Video marketing has become a dominant strategy for businesses, surpassing many traditional marketing methods due to its effectiveness as a marketing tool. Companies are investing in creative video content to achieve their business goals, especially in lead generation.
Video marketing is particularly effective at attracting a broader audience and guiding potential customers through the marketing funnel. If your business struggles to generate leads, it may be time to revise your marketing strategy. Here are 8 essential tips for using video marketing to generate leads.
The Importance of Video Marketing
In today’s digital world, video is the king of content. While blogs, infographics, and photos all have their place, videos stand out as the most powerful tool for capturing attention and engaging audiences. With high-quality visuals and storytelling, videos have the unique ability to attract potential customers and drive brand awareness.
Why Video Marketing Matters?
- Consumer Expectation: A staggering 54% of online customers expect marketing video content from the brands they follow. Videos are no longer a luxury but a necessity for meeting consumer expectations.
- Social Media Reach: Over 50% of the global population is active on social media platforms like Instagram, Facebook, and TikTok, making them ideal for sharing videos and reaching a broader audience.
- Lead Generation: Videos are incredibly effective at generating leads. A case study showed that one company achieved a 60% returning customer rate by strategically using video marketing and AI online video editor. This highlights the video’s ability to attract and retain customers.
Why Videos Are So Effective?
- Visual Appeal: Videos combine visuals and sound, making them more engaging and memorable than text or static images.
- Storytelling Power: Videos allow brands to tell compelling stories, creating emotional connections that drive loyalty and conversion.
- SEO Benefits: Videos can significantly boost search engine rankings. Websites with video content are 53 times more likely to appear on Google's first page (HubSpot).
- Higher Engagement: Viewers retain 95% of a message when delivered via video, compared to only 10% through text (Insivia).
8 Tips To Create A Video Marketing Strategy
Videos help you generate leads and nurture them with quality content. Moreover, you can easily track your efforts by looking at video marketing metrics and get insightful inputs to improve your strategy.
So, we’ve rounded up eight tips to help you develop effective video marketing for your business. These practical tips can help you generate leads and achieve other video goals effectively by utilizing a comprehensive video strategy.
1. Know Your Audience
Understanding your target audience is the foundation of any successful video marketing campaign. Knowing their preferences, interests, and pain points allows you to create content that resonates with them and drives engagement.
Eg. Dove launched its Real Beauty Sketches campaign, focusing on how women perceive their beauty. By tapping into emotions and societal issues, Dove resonated with a broad audience, increasing brand loyalty and engagement.
- 80% of consumers are more likely to watch a video than read a blog post (source: HubSpot)
- 72% of customers prefer learning about a product or service through video (source: Wyzowl)
Audience Process:
- Research and Segment: Use tools like Google Analytics and social media insights to analyze demographics, interests, and behaviour patterns. Segment your audience to tailor content for specific groups.
- Create Personas: Develop detailed buyer personas to guide your content creation. Include age, gender, location, interests, and challenges they face.
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2. Craft Compelling Stories
Storytelling is a powerful tool in video marketing that can captivate your audience and create a lasting impression. People connect with stories that evoke emotions and align with their values.
Eg. Nike often uses storytelling in its ads, like the “Dream Crazier” campaign, which highlighted female athletes breaking barriers. This emotionally charged narrative fostered a deeper connection with viewers, inspiring them and promoting brand loyalty.
- 92% of consumers want brands to make ads that feel like stories (source: MarketingProfs)
- 55% of consumers who love a story will buy the product (source: OneSpot)
Storytelling Process:
1. Use a Strong Narrative: Create a beginning, middle, and end. Start with a problem, introduce the solution, and show the impact.
2. Include Emotional Triggers: Use music, visuals, and voiceovers to evoke emotions. Whether it’s joy, empathy, or excitement, emotions drive engagement.
3. Optimize For Search Engines
SEO is not just for written content; it plays a crucial role in video marketing too. Optimizing your videos for search engines increases visibility and attracts more potential leads.
