Understand the advantages of video marketing and check out the best strategies to get started in your business!
It is difficult to find someone who does not like to watch videos and the Brazilian consumes more and more this type of content. When well produced, they are easy to understand and able to keep us attentive and interested for several minutes.
Well, it is the capacity of retention of this format, in general much greater than that of photos or texts.
Nevertheless, with the variety of channels available, the professionalization of competition and increasingly demanding customers, it is important to look at some best practices when investing in video marketing strategies.
Want to know more about the topic and also understand why this type of content is worth the investment?
So you are in the right place. Follow this text to the end and check it out!
4 Ways to Use Video Marketing
The production of video content is not as complex as it seems. With proper planning, you can integrate it into a marketing strategy and bring the best results to your business.
Check out 4 of the best practices to start this venture!
1. Define what needs to be measured
When producing any type of content, the brand needs to be clear about what its objectives are. After all, there is an investment in the game and the measurement of results is necessary to identify the return obtained.
Preferably, the goals of a video marketing campaign should also be aligned with the overall goals of the business.
In short, you may ask yourself: What is the overall goal of my brand and how can a video campaign drive me to achieve that result?
In addition, you need to consider the most relevant metrics specifically for this format, such as scope, visualization, average assisted time and so on.
2. Expand sales opportunities
Videos are a great bait in acquiring leads - which, in turn, are imperative to closing sales. Because they are interesting content, there is a great chance that your persona will be willing to provide information in exchange for this material.
You can also call-to-action and even create a specific landing page for accessing that content. Making a first episode available and providing the second through this registration is also a good strategy.
In addition to influencing capture, videos also contribute qualitatively, since the nutrition of this lead can best be accomplished through video content.
After all, it is a more didactic format and with greater potential to retain the attention of its persona, and can be decisive in the journey of its consumer.
3. Know the different channels and their specifics
Video marketing can direct the production of content to different channels. Websites, blogs and even offline campaigns - for television, for example - can be considered. Only then would we have different peculiarities required by each of these means.
However, currently much of the video content produced by brands is aimed at social networks. We have a variety of them and it is very important to understand that content made for one should not simply be replicated in the other.
Think of Instagram, for example. Inside it there are 3 different formats of videos that can be worked:
- 15 sec vertical for the stories;
- vertical of up to 10 minutes for IGTV;
- and (preferably) 1: 1 up to one minute for the feed .
In addition to the format, you need to understand the behavior of the consumer (and your audience, more specifically) to understand what kinds of video work best on these platforms.
In addition, accessibility needs to be considered and captions are increasingly needed.
4. Have the right tools in production
The audiovisual production corresponds to the stages of pre, post and production. They need to be integrated and have the right tools to make the end product successful.
You need to consider the most appropriate filming equipment for the purpose of the project, but that's not all. Lighting, sound capture, framing and scenery are also strategic. In post-production, editing, editing and use of sound effects are of utmost importance.
Main advantages of investing in video marketing
Creating interesting content to get the audience's attention is not a new technique. On the contrary, Inbound Marketing has been improving every day.
In this sense, videos have become an interesting content option for brands, especially because of the cost-benefit they offer. Here are the main advantages of investing in this type of content.
Greater engagement
Videos tend to have the best retention rates among different audiences when compared to other types of content. This is because it is a format that allows easy assimilation of the transmitted information.
That's why there are so many educational content in this model, like the famous "do it yourself". In addition to being used for this educational purpose, the videos are also very convincing to bring brands and their audience closer together.
In that case, storytelling can be a good strategy. It is possible to tell stories, generate identification, convince and thrill in just a few minutes of production.
Increased Brand Authority
One of the main purposes of Inbound Marketing is to create relevance for the brand through the development of the relationship. The positive credibility of the brand is critical to that.
It is for this purpose that different brands invest in the most varied content formats currently.
As content is easy to assimilate, as we have seen previously, the videos contribute - a lot! - the construction and consolidation of that brand authority.
SEO Improvements
YouTube remains the largest repository of videos on the internet. The videos published there also contribute to the optimization of your content, improving your positioning in the main online search engines.
In addition to thinking about title, description and keywords, the basic techniques of any SEO strategy, you need to consider the specifics of YouTube in that regard.
Videos with internal cards, end screens and that have links shared in other social networks also usually have a better organic performance.
What have you learned so far?
As you could see, investing in video marketing strategies can bring different benefits to your business.
In addition to contributing to SEO by using keywords relevant to your brand, that content can also directly impact your sales.
However, to ensure this, you must know your personality thoroughly and also the specifics of each work channel. Only then will you really be able to produce content that in fact brings relevance to your audience.
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