Complete Guide to Video Marketing

If you listen to everything you hear and read, it’s easy to come to the conclusion that video marketing is either too difficult or too expensive (or both).

Fortunately, that’s not true.

Once you understand the benefits of video marketing and how to create a success plan, you’ll know how to optimize this method to create leads for your business. 

With the help of our video marketing guide, you’ll soon realize just how simple it can be to take full advantage of this tactic. 

What is Video Marketing?

Video marketing is the use of videos to promote your products and/or services, educate customers and prospects, and engage your audience.

This can be as simple or as complex as you wish. 

For example, you could record a short explainer video with your iPhone, post it to your social media accounts, and share it with your email list. 

On the other hand, you could hire a video production team to produce professional, high-quality videos on your behalf. 

The Benefits of Video Marketing

Video marketing wouldn’t be so widespread if it didn’t produce results. 

The benefits of video marketing run deep, let’s discuss some of the top reasons to incorporate video into your marketing.

1. Video is Perfect for Visual Learners

Just as there are people who learn best by reading, there are those who prefer visual learning. 

With video marketing, you give these people the opportunity to learn, retain, and engage. 

Think about your own social media habits, are you more likely to stop and read something or stop and watch something that’s visually appealing?

2. Videos Can Be Shared in Many Places

With an open mind, there are unlimited opportunities to take advantage of video marketing.

It’s common to start by posting videos to sharing websites, such as YouTube, but that’s only the beginning. 

There are many other ways to share video content, including:

  • Company website
  • Company blog
  • Social media
  • Email newsletters

Your job isn’t done until your video content is distributed through as many channels as possible. 

Just as if you were networking in person, you want to get in front of as many potential customers as possible. 

3. A Higher Conversion Rate

It’s not enough to create and share content online. 

You need your content to convert (that’s how you make money), and video marketing can help with that.

One study notes that 76% of marketers said that the use of video has helped them increase online sales. 

4. Video Builds Trust

Videos are more personal than any other type of content. 

Next to meeting someone face to face, it’s as good as it gets. With that, you’ll find that video helps build trust and credibility among your audience.

Showing your face on video is much more personal than sharing a blog post. And when your audience makes a personal connection with you, a higher level of trust will follow.

Videos also allow you to show visual evidence of the appeal of your product or service.

5. Search Engines Love Video Content

The goal of video marketing is to attract and engage as many people as possible. Doing so online often comes down to your ability to generate search engine traffic.

Search engines — Google, in particular — love video content. 

By simply publishing your video to YouTube, you’re sure to gain some views without any effort. 

However, if you also promote your video, there’s a better chance of high search engine rankings and greater engagement. And isn’t that the point of all your content? 

How to Get Started With Video

Does all of this sound good to you? If so, it’s time to answer one last question: what’s the best way to get started with video marketing?

This depends on a variety of factors, such as your video-related skills and available time, but there are some basic steps anyone can take.

1. Create a Plan

Any good marketing strategy starts with a plan, and video marketing is no different.

This can be as simple as creating a spreadsheet with columns including:

  • Category (how-to, informational, promotional)
  • Content ideas (what will you talk about?)
  • Camera spokesperson
  • Target length
  • Target publication date
  • Publishing platform 

Along with creating a plan, have a system in place for tracking the statistics associated with every video you share. This will help you see what’s working, what’s not, and how to make changes in the future. 

Tip: Don’t spend so much time and energy on the planning stage that you stop yourself from making progress. At some point, you need to dive in headfirst and address questions and challenges as they arise. 

2. Stick With Content You Know and Understand

Don’t bite off more than you can chew early on. It’s best to stick with content you know and understand.

For instance, if you’re a home insurance agent, video topics may include:

  • What home insurance does and does not cover
  • How to purchase home insurance online
  • How to save money on home insurance
  • Reasons to switch insurance providers 
  • Common types of home insurance claims (and the reasons for them) 
  • Questions for your home insurance agent or broker

When you stick with content you know and understand, it’s much easier to connect with your audience. 

3. Get Help

Maybe you need help, maybe you don’t. But if you find that you’re lacking in any area, it’s best to reach out for assistance. 

This can come in many forms, including:

  • A freelance videographer
  • A video production company
  • A video editing professional
  • On-screen talent

Powerful Video Marketing Statistics

If you’re new to video marketing, you may not realize just how powerful it is. 

These five statistics, shared by Biteable, might open your eyes.

  • 94% of marketers who use video plan to continue
  • 36% of marketers make videos a few times a week, while 14% make videos every day
  • 32% of businesses use video for sales
  • 61% of marketers see video as a “very important or extremely important” part of their marketing strategy
  • 74% of marketers say video has a better return on investment than static imagery.

Now, what do you think about video marketing? 

Do you see why so many marketing professionals are focusing their efforts on this type of content? 

Final Thoughts on Video Marketing

With 60% of businesses using video as a marketing tool, now’s the time to get involved. 

Neglecting to do so will result in your brand falling further behind the competition.

With the help of our video marketing guide, you have everything you need to take the first step. And once you do that, you’re well on your way to success!

Contact Aged Lead Store for more lead-generating resources.

Photo by De an Sun on Unsplash

About Chris Bibey

Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.