As the use of video content becomes increasingly prevalent, companies must adopt new video marketing strategies to stay ahead of the competition.
By investing in video marketing, businesses can increase engagement, improve their SEO, reach their target audience on social media, tell their story in a more personalized way, and achieve a variety of marketing goals. No wonder why video marketing has become an integral part of digital marketing in recent years, and it is expected to continue to be a critical component in the marketing strategies of businesses in 2023.
If you are a business leader or a marketing professional who is interested in leveraging video marketing to grow your brand or business and want to learn more about marketing video production, you have come to the right page! In this article, we will share how you can create a solid video marketing strategy and identify the different types of videos you can use with it. In addition to this, we will also share several examples of successful video marketing strategies for your inspiration. But before we dive in, let’s understand why you need to create a video marketing strategy in the first place.
In 2023, businesses should consider investing in video marketing strategies for several reasons:
Increased Engagement: Video marketing has been proven to increase engagement rates compared to other forms of marketing. Videos are more interactive and engaging than text or images, and they can help businesses grab the attention of their target audience more effectively.
Improved SEO: Search engines tend to favour video content for ranking web pages in the search results, which means that businesses that invest in video marketing may see a boost in their search engine rankings. Videos can help businesses rank higher in search results and attract more organic traffic to their website, eventually resulting in an increased number of leads and sales.
Mobile Consumption: As more people consume content on mobile devices, video has become a preferred format due to its ease of consumption on smaller screens. Businesses that invest in video marketing can reach their target audience where they are spending their time online.
Social Media Dominance: Social media platforms continue to prioritize video content, with features like Instagram Reels, TikTok, and YouTube Shorts. A strong video marketing strategy can help businesses capitalize on these trends and reach their target audience where they are spending their time online.
Personalization and Storytelling: Video allows businesses to tell their story in a more personalized and engaging way, which can help build trust and brand loyalty among consumers. Videos can help businesses showcase their products or services in action, highlight customer testimonials, or tell the story behind their brand. According to a report by Hubspot, 54% of consumers want to see more video content from brands they support.
Versatility: Video marketing can take many forms, from explainer videos and product demos to customer testimonials and social media ads. Businesses can use video marketing to accomplish a variety of marketing goals, including driving website traffic, generating leads, and increasing sales.
Positive ROI: While brands use multiple marketing channels to increase their audience reach and brand awareness, not all of them are expected to consistently deliver a measurable positive ROI. With that being said, most marketers consider video marketing to be much more reliable in this regard. In fact, a growing number of marketers are noticing a positive ROI on video content, with a striking 92 percent of marketers claiming this in 2023.
Interactive Video Content
Interactive video content is expected to be a game-changer in the world of video marketing. Interactive videos allow viewers to engage with the content by making choices or taking actions that affect the outcome of the video. This type of content can increase engagement rates, improve brand awareness, and provide a more personalized experience for the viewer.
Short-form Video Content
Short-form video content, such as TikTok and Instagram Reels, has become increasingly popular among younger audiences. These videos are typically 15 seconds or less and offer a quick and entertaining way to consume content. In 2023, more businesses are expected to embrace short-form video content to reach younger audiences and increase engagement rates.
Personalized Video Marketing
Personalization has become a buzzword in marketing, and for a good reason. Personalized marketing can significantly improve engagement rates and lead to higher conversion rates. In 2023, more companies are expected to adopt personalized video marketing, which involves creating customized videos for specific audience segments based on their preferences, interests, and behaviours.
Livestream Video Marketing
Livestreaming has become increasingly popular in recent years, and it is expected to become even more prevalent in 2023. Livestream video marketing allows businesses to connect with their audience in real time, provide a more authentic experience, and generate more engagement.
Virtual and Augmented Reality
Virtual and augmented reality technologies have been around for a while, but they are yet to be fully adopted by businesses. In 2023, more companies are expected to leverage virtual and augmented reality technologies to create immersive experiences for their customers. These technologies can be used to create interactive product demos, virtual store tours, and much more.
Educational Video Content
Educational video content is an effective way to build trust with your audience and position your brand as an authority in your industry. In 2023, more businesses are expected to create educational video content, such as how-to videos, tutorials, and explainer videos, to educate their audience and establish themselves as thought leaders.
Here is a step-by-step guide to creating a video marketing strategy:
Step #1: Define your target audience
The first step in creating a video marketing strategy is to define your target audience. Who are you trying to reach with your videos? What are their interests, pain points, and needs? Understanding your target audience will help you create videos that resonate with them and drive engagement.