Eg. Home Depot uses SEO tactics in its "DIY project videos", making them easily discoverable for anyone searching for home improvement tips. This strategy has helped them capture a substantial audience interested in DIY projects, driving traffic to their website.
- 68% of marketers optimize their video content for SEO to improve searchability (source: HubSpot)
- 53% of consumers engage with a brand after viewing a video on search results (source: Brightcove)
SEO Process:
- Use Keywords Wisely: Incorporate relevant keywords in titles, descriptions, and tags. Tools like Google Keyword Planner can help identify popular search terms.
- Add Transcripts and Captions: These enhance accessibility and help search engines index your video content.
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4. Leverage Social Media Platforms
Social media platforms offer a vast audience base and diverse tools for video marketing. By leveraging these platforms, businesses can reach potential leads where they spend much of their time online.
Eg. GoPro uses Instagram and YouTube to share user-generated content, showcasing real-life experiences with their products. This strategy not only increases brand authenticity but also encourages user interaction and lead generation.
- 93% of businesses report gaining a new customer due to video on social media (source: Animoto)
- 83% of consumers prefer sharing video content they enjoy with friends (source: WordStream)
Social Video Process:
- Choose the Right Platform: Each platform has unique features. Use Instagram Stories for short, engaging content or YouTube for longer tutorials and in-depth content.
- Engage with Your Audience: Respond to comments and encourage sharing to foster a community around your brand.
P.S. You can even take it one step further and try changing your location using a cheap VPN to see what the platform and your content look like for an average visitor in a specific location.
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5. Utilize Live Video
Live videos offer a unique opportunity to interact with your audience in real time, making your brand more relatable and authentic. Live streaming can showcase events, product launches, Q&As, and more, providing immediate engagement opportunities.
Eg. Buzzfeed’s live event with the exploding watermelon captured millions of viewers, demonstrating the power of real-time interaction. The suspense and excitement kept audiences engaged, leading to massive brand exposure.
- 80% of audiences would rather watch a live video than read a blog post (source: Livestream)
- 63% of consumers say that they are more likely to return to a site that provides live streaming (source: Hootsuite)
Brand Video Process:
- Plan Your Content: While live video can be spontaneous, having a basic outline ensures a smooth presentation.
- Interact in Real-Time: Use platforms that allow you to see your video analytics and audience engagement.
6. Implement Strong CTAs
A strong CTA guides your audience toward taking the desired action, whether it’s signing up for a newsletter, downloading a resource, or purchasing a product.
Eg. Dropbox effectively uses CTAs in their explainer videos, encouraging viewers to start a free trial. The simplicity and clarity of the CTA make it easy for viewers to take the next step.
- Calls to action increase conversion rates by 380% when included in videos (source: Wistia)
- 95% of video marketers report that video has improved user understanding of their product or service (source: Wyzowl)
Call To Action Process:
- Be Clear and Concise: Use direct language that tells the viewer exactly what to do next.
- Include CTA: Make sure to add video call-to-action elements to guide viewers.
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7. Personalize Video Content
Personalization makes your content more relevant to individual viewers, increasing the likelihood of engagement and conversion. Tailored videos can address specific needs, interests, and behaviours.
Eg. Amazon uses personalized recommendations in video ads, showcasing products related to previous purchases or browsing history. This approach increases the chances of conversions by aligning with viewer interests.
- 71% of consumers prefer personalized ads and are more likely to engage with them (source: SmarterHQ)
- 48% of video marketers create different video versions for audience segments (source: Vidyard)
Personalisation Process:
- Use Data and Insights: Analyze customer data to create content that speaks directly to their needs and preferences.
- Segment Your Audience: Create personalized video content for different audience segments to maximize relevance.
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8. Measure and Analyze Performance
Tracking the performance of your video marketing efforts is crucial for continuous improvement and success. Analyzing metrics helps you understand what works and what doesn’t, allowing for data-driven decisions.
