Video Marketing 101 – How to Choose the Best Types for Your Goals?
Video marketing is a strategy that involves creating and promoting online videos in order to attract traffic and convert leads. It can be used across a variety of different platforms, including social media and your website.
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Choosing the right type of video is crucial to making your video marketing efforts effective and profitable, so here are some tips on how to choose the best types for your goals.
Start with your goal – what you want to achieve from your video campaign and where it fits in the marketing funnel (from ‘awareness’ through ‘conversion’). Once you have a clear idea of what you want to achieve, it’s time to decide on the type of video that’ll best achieve those goals.
A listicle or editorial video is a great way to engage your audience and build trust with them in the early stages of the marketing funnel when they’re considering buying from you. They’re a fun, share-worthy format that can be embedded on your website and YouTube, as well as used in Stories on Facebook, Instagram, Twitter and possibly LinkedIn.
Explainer videos are another popular choice. They’re a versatile format that can be used to explain anything from a concept or how something works, to how to use a product or service and the benefits it offers. These videos are often ‘conversion’-focused, meaning they’re designed to persuade your target audience to take a certain action, such as buying from you or signing up for an email newsletter.
Live streaming videos are a popular way to connect with your audience in real time. They’re perfect for audiences who are in a hurry or who can’t always find the information they need in written form, but who may be more open to hearing your voice over a live video link. This type of video is most successful on social media, but you can also use it on your website and in your email campaigns to improve open rates.
Investing in video production is important for your business to ensure that you have a consistent stream of high-quality content. It’s a good idea to create several video assets of different lengths so that you have a variety to choose from for each stage in your marketing funnel.
Consider adding a call-to-action at the end of each video to prompt viewers to make a purchase or sign up for an email newsletter. This makes it easier to track the success of your campaign and measure the ROI of your video marketing investment.
Keep it short and simple – people’s attention spans are short and they don’t have the time to watch long, complex videos. Keeping your video under 2 minutes is key to capturing the audience’s attention quickly and ensuring it gets a high share rate.
Add a human element to your brand by telling an authentic, relatable story. It helps people relate to your brand and build trust with it, which is critical to winning over a 21st-century consumer.