Social media is flooded with videos featuring customer success stories, makeup tutorials, interviews, product demos, and everything in between. Some brands invest millions in this type of content—and for good reason. Great videos can evoke emotions, tell stories, and drive brand awareness. Plus, they have the potential to go viral and reach a global audience within minutes.
Video content can be a powerful marketing tool for any business - big or small. For example, if you own an online store, you can use videos to attract and engage customers. Video content gives you the opportunity to share your brand story and give your business a human face.
The best part is, you don't need to hire a video producer or invest in fancy equipment to get results. A smartphone with a high-quality camera will do. But first, plan out your video content in a way that aligns with your marketing strategy.
How to Get Started with Video Marketing?
No matter your industry, you can leverage video content to inform, educate, and entertain customers. This approach makes it easier to get your point across and connect with your audience on a deeper level. It's also a cost-effective way to promote your brand and products, build links, and drive conversions.
Over 80% of companies use video marketing, and 87% say it generates a positive return on investment (ROI). Additionally, more than half of buyers watch videos online before making a purchase. Some even watch videos while shopping in physical stores.
For example, foodies may turn to online videos to make sure they’ve got everything they need to make a cake or pizza. Other people rely on videos for do-it-yourself home remodeling projects, career tips, or business ideas. As an entrepreneur, you can tap into this trend to attract, engage, and retain customers.
Ready to give it a try? Here are five tips on how to create engaging video content that drives traffic and sales.
1.Set Strategic Goals
First, determine what you want to accomplish with your videos and how they fit into your marketing strategy. Consider your industry, budget, target audience, and business goals. With these factors in mind, map out a strategy and choose two or three platforms for publishing your content.
Let's say you decide to focus on social media video production. In this case, you'll have to create different videos for YouTube, Facebook, TikTok, and Instagram. Each platform has unique requirements, and what works on one channel may not work on another.
What you need to do is segment your audience and set specific goals for each marketing channel where you'll share content.
For example, you could post brand videos on LinkedIn to build awareness around your business and connect with potential partners, investors, suppliers, or other third parties. But you may also share how-to videos, explainer videos, and product demos on YouTube to educate your audience. On the other hand, the videos shared on Instagram or TikTok should be shorter and more personal.
2.Mix Up Your Video Content
Your marketing mix can (and should) include different types of videos, depending on the desired outcome. Let's see a few examples:
· Behind-the-scenes videos
· Educational/instructional videos
· Customer testimonials and case studies
· Explainer videos
· Product demos
· Recorded webinars
· Live videos
· Event videos
· Q&A videos
· Company culture videos
For instance, customer culture videos are ideal for LinkedIn. Use them to introduce your brand to potential clients, business partners, and job seekers.
Q&A videos, on the other hand, are relatively short and perform best on TikTok, YouTube, and Instagram. Use this video format to address the questions you receive from customers or present quick facts.
If you're trying to get social proof for your brand, you can't go wrong with user-generated video content. One option is to launch a rewards program to encourage your customers to share video testimonials and reviews. Upload the content on your website and social media pages to build trust.
3.Add Subtitles and Captions
A simple way to make your videos more engaging is to add captions and subtitles. This will allow you to reach a wider audience, including people with hearing difficulties and those who don't speak your language. Additionally, many viewers prefer watching videos with the sound off when in public.
Captions and subtitles can also boost your search engine optimization (SEO) efforts—just make sure you include relevant keywords. Plus, customers who read the subtitles will spend more time on your page, which can further improve your rankings in the long run.
4.Translate Your Videos
On a similar note, video translations can help you grow your reach and climb the search engine rankings. Think of it as a form of localized content that allows you to engage with customers from all over the world.
If, say, you're targeting U.S. and European buyers, it makes sense to translate your content into several languages other than English. Millions of Europeans speak Russian, German, Italian, and French, and some may not understand English well.
By translating your videos, you'll rank higher in local searches and get your message across more easily. The result? A better user experience, increased brand awareness, and higher profits.
5.Leverage the Power of Storytelling
The key to creating engaging video content lies in storytelling. Your videos shouldn't be overly promotional or sound like a technical manual. Instead, they should draw the viewer in and evoke some sort of emotion. This approach requires a good understanding of your customers and their emotional triggers.
Let's say you offer software programs for entrepreneurs. In this scenario, you could create videos that motivate and inspire your audience.
When presenting a product or service, build a narrative around it and present each feature as part of a story. For example, your product may help entrepreneurs work more efficiently and save time. Tie this feature to a real-life story instead of just mentioning it.
Drive Brand Awareness and Sales with Video Content
As you can see, creating engaging video content is both an art and a science. The key is to thoroughly research your audience and share videos that appeal to their needs. Let your creative juices flow and build a narrative around your products.
For starters, define your marketing goals and choose a couple of platforms for sharing video content. After that, create and share different types of videos to see what resonates best with your customers. Adapt your content for each platform and target market, track the results, and make adjustments as needed.