The Importance of Video in Digital Marketing

First, what exactly is video marketing?

Video marketing is simply the use of video to increase user engagement with a brand/company or to market or promote the products or services offered by a business. For years, video marketing has been an important brand strategy although, recently, having relevant videos on a wide range of platforms and channels has become increasingly more valuable for businesses. One report conducted by HubSpot Research found that 54 percent of users want to see video from a brand or business they support. And it’s not just about satisfying users’ requests—video can also improve search engine optimization and conversion rates, too. In fact, incorporating video on website landing pages could increase conversion rates by more than 80 percent!

Creating videos can significantly increase social media engagement rates as well. Social media posts with videos get more views than those without. In one study, 93 percent of brands got a new customer because of a video on social media.

Search engines love videos and video engagement. Videos will keep users on your page for longer, reducing your website’s bounce rate. When videos are shared by users, you get more backlinks, which also helps your SEO. Of course, videos themselves have titles, descriptions, and (usually) a transcript, all of which can be optimized for SEO purposes, too.

Putting the stats aside, anyone who’s ever watched a well-done video can speak to why video is important. Video can be engaging, tap into users’ emotions, share imagery that is captivating, and provide a mountain of information in a short amount of time.

How to Incorporate Video Into Your Digital Marketing Strategy

While you may recognize that video is important and that your website should feature more relevant videos, you may be stuck when it comes to how to actually incorporate video. What does a great video marketing strategy look like? What types of marketing videos exist, who’s the audience, and who will actually make your video? Here are some steps to get you started:

1. Decide what type of video is most relevant to your business. The first thing to consider when you’re planning on creating a video is which type of video you want to make. Just like blogs, there are various types of videos, including educational/informational videos, virtual reality videos, customer testimonial videos, animated videos, expert interviews, and more. Take some time to familiarize yourself with the types of videos that exist and to think about which type or types might be most relevant for your brand.
2. Identify your target audience. You’ve likely already identified your target audience as part of your overall digital marketing plan but if not, now’s the time to do so. Before you create a video—in fact, before you even make a decision about the type of video you want to create—you need to know who you’re hoping to reach. Understanding who you’re trying to target and the details of your buyer persona are some of the most critical elements of any marketing plan, video or otherwise.
3. Get clear about your purpose and goal. Again, before you write a script and certainly before you start filming, you need to have clarity around why you’re creating the video and what you hope to achieve with it. Knowing exactly what your goals are will be relevant during every stage of the video creation process.
4. Set your budget. Creating a video can be expensive, and cost can vary depending on the type of video you’re creating, whether you’re hiring paid actors, the length of the video, and the prices set by the company you hire for help. It’s best to familiarize yourself with the various price ranges and then set a budget that works for your company. Knowing your budget in advance can help to frame what type of video project fits best with your goals and financial plan.
5. Hire a team or get started solo. At this point in the process, you’re ready to make a decision about whether you’re going to be responsible for the video (writing the script, finding the actors, filming, editing, uploading, etc.) or if you’re going to hire a professional video marketing team for help. Keep in mind that creating a great video that will get the results you want is more technical than you may think, and hiring a professional team is typically recommended for those without prior experience in the area.

Why Work with an Experienced Video Digital Marketing Agency?

You might feel confident in your ability to create social media accounts for your business and post regularly, write a blog, and even run a Google Ads campaign in some cases. But when it comes to video marketing, few business owners and managers have the skill set to effectively strategize for and create engaging videos that get desired results. If you have the budget for video, hiring a professional digital marketing agency with experience in video marketing is strongly recommended.

At Too Darn Loud Digital Marketing, our video creation and engagement services help your business build connections and develop relationships with your target audience. To learn more about how we can help your business create videos that get results, send us an email or use our contact form to send us a message today.