Eg. Coca-Cola tracks video engagement metrics to refine its content strategy. By analyzing which videos perform best, they focus on creating similar content, maximizing reach and engagement through targeted landing page strategies.
- 94% of marketers say video analytics is essential for strategy success (source: HubSpot)
- 88% of video marketers report a positive ROI from video marketing (source: Wyzowl)
Key Video Process:
- Use Analytics Tools: Platforms like YouTube Analytics, Google Analytics, and social media insights offer valuable data on video performance.
- Focus on Key Metrics: Track views, watch time, engagement rates, click-through rates, and conversions to assess the effectiveness of your videos.
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Bonus - Keep Videos Short & Sweet
When it comes to video marketing for your business, keeping your content short and sweet is a good idea. Shorter videos are preferable and help you quickly grab people’s attention and keep them engaged.
- 60% of viewers prefer videos that are under 2 minutes (source: Wistia)
- 50% of consumers will watch a video to completion if it’s less than 60 seconds (source: Animoto)
5 Free Video Editors For Beginners
Use a free online video editor, that easily makes professional-looking videos without breaking the bank. Plus, short YouTube videos are also more shareable on social media platforms, increasing the chances of your marketing content going viral.
1. iMovie
An intuitive video editor that offers a user-friendly interface, making it ideal for beginners. It provides essential editing tools, including trim, crop, and transitions, along with built-in themes and soundtracks.
Platforms: macOS, iOS
- Drag-and-drop functionality
- Pre-designed templates
- High-definition video export
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2. HitFilm Express
Combines professional-grade tools with a user-friendly interface. It’s great for beginners who want to explore advanced features like visual effects and colour correction without the complexity of other high-end software.
Platforms: Windows, macOS
- Advanced VFX and compositing
- Extensive tutorials and support
- Customizable interface
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3. DaVinci Resolve
Offers a robust set of features that are usually found in paid software. Its intuitive interface is perfect for beginners who want to learn the ropes while having access to professional-grade colour grading and audio tools.
Platforms: Windows, macOS, Linux
- Professional color grading
- Multi-camera editing
- High-quality audio post-production
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4. Shotcut
An open-source video editor that provides a wide range of features with a flexible, customizable interface. It supports a broad array of formats and offers a variety of filters and effects, making it a versatile choice for beginners.
Platforms: Windows, macOS, Linux
- Wide format support
- A comprehensive set of editing tools
- No watermarks
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5. OpenShot
An easy-to-use video editor that offers a clean interface and a range of basic editing tools. It’s ideal for beginners who need straightforward editing features without a steep learning curve.
Platforms: Windows, macOS, Linux
- Drag-and-drop functionality
- Simple interface
- Unlimited tracks and layers
Best Performing Video Views
Several types of video styles consistently perform well across different platforms. Some of the best-performing videos currently include:
a) Educational Videos
Transform learning into an adventure with educational videos! From quick tutorials to in-depth courses, these videos make complex subjects accessible and engaging. Check out CrashCourse’s YouTube channel for a variety of educational content on diverse topics.
b) Animated Videos
Bring your ideas to life with animated videos! Perfect for explaining concepts, storytelling, or adding a touch of fun to your content. Dive into Kurzgesagt – In a Nutshell for visually stunning animations that simplify complex scientific concepts.
c) Cooking Videos
Spice up your culinary skills with cooking videos! Whether you’re a seasoned chef or a kitchen novice, these videos offer delicious recipes and step-by-step guidance. Discover tasty recipes on the Silently Cooking marketing channel and learn how to create mouthwatering dishes.
d) Travel Videos
Embark on a virtual journey with travel videos! From breathtaking landscapes to hidden gems around the globe, these videos take you on a visual tour of exciting destinations. Explore Ryan Shirley travel adventures for a glimpse into various world travels.
e) Music Videos
Feel the beat and see the rhythm with music videos! These videos combine powerful visuals with catchy tunes, creating an immersive experience that resonates with fans. Enjoy the latest hits on Vevo’s official channel for high-quality video music from top artists.
f) Testimonial Videos
Get the lowdown on the latest products with review videos! Honest and detailed reviews help you make informed decisions before purchasing, especially when considering video marketing tools. Check out Unbox Therapy for comprehensive reviews of the latest tech gadgets and gear.
g) Gaming Videos
Level up your gaming experience with gaming videos! Watch epic gameplay, learn new strategies, and join the gaming community in action-packed videos. Join Dr DisRespect for entertaining gameplay, commentary, and more in the gaming world.
