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In 2019, marketers at all types of businesses, small or large, can make video work for their budget and goals.
You can shoot a complete 4K video right from your smartphone. And even if you don’t know how to edit videos, there are user-friendly, professional-grade video editing software options for all levels of content creators.
We created this 5-minute guide to help you get started with video marketing. This guide is filled with stats, examples, checklists, and more to enable you to start planning your own video strategy.
Let’s dive in.
At its core, video marketing is promoting your brand and products with video. That definition, though, is expanding and becoming more complicated as video technology evolves.
Video marketing had its advent with a television advertisement 80 years ago. In 2019, the potential for businesses to connect with their customers through video marketing is much wider.
Today, there are dozens of platforms—YouTube, Snapchat, Facebook Live—where companies can share their online videos with leads and existing customers. With so many spaces for sharing, video marketing could be anything from Super Bowl ads to Instagram stories to user-generated content.
More and more companies are embracing video marketing. The number of businesses using video increased from 63% in 2017 to 81% in 2018. Here are a few reasons why:
Video drives these metrics as a powerful, emotional medium. Using visuals and audio, video can speak to buyers’ interests and goals at a deep level. Understanding how your brand can help them, viewers are driven to make purchases and stay connected with your company.
To build stronger customer relationships and boost your bottom line, your video marketing needs to be backed by planning.
Build a video marketing strategy with this simple six-step checklist. Each action item links to a resource with more information on completing that step.
With a strategy set, you’ll have a repeatable, reliable system for creating engaging video content.
From promotional video commercials on TV to organic social videos on Instagram, there is a wide range of videos you can create as a marketer. With so many varieties of video, you can speak to the unique needs of your target audience as they move down the sales funnel.
We’ve listed 8 types of videos to show you when they should be presented to leads and customers throughout the sales funnel. This targeting keeps you on track to create videos that capture viewers’ attention and attract them to your brand, no matter what part of the buyer’s journey they’re at.
The top-of-funnel (ToFu) stage is an opportunity to show leads why they should be interested in your company. Present them with high-level content—your brand’s mission, the purpose of your product—that pique their curiosity and encourage them to learn more about your products.
Video is the perfect medium for this lead generation. The medium combines a number of elements—music, visual effects, bright colors—to build that initial emotional connection with potential customers.
Attract ToFu leads to your company with these four broad video topics:
Covering your brand and products on a high-level, these videos will spark ToFu viewers’ interest in your company without overwhelming them with information.
A middle-of-the-funnel (MoFu) customer is just beginning to seriously consider your product. You’ve built their brand awareness and communicated that your company can help them. To move them closer to purchasing, share content that shows how your product could help them.
For this middle-of-funnel (MoFu) content, videos are both engaging and convincing. Video can capture the visual details of your product in action, so MoFu leads quickly understand how it works. Beyond product features, MoFu videos can highlight your current customers’ experiences to show how your product has helped others.
Move MoFu leads closer to making a purchase with these two types of videos:
Between demos and testimonials, your MoFu videos showcase your product experience to build viewers’ trust in your brand even further.
At the bottom-of-the-funnel (BoFu), customers have seen enough content to evaluate your product. More information probably won’t help at this late stage—they need an incentive from your sales team to make a purchase. Examples of this final push include a free trial offer or a follow-up call.
While sales is responsible for converting BoFu leads, marketers can still nurture customers who make it past the bottom of the funnel with content. Present these buyers with content that improves their product usage to build their brand loyalty. They’ll appreciate your company for continuing to help them and, as a result, will stay connected to your brand.
Here are two types of videos that provide value to existing customers and encourage them to continue making purchases:
With these product assistance videos, you ensure that the people who made it through your funnel stay happy with your product and continue making purchases.
Video marketing is becoming increasingly popular across businesses—more brands are realizing how it benefits their bottom line, and technological advances are making video easier and cheaper to create. There’s never been a better time to create a video marketing strategy if you haven’t already.
Using the foundational knowledge in this guide, brainstorm what you want to achieve and create for your business through video content marketing. Once you set a plan and start creating videos, you’ll be on your way to engaging more of your target audience and driving more purchases.
Vyond allows people of all skill levels in all industries and job roles to create dynamic and powerful media. With features that go beyond moving text and images, you can build character-driven stories or compelling data visualizations that engage audiences and deliver results.Start making your own videos today. Sign up for a free 14-day trial and attend our weekly tour of the Vyond Studio.
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