1) What is video content marketing and how does it help your business
Video content marketing can be described as any type of video that can be used across digital channels to help market your business to your target customers. This could be a video on your website homepage that explains what you do and who you are. It could be a series of how-to videos on youtube that help your audience solve a problem and convince them of your expertise. There are dozens of different types of videos, platforms, and strategies to choose from, and when used appropriately can be extremely helpful in entertaining, educating, and encouraging your customers to buy from you.
2) How do I make quality video content?
Quality can be broken down into two categories, visible quality, and strategic quality. Visible quality includes the more obvious things that people will pay attention to while viewing the clip, such as using a high quality camera, making sure the lighting is good, using audio equipment for excellent sound quality etc. It would also include the presentation of anyone in the video, for example, are they looking at the camera, are they speaking with enthusiasm, loudly and clearly, or do they seem bored, nervous, or tired etc.
Strategic quality is equally important and involves the process of ensuring that the content of the video is specific, purposeful, and being created for the correct audience. For example, if you own a gym, and your goal is to promote personal training, you would make sure the video answers questions that someone interested in personal training would want to know. You wouldn’t show group workout classes or a tour of the locker room. While those might be beneficial in an introduction video showing all your gym services, if the video was designed to attract personal training clients, this would not be the correct strategy and no matter how high the visible quality, the messaging of the video would not be effective.
In other words, quality video content depends on both the quality of the visuals and the caliber of the content.
3) Why is video content so effective in marketing?
Higher Website Rankings
Having video content on your company’s website will improve your SEO and give you a higher Google ranking. You are 50 times more likely to show up on the first page of Google when you have videos on your site. When nearly 75% of people do not venture to the second page of Google for their search, appearing on the first page is pretty important for your business.
Having your videos on Youtube will also improve your rankings. Youtube is the second largest search engine (Google being the first) and having videos to put on there will get you a lot more exposure.
When it comes to social media, the algorithms used will automatically bring video posts higher on people’s feeds. If you have an eye-catching quick video, viewers will be more apt to stop and watch which could drive traffic to your page and in turn, to your website. Having videos on your social media that are interesting also encourages people to share them and give your company free marketing.
Videos Encourage Customer Action
There are times where just having a picture or a paragraph will not give the customer enough information to be able to understand what you are trying to communicate. Videos can be great for explaining a more complicated product or service, or even just demonstrating how something works. Customers are more likely to understand the product by seeing it in use, so they can imagine themselves using it if they were to buy it. In fact, 73% of customers are more likely to buy a product if they watch a video explaining it beforehand.
Videos provide both visual and auditory stimulation to our brains. Studies show that our minds are better able to connect thoughts when both sound and imagery are matched. Therefore, watching a video is more engaging and more likely to result in an action, than just looking at a picture or words.
Videos Evoke Emotions
If your brand has a great story, videos are an amazing way to tell it. You can really draw the customer in through a video by pulling at their emotions or striking a chord with their values and beliefs. Just using a long paragraph to explain your start or what you stand for can be very difficult to incorporate strong emotions and get the reader to understand it all. A video allows for so much more emotion through a tone in voice, music, facial expressions, and body movements. Emotion drives human behavior and decision making, and so having a video that pulls at their emotions will encourage customers much more to make a purchase.
4) What types of video content on social media do consumers engage with most?
Generally speaking, videos with the highest engagement are either funny, shocking or heart warming. Just like if we were to turn on the tv and check the news, you’ll most likely find funny home videos that have gone viral, a shocking traumatic story, or a heart warming story of doing good.
4 Types of Videos To Create
So now that you understand how beneficial videos are to your business, you might be wondering what video content to make. Here are a few tips and ideas to get started on some videos!
Introduce Your Company. An easy video to begin with is a quick introduction of your business and brand. This can be a one-minute video that shows your values, mission, and brand. It should be quick pace and encapsulate the most important parts of your company.
Tell Your Story. This video is a bit different than just introducing your company. This would focus on how your company got its start. It could include the owner’s story and what inspired them to create your company or a specific cause your company stands for.
Explain a Product/Service. As mentioned before, people are more likely to make a purchase if they watch a video beforehand. So make a quick video explaining how to use a product and what it looks like to use it or how a service works and looks being done.
Promotional Video. This could be as short as a 10 second video. It could just be a look around your office, employees waving or working, or a project you are doing at your business. You could just put music in the background and end the video with your logo and slogan or what you stand for.
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