recording software for creating educational and promotional videos on the go.

Lumen5: Free online video maker that uses artificial intelligence to help you create engaging social media videos quickly and easily.

OpenShot: A free video editing software that is easy to use and offers a range of features, such as video transitions and special effects.

Speechelo: An easy-to-use tool for creating professional voice-overs for your videos.

StreamYard: A tool that helps you schedule and run live streams and webinars for your business.

TubeBuddy: Your go-to tool for managing and growing your YouTube video marketing.

Vyond: A video platform for creating impactful animated and whiteboard explainer videos.

YouTube Studio: YouTube Studio is a free tool that allows you to manage your YouTube channel and analyze your video performance.

YouTube: The perfect platform to upload your video content for your target audience.

15 Tips for Creating Great Video Content

1: Start with a clear concept – Before you even pick up the camera, have a clear idea of what you want to communicate through your video. Define your target audience and consider the type of video you want to create – educational, promotional, entertainment, or something else.

2: Write a script – Even if your video is going to be largely visual, a script will help you stay on track and ensure that your message is clear and concise.

3: Start with a strong opening – You only have a few seconds to grab your audience’s attention, so make sure your video’s opening is engaging and attention-grabbing. Try starting with a surprising fact, a bold statement, or a provocative question.

4: Use humor – Humor is a great way to make your video memorable and shareable. However, make sure the humor is appropriate for your target audience and aligns with your brand’s voice and tone.

5: Show, don’t tell – When possible, rather than telling your audience about your product or service, show it in action. Use visuals to demonstrate how your product works or how it can benefit your audience.

6: Use high-quality equipment – While you don’t need to break the bank on equipment, make sure you’re using good quality tools that can capture high-resolution video and audio.

7: Pay attention to lighting and sound – Good lighting and audio can make or break a video. Ensure that your shots are well lit, and invest in a good quality microphone for clear audio.

8: Keep it concise – People have short attention spans, so it’s important to keep your video concise and to the point. Keep most videos under five minutes if possible, and only go over 10 minutes if you absolutely have to.

9: Add visual interest – Use different camera angles, cutaway shots, and other visual techniques to add interest and keep viewers engaged.

10: Use storytelling techniques – Storytelling is a powerful way to engage viewers emotionally and help them connect with your message. Consider using a narrative arc to structure your video.

11: Incorporate branding – If you’re creating a promotional video, be sure to incorporate your brand into the video in a way that feels natural and unobtrusive.

12: Include a call to action – Every video should have a clear call to action that tells viewers what to do next. This could be visiting a website, making a purchase, or signing up for a newsletter.

13: Consider adding music – The right music can help create a specific mood and evoke emotions in your audience. Choose music that aligns with your brand and the message you want to convey.

14: Be authentic – Consumers are becoming increasingly skeptical of marketing messages, so it’s important to be authentic and genuine in your video. Avoid overly salesy or gimmicky content and instead focus on creating a real connection with your audience.

15: Edit carefully – Finally, make sure you edit your video carefully to ensure that it flows smoothly and that there are no mistakes or technical issues. Use transitions, color grading, and other techniques to make your video look polished and professional.

YouTube Marketing Strategies: 31 Tips to Grow Your Channel

Some say there is no better channel for video marketing than YouTube. It’s the second most visited site on the internet with over 2.5 billion users and is second only to Netflix in its share of the digital video market.

With 51 million channels on YouTube, you’ll need to take steps to stand out and find your audience, as well as identifying your competitors and learning from them.

1: Define your target audience – Determine who your target audience is and create content that appeals to them.

2: Create compelling video titles – Make sure your video titles are attention-grabbing and accurately describe the content of your video.

3: Use keywords – Use relevant keywords in your video title, description, and tags to improve your video’s visibility in search results.

4: Optimize your video description – Use a clear and concise description that includes relevant keywords and a call-to-action.

5: Use eye-catching thumbnails – Create visually appealing thumbnails that accurately represent the content of your video.

6: Engage with your audience – Respond to comments and engage with your viewers to build a community around your channel.

7: Collaborate with other creators – Collaborate with other creators to tap into their audience and grow your own.

8: Use social media – Use social media to promote your videos and engage with your audience.

9: Use paid advertising – Consider using paid advertising on YouTube or other platforms to promote your channel.

10: Publish consistently – Publish new videos on a consistent schedule to keep your audience engaged.

