According to the latest marketing statistics in 2022, 74% state that videos have better ROI than just simple images. By this fact alone, you should have more incentive to extend your brand by utilizing more video ads as your marketing strategy.

If you want to rank high on the search engine results page (SERPs), then online videos are your go-to. You might be wondering why and how has video marketing gained so much popularity for the vast majority of internet users.

Read on to discover more about the importance of this marketing tool.

How will Video Marketing transform your brand?

Video marketing is important because it has become one of the best ways for businesses to have a more personal connection with their customers. There are several benefits of using video marketing; for example, it can improve your SEO, and conversion rates, and build trust among consumers.

How do you get started?

You need to figure out what the main purpose of the viewers is before you create the actual content for the videos. Before starting out, think through your objectives so that you don’t waste time if you’re unsure of something later on.

After you determine your purpose, you will have to find out your target audience in order to customize the type of video accordingly. For instance, if you are trying to target Millennials, then you are probably better off creating a short Tik-Tok viral video that is no more than 9-15 seconds long.

There are several types of videos to choose from:

Demo Videos

To create more brand awareness for your product, you might want to try creating product demo videos. They can showcase how your product works or build loyalty from your consumers as they learn more about your company.

Explainer Videos

If you are repurposing your video to describe what your business is all about, then explainer videos would be better suited for this type of scenario. Additionally, this video marketing strategy can dive deeper into explaining how your product or service works for a more detailed understanding while reinforcing the reader’s attention.

Customer Testimonials

Providing a testimonial video on your website can increase the credibility of your company as this is another way of “Social proofing”. Letting people know that others have found the value within your product or service will land you more quality leads for the future.

Expert Videos

If you want more trust from your consumers, having an authoritative figure to talk about your business and what it stands for can amp up credibility significantly whilst exuding a more professional vibe. You can include some experts to discuss some educational videos for instance.

Event Videos

Conversely, if your business is held at a conference or a fundraiser then you might want to highlight the main key points in a video to inform your audience what the event was about in a few minutes.

There are other effective videos used by businesses such as live streaming. These videos are popular with influencers on platforms such as Facebook or Youtube. Consumers tend to have more engagement when the content is live and thus you might like to try including more videos on social media platforms.

Video Marketing Channels

After coming up with various types of content for your videos and finalizing it in the production stage, it is now time to decide where you want to place it. If you’ll like to increase traffic to your website, then why not place a video on the landing page? In addition to this, you can also increase the speed of your website for more traffic.

Video emails are also becoming increasingly popular among businesses that want to reach out to potential customers. They’re a great place for your videos to generate leads and increase sales conversions. The best part about them is they allow you to create personalized messages that speak directly to each individual recipient.

Organic Vs Paid Marketing

Paid marketing channels like display ads, instream video ads, interstitial video ads, or sponsored videos are effective at driving traffic and converting visitors into leads. However, they are expensive, which means you need to be strategic about how much money you spend on each channel. The best way to determine whether these channels are worth investing in is to measure the return on investment for each campaign.

Conversely, with free organic marketing, you can use social media marketing as an example of a strategy by posting videos that link to your company’s social profiles. These can generate more engagement over time from customers as they’ll comment, like and re-post about it. The result is increased organic traffic over time.

KPIs and Marketing Goals

There are various metrics you can use for your video marketing campaign to track if you’ve met your goals or not.

How many views are you getting?

The number of times your users have seen your video is a key indicator of the probable success of your video. If you are looking to raise brand awareness then this will be important to you. However, different platforms measure video views differently in terms of how long the user spends watching your videos.

Play rate

The way you measure this is the percentage of users that played your video divided by the number of impressions it received. You could be having many people coming across your video, but how many of them are actually watching it? Furthermore, are they watching it till the end?

The completion rate is also important in this case and it is calculated by diving the number of people who completed your video by the number of people playing it. These are all important indicators of your video’s engagement with your audience.

Click-through-rate (CTR)

The percentage of this is calculated by the number of times users click your CTA (Call to action) by the number of times it’s viewed. Once again, this is essential to determine if your call to action is actually effective in driving up your lead score.

Final words…

If you want to formulate video marketing strategies to increase business profits, then you are steering in the right direction. By deciding the right type of video to go with, and measuring the performance of your video afterward will maximise your ROI in the end. Nevertheless, even though you want to ensure the video provides lifetime value for the consumer so keep refreshing your videos and update them for increased audience engagement in the future.

Pro tip: As a video marketer, remember to create videos with a “mobile appeal” as the majority of users are online through their smartphones. Also, as a rule of thumb, keep your marketing video under two minutes because most people don’t have such long attention spans.