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Want to get your brand out in front of more eyeballs?
Video marketing has evolved into business marketing's most valuable weapon in recent years. In fact, research shows that 91% of businesses now use video as a marketing tool.
It's easy to see why that number is growing each year.
Here's the problem:
While most companies know they need to be using video. Not many know how to effectively use video marketing to maximize brand visibility. They throw some random clips together and call it a day.
If that's your strategy, stop.
You need to be more intentional about the videos you're creating and sharing if you want to use video marketing to expand your reach and increase brand awareness.
In this post, we will cover:
- Why Video Marketing Rules Business Marketing Right Now
- Video Types that Will Actually Increase Brand Awareness
- How to Make Videos that People Will Actually Notice
- How to measure your video marketing ROI
Why Video Marketing Rules Business Marketing Right Now
Videos aren't just another great channel to build brand visibility. Videos ARE the go-to channel for building brand awareness these days.
Here's why:
People love watching videos. When given multiple choices in how they'd like to learn about a new product or service 63% of consumers say they prefer a short video. That's right beating out blog posts, ebooks, infographics and webinars all rolled into one.
But here's the real kicker…
Video content is converting more customers than any other marketing method. When you invest in professional video production with a company like Synima your customers take notice. High-quality video content tells your audience that you care about them. Which, in return builds trust with potential buyers before they ever speak with your sales team.
Think about it…
When a person watches a well-made video about your business. They learn who you are as a company. They get familiar with your brand's personality. They start to feel like they know you. And when they like who they've met, they're far more likely to do business with you.
Boom. That's how you leverage videos to maximize brand visibility.
The Video Types that will Actually Increase Brand Awareness
Not all videos are created equal.
Some video formats are fantastic for building brand awareness. While others fall flat.
Here are the ones that will really help you grow your brands presence:
- Explainer videos
- Testimonial videos
- Social media videos
- Product demos
Decide what you want to accomplish with each video you produce and choose the type that's best suited for that goal.
For instance: Do you want to build more brand awareness? Stick with social media videos and Explainer content. Want to close more sales? Try testimonials and product demos.
How to Create Videos That People Will Actually Notice
Not all videos are created equal. And neither should your video content be.
Want people to take notice of your brand via video? Follow this formula.
Step 1: Grab their attention
You have mere seconds to capture someone's attention on social media. Every. Single. Time.
Your video needs to hook viewers from the get-go otherwise they'll skip straight to the next video in their feed.
Ask a question, make a bold statement, or show something unexpected to grab viewers' attention.
Step 2: Keep it short
By short, we mean between 30-60 seconds.
HubSpot's research shows that short videos perform best when used for marketing. The shorter your video, the more likely you'll be watched in full.
Step 3: Focus on quality
Bad video quality is a sure-fire way to turn viewers off.
Make sure your videos are well lit and have clear audio. Viewers subconsciously equate production quality with your business. Poor video = you don't care about your product or service. Premium video = your brand is professional and worth trusting.
Step 4: Know your platform
Social media videos aren't made for desktop viewing.
Most video content is consumed on smartphones these days. That means vertical videos, large text, and concise messaging that makes sense with the volume off.
Bonus tip: Add captions
A lot of people watch videos with the volume off. Make sure you add captions to your video so your message is communicated clearly no matter the situation.
Building a Video Marketing Strategy That Will Grow Your Brand
Posting random videos around the web won't increase brand awareness for your business. But an intentional video strategy just might.
Follow these steps:
Step 1: Know your audience.
Who are you trying to reach with your video content? What problems do they struggle with? What content would they actually enjoy watching? Be as specific as possible.
Step 2: Map the customer journey.
Think about the types of videos you should create based on where a buyer is in their customer journey.
Awareness stage? Brand story videos and educational content.
Consideration stage? Product comparisons, how-to's, etc.
Decision stage? Testimonials and in-depth demos.
Step 3: Create a content calendar.
Once you know your audience and the types of videos you should be posting. Decide on a posting schedule. Stick with it.
You can't expect to turn your videos into viral brand awareness machines without a little consistency.
Step 4: Distribution.
Don't just post on YouTube and hope for the best. Take your video content and distribute it across multiple platforms. Create snippets of video content for social media platforms like LinkedIn and Instagram. Embed it on your website. Share it everywhere your target audience already spends their time.
How do you know if your Video Marketing is Working?
Did you know that video has been found to increase conversion rates by 120%?
When you produce great videos that your audience loves watching, you're eventually going to see an uptick in conversions.
Still not sure your videos are worthwhile? Track these metrics:
- Watch time and engagement
- Click-through rates (are people taking action after watching your video?)
- Conversion rate (are your video viewers buying from you?)
- Brand awareness surveys
Now test it out for yourself.
Wrapping It All Up
Using video marketing to increase brand visibility is no longer a nice to have for businesses. It's required.
The brands who dominate their markets now are the ones that:
- Invest in professional video production
- Create helpful content that their target audience cares about
- Distribute videos across multiple platforms
- Measure the results they're getting
People are watching more videos than any other form of content on the internet. If you want your target audience to notice your brand. You have to meet them where they spend the majority of their time