11: Use end screens and annotations – Use end screens and annotations to promote your other videos and encourage viewers to subscribe.

12: Use cards – Use cards to promote related content or products within your videos.

13: Use YouTube live – Use YouTube live to connect with your audience in real-time and build a deeper connection with them.

14: Offer value – Provide value to your audience through your videos, whether it be entertainment, education, or inspiration.

15: Focus on quality – Ensure that your videos are high-quality and well-produced to keep your audience engaged.

16: Incorporate humor – Use humor in your videos to keep your audience engaged and build a stronger connection with them.

17: Use analytics – Use YouTube analytics to track your channel’s growth and identify opportunities for improvement.

18: Create playlists – Create playlists of related content to keep viewers on your channel longer and increase watch time.

19: Use hashtags: Use relevant hashtags in your video description to increase your video’s discoverability.

20: Optimize for mobile – Ensure that your videos are optimized for viewing on mobile devices.

21: Use subtitles and closed captions – Use subtitles and closed captions to make your videos more accessible to a wider audience.

22: Use a consistent branding strategy – Use a consistent branding strategy across your channel and social media platforms to build a strong brand identity.

23: Utilize YouTube Premieres – Use YouTube Premieres to generate hype and build anticipation for new content.

24: Host contests and giveaways – Host contests and giveaways to engage your audience and encourage them to share your content.

25: Respond to trends and current events: Stay up to date with current trends and events and incorporate them into your content to stay relevant.

26: Use storytelling – Use storytelling to create a deeper emotional connection with your audience and keep them engaged.

27: Use call-to-actions – Use call-to-actions in your videos to encourage viewers to like, comment, share, and subscribe.

28: Attend YouTube events – Attend YouTube events to connect with other creators and build relationships within the YouTube community.

29: Use custom thumbnails – Use custom thumbnails to make your videos stand out in search results and related videos.

30: Share your expertise – Share your expertise and knowledge with your audience through tutorial or how-to videos.

31: Monitor your competition – Keep an eye on your competition and identify opportunities for improvement in your own content.

One Last Thing…

I couldn’t write a tutorial on video marketing without showing you a few samples. But it’s late at night as I write this, so I warn you I may have gone overboard on the humor side rather than on the serious side. You’ll pardon me, but sometimes the very best inspiration is laughter.

The Generic Brand Video

Let’s start with what is essentially a 3 minute primer on how to make a beautiful video showcasing your business from nothing but stock clips. I’m not kidding.

https://www.youtube.com/watch?v=2YBtspm8j8M&t=169s

The Natural Effect Video

This next one is silly, yes, but it also makes a great point. And it would be easy to make your own version of it, talking about something ubiquitous from your own niche.

https://www.youtube.com/watch?v=AftZshnP8fs&t=122s

The Reward for a Job Well Done Video

Then there’s the business of advertising, which is never easy. Because clients come first. And accounts. And campaigns. How do you reward these hard-working marketers? No spoilers here.

https://www.youtube.com/watch?v=cTRlFym_Kq0&t=148s

If Google Was a Guy Video

This one is so simple, anyone could have made it. And yet it is priceless, viral and absolutely stellar.

https://www.youtube.com/watch?v=YuOBzWF0Aws&t=3s

Reactvertising Video

“There’s no one better at not thinking than these guys.” Here’s how to create compelling content in seconds. Again, silly and yet spot on. How could you do something like this in your own video?

https://www.youtube.com/watch?v=FHp5_Gcpb9Q&t=126s

Now really, beyond laughter and sparking ideas, what is the point in watching these and other great videos?

Learning. The first time you watch a video, just watch it. But then watch it a second time and analyze what’s going on. What’s being said? What is in each scene? How are the scenes shot? How long between one scene and the next? How does the camera move? Do you see the person speaking? Where is their focus? How are they dressed? How do they move? What is the lighting like? What is the script? How do they speak? What kind of words do they use? How do they sound? Is there music? Sound effects? Why are the funny parts funny? How do they hold your attention? How do you feel during the video? How do you feel when it’s done playing? What do you remember the most about the video?

Pretty soon you’ll be able to take a video apart in your mind and see how it was crafted, how it works and most of all, why it works.

There is the true secret to learning video marketing – watch videos multiple times to see how they work. Make notes. Give yourself a crash course by dissecting other videos and choosing the techniques and methods you want to make your own.

And then just do it.