Video content is taking the online world by storm. Research shows that, by 2022, online videos will make up more than 82% of all consumer internet traffic. And 93% of marketers say they’ve landed a new customer thanks to video marketing online.
If you want to develop a connection with your audience, video is the way to go. That’s because, unlike any other medium, you can use both audio, text, and visuals to convey your message and show your brand’s personality as a means to build trust. In our constantly distracted culture, you need to find a way to break through the noise and capture people’s attention; and there’s no better way to do this than through video marketing.
But taking the first step can feel daunting. How do you even get started with video marketing? We’re here to guide you along the way!
Before we delve too deep into the how, let’s first make sure we understand the what. When we talk about marketing using video, there are at least three primary approaches:
Depending on your business goals, you may choose to implement one or all of these simultaneously.
When you’re picking a platform for your video marketing, you want to consider where your audience hangs out. It’s a waste of time to chase your audience in a place that they don’t even frequent. Spend some time figuring out where your video marketing efforts will reach the most people in your target market.
You should also consider the specific benefits of certain platforms.
YouTube, for instance. Did you know that YouTube is now the second largest search engine in the world? It’s also free, intuitive, widely known, and offers the ability to monetize with ads.
Social platforms like Instagram, LinkedIn, Facebook, etc. also host native videos, and can be great for building a community around your brand organically or through paid ads. Each of these platforms comes with its own demographics of users, so figure out which one(s) your customers are hanging out on most.
As much as you may want to, we don’t recommend just diving right in to making videos. In order to set yourself up for success, you need to have a plan and a strategy. If you’re not sure how to develop a content strategy, try asking yourself this question: what problem can your business solve? Use the answer to that question to guide the topics of your videos.
Another important element of developing a solid content strategy is understanding your audience. What do they care about? What information would serve them best? You also have to think about your business goals. What do you want to accomplish with your videos? Do you want to drive brand awareness, sales, website traffic, or all of the above? Spend some time sussing out the answers to these questions.
You shouldn’t just throw the same video content out there on every platform and assume that it’s going to perform equally well on each one. Every platform is different, so your videos have to be optimized for each specific platform.
When you’re putting video content on social media (whether it’s on your feed or as an ad), you have to keep in mind the short attention spans inherent to the social media world. You have to grab your audience’s attention immediately and make it easy for them to watch. An eye-catching headline and captions are two of the biggest ways to accomplish that.
To edit your video specifically for social media, we recommend using Zubtitle. Our state-of-the-art video editing software allows you to add captions, create top border headlines, customize your branding, resize for each platform, and more. For an in-depth look at all of Zubtitle’s functionalities, check out this post.
To optimize your videos for YouTube, the key is to implement good video SEO practices. For some great tips on video SEO, check out this blog post. And for even more help with video optimization and keyword research, we recommend tools like TubeBuddy and vidIQ.
The best thing about video content? It can be repurposed in so many ways with very little effort. You can take long-form YouTube videos and break them up into short micro-videos that are perfect for social media. You can transcribe your videos and turn them into blog posts. You can even turn your video into a podcast episode. To help you quickly and easily repurpose your content like this, we recommend using the tool Duplikit.co.
If you’ve never built a sales funnel before, here’s what you need to know: the goal of a sales funnel is to attract prospects and keep them moving down the funnel. When you’re building a sales funnel within video marketing, you can create different types of video content for each stage of the funnel. Let’s take a look at the type of video content to focus on for each stage:
When you’re implementing a video sales funnel on social media, the goal is to use your video content to catch the attention of prospective customers and start (or revive) relationships with them. Once you’ve gotten their attention, try to connect with them more personally in their DMs and set up a call with anyone who’s interested in your product or service.
Don’t forget, when you provide a call-to-action in video ads (i.e. prompting customers to buy or schedule a call), you need to have a landing page set up that will take your customer through the final steps of that process.
To easily edit your videos for social media, give Zubtitle a try. Sign up today to start editing for FREE!
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