Businesses, regardless of size or industry, would all benefit from incorporating video into their overall marketing plan. Using video to promote your business and tell a story about your product or service is highly effective. They are personable, highly visible, popular across many platforms, rank better on Google, and help you stand out from your competition. Video is a readily available and easily digestible format for customers to consume content. On average, people watch 17 hours of digital video content each week, so it’s critical to be part of your customers’ online journeys.
According to Wyzowl, 91% of businesses will use video as a marketing tool in 2023, with 96% of marketers seeing video as an important part of their business strategy. You can increase brand awareness and engage your audience across multiple channels through video, improving your digital marketing and branding. Producing videos allows you to increase the probability of attracting, converting, and retaining customers for your business.
In this blog, we’ll cover how you can use videos to enhance your digital footprint:
- What type of video should you create?
- Which digital marketing channels should you use?
- How should you track video marketing ROI?
- How can a video production company help you?
Produce high-quality digital marketing videos with Studio46 Media!
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What Type of Video Should You Create?
Over 90% of video marketers say that video marketing has helped improve user understanding, increase brand awareness, increase traffic, and generate leads for their businesses.
How can you boost your numbers like these video marketers? By producing the right type of video for your current and prospective customers that will educate them on your products and services in a memorable way.
We’ll go over 8 common video types that you can use in your digital marketing:
1. Social media videos:
Engaging and inspiring videos that are properly optimized for social media make a great first impression on your audience in a channel that they are already most likely to be in. You can grab their attention without them seeking you out first.
2. On-the-Job training and demonstration videos:
LinkedIn’s research shows opportunities to learn and develop new skills are the top reasons employees stay at jobs. Companies that invest in training materials are more likely to see higher employee retention rates. Therefore, concise and engaging training videos are an excellent way to explain your business, product, or service to employees.
On-the-job training and demonstration videos are excellent resources for companies as they are accessible, flexible, and more affordable than in-person training sessions. Video training improves understanding and information retention and is 83% more effective than text alone. These videos are also more likely to be watched by other teams in your organization, increasing cross-functional collaboration.
3. Event presentation videos:
If you’re throwing or attending an event, having event presentation videos ready to play can help you attract and engage a live or remote audience. You can play a video at a tradeshow booth or showcase highlights of your year during an awards ceremony to maximize your presence at an event.
4. Customer testimonial videos:
Customer testimonials are one of the best ways to add credibility to your brand and influence your target audience. It builds trust in your audience that your product or service is the solution for their needs. A video of a customer explaining how your business helped them adds a personal touch to the testimonial.
5. Brand videos:
Brand videos are popular because they allow your audience to connect with your company’s culture, people, and the process behind your products or services. They help people understand your brand story, which is the emotional narrative behind your company’s purpose, and the key brand values driving your work. Customers with strong emotional relationships with your brand have higher lifetime values and are likelier to recommend your company to others.
Another important use for brand videos is that they are flexible, and you can easily incorporate them into your website, paid ads, social media, sales pitches, and event signage.
6. Teaser videos:
Build buzz with a short teaser video of a new product or service launch. 89% of people say they’ve been convinced to buy a product or service by watching a video, so you want to take advantage of this statistic with a teaser video. You can start priming your customers to want to learn more and to get excited about the launch.
These videos also allow you to receive customer feedback that you can incorporate during product or service development before it launches, increasing long-term customer satisfaction.
7. Videographics:
Beautiful 2D and 3D animation and motion graphics like icons, characters, or data charts make information less overwhelming for customers to digest. Videographics help you transform dry statistics into an unforgettable story for your audience.
8. Customer onboarding and recruitment videos:
Customer onboarding is the start of a new relationship. You want them to feel welcomed, have manageable expectations, and have the information they need to succeed with your product or service.
86% of people are more likely to stay loyal to a business that produces high-quality welcoming and educational onboarding content, so investing in onboarding videos helps to maximize customer satisfaction and retention in the long run.
In a similar vein, you want prospective employees to be able to watch recruiting videos and easily imagine themselves working for your company. Monster Recruiting’s survey discovered that over 80% of Americans would watch a recruitment video to understand a job posting better. With the video, you want potential employees to feel welcomed and manage expectations about what the job entails, setting them up for success in the application and interview process. The video allows you to humanize your company’s mission, people, and brand values.
Conclusion:
As you can see from above, video is a versatile marketing tool used for various purposes. Take advantage of the many ways you can connect with and impact your audience and reap the benefits of video marketing. For example, 96% of people have watched an explainer or demonstration video to learn more about a product or service, and 89% of people have converted after watching a social media or customer testimonial video.
You’re not limited to any style of video, either. Whether your video is live-action, screen recorded, or animated, you can produce different types of videos that suit your business needs and meet your audience where they are.
Which Digital Marketing Channels Should You Use?
Many online and social media platforms accept video content now. But which digital marketing channels give you the most bang for your buck?
According to marketing research, the most effective channels are:
- YouTube
The least effective channels are:
- Snapchat
You might ask, what about TikTok? Despite popular misconceptions, marketers do not widely use TikTok. Only 35% of brands use the platform. However, TikTok can be incredibly successful for brands due to the wide population of users, but it depends on the strength of a brand’s video marketing.
“Live” video content, such as livestreams, has only been adopted by 36% of marketers. It can take time and be difficult to set up, but it is an untapped market and a competitive edge for brands.
How Should You Track Video Marketing ROI?
Video marketing can be successful, but how do you judge its success? Over 60% of marketers judge the Return on Investment (ROI) of their video content based on the number of views or audience engagement (e.g., shown in shares, likes, comments, etc.). Approximately half of the surveyed marketers measure ROI by leads and clicks or brand awareness and customer retention.
You can measure the ROI of your video marketing campaigns in multiple ways, depending on their purpose. Depending on the type of video you’re pushing, you may have to track ROI differently. For instance, judging success based on the number of views or audience engagement levels would work well for videos that cater more towards exposure and attracting customers, such as social media and advert videos. On the other hand, measuring leads and clicks would be important for explainer and demonstration videos.
How Can a Video Production Company Help You?
You don’t have to go about video production on your own. The right video production company can help you create versatile live, pre-recorded, or animated videos and save you time and money for the best return on investment.
From state-of-the-art equipment for excellent visuals and audio to post-production visual effects, video production companies have the tools and knowledge to help you develop a video marketing strategy that obtains your desired results. Another benefit of hiring a video production company is utilizing a professional studio, which can make videos more affordable.
With the expertise of your chosen video production company, you’ll be able to communicate your message in a way that resonates with your customers and optimize the videos for the proper digital marketing channels.
Enhance Your Digital Marketing & Branding With Studio46 Media’s Video Production Services
Studio46 Media produces any type of video for companies nationwide. Our experienced and knowledgeable in-house team will help you determine your video marketing strategy and create a detailed delivery timeline. We want to understand your story and which target audience you want to reach.
Whether you’re renting our video production studio or we’re traveling to you, we’ll map out a video marketing strategy and deliver compelling content to help you grow your business. You’ll enjoy a seamless video production process from pre- to post-production and an effective final product that will help you best communicate your message.
Contact us at (859) 977-5846 or schedule a private studio tour below to start your video marketing journey.