Video marketing is the much-talked-about digital landscape among many small and medium businesses, but only a handful ever delve into it.
The fear of losing their hard-earned money on video marketing hardly gets them any leads and makes them skeptical.
In fact, many small and medium businesses that hardly spend money on digital marketing are skeptical about taking up video marketing.
But, letting go of this can be costly in the future.
86% of video marketers report that video marketing has been effective in generating leads by another 2% from 2021 and 5% since 2019.
It highlights the fact that consumers are readily consuming video content given that they are targeted, well-made, and properly marketed to the niche audience.
Hence, it is high time you leverage video marketing to gain more leads, improve brand image, and boost your RoI.
Read on to find out the proven video marketing technique to improve sales.
Why Use Video Marketing to Drive Sales
People are watching more videos than ever before – in fact, the amount of online videos they watch has almost doubled since 2018.
Thanks to more outreach to broadband internet, smartphones, and social media, ever more people feed on video content.
Be it to inform about a new product or service or to give the audience assurance that yours is the solution they need; video has become a driving force for sales.
However, your video content will be worth nothing if it does not follow a proven strategy.
An informational video would impact differently to a new visitor more than a repeated one. Similarly, you cannot immediately tell a new customer to take action as you would say to a customer nearing the conversion!
The length of your video makes another crucial factor for the success of video marketing.
Here are the recommended video lengths for each social media platform:
- Instagram: 30 seconds
- Twitter: 45 seconds
- Facebook: 1 minute
- YouTube: 2 minutes
Therefore video marketing without a proven strategy will only give views but leads. Moreover, you should be able to create engagement with your small and medium business brands.
How to Create a Video Marketing Strategy
Here is a tried and tested video marketing strategy to help you get started.
1. Consider the Sales Funnel
Creating a sales funnel is an effective method of understanding and assessing your goals.
A common technique in marketing, it can be applied to video marketing too.
The sales funnel for effective video marketing would include four steps.
It is the first step of video marketing where you would create videos intended to inform first-time visitors.
Typically these videos are not aimed at closing deals or sales.
Therefore, consider informational, promos, educational, etc., as the awareness video.
The second phase aims to leverage the visitor's interest in the product and service.
You should tell how your business, product, or service would solve their problem.
Brand videos, explainer videos, crowdfunding, and product videos are a few examples.
Desire overlaps the interest phase by creating similar videos to raise their passion for the product and service.
However, focus on creating product demonstrations, customer testimonials, and FAQs to cater to your visitor's desires.
This is the last phase where you would want your visitor to commit.
The video aims to close the deal. Hence, it would help if you incorporated success metrics, case studies, testimonials, after-sales services, etc.
2. Test, Adjust, and Repeat
Although publishing videos is an essential aspect of video marketing, it would not guarantee success until your test the metrics and correct them.
Test, Adjust, and Repeat is an essential mantra for video marketing success.
Start with monitoring the results of your videos. When published through YouTube, you can easily find the metrics on the Stats page to determine how many people saw your video.
Consider which distribution channel is getting you the most visits, Facebook, Instagram, website, Landing page, or emails.
Use the insights to adjust your video marketing strategy, including video lengths, theme, tone, etc.
Repeat the process until you amass enough visitors from the video and get a handful of leads.
3. Hire an Expert Video Marketer
One way to ensure a successful video marketing campaign is to hire an experienced video marketer.
They possess the right skills, experience, and knowledge to create, run, test, and adjust video campaigns to ensure the best results.
Therefore, hiring an expert video marketer will always be a safe bet. Get in touch with the best digital marketing agency in the U.S.
Get Started With Video Marketing
Here are a few simple steps to launch your video marketing approach.
1. Understand your audience and set campaign goals
Determine your audience by researching your target audience.
Look into the demographics: age, profession, income, shopping habits, preferences, etc., to understand your niche customers.
Determine whether you are trying to drive awareness, sales, or traffic.
2. Stay on brand, and nail down your message
Video marketing may seem like a departure from your brand.
Therefore, it is essential to nail down your message across the video and stay on brand.
3. Determine your video budget
Spending more does not mean you get new leads.
Make a budget to focus on producing sellable video content by hiring an expert, an influencer, or other ways to capture the audience's attention.
4. Optimize Your Video for Each Channel
A single video would not perform the same on each channel.
Instagram users prefer shorter videos, such as IG stories and promos that hardly last 30 seconds.
Optimize the video content for each video marketing channel.
5. Test and Retest
Measure your campaign success by assessing the engagement rate, view count, play rate, and times it was shared or reshared.
It will help you determine whether your video campaign is churning potential leads.
Make necessary changes, run the video campaign, and test again.
Although a video marketing strategy for getting more leads is essential, you do not want to neglect other forms of digital marketing to keep your leads hooked.
Use your social media, website, email, and landing pages optimally to get the best results.
Get in touch with Searchable Design LLC, the best web development agency in the U.S., to learn more.