6 effective use of video to ace your marketing game in 2021

Video marketing, as we know, is nothing new in the market but, it's booming at a rapid speed, why?

The answer is simple, today, the audience wants to view content that is interactive and entertaining.

How To Make Videos Powerful With Easy Strategic Planning?

Videos are a powerful way to reach as it blends sound and visuals. Combining these two elements can alter a great emotional state. A human can proceed with visuals 90% than words, and who would want to read texts when a video can convey pretty much everything. People watch an average of 16hours of videos every week. By 2022 82% of consumer traffic will be through online video. However, video marketing can be tricky and expensive if not used in strategic ways.

Video marketing strategy is incomplete without knowing how to market your video content. For marketers and agencies, it is crucial to have clarity and direction to wow their audience.

As a marketer or content creator, it is significant to take the audience on a journey. Businesses, ad agencies, and creative agencies spend time creating the appropriate marketing goal. The marketing goal works best when it leads your prospects down the funnel on a brand's journey. It is achievable with a marketing funnel that can work for different sets of goals.

Create a powerful funnel step by step to amplify your video marketing goal

As a marketer or content creator, it is significant to take the audience on a journey. Businesses, ad agencies, and creative agencies spend time creating the appropriate marketing goal. The marketing goal works best when it leads your prospects down the funnel on a brand's journey. It is achievable with a marketing funnel that can work for different sets of goals.

Top-funnel -
To attract your audience and raise awareness about the brand.

Middle-funnel -
To educate your audience with deep-dive content.

Bottom-funnel -
To drive conversion and leads.

Via – Metric theory

Which video types work best in every stage of the video marketing funnel?

1. Top Funnel

  1. Brand film/brand stories – These videos share values, missions and brands ideology. Here, the brand needs to use powerful visuals, sound and storytelling.
  2. Video documentaries (educational videos) – Documentary videos helps the audience to learn something new which, ultimately engages them.
  3. Short videos (emotional video) – This category of videos are used to amuse the audience. Short videos have come forward with a boom on social platforms. These videos are also driven by power pack emotions.
  4. If a brand can connect on an emotional level, the consumer will remember it.

How to measure – The success of the top funnel is based on the metrics of Click-through rate, Watch time, and View counts.

2. Middle Funnel

  1. Testimonial videos – Testimonials videos are used to establish a review of the brand. 
  2. Product video – Product videos act as a direct approach to showcase the product and its features. 
  3. Public service announcement – A direct way to use hot topic and connect with the audience on a strong emotional basis.

How to measure – One can measure the success of the middle funnel by checking generated leads.

3. Bottom Funnel

  1. FAQ – This is where your potential leads to land. 
  2. Demo videos – Product demo to help your consumer understand the product better.
  3. Case study video – These videos help your leads to find recommendations for the brand.

How to measure – Sales!

Now that we know about the video marketing funnel and how video strategy works at every stage. We must know the effective use of videos to ace marketing. 

Efficient use of video can amplify the brand’s marketing game drastically. 

Videos are driving conversions. 80% of them say that their video marketing efforts have directly resulted in increased sales, and 83% also say they’re getting more leads. 86% of businesses are now using video as a marketing tool which, is the highest point in general usage of video for storytelling since 2016, as per Hubspot

Due to the pandemic, in 2021, video streaming has increased with the overwhelming majority of 98%. Directly marketing methods have shifted their weights and budgets towards video content. But the question remains the same, despite using them in the funnel, how effectively videos can be used to ramp up the marketing game?

  1. To become visible – Anybody who uses visuals, carry one goal with them. To become visible in the market and the eyes of their consumer. 70% of businesses use videos to boost brand awareness (Renderforest). Example –
    1. Messaging 2. Knowing your audience
  2. To influence and engage customers – 85% of people believe that videos help them connect with the brand. Videos can influence sales and as said, 44% of customer says they buy a product just by watching a video (Renderforest). Example –
    1. Give them a reason to buy  2. Engage them with stats and content
  3. Community building – Brands today believe in creating a community rather than just sales. Community building videos have performed well and outranked themselves. With community building, brands make a special place in customer’s heart by being the point of discussion. Example –
    1. Talk what others don’t 2. Motivate them
  4. To educate – Marketing no longer runs only by promotions, today, there is a need for value addition by brands in the society. Videos are very effective to use for educating customers. Either about the product or social issues. Example – 
    1. What they don’t know yet.
  5. For better SEO – the Google algorithm is ever-changing, and it works differently. Videos are often considered quality content which helps in better ranking. Videos can target the common search terms, and they positively affect your marketing goal. Videos can effectively bump up this metric. 55% of the search result for keyword search contain at least one video (Search Metrics). Example –
    1. Most viewed video
  6. Wider market – Videos are not restricted to any platform or search. From being on social media to WhatsApp forwards, videos can harness a wider market which is always a part of the marketing plan. Not only it reaches the market but it also works in measuring its success in amplification and conversion. Example –
    1. One campaign that can work with the wider market.

Finally, a good video marketing plan can be very supportive in winning your marketing game. Video production agencies, creative digital agencies and digital marketing firms can harness great opportunities with the growing trend of video marketing. Effective use of video can increase traffic on the desired platform, become more visible across the digital world. It can also rack up shares and ultimately SALES, what the marketing agencies are working for!

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