92% of marketers believe that video marketing will play a vital role in their strategies over the next year. Knowing this, it’s easy to see how essential it is to have a strong understanding of how video marketing can be used to benefit your business. With so many types of videos and so many places to share, it can be hard to drill down what is the most effective form of video marketing. In this article, we are going to break down where you can use video marketing and the types of videos that you can use to generate brand awareness and invoke trust from your prospects. Let’s jump right into the different types of videos that you can share with your audience.
With 93% of purchasers reviewing case studies prior to converting, it’s easy to see how your company can benefit. Video case studies are a great way to show your prospects how they can benefit from your offerings. And, having someone outside of your company talk positively about their experience can do wonders. If you’re looking to enhance your case studies in 2023, video or written, otrillo is here to help. All you have to do is enter in the questions that you’d like to ask your client, and we’ll handle the rest. With our Professional Editing as a Service (PEaaS), you can leverage our talented team to edit and deliver high-quality results. Then, share your case studies on your website, social media channels, and in paid advertising to drive impressive results. Request early access to otrillo today and start generating video and written case studies.
Use cases are a fantastic way to help both prospective clients and current clients get a better understanding of your services. Short how to videos and tutorials are extremely useful, and can improve your customer lifetime value. This is because they will thoroughly know how to use your service. If you have a list for frequently asked questions, or things that can be complicated, you can create short videos and guides to help users better understand. Include these videos in your email onboarding sequences, and you’ll be golden. Mailchimp does a great job with their tutorials. On their YouTube channel, you can find simple tutorials that are under 5 minutes, as well as in-depth masterclass tutorials that are 40 minutes long.
Video series are a great way to get your name out there, without trying to sell. And, this can help you increase organic engagement. Video series are consistent videos that are published on a regular basis that provide tips and tricks relevant to your target audience. This way you can get in front of people who may be interested in what you have to offer, but on a more casual level. Then, you can retarget watchers with advertising. Salesforce has a fantastic video series called Boss Talks, where they go through topics like owning your own ambition, how to create a personal brand, and embracing your authenticity. This video series has a few hundred thousand views, and targets a very specific audience of Marketing Managers looking to succeed.
If you are looking to use video marketing to collect contact information, webinars are a great option. Webinars are a type of long-form video marketing that typically provides information, advice, and insight into trending topics in the industry. Usually webinars are not solely based on your company, but you can touch on how your company can also help. Check out this webinar from Hubspot, Life in Customer Success if you are looking for a good example of a webinar. Prior to hosting your webinar, your team should create buzz on your social media channels that encourage people to sign up. When they sign up, they will provide their contact information. Add this information to your CRM and follow up with them afterwards.
With the introduction of TikTok and YouTube Shorts, short-form video content has become more important than ever. Oftentimes B2B companies struggle to come up with ideas on short form content. While it can be more difficult than a B2C company, it’s definitely not impossible. Mailchimp is a fantastic example of a company using TikTok for their short form content. They share a mix of funny and cheeky content with educational content, which can attract their younger target audience. Plus, they have a ton of other creators that mention them in their own personal content. Short form content allows companies to be a lot more creative and personable, which can improve your brand identity and awareness. With the average human’s attention span being just 8.25 seconds, it’s easy to see how short from video content is more enticing. If you’re having a hard time coming up with ideas, try to make teaser videos of content that you already have.
A company overview or introduction is a fantastic way to showcase your company. And, it can be used in many ways. This type of video is usually 5 minutes or less, featuring a CEO or manager that discusses how the company came to be as well as an overview of what problem you solve. It can be a good idea to talk about previous experiences, struggles that you have faced, and other aspects that will make you more relatable to watchers. Below is an example of a company introduction from Visitor Queue.
Now that you know all about some of the most popular forms of video marketing, you’re probably wondering the best places to share it. Here are some of our favorite places to use video marketing to get in front of the right audience.
Embedding a video on your website or in your blog is a great way to split up the text and provide your audience with options on how they consume information. My favorite type of video to have on a website is case studies. Since the user is on your website, there is a good chance that they are familiar with your company, or one of your competitors. By using a case study on a landing page, your website visitors can see how successful your current customers are. On the other hand, using videos in your blogs can help support your ideas and convey your message. If you have videos on your website, ensure they are being properly indexed by Google with Google Search Console. This will ensure that they are helping your website, and not hindering.
Paid social media is a fantastic way to use your video content. This type of video marketing can be extremely effective and can be more enticing than images. In fact, video ads have a 30% higher audience reach than image ads. Case studies and company overviews are great forms of content to use on paid social media. You’ll want to use shorter videos, as the longer the video, the less likely it will be viewed entirely. In general, you’ll want to try to keep them under one minute. Pair your video with enticing text and a call to action, and you’ll be sure to generate leads.
On the other hand, we have organic social media. You can share almost any type of video organically. Since you want to try to share a variety of content to your social media channels, videos are a great way to mix it up. Try to pin a company overview or a video about what your company does to your profile. So, when a prospect visits your profile, that is the first thing they’ll see.
Email onboarding is one of the best ways to use your video content. Tutorials, how-to videos, and case studies are all great ways to use your videos. As an example, if you offer a 14-day free trial before signing up for a paid version, sending an email to those that haven’t converted with a case study can encourage them to start their paid version. On the other hand, near the start of the free trial, you can send them an email with how-to videos and a tutorial. Like I mentioned earlier, this can help resolve any confusion that your new clients might have.
No one wants to watch the same videos all of the time. They’ll get bored, and eventually you’ll lose views. Because of this, you’ll want to switch up your content so it doesn’t get stale. For example, if you like to use case studies for remarketing, it can be helpful to have more than one. So, your prospective clients are not seeing the same video over and over again. Having a variety of videos will keep them interested, and more likely to convert.
When you are creating a video, you’ll want to have an idea of where you are going to use it. This is because you’ll want to know what kind of call to action to use. As an example, if you want to share a video series to YouTube, at the end of the video you will want to say something along the lines of “Thanks for watching, don’t forget to subscribe and check out the other video on the screen!”. But, if you want to also use this video elsewhere, you may want to have a second version that does not include that call to action. Instead, a different call to action may be better suited.
Did you know that you should be optimizing your videos for SEO? That’s right, just like how you need to optimize your website for it to rank well, you also need to optimize your video content. If you are sharing your video on YouTube, ensure you are using a title and description that have the keywords that you want to rank for. In addition, take advantage of adding tags to your video to increase visibility. Adding subtitles to your video will also increase its likelihood of ranking. If your video is on your website, don’t forget to add ALT text. There are a number of ways to get your video to rank better on search results that will make all the difference.
Just like any other form of marketing, you’ll want to track your metrics. This will help you understand what your viewers respond to best. One of the best metrics to monitor is view duration. This will help you see how much of your videos that viewers are actually watching. If you continuously see that your view rate is a lot shorter than the video length, try testing out shorter videos. The shorter the video, the more likely it is that viewers will watch the entire video. If you want to learn more about video marketing metrics, check out this article by Hubspot.
In 2023, video marketing is almost essential. And, there are countless ways that you can use this content. Whether you are looking to enhance your website, organic or paid social, or even your email strategy, videos can help. If you have any questions about creating custom case studies with the help of otrillo, do not hesitate to contact us.