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Putting Video Marketing to Work for Your Business

Of all the prominent trends in modern marketing today, video marketing is one that continues to rise in importance. So much so that there are awards shows dedicated to the art of video marketing and listicles predicting its purposeful evolution in marketing. Video is so widely used that 96 percent of B2B organizations use it in some capacity in their marketing campaigns. Let’s explore why nearly everyone in the industry uses video and how to capitalize on its undeniable benefits.

Why Video Marketing?

Marketers use video in their marketing for two primary reasons. Customers and other target audiences like it and, as a result, it brings positive ROI. Modern audiences enjoy viewing content because it’s a refreshing departure from reading. Video marketing satisfies the 21st-century need for immediacy—to know what’s happening in the moment, all the time. Live video streaming gives viewers a glimpse into a scene they may not have the opportunity to see in person.

Video satisfies the need for personal experiences. When users can see the people behind a brand and watch the personality of a brand come to life, they feel more connected to the companies they’re purchasing from.

Video marketing is successful. Social video generates 1200 percent more shares than text and images combined. Because customers are enjoying and sharing video, it brings positive results for businesses. Of those 96 percent of B2B organizations using video we mentioned above, 73 percent report positive results in their ROI.

How to Use Video in Your Marketing

If you’re ready to join the 73 percent enjoying the proven benefits of video marketing, or if you’re looking for new ways to integrate video into your digital marketing strategy, here’s where to start.

Live Videos

Host a live stream to show audiences what’s happening, as it’s happening. With live video capabilities available on platforms like YouTube, Facebook, and Instagram, live streaming has grown, and creative marketers have designed new ways to put it to use in campaigns.

1. Live Demo and Q&A

Show your audience how to use your product or service through a live demo. Introduce a new product in your own way. Give your audience a voice and personalize the experience by hosting an open Q&A. This opens the door to two-way communication with your valued leads.

2. Company Culture and Events

Give a live audience a glimpse into your company culture by streaming a tour of your office or filming a company event. This adds an element of fun to your brand personality and sheds light on the human side of your brand. Buzzfeed on Periscope does an impeccable job of consistently delivering live streams that are interesting, fun, and on-brand. Sharing these normally private events publicly, builds trust with audiences.

3. Conversation and Meeting

Live video doesn’t have to stream to a large audience. Google Hangouts and Skype are perfect for having one-on-one or small group conversations. Make a pitch to a B2B lead, answer customer service questions, or host internal meetings with colleagues.

4. Live Webinar

Share your expertise through a live webinar hosted on your website, landing page, or a webinar platform. Webinars allow you to share thought leadership insights, building credibility with your audience, and also provide them with a useful, knowledgeable resource. Hosting a webinar live gives viewers a chance to interact with you in real time, much like a Q&A.

Recorded Video

Plan and record engaging videos to let your brand’s creativity and expertise shine. Advancements in technology have made it easier than ever for brands to create professional videos. Improved smart phone cameras and features like slo-mo video and Boomerang for Instagram have made it possible to put together videos without expensive equipment or long video shoots.

1. Tutorial

Publish one or a series of tutorials on your website or topic-specific landing page to give your customers a detailed look at how to use your product or show them your service in action. This can be more effective than writing instructions or a blog post. In fact, four times as many consumers would rather watch a video about a product than read about it. HubSpot and their training videos are a prime example of how you can use video to effectively educate your audience while also infusing your brand personality, voice, and identity.

2. Testimonials

Instead of featuring testimonials in text form on your website, let your audience see what your satisfied customers have to say. Putting faces and voices to a name helps increase the relevance of their words. Plus, audience members may find similarities between themselves and the individual giving the testimony, which could drive them through to the next step in the buyer journey.

3. Welcome/Intro Video

Greet website visitors with a welcome video to make an impactful introduction to your product, service, or brand. You can let them hear your brand voice and see your brand identity loud and clear, right when they arrive.

4. Company Culture/Staff Video

Introduce your audience to the people and the culture behind your brand through a company video. Higher education brands utilize this method on social media to familiarize prospective students with the student lifestyle before they even set foot on campus. Eighty-six percent of colleges and universities have a presence on YouTube. Many colleges, including the University of Minnesota, have a robust library of videos covering University events, representing campus life, and highlighting student events. A strong collection of videos is a solid recruitment tool for schools hoping to get people excited about what they have to offer.

5. Promotional/Campaign/Viral Video

Promotional videos add a new visual element to your social media marketing, email, or other digital campaigns. They can add a fun spin to your campaign. Campaign videos are also effective. Including video in an email leads to a 200-300 percent increase in click-through rate. Brands have perfected the social media video campaign, even creating viral campaigns. You can always hope a video or campaign goes viral, and you should strive for success with everyone you create, but keep in mind you can never guarantee that level of success.

If you’re already incorporating one or more of these video strategies into your marketing, then take a stab at trying out a new method. With the prevalence of video today and its proven success, there’s no limit to how many ways you can use video in your marketing. If you’re new to video, then start with one. Pick a method that will best accomplish your brand goals and ensure you have the resources to make it work. As you start to use video in your marketing, you’ll become more comfortable with the process and will ideally see the benefits we’ve outlined above.

Katie Yohn
Katie Yohn
Forever a student of marketing and the written word, Katie is always on the lookout for new ways to connect with audiences. She enjoys learning about emerging trends and sharing what she's learned. She also has an affinity for alliteration.