Beginner's guide to video marketing


Video is an incredibly powerful medium that makes it easier than ever to invoke and forge human connections at scale. On average, one billion hours are spent every day watching YouTube videos, according to leading industry experts, we estimate that by 2022, as much as 80% of online content will be in the form of video.

Everyone makes videos, shares videos and, most importantly, watches videos. From teens on TikTok to brands creating multi-million dollar video ads, video is truly everywhere and an incredibly powerful medium for business communication.

In this blog post, you'll discover how to get started with entry-level video marketing, from developing a strategy and determining which video types to produce to distributing and optimizing your video content online.

First things first: what is video marketing and why is video marketing so effective?

Video marketing is a digital strategy that uses the power of video to attract, engage and convert an audience into prospects or customers. It's incredibly versatile and can be used in a variety of ways, including promoting an event, product or service, showcasing customer testimonials, and taking social strategies to the next level. And the success has been proven! According to industry experts, about 80% of video marketers claim that video has directly helped increase sales.

Sounds good right? Here are the steps you need to get started:

Step 1: Refine your video marketing strategy

One of the best ways to think about video marketing is to simply start creating video content. However, it's also critical to think about the broader strategy driving your use of video so you can think in terms of business goals and meet certain expectations of your customers.

The videos you create are completely dependent on your video marketing strategy. Therefore, your strategy should always address the following questions:

  • What are your main video marketing goals and how will they develop over time?
  • Who is your target audience?
  • What type of video content is likely to appeal to this audience and fit your brand?
  • What is your budget for video marketing?
  • How do you measure overall performance?

The answers to all of these questions will vary from organization to organization, based on your individual business goals and the types of services you offer within your target market.

To demonstrate the true value of video marketing to your organization, set goals for your video initiatives that outline how video contributes to your company's broader strategy and key performance indicators.

Step 2: Decide how you want to distribute your video content

When it comes to popular online video distribution channels, you can't go wrong with your own website, but it's far from your only choice. Popular places to use video include:

  • E-mail
  • Sales assets
  • Press releases
  • YouTube
  • Social media: LinkedIn, Facebook, Instagram, Twitter

You may have the power to use all of the above channels, but remember that your chosen distribution channel should always be led by your target audience. Uploading videos to a channel that your target audience doesn't regularly visit makes your efforts useless. You wouldn't use someone's work email address to promote a video about a potential new skincare product, would you? Make sure to do your research and be as selective as possible at this stage.

Step 3: Tailor the type of video content you create to your distribution channel

Each type of video has a different purpose and is suitable for a different distribution channel. That's why matching the types of videos you create with your distribution channel is vital to the success of your video content. After all, you wouldn't choose to make longer explainer videos if your preferred distribution channel was TikTok, for example.

When it comes to video types, there are many to choose from and different video styles that you can create within each channel, making for almost endless combinations.

Short and eye-catching videos:

  • Ads
  • Product/Event Videos
  • Videos with social content

Longer and more informative videos:

  • Explainer videosvideo
  • Case studies or videos with customer testimonials
  • Thought Leadership Videos
  • Live and pre-recorded webinars
  • Vlog-like videos

And then there are the video styles:

  • Mini-documentary
  • Animation
  • 360-degree (immersive) video
  • Live streaming video
  • Video with text overlay
  • Narration

Each type and style of video has its pros and cons. Some videos are better suited to your audience than others, but the video type you choose will also depend on your budget, specific marketing goals, and company values. It's all about finding the right video type and style for your business and your target audience.

Step 4: Prepare, produce and edit videos that impress

Once you've determined the exact details of who, what, where and when, it's time to get creative and start producing your video content. The videos you create should be created with your target audience in mind and should be as engaging as possible, much of which has to do with the production process.

Successful video content takes time and planning ahead to get it right. To avoid mistakes and overuse of time and budget, try splitting your production process into three main areas:

  • Pre-production : This includes concept ideas, scripting, and storyboarding to develop clear and dynamic processes for your video team to work with. This step enables more efficient use of your team's time and resources and ensures that your intended message is accurately conveyed in your video.
  • Production : Pre-planning is critical in the production phase as your video comes to life quickly. Make sure your videographers have the right video production equipment and are fully aware of, and know well, the plan for your video. Schedule a schedule and make sure to approve your shots as you go. The quality of the videos you shoot during production will affect the final result, so make sure they count.
  • Post-production : Once all the necessary footage has been shot or acquired, let the video editors, animators, and sound engineers add the magic. Make sure all editing features are a good fit for your distribution channel and audience, and identify strongly with your brand identity. Try to familiarize yourself with each stage of this process to ensure the best and most effective end product.

Step 5: Optimize your video for search

  • Google is increasingly including videos in search results, even if searches don't explicitly ask for video. And when videos appear in the main results, they are usually at the top of the page.
  • It goes without saying that having video content increases your chances of appearing high on search engine results pages. To stay on top of things, videos should now be part of the equation when thinking about SEO for your website.
  • Your video marketing strategy should always include planning how to optimize your videos in search results using video analytics. This way, the video content you create will attract more visitors and get a higher return on your investment.

Good tips and tricks

So there it is, our beginner's guide to marketing. You are now ready to dominate the world of video and reap the benefits of video marketing for yourself.

To wrap up this guide, here are our ultimate video marketing tips:

Don't make your videos too long

We live in a 'scroll culture' where people's attention is short and competition for consumption is fierce. Keep your videos as short and snappy as possible to capture the attention of your viewers.

Don't make it too 'salesy'

If you come across as too generic and 'salesy', your viewers will be discouraged and think their problems and challenges aren't being listened to.

Add CTAs

Be clear to your audience and make clear what the next steps are. Make sure your audience is unable to convert after they watch your video. The more information they receive during the video, the more likely a viewer is to move further down the sales funnel.

Be consistent

Your video content should always resonate with your brand image and values. Whether you're sharing video content for the first time or developing a long-term video campaign, try to be consistent so as not to confuse your audience.

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