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Video Marketing - The Step by Step Guide
Digitization is in full swing and while a few years ago many people chose video marketing as the tool of the future, we can now say with complete certainty - the future is already here.
The past few years have been an absolute revolution for marketers. According to Oberlo, they look remarkable 85% of US Internet users video content on a monthly basis. The front runners in this segment are Saudi Arabia and Turkey 95%. The Germans are still far behind other countries. The average German is expected to consume just under an hour (28 minutes) of online videos per day in 2020. It looks a little different around the world. It is expected that this year an average of 84 minutes a day will be achieved.
Interesting statistics, isn't it?
And that's exactly what it should be about today.
I will explain to you why video marketing is such an effective tool, what you need to get started and which video marketing strategies you can use to implement it practically. In short, this post gives you step-by-step instructions for a clear structure.
Let's get started!
What is video marketing?
First of all, the most important question in advance - what does it actually mean and what does a suitable video marketing definition look like?
Video marketing is a special form of online marketing and is based on the use of videos to market products and services and to generate attention on both your own and third-party websites.
Videos have been part of a company's marketing strategy for a long time - this is nothing new. But what has changed is the importance. Today, video marketing dominates almost every social platform and channel.
Why is video marketing so successful?
The answer is relatively simple.
With videos you can reach your target group in a time-saving and, above all, emotionally. Complex concepts and strategies can be easily explained, while this is difficult to implement with a blog article. By using images, you generate more attention than with text or graphics.
In addition, videos will convince even the laziest of people. Of course, not everyone has the time and inclination to read through a 20-minute blog article and then do even deeper research. And this is where video marketing can help.
It builds a closer relationship between you and your followers and, as a result, stronger trust. Because the fascinating thing about video marketing is the fact that almost any topic can be explained - and that in just a few minutes!
Why Every Online Business Should Use Video Marketing!
It's no secret that Video marketing It is now an integral part of every company that has certain ambitions in the field of online marketing.
Nowadays, videos are an indispensable part of our everyday lives and rightly so - according to Cisco, they are expected in 2022 82% of all internet traffic is video. An impressive number, isn't it?
This is clearly reflected in the statistics. YouTube (the largest video platform in the world) is also the second most popular website and search engine in the world (when it comes to the number of search queries), behind Google. On average, people watch a billion hours of videos on YouTube every day (!).
Incidentally, this is more than the sum of the hours consumed daily by Netflix and Facebook combined ...
I think this picture speaks for itself. YouTube writes with its users almost a third of all internet users worldwide!
But that is not all. Videos are particularly popular for marketing products and services - both by companies and by consumers. 72% of consumers prefer to watch a product video instead of reading a product description. Proud 90% admit that videos help them make a purchase decision.
Relatively logical if you think about it. Who wants to read through endlessly long texts when they have the choice between a video and a contribution? Right, hardly anyone.
As if that wasn't enough 87% of all companies use videos to market their products and services. In comparison, in 2016 this figure was still around 63%. That is an increase of a whopping 24%!
This proves two more numbers. For one, 93% of marketers report that video helped them get more customers. On the other hand, because of the very high Return on investment (ROI) plan 99% the marketer will continue to work with videos for the next year. Although the production is not the cheapest, it can ultimately be profitable.
Because it is beyond the scope of this article to go into every aspect worth mentioning, a short list of important statistics follows.
Video Marketing Statistics
- Increased conversion and sales rate
Videos can make serious money for your business. Simply adding a video to a so-called 'landing page' can reduce the conversion rate 80% increase!
- Video marketing achieves very strong ROIs - return on investment
Overall indicate 88% of video marketers indicate that they are satisfied with the ROIs achieved.
- The demand continues to grow
According to HubSpot, want 54% of consumers See more video content from companies and businesses that support them.
- Video marketing ensures better and more qualitative lead acquisition
The added value for the user is enormous thanks to advantages such as proximity, trust and the learning effect. Conversely, video marketing increases annually 66% more qualified leads generated.
- Videos lead to a higher Dwell Time
By embedding videos on your website you can a) better “captivate” your users and b) increase the dwell time dramatically. Because the average user spends 88% more time on a website with video!
- Continuing education through videos
On the basis of a Wyzowl survey it was found that if there is both text and a video on a website, 72% of respondents would be more likely to use the video to learn about a product / service.
So why not record a video to explain instead of writing a boring text?
After Google, YouTube is the second largest search engine in the world. More than 1.5 billion searches made and over 1 billion hours of video watched.
People enjoy having such a variety of choices and consuming all kinds of videos. This includes tutorials, lifestyle videos, documentations or podcasts. Really understanding what your audience is looking for on YouTube can help your business produce engaging and converting content.
- Video is more engaging than text
As Forbes reports, viewers are 95% more likely to remember a call to action (CTA) after watching a video, compared to just 10% after reading a text.
Especially in today's society, in which everyone is very busy and involved, the time and especially the patience to pick up a long article or book can quickly be lacking. Videos offer a welcome alternative here thanks to their easy-to-use and pleasant format.
So, as you can see, whether blogger, e-commerce retailer or agency - they can all benefit from using video marketing.
Video Marketing Equipment - What Does Video Marketing Cost?
After we have discussed what exactly video marketing is and why it is so successful, in this chapter we will go through step by step what you need to produce videos. With which you can ideally reach and convert your target group.
Plan your content in advance
First of all, before you can actually film and edit, you need one thing - the content of your video.
Planning is particularly important here. It is best to use a script to make your work easier.
Because there is little more unpleasant than stuttering because the text was forgotten and you were forced to improvise. Often you get completely off track and tend to unnecessarily elongate the content.
A script planned in advance will help you to make your work easier and faster. You also gain more self-confidence. In this way you minimize a) the number of cuts and b) optimize the work process. Because with a script you will cover the same content 2-3 times faster.
In short, with a pre-planned script, you will produce more and better videos faster.
At this point a little bonus for you. In case you're looking for ideas on how to wind up your videos. Here are some video formats that are particularly popular right now:
- How-to videos in which you explain to your target group how to solve a specific problem, e.g. how to install a conventional light bulb.
- Product demonstrations Here you show the users how your product / service works and what advantages it offers.
- Explanatory videos are there to explain a complex concept, which at best is tied to your product / service
- Case study / reference is a very influential format in which you let one of your customers talk about their own experience with your product / service and tell potential customers why this is the perfect solution.
- Webinars depending on what kind of product / service you are offering (if any) a webinar would not be a bad idea. A webinar can be very effective, especially in the field of coaching and online courses.
- Videos on social media use platforms like Instagram, Facebook, LinkedIn and Twitter to spread your message. As soon as your content is produced, I recommend that you plan the publication depending on the platform and set a different period for each channel. This is how you get the most out of your content and reach more people.
Find an echo-free and neutral place
You can have the best camera, but if you find yourself in an unsuitable room that is very dark and doesn't let any light in, the best camera won't help you either.
Proven and frequently used places are e.g. the office or a room in your own home with a white wall at best. Make sure that the selected room does not have a strong echo, because these are obviously not set up for producing videos.
Avoid filming outside, the environment there looks exciting and the light is of course unpredictable. You never know exactly how the sunlight will fall and you cannot influence the background noise either.
A professional film studio is best, but at the same time the cost factor is highest here. Depending on what your requirements and budget are, standard green screen studios cost on average around € 400 per day.
Use a powerful camera
DSLR cameras, also known as single-lens reflex cameras, are a good choice to get started in video marketing.
On the one hand, these are relatively inexpensive in comparison. On the other hand, SLR cameras are usually very intuitive and easy to use. This offers beginners a steep learning curve.
For example, here are some high quality SLR cameras for under $ 400.
For more information on the respective cameras and for comparison, you can find the relevant article here.
Use a suitable tripod for more control
If you want to produce professional videos, there is no way around a tripod. This helps you to maintain a calm and controlled focus without getting stuttered.
Depending on what kind of camera you have, I can definitely recommend investing in a suitable tripod.
Use an external microphone for optimal sound quality
If you want your videos to not only look good, but also sound great - then you definitely need a microphone.
When filming, the picture itself is only about 50%. The the remaining 50% is accounted for by the clay. So remember, sound quality is critical to good videos.
Most SLR cameras have a built-in microphone as standard. However, I would not necessarily recommend working with it. If you are on a small budget and are not aiming for the non plus ultra, then you have to weigh up which component you should most likely invest in.
If all else fails, the microphone can also be used by an iPhone. The sound quality is comparatively okay.
If you really want to produce high quality videos and achieve optimal sound quality, then you shouldn't skimp on an external microphone.
Here are two good microphones for beginners in video marketing.
You can find more information about this in the article by DerTuber.
Make sure there is enough exposure
Exposure is another fundamental component in video marketing. Without the right light you will not be able to film a 1A video.
So here you should definitely not save the most, but rather rely on special light. This gives your recordings a soft and comfortable image.
You can hardly have enough of lighting equipment. A professional setup is usually composed of boxes, reflectors, LEDs and spotlights. The individual light sources are positioned differently so that the target (the person or object in the video) is exposed from at least three different angles.
Of course, you don't need a full setup to film descriptive videos, but a well-thought-out foundation will help you get started properly.
So just follow your budget here and try to use it as efficiently as possible. Ultimately, the following applies here - everyone starts small. So, even if your financial resources are currently not big, try to make the most of it and just start.
Tips for Recording Successful Videos
After we have taken care of the equipment, it is now a matter of getting the most out of your investment.
So, let's go!
Captivate your viewers through storytelling
Storytelling is an important factor in reaching customers and users.
Because one thing is clear, an appealing and exciting story will not only stay in our memories a) longer but b) captivate your viewers.
In addition, you increase the likelihood that users will become fans and ultimately customers.
So my tip, first think about exactly what and especially how you want to tell your story. Only then should you pick up the camera and get started.
Use the three-point lighting
This is a simple but very effective method of ensuring a balanced light ratio. As you already guessed, it is made up of three different light sources.
The most significant light source is the so-called main light (Key light). As a rule of thumb, you can use an angle of around 45 °. This will illuminate most of the face or object that appears in the video.
Then comes that Rim / back light. Place this in the background of the room. This will highlight the target object and at the same time separate it from the rest of the background scenery. In comparison, if you only had the main light on before, this emphasizes the outline of the shoulder and head.
The last thing you need is one Fill light to complete the setup. With the previous light sources, you will notice that half of the object casts shadows. And that's exactly what the Fill light does. You place this on the opposite side of the main light. This will fill in the shadows.
If you have trouble imagining the whole thing - don't panic. Here is a sketch for illustration.
You might think - well and good, but how am I going to finance that? At this point I can reassure you. You can purchase the complete light setup (without camera) for just under € 300. If that still goes beyond your budget, you should definitely focus on the Key Light.
Last but not least, a tip, turn off any other light in the room and cover windows so that only the three external light sources are actually used in the end.
If you want to have the whole thing described in more detail, take a look at this excellent article.
Isolate the film location and make it soundproof
You can have the best microphone in the world, but if the room isn't soundproof, that won't help you either. There are many ways to insulate a room.
Yoga mats are a really simple and, above all, inexpensive method. Since most of the echo comes from the bouncing of the floor, a layer of yoga mats can help. Apart from that, foam sheets, carpets and other fabrics on floors and walls are also a suitable solution.
We will not discuss the cutting and editing of the filmed material here, because on the one hand this depends on the style in which you want to design your videos and on the other hand this is a separate topic that would go beyond the scope of this article.
Video Marketing and SEO
Since a video, like a blog article, is a form of content marketing, search engine optimization (SEO) is of the same relevance. Especially on YouTube, which is now the second largest search engine in the world, which is also part of the Google empire. So you absolutely want to make sure that you also cover locrative keywords with your content
But which SEO measures should be considered for videos?
The approach remains the same. In comparison to the conventional text, not much has changed here.
First and foremost, of course, is the content itself. Gone are the days when you could achieve high rankings by randomly stringing together keywords.
So, top priority is content that is valuable in terms of content. Combined with a certain sophistication of storytelling, you can increase the dwell time - which, conversely, is a positive sign for the search engine and is therefore also positive for your rankings. The integration of videos as seuches can also be an important Google ranking factor!
A title should be formulated in a catchy and interesting way. While the so-called "Clickbaiting“Can have negative consequences, it is still essential that you include the most important keywords. The maximum length is limited to 100 characters.
As with adding an image file, you have the option of giving videos a name so that your video remains readable for search engines. It is sufficient if the file name relates to the content and contains your keyword.
The description accompanying your video is of fundamental importance in determining the content and relevance for the search engines. Compared to a blog post, YouTube offers a length of 5,000 characters to present the content in detail.
