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Integrated Marketing Association

Video Marketing

Video marketing describes the process in which companies create video content to share with their audiences. Videos can be posted on dedicated brand channels on platforms like YouTube or shared via other social media sites that allow videos, such as Twitter, Instagram, LinkedIn, and Facebook. Videos can certainly be used elsewhere besides social media, too. For example, video content can be uploaded to company websites as blogs (vlogs) or on product pages, played at live events, used in sales demonstrations and customer service interactions, etc.

As a visual, engaging medium, video is conducive to marketing in several ways: It can assist with lead generation and nurturing, boost online advertising initiatives by increasing click-through rates (CTRs) and play a critical role in brand storytelling. Different categories of videos can be used to help move prospects through the sales funnel at various points. Entertaining and compelling video content, for example—especially if it’s highly shared—can help brands build their audience at the top of the funnel. How-to, interview, company culture, product demonstration, and customer testimonial videos can all deliver value at different stages in the purchasing journey.

There are several best practices for excelling at video marketing, including the following:

  • Determine a goal for your video first. For example, is your video educational or designed for demand generation purposes or is your video designed to generate leads or even perhaps generate more brand awareness? Track video metrics to understand how particular viewers interact with the content and use this information to create a more optimized customer In general, you want to keep your videos as short as possible. Your metrics will help you identify when your videos are too long by evaluating drop off rates.
  • Integrate video metrics with other analytics and data management tools, such as a Marketing Automation Platform that can track and score prospects who you’re your videos to help determine prospects showing buying behavior vs. a tire kicker.,
  • Focus on the story. Showing products and services using video is great but remember consumers have higher recall rates for stories rather than bullet points on key features. Tell the story about why you are in business, key people that make good things happen every day which paints a picture of the type of company and the culture you have there.
  • Use video testimonies from customers. No one tells your story better than a happy customer.

Check out the IMA vendor directory for video production and other creative services.

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