Top 6 Ways to Make Video and Multimedia Software an Integral Part of Your Marketing Plan to Grow Your Brand Online
The pandemic spurred on a record year in content consumption, with the demand for video skyrocketing. The average number of hours people spent consuming video content surged by 120%. People craved interaction during the shutdowns, and they still do.
You don’t need a massive production team to create exceptional brand videos, either; in fact, perfectly polished models in shiny staged photoshoots make everything seem fake. Nothing replaces the authenticity of the human voice, face, and eye contact.
The numbers back up the psychology — 74% of marketers claim that video has had better ROI than static imagery.
The odds of putting out a viral video are slim at best. What you are near-certain to do with quality video marketing is engage your audience and boost conversion rates. That’s a win!
But how do you do it? Here are some of the most successful ways you can leverage video for your brand.
1. Start a Video Blog
YouTube has more than two billion users; almost one-third of the internet!
Written blogging and content marketing are still great, but video blogging (a.k.a., vlogging) is its own niche and can help you reach an entirely new audience.
And when combining the power of well-crafted written content with embedded videos in a standard blog, you have a knock-out combo of high user engagement and improved SEO for your website.
2. Create Screencasts and Instructional Videos
Screencasting is a recording of your computer screen, usually with audio narration or music. It can also utilize a webcam to show the narrator in another window.
Some multimedia software options, like Movavi, allow you to draw on the screen during the recording and track the mouse and keystrokes so viewers can easily follow along. Screencasts are commