What is Video Marketing? Benefits, Challenges and Best Practices for a Successful Video Marketing Campaign
Definition of Video Marketing
If a photo’s worth a thousand words, then how much more valuable is a video? That’s the basis of video marketing, a forward-facing marketing strategy that integrates engaging video into your marketing campaigns.
Video marketing can be used for everything from building customer rapport, to promoting your brand, services or products. Additionally, video marketing can serve as a medium to present how-to’s, promote customer testimonials, live-stream events and deliver viral (entertaining) content.
On the surface, the how of video marketing is pretty simple: Your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice, it’s a little more complicated. Like many of your marketing efforts, video marketing is data-driven, so you’ll want to monitor various metrics and track customer engagement.
To develop your video marketing strategy, you’ll want to:
- Allocate resources. You’re going to need to designate some budget for video – at the least, decent equipment, good editing software, and a video marketing guru (or, better, team) – as well as time to create it.
- Tell your stories. Storytelling has never been as important as it is in the video, so get brainstorming: What stories do you want to tell? How will you tell them?
- Engage. It’s not enough to tell your stories; you must engage your audience while doing so. How will you make your stories interesting? What will hook your audience?
- Keep it short. There’s no set length for marketing videos (although there are recommendations), but the general rule is that shorter is better. Be ruthless with your editing. Cut, cut, cut out everything extraneous. Attention spans are short, so make the best of what you get.
- Publish. Publish your videos far and wide – embedded in your website, uploaded to Google-owned YouTube, and on all your social media channels. Then, promote, promote, promote.
- Analyze—track metrics and stats to determine which videos do the best – and why.