Video Marketing: Why You Need It & How to Do It

The Inkwell • July 24, 2020

Video marketing is nothing new, but it’s proving to be a powerful and essential part of a marketing strategy. What’s changed is how important video has become on every platform and channel. And in this ever-evolving digital world, it is critical to find unique ways to make your product or service stand out in the crowd. Videos can do just that.

Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.

Why focus on video marketing?

In the past few years video has seen a surge in popularity as a content marketing format. Video has become more than just a piece of your overall marketing plan – it is now central to your entire social strategy. According to HubSpot, over 50% of consumers want to see videos from brands, that’s more than any other type of content.

Video isn’t just for entertainment either. Using videos on landing pages has the capability of increasing conversion rates by over 80% and simply mentioning the word “video” in an email subject line can increase open rates by almost 20%! Consumers love this versatile and engaging content because it’s easy to digest, entertaining, and engaging.

Here are 5 ways you can incorporate video into your marketing:

1. Show off your product with Demo Videos

Demo videos are a great way to showcase how your product works. They also urge viewers to buy the product or service by showing how it will satisfy their needs or solve a problem. There are many benefits to recorded demo videos but the biggest one is that they’re repeatable. An unlimited number of viewers can watch the same information.  Plus, taking in all this information in video format is much more approachable than a long block of text.

2. Use Brand Videos to showcase your company

Brand Videos are typically used as a part of a larger advertising campaign by showcasing the company’s vision, mission, and products/services. The purpose of these videos is to build awareness around your company and attract your target audience. Videos are an easy way for brands to showcase personality because they allow the opportunity to infuse humor, sincerity, and empathy towards the viewer.

3. Add value with Educational or How-to Videos

Instructional videos can be used to teach your audience something new or explain more about your business or products. They are also a great way to provide valuable content to your viewers. By focusing on a single, narrow topic you can create short instructional videos that explain or share a simple topic in a few steps. Or you can expand into tutorial or screencast videos that are designed to share knowledge or teach a specific task. Training videos are also a great tool for improving employees’ workplace skills. With so many types of educational or how-to videos, the options are endless!

4. Highlight your customers’ successes with Case study or Testimonial Videos

One of the best ways to prove your product to your customers is by sharing case studies and customer testimonials. What better way to do this than through video? Satisfied, loyal customers are your best advocates – get them on-camera describing their challenges and how your company helped solve them. By using video, you add a personal element that is difficult to achieve with a traditional, text-based case study.

5. Surprise your audience with Personalized Messages

Personalizing your video campaign is an imaginative technique that will surprise and delight your audience. Whether it’s a personalized product promotion, call to action, or simple thank you message personalized videos can work wonders for your brand. These types of videos create a delightful, unique moment for your prospects and can drive them further down the purchase journey.

There’s a lot that goes into making memorable, effective, and enjoyable marketing videos for your brand. We’d love to help. Call us today to get started on your video marketing journey!