You have various options here. In any case, you should give the viewer an initial insight into the topic with the help of your main keyword. If you have your own website, social media channels or other relevant platforms, you can also link them there.
Danger! If you want to insert a link then always use the full URL, because only these will actually be clickable.
Again, use synonyms and secondary keywords. This way you cover a larger subject area and increase your chance of clicks and ultimately good rankings. You can use hashtags to do this, just like on Instagram or Twitter. This is particularly useful for current topics and trends. However, limit yourself to maximum 15 and only content relevant hashtags, because more are ignored according to YouTube.
The power of first impressions shouldn't be underestimated. Like the title, the thumbnail also has an impact on whether a user clicks on your video or opts for a different one. Like the title, this should reflect the content and serve as a guide.
Incidentally, YouTube draws conclusions about the quality and relevance of the title and thumbnail from the length of stay. This means that you can also market your video positively here and collect points.
Video Marketing Examples
Now that the foundation and thus the basic framework has been laid, implementation is imminent. But before you go, we'd like to share a few successful video marketing case studies with you.
Neuland GmbH & Co. KG
Neuland is the leading German premium manufacturer in the marker industry. With a team of 150+ employees, Neuland develops high-quality products for trainers, consultants and coaches.
For the 50th anniversary, the company planned a big party, which should be recorded using video technology. The crux of the matter here was that this film should serve as both an aftermovie and an image film - and the whole thing in just two days of production.
In the end, a fantastic video was created that combined both the values and the mood of the Neuland company with the 50th anniversary. It turned out to be a very emotional image film that left a lasting impression and really impressed the customers. Because at the end of the day, this video brought public attention and increased the acquisition of quality leads 30% and the conversion rate around 24%.
This makes it clear that storytelling can be very effective. Because the emotional connection between a company and its customers is essential.
The Dollar Shave Club (DSC)
This is an American company that, as the name suggests, offers razors for small coins.
The concept is very simple and every subscriber receives a no-frills razor every month. The idea behind it? In principle, nobody needs a razor with 100 different functions, which is why this is based on the basic needs and a lot of money is saved for it.
But what does it all have to do with it Video marketing to do? It's good that you ask!
In 2012, the DSC published the now legendary video for the start of their company.
With the video, the DSC managed to make a very boring topic entertaining and funny, so that viewers shared it on social media and ultimately attracted attention across the country.
The video currently has over 25 million views and the DSC valued it at $ 615 million in 2015 and was subsequently acquired by Unilever for $ 1 trillion in cash.
But how did the DSC bring it about? One aspect stands out in particular.
Offering a real solution
The DSC did one thing above all - and that is to have understood their target group. A suitable solution was offered for the selected market segment. Namely, a super inexpensive generic alternative to the high razor prices that is also conveniently delivered to your home. And all for just $ 3 a month!
Canadian Tire: Wheels
This video became public during the 2016 Summer Olympics, and it turned out to be one of the most famous marketing videos to go viral in 2017.
The content relates to a young boy who sits in a wheelchair and is excluded from everyday leisure activities such as playing basketball with the neighboring children. One of these children ultimately meets the boy in the wheelchair and develops a game that is adapted to him.
While the Canadian Tire company focuses on supporting the Canadian team at the Olympic Games, with which everyone can feel connected, it refers, even if very subtly, to its own product - namely tires.
Don't be afraid to show support for things that aren't directly related to your product / service. Your goal is not just to sell, but more importantly, to create a connection with your target audience. This is about spreading a message that says something why you do what you do.
This example benefited from a collaboration with some of the most well-known experts in the industry Polarizing names like Steve Jobs, Bill Gates or Mark Zuckerberg.
Code.org is a not-for-profit organization promoting access to computer science in schools. While, on the one hand, influencer marketing was of course heavily used here in order to generate a certain reach, there is still another phenomenon that stands out.
These world-famous faces of the largest tech-related corporations all talk about their humble beginnings. A lot of things often seem intimidating because they seem too big or insurmountable. And that's exactly where this video starts. Everyone starts small and can do anything with perseverance.
As you can see, video marketing is a very influential and effective tool that can help almost every business to be more successful.
If you need help or are looking for a video marketing agency that produces videos and short films about and for your business, then contact us at Yoyaba and we will help you!
If you liked this post and learned something today, feel free to write us a comment!
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