Step #2: Set your marketing goals
Once you’ve defined your target audience, you need to set your marketing goals. What do you want to achieve with your videos? Do you want to drive website traffic, generate leads, increase sales, or build brand awareness? Your marketing goals will guide your video creation and distribution strategy.
Step #3: Create a content strategy
You need to develop a content strategy that aligns with your goals and objectives. This means determining the type of content that will best serve your target audiences, such as explainer videos, product demos, customer testimonials, or social media videos. Your content should be engaging, informative, and aligned with your brand message.
Step #4: Choose your video formats
There are many different types of video formats you can choose from, including explainer videos, product demos, customer testimonials, social media ads, and more. Choose the video formats that align with your marketing goals and resonate with your target audience.
Step #5: Develop your video content
Once you’ve chosen your video formats, you need to develop your video content. This includes coming up with ideas, writing scripts, storyboarding, filming, and editing your videos. It’s important to create high-quality, engaging videos that provide value to your target audience.
Step #6: Create a distribution strategy
Once you’ve created your videos, you need to create a distribution strategy to get them in front of your target audience. This involves selecting the right channels to reach your target audiences, such as social media platforms, email campaigns, or your website. You may need to optimize your videos for each platform as well as the search engines. Also, consider promoting your videos through paid advertising or social media marketing.
Tip #1: Aim for High-quality Video Production
You need to produce high-quality video content that is visually appealing, well-scripted, and professionally edited. You can hire a professional video production company or create videos in-house if you have the necessary resources and expertise.
Tip #2: Ensure Proper Budget and Timeline Management
Managing the budget and timeline is critical to ensuring the success of the video marketing strategy. The production team should plan and track the budget throughout the production process, and adjust as necessary. They should also create a realistic timeline that accounts for all stages of production and distribution, including any potential delays or setbacks.
Tip #3: Use Clear Calls to Action
You need to include clear calls to action (CTAs) in your videos to encourage viewers to take the desired action. This could be to visit your website, sign up for a newsletter, or purchase a product. CTAs should be prominent and relevant to the video content.
Tip #4: Measure and Optimize the Campaign Performance
You need to track the performance of your video marketing campaign and adjust your strategy accordingly. This involves monitoring key performance indicators such as views, engagement, conversions, and ROI. Based on these metrics, you can optimize your videos, distribution channels, and CTAs to achieve better results.
Example #1: Dove Real Beauty Sketches campaign
One effective video marketing strategy is to tell a compelling story that resonates with your audience. A good example is the Dove Real Beauty Sketches campaign, where the brand used hidden cameras to capture women describing themselves to forensic artists. The artist then drew another portrait of each woman based on a description given by a stranger, highlighting the difference between how we see ourselves and how others see us.
Example #2: Coca-Cola’s “Share a Coke” campaign
Another successful video marketing strategy is to leverage user-generated content. A great example is Coca-Cola’s “Share a Coke” campaign, which invited customers to submit photos and videos of themselves sharing a Coke with friends and family. The brand then used these submissions in its marketing campaigns, creating an emotional connection with its audience.
Example #3: Nike’s “Come Out of Nowhere” campaign
Partnering with social media influencers can also be an effective video marketing strategy. A good example is Nike’s collaboration with LeBron James for their “Come Out of Nowhere” campaign. In the video, James shares his personal story of overcoming obstacles to become one of the best basketball players in the world, inspiring viewers to overcome their own challenges.
Example #4: Adobe Creative Cloud Learning Platform
Educational content is a great way to provide value to your audience while promoting your brand. By creating informative and engaging videos, you can position your brand as an authority in your industry.
Adobe Creative Cloud offers a series of tutorials and webinars that teach users how to use their software products. The videos are high-quality and informative, and they help users get the most out of their Adobe products.
Example #5: Old Spice’s “Youland” campaign
Using interactive content in your marketing campaigns can also be a great strategy, as it not only engages viewers and encourages them to participate in the experience, but also makes them share it on social media platforms. A good example is the Old Spice “Youland” campaign, where the brand created an interactive experience that allowed users to explore a virtual world while being entertained by humorous videos that their audience found worth sharing with others.
We hope you found this guide on video marketing strategy useful. By following the steps outlined in this article and taking inspiration from the examples, you too can create a successful video marketing strategy that drives engagement, builds brand awareness, and achieves your marketing goals. So, what are you waiting for? It’s time to create compelling video content that resonates with your audience and drives business results.
If you feel you need support and guidance in this regard, we can help! At CoolBox, we have the experience, skills, and creativity to produce high-quality videos that capture your brand’s essence and engage your target audience, regardless of whether you’re planning to produce promotional videos, educational content, or social media content. To discuss your project in detail, contact us today!