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video marketing; digital marketing

When prospective clients visit your website or social media page and notice a polished and professional video, they will be more likely to choose your company’s product or service over a competitor without a video on their website. Have you analyzed your business’ current video marketing strategy? Below, we define video marketing, explore underlying strategies, and discuss the benefits of implementing video marketing strategies.

What is Video Marketing?

Video marketing is the production and implementation of video on your website and social media platforms to market and promote your business, brand, or service. This marketing technique offers countless applications, from building customer connections to promoting a new product, or explaining a service.

6 Types of Video Marketing

Although you have full liberty to creatively market your business through video, there are multiple types of video marketing commonly used. Below, we explore the six most widely used video marketing types.

#1. Demo Videos

A demo video showcases how to use one of your products. This video marketing method takes several approaches. If your product is a software or digital app, a demo video shows your clients how to navigate it and utilize the given tools. If you have a tangible product, your demo video could include an official unboxing and live demonstration, putting the physical product to the test.

#2. Brand Videos

Brand videos remind the viewer of what your entire organization is about. Typically created with a larger advertising campaign in mind, this helps showcase your company’s high-level vision, mission, or products and services. With this video marketing type, the intention is to build awareness around your company, intriguing and attracting your target audience.

#3. Live Streaming

Online presence through social media and live streaming is more important to business marketing than ever before. In an era of telecommunication and digital business, securing a professional online presence is paramount. Have you considered live streaming an event?

While live streaming an event, your priority is to focus on the tasks at hand—ensuring your content is professional and that you best present both yourself and your business. Then, produce a highlight reel or release interesting interviews and presentations from the gathering.

#4. Expert Interviews

A professional video interview is a valuable addition to your business website and video marketing strategy. However, you can take it one step further.

With the acquired footage, audio, and B-roll, professional video interviews can easily transform and break up into shorter video clips and transcript quotes suitable for your social media ads and case studies. This allows you to re-purpose your high-quality professional video interview and attract more clients who prefer scrolling through social media apps over Google searches.   

#5. Educational Videos

Did you know that any learning material or training conducted through video generates a 35% increase in information retention than only receiving training via written text? As opposed to reading a manual or sitting through a meeting, training videos benefit multiple types of learners who best retain information through auditory, visual, or kinesthetic methods.

Educational videos can teach your audience something new, or build on an existing knowledge, strategy, or practice to help viewers better understand your business and solutions. Additionally, these videos can also be used by your sales and service teams as they work with customers.

#6. Case Studies and Customer Testimonial Videos

Anyone can leave a shining review of your business on Google or Yelp. However, implementing testimonials as part of your video marketing strategy speaks volumes into how pleased a client was with your business. When you have a selection of multiple testimonials from various clients, anyone watching will feel confident in your products or services.

Positive customer reviews are one of the most valuable assets of a company. Even one positive review can make the difference when converting prospective viewers into recurring customers.

what is video marketing

5 Video Marketing Strategies

The goal of any video is to tell a story and engage customers. However, from a marketing perspective, your videos must support your sales funnel.

To help you decide how to align your video marketing strategy with your sales funnel approach, answer the following:

  • What is the purpose of each video?
  • Who is the targeted audience and their demographic?
  • How does the video further your marketing goals?

Below are five video marketing strategies for you to implement.

#1. Allocate Resources

Allocate your budget for one of two scenarios. The first scenario includes acquiring all the required equipment and software to properly film, edit, and produce your videos. The second scenario is much simpler: partner with a professional video service to take care of your filming and production needs.

#2. Tell Your Stories

It is much easier to watch an action-packed blockbuster film for over two hours than view a monotonous documentary for an hour. The same concept applies to video interviews. Why is that so? Compelling or animated storytelling guides prospect clients to further consider why your business or practice is better than the rest.

Charisma is an essential component in attracting and keeping clients engaged in the material discussed. Therefore, use it when recording any video marketing material! Furthermore, a professional video interview with high-quality audio, video, and B-roll footage can make the difference in how a client watches your videos.

#3. Engage with Your Viewers

Telling great stories is only part of the solution. You must also engage your audience while doing so. What value do they get out of watching your video? Attract your audience and give them a reason to keep listening.

#4. Keep it Short

Although, there is no exact length for marketing videos, the general rule of thumb is that the shorter, the better. Be ruthless with your editing and eliminate anything that is not pertinent to the video’s purpose. Today, attention spans are short, and viewers will scroll on the moment they become disinterested. Therefore, make the best use of their time.

#5. Publish and Analyze

Once filmed, edited, and refined, publish your videos on as many platforms possible. Embed it in your website, upload it to Google-owned YouTube, and post it on all your social media channels. Then, promote it whenever and wherever applicable. Do not forget to track metrics and stats to determine which videos do the best – and why.

video marketing benefits

Video Marketing Benefits

From filming equipment to rolling footage and editing the takes, you can see a remarkable difference between a professionally made video and its homemade counterpart. Booking professional video services guarantees a film with awareness of your brand and marketing strategy. With a high-quality interview or training video uploaded to your website, you will be sure to attract recurring and prospective clients or patients.

Here are two additional benefits of implementing a strong video marketing strategy.

#1. Connects You with Your Audience

As of 2017, video content accounts for an estimated 74% of all online traffic. Today, the bulk of a company’s marketing efforts are designed to help build trust with a target audience. Video is the bridge that links what you say to who you really are, allowing customers to peer behind the curtain and get to know your brand.

Did you know that when email subject lines include the word “video,” data reports a 19% increase in open rates, and a 65% boost in click-throughs? Furthermore, after watching a video, customers are 64-85% more likely to make a purchase. Not only does video marketing help you connect with your audience, it helps bring your audience through your sales funnel.

#2. Boosts Your SEO Impact

By publishing high-quality and engaging video content that is relevant to your business or product, you can help build backlinks to your website, reach a wider audience through likes and shares, and even drive more traffic to your site.

Additionally, it is important to not gloss over the fact that YouTube is owned by Google. Therefore, be sure to also post your videos to YouTube and tag the description with your targeted keywords or keyword phrases to help boost your SEO impact!

Video Marketing with Franklin Media

We understand the significant value of implementing effective video marketing. That’s why at Franklin Media, we devote our services to creating a clean, clear, and high-quality video product for your business or organization by listening to your goals and desired outcome.

Our professional video experts are ready to travel to where you are and assist with your video marketing and other digital marketing needs. Contact us today to see how we can help grow your business or practice and to receive examples of our work!

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From Our Clients
  • It is a pleasure working with Franklin Media! Franklin Media’s team is very personable and professional when interacting with physicians and hospital staff, and they are the team I approach first when I have a filming or broadcast need.
    Kirsten White, Boston Scientific
  • …I have worked with Franklin Media on livestream and surgical video projects; they get an unreserved “thumbs up” from me.”
    Brian Christine M.D.,

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