Capitalize on Video in Your Marketing Mix

Every brand needs a video marketing strategy. This is an idea that has been around for a long time. The only difference today is how important this has become. You need video marketing on every channel and platform, and it is not just about an overall plan anymore. Videos need to be playing a central role in the campaign and outreach efforts.

Video has made an entry in a major way and there is no end in sight as of now. There is a great need for everyone to optimize their content as this is the smartest thing today in this day and age. If you do not use content optimization hand in hand with optimization on YouTube, then you are missing out on a lot of things.

Today, more and more people will prefer videos as compared to email newsletters, especially when the videos are about the brands that they support. Videos are more popular than social images too. Videos are also easy to remember when compared to images and texts that can be forgotten within a short time.

Video production has become quite accessible to marketing teams. You can create any kind of video you want very easily. The production equipment is also quite cost-effective than was the case in the past. You can even use your own smartphone to shoot a 4K video without compromising the quality. For the social videos, when it is simple and raw, it comes across as being authentic and this is all that matters to your customers.

using video in your marketing campaigns

Types of digital marketing videos that you can create

Before you start creating a video, you will have to determine the kind of video you want to make. There are some options available and each is handled differently. Some of the videos that you can create include:

    • Demo videos: these are used to showcase how a product works. This could be done by taking the audience on a software tour and how it is used. It can also be about how a product is unboxed and tested before use.
    • Brand videos: these are usually distributed as part of a larger campaign. They show the level of the company’s mission, vision as well as its services and products. The main aim here is to come up with videos that create awareness about the company and make an attempt to attract an audience.
    • Event videos: your company could be hosting a discussion, a conference, a fundraiser or any other event. It is important to come up with a highlight reel. Making interesting releases, presentation and interviews will capture the minds of many.
    • Expert interviews: getting some thought leaders or experts to conduct interviews in front of the camera is an amazing way to build authority and trust in your audience. You need to track down influencers within your own industry or even someone with a contrary view and then let your audience view them.
    • Educational videos: these videos can be used to teach the audience new things or add to the functional knowledge that they already have. This is the best way to help them understand your business better and also the solutions that you offer.
    • Explainer videos: these videos help the audience to understand the reasons as to why they need the product or service that you are offering. Many of these videos focus on the buyer persona, especially in dealing with a given problem. This person ends up overcoming the issue at hand by adopting the solution offered by the business.
    • Animated videos: animated videos can be an amazing way to format concepts that are hard to grasp. These are usually concepts that need very strong visuals or a product or service that cannot be touched.
    • Customer testimonial and case study videos: prospects only need to know that their problems will be solved by your product. One of the best ways to showcase the products and build customer trust is to come up with case study videos featuring your loyal and happy customers. These are the best advocates. You need to get the customer to talk about the challenges they faced and how exactly you helped them to meet any goals and solve the issues.
    • Live videos: live videos are an amazing way of giving viewers a kind of behind the scenes look at the company. You can stream live presentations and interviews as well and then encourage people who are watching to comment with their own questions or opinions.
    • Virtual reality and 360-degree videos: with the 360-degree option, the viewers can see all directions by simply scrolling to see it in a different perspective. This style is best for letting the viewer’s to experience an event or a location like exploring with scientist and so on. Virtual reality allows the viewers to control and navigate their own experience. The videos are usually viewed using different devices like the Google cardboard or Oculus Rift.
    • Augmented reality videos: this is a style where a digital layer is added to what is being watched. For example, you can point the camera to the living room and see how an addition such as a couch, could look in a particular space.
    • Personalized messages: recorded videos are a very creative way of continuing with a conversation and getting someone’s attention, especially when a response has not been received through email or any other communication channel. You can make a recap video about a meeting or a video where personalized recommendations are given using different tools. These are videos that can be a great delight for prospects and they can encourage them to purchase.

video in the multi-channel marketing mix

Other things to note about video and video marketing

Before you begin a recording, you need to establish the purpose of the video that you are creating. All decisions point back to different actions that you want the audience to complete once the video is over. When you do not have a clear purpose, you will have to edit and reshoot the video which translates to a lot of lost time.

Come up with a clear questionnaire that will answer some unknowns and then create a superb video so that the stakeholders of the project can view it. It need not be too long, but ensure all the essentials are covered.

Know your target audiences, set your goals, choose your platform, know the due date, set the budget, and look at the creative requirements and so on. These are the things that will greatly help any video marketing campaign.

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Joe Schaefer
Marketing Director at Digital Marketing Training Group
Joe Schaefer is the Marketing Director at Digital Marketing Training Group. Digital Marketing Training Group offers a business opportunity for entrepreneurs that launches a fully-functioning digital marketing agency with full support and a team of white label, professional marketers who perform the heavy-lifting when it comes to implementing modern, forward-thinking, working digital marketing strategies. Apart from being simply the Marketing Director, Joe Schaefer is also the lead instructor of the 5-day, in-person digital marketing training that precedes the launch of an individual's digital agency.

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