When planning your digital marketing campaign, keep in mind the type of content that’s preferred by your target market. There’s no point in publishing content that won’t interest your audience, so find out what people are looking for. This can be found by a combination of keyword research and looking at YouTube analytics.

Videos are effective digital marketing material, and the ROI from video marketing is pretty impressive. Here are some video marketing statistics that should convince you:

Embedding videos on your website can increase conversion rates by 80%.

Users spend 88% more time on websites with videos compared to those that don’t.

Email campaigns that contain a video have 96% higher click-through rates than emails without videos.

Social videos are 1,200% more likely to be shared compared to text and audio-based posts.

66% of consumers rely on YouTube when making a purchasing decision.

It’s clear that video marketing is the way to go for brands to increase their reach.

There are three types of videos that are essential no matter what industry your company belongs to. Each of these videos is necessary at different stages in the buyer’s decision-making journey, and all of them will help convert your prospects into sales.

1. Video about your brand

Consumers’ buying decisions are influenced not only by what you sell and how you sell, but they are also impacted by why you are selling. This is the very core of Simon Sinek’s “Start With Why” TED Talk which explains the need for companies to communicate with their consumers.

It’s important to figure out first why you are in business before convincing people to buy your product. Once you know your “why,” create a video about it to raise brand awareness.

This type of video is called brand origin or brand story, and the ultimate goal here is to connect with your audience and gain their trust. For example, when buying a pair of socks, there are many things to consider, like price and quality. When all things are equal, which brand of socks would you buy if you learned that the Bombas sock brand donates a pair of socks for every pair sold?

Your brand story doesn’t have to cost you a lot, and it doesn’t have to be a long one. You can have the founders talk about why and how they started the company, just like what eyeglass company Warby Parker did in this video:

Keep in mind that you shouldn’t try to sell your products on your brand story video. Instead of talking about features and product-specific functionalities, talk about the reason for starting the company.

You don’t have to hire an expensive production team or a high-caliber graphic artist to do this. Having founders and key persons speak to the camera while in their offices or at a store location will create personalized impact and deeper connection with consumers.

Once you created your brand story video, publish it on your social media accounts, share it in an email newsletter, or embed it on your website.

2. Segment-specific videos

Now that your audience knows about your brand and why you’re in business, you need to build a more personal relationship with them. This will be the “what” of your campaign.

The first step is to segment your prospects by any applicable category. You can go for demographic segmentation such as location, age, gender, economic status, education, or any of these ways shared by HubSpot. You can also group them based on buyer persona or which stage of the buying cycle they’re at.

Once you have a clear segmentation, create personalized content that’s directed to each segment. Videos of this kind should be under 90 seconds since you don’t want the audience to lose interest halfway through the video. Make sure that your videos are optimized for YouTube in terms of streaming and load speeds. Lastly, the video content must be directed to the right segment, and the best way to do this is to analyze behavioral data using an email automation platform. Here are the behaviors you need to track:

The lead source of information : Your initial email should be based on how the prospect heard about your company. This could be through a web form, chat, or outbound sales representative.

: Your initial email should be based on how the prospect heard about your company. This could be through a web form, chat, or outbound sales representative. What the prospect selected in the first email : Your next email will depend on what the prospect selected in the initial email. This should tell you their buyer persona and areas of interest.

: Your next email will depend on what the prospect selected in the initial email. This should tell you their buyer persona and areas of interest. What the prospect selected in the second email: At this point, you should notice that it’s a never-ending process. Your succeeding emails should be based on the prospect’s behavior during the previous email so that communication is personalized.

As mentioned before, you should use an email automation app for you to be able to track and analyze the behavior of your prospects so you can send them relevant content. There are CRM systems that have a built-in email automation tool.

The goal of segment-specific videos is not to sell your product yet but only to have more personalized communication with your prospects.

3. Explainer videos

At this point, your prospects know why you’re in business and what your business is all about. You already have personalized communication with them, so it’s time you start telling them how valuable your products or services are.

Explainer videos will do this job for you if you do them right. You’re going to tell prospects how your brand can add value to their lives and how different it is from other brands. Present the unique features and benefits of your brand. If you’re unsure how to go about this, you may use the FAB model in sales:

Feature : State the facts about the product. “The brand has a virtual try-on feature…”

: State the facts about the product. “The brand has a virtual try-on feature…” Advantage: Talk about the advantages of the product to the customer. “Which means that you can see how an eyeglass will look on you…”

Talk about the advantages of the product to the customer. “Which means that you can see how an eyeglass will look on you…” Benefit: State what benefits the customers can get from the brand or product. “So that you can choose an eyeglass that best fits you without having to go to a physical store…”

When an explainer video is good, it will sell the brand by itself. You don’t have to oversell the product here; state its features and how these features can help add value to your audience.

Video marketing essentials

The three types of videos every brand should have are the:

Brand story video Segment-specific videos Explainer videos.

It would help if you had a good script when doing all these video types, and this is true even in mainstream media. Great and long-lasting shows also have great and well-thought-out scripts. Shows that have lousy scripts have low ratings and are more likely to go off air after a couple of months. Marketing videos should have great scripts too, so you may need to hire a writer with experience in marketing and copywriting.

No matter how great your script and videos are, they will still be useless if the right prospects won’t be able to see them. It’s important to distribute your video over a wide variety of platforms and not just focus on email, or even just YouTube. Use social media, and make sure that the videos have a catchy caption that contains targeted keywords for SEO.

If you focus your marketing efforts on video, you will see your cost go down and ROI go up. You are personalizing your communication with prospects and differentiating your brand from competitors. You are building trust with your prospects, and your efforts will eventually translate to sales conversion.

Date: August 1, 2019 / Categories: Tips, / Author: solmae