Best Video Production Agencies In UK
1. The Mill - Renowned for its high-quality video content, visual effects, creative video production, and innovative storytelling. Their portfolio includes work for major brands and high-profile projects.
2. Nexus Studios - Excels in animation and interactive video content. They are known for their unique and visually stunning animations, making them a top choice for creative and artistic video projects in London.
3. Blink Productions - Focuses on producing engaging and compelling video content for various industries, including corporate and commercial sectors. Their creative approach delivers impactful results.
4. Studio Output - Combines creative design with video production to deliver visually striking and effective video content. They specialize in branding and digital experiences, creating videos that resonate with audiences.
5. Bowerbird - Offers full-service video production with a focus on storytelling and brand communication. They are known for their versatile approach and high-quality content that engages and informs.
6. Visualphonic - Visualphonic delivers creative video solutions with a focus on clear messaging and dynamic visuals. They handle everything from corporate videos to promotional content, tailored to meet client needs.
7. Wagging Tail - Specializes in producing emotionally engaging content for a variety of platforms, including television and online media. Their focus on storytelling ensures impactful and memorable video experiences.
Top Digital Marketing Agencies in the UK
There are several digital marketing agencies that has experience and knowledge. The following list includes companies that are affordable, skilled and has good reviews:
- Jungle Creations
- Fit Design
- Make
- Koozai
- WPR Agency
- Propellernet
- Croud
5 Key Video Hosting Platforms
1. YouTube
It is the world’s largest and most popular video hosting platform, offering unmatched reach and visibility. It supports a vast array of content from personal vlogs to professional tutorials. With advanced analytics and a robust community, it’s ideal for both creators and businesses looking to maximize audience engagement.
Pros vs Cons:
- Largest user base, offering extensive reach and discoverability.
- Free to use with ad-supported model.
- Advanced analytics and strong SEO benefits.
- Huge community with potential for viral content.
- Highly competitive, making it hard for new creators to stand out.
- Limited control over ads unless using YouTube Premium.
- Content policies can be restrictive, with demonetization affecting revenue.
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2. Vimeo
Known for its high-quality video playback and professional features. It offers customizable player options, advanced privacy settings, and detailed analytics. Vimeo is a preferred choice for creative professionals and businesses wanting to showcase polished content.
Pros vs Cons:
- Superior video quality compared to many other platforms.
- Customizable player without third-party ads.
- Privacy controls ideal for businesses and creators focused on client work.
- More tailored to professional and creative industries.
- Limited free plan; premium features require a paid subscription.
- Smaller audience base compared to YouTube, limiting reach.
- Not ideal for monetizing content or building a large following.
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3. Rumble
A video hosting platform that prides itself on being a creator-first platform. It offers competitive revenue sharing for creators and a wide range of monetization options. With a focus on user-generated content, Rumble is a great option for individuals looking to share their videos and potentially earn revenue from their content.
Pros vs Cons:
- Strong revenue-sharing model for content creators.
- User-friendly interface with multiple monetization avenues.
- Less competitive than YouTube, offering better visibility for new creators.
- Allows creators to maintain more control over their content.
- Smaller audience compared to major platforms like YouTube and Vimeo.
- Content library is less diverse, primarily focused on user-generated material.
- Limited brand recognition compared to larger platforms.
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4. Wistia
Wistia is a video hosting platform designed specifically for businesses looking to host and share video content for marketing purposes. It offers in-depth analytics, customizable video players, and lead-generation tools to help businesses maximize the impact of their videos.
