Video is critical for any business, but making it a top priority in your strategy can be an uphill battle.
It can get hard especially when the higher-ups are not on board, your video producers and design people are overbooked, or your team just doesn’t have the strategy in place to drive enough ROI.
In this article, we will give you a few examples of how the marketing team at Wibbitz is using video content to reach our own goals. This way, you can do the same at your own company — and grow your brand in the process.
With these tips and video inspiration examples, you’ll be able to convince your boss why video is such an important medium to market your brand.
By building brand awareness, you make your company and brand more known among your potential customers.
Some pieces of the brand awareness puzzle that make your brand more trustworthy include a consistent tone and messaging, as well as a distinctive visual look that fits your brand.
People engage with video more than any other kind of content. It’s quickly become the most commonly used format in marketing, and 80% of marketers report that using video in their marketing has directly improved their sales.
Video is an excellent tool for thought leadership and brand awareness because you can easily convey your ideas in a couple of seconds — and do it in a visual way. Customers will remember 95 % of a message when they see it in a video, and only around 10 % if they read a text once.
Make sure to create branded videos that look and sound like you, and ensure your brand is recognizable. Share valuable content that you know will interest your target audience.
If you have a content piece that is performing well, highlight it by creating video content around it. This works well for things like blog posts, e-books, webinars, infographics, and so on.
Watch our video below to learn more about how you can sell video marketing at your company — along with more relevant numbers and stats your team will love.
One of your marketing team’s goals is probably getting new customers.
From the moment you start working on your video marketing strategy, you need to understand your customers’ pain points and what problems they are facing in their everyday lives.
Work on video content that actually brings value to your customers. Understand their problems and answer their specific questions. You should also think about where they are in the sales funnel and make sure to offer tailored video content whenever you can.
A good way to do this is creating a solid video pitch or explainer video that answers common questions, or a quick product teaser that offers solutions to your customers’ day-to-day challenges.
Make becoming a lead easy and intuitive by adding CTAs to your videos and by offering an easy way to subscribe to your content. Be sure your sales team is following up on interesting leads after getting their contact information.
Also, did you know that having videos on your landing page can increase conversions by 80%? If you currently only have images and text on your website, it’s time to add some informational video content to encourage your visitors to convert.
Here’s a video we created on the topic:
Nurturing & Conversion
Finally, let’s have a quick look at nurturing and conversions. In your lead nurturing strategy, you’ve already mapped out your goals of moving your prospects towards the purchase decision.
But how can video help with your conversion rates, and what kind of video should you use?
While this is relevant for all the sections we’ve covered, we’ll mention it here: Think about different platforms and channels. If you’re currently only thinking about social media, step outside that box a little. You can start by looking at your email marketing strategy and website content.
Including a video in your marketing email can increase the click-through rate by a whopping 300%. To make the most of this, you could try adding automated sales touchpoints to your website, or set up a trigger that sends an email to the user when they visit your pricing page — and include videos in these emails, of course.
You could also add video tutorials and explainer videos to your onboarding sequence and emails.
We love product videos that highlight the best parts of your product or service. With a well-done, professional product video, you can bring real value to both your current and potential customers.
These can be things like overviews of your product and its main features, tutorials, best practices in video form, top tips and tricks, or even frequently asked questions.
The real driving forces towards conversions are providing value and solving real problems customers are facing, and video is the most engaging way to do so.
Check out the video below for more:
How to convince your boss to start doing video marketing today
Here’s a quick cheat sheet that will help you make a case for video marketing if someone around you questions its importance.
❓ We don’t have enough budget to hire a video marketer or start doing video marketing in general.
✅ No worries! The rise in online video editors like Wibbitz makes it possible for any content creator on your team to start producing professional videos right away, with or without a background in video production.
✅ Also, when you spend money on video marketing, you’ll get the money back. 87% of video marketers stated that using videos in their marketing has given them a positive ROI.
❓ We already have enough content that is converting. We don’t need videos.
✅ It’s great that we already have a lot of good content, but videos can really bring more value to the mix. As mentioned earlier in this post, people engage with video more than any other kind of content, and they also tend to remember it a lot better than a blog post, for example. Repurposing existing content in video format is also a great shortcut to awesome content.
✅ 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video. 🎬
❓ Videos are cool, but they’re not essential. We have more important things to think about.
✅ Just so you know, 73% of marketers state that using video marketing has had a positive impact on their overall marketing results. So maybe we could argue that yes, video marketing is kind of essential.
❓ Video marketing is difficult, and structuring our marketing team around it is too much of a hassle.
✅ Actually, video marketing shouldn’t be more difficult than any other marketing activity. Doing simple branded videos shouldn’t require a huge production team, a hefty budget, or a lot of extra time.
✅ Here’s our blog post on how you can structure your existing marketing team around video marketing.