Pros vs Cons:
- Tailored for business and marketing, with lead capture and CRM integrations.
- Advanced video analytics to track engagement and conversion.
- Ad-free, customizable player for professional video presentation.
- Privacy and control features ideal for internal and external business content.
- No free plan; pricing can be costly for smaller businesses.
- Smaller audience compared to YouTube and social media-based platforms.
- Less suited for creators looking for wide public visibility or monetization options.
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5. Dailymotion
Dailymotion is a popular video hosting platform that offers a mix of user-generated and professional content. With a global audience and a wide range of content categories, Dailymotion is a good option for creators looking to reach a diverse audience.
Pros vs Cons:
- Global reach with a diverse content library.
- Less competitive than YouTube, offering better exposure for new creators.
- Supports both user-generated and professional content, catering to a broad audience.
- Monetization options available for creators.
- Smaller user base compared to YouTube and Rumble.
- Ad revenue potential is lower than some other platforms.
- Fewer advanced marketing tools and analytics compared to Vimeo or Wistia.
Marketing Video Content FAQs
Video marketing for businesses is getting more and more relevant today. You can also join the trend and be competitive in your market industry. Besides, the rise of social media enables businesses to create engaging video content easily.
=> HOW DO I MAKE A MARKETING VIDEO FOR MY BUSINESS?
- Define Your Goal: Determine what you want to achieve with the video (e.g., brand awareness, lead generation).
- Identify Your Audience: Know your target audience and tailor your content to their interests and needs.
- Create a Script: Write a clear and concise script that conveys your message effectively.
- Plan the Production: Decide on the video style (e.g., live-action, animated), location, and equipment needed.
- Shoot the Video: Use professional equipment or a high-quality smartphone, to ensure good lighting and sound.
- Edit the Video: Use editing software to refine your video, and add music, text, and visual effects.
- Distribute and Promote: Share your video on appropriate platforms like YouTube, social media, and your website.
=> WHAT IS B2B VIDEO MARKETING?
B2B video marketing is the use of video content to promote products or services between businesses. It aims to build relationships, educate potential clients, and showcase expertise, often through explainer videos, product demos, testimonials, and webinars.
=> WHAT ARE THE 4 TYPES OF B2B MARKETING?
- Content Marketing: Creating valuable content like blogs, whitepapers, and videos to attract and engage other businesses.
- Email Marketing: Sending targeted emails to nurture leads and maintain relationships with existing clients.
- Social Media Marketing: Using platforms like LinkedIn to connect with potential business clients and promote content.
- Search Engine Optimization (SEO): Optimizing content to rank higher in search engines, makes it easier for businesses to find your services.
=> HOW DO YOU WRITE A MARKETING VIDEO?
- Start with a Hook: Grab the viewer’s attention immediately with an interesting fact or question.
- Present the Problem: Clearly define the problem your product or service solves.
- Show the Solution: Explain how your product or service provides the solution.
- Include a Call to Action (CTA): Encourage viewers to take the next step, such as visiting your website or contacting sales.
- Keep it Concise: Use simple language and keep the video brief to maintain engagement.
=> HOW DO YOU STRUCTURE A MARKETING VIDEO?
- Introduction: Briefly introduce your brand and hook the audience.
- Problem Statement: Describe the problem that your audience faces.
- Solution Presentation: Present your product or service as the solution.
- Benefits: Highlight key features and benefits that set you apart.
- Social Proof: Include testimonials, reviews, or case studies. Eg. product video
- Call to Action: Conclude with a clear call to action, guiding viewers on what to do next.
Conclusion
The above eight tips are not only effective in helping you generate leads, but you can also achieve other marketing goals, including driving traffic to your site, increasing brand awareness, and closing more deals.
Last but not least, stay alert to the recent marketing trends so you can make adjustments immediately and stay relevant in the industry. Also, be aware of algorithm changes that may affect your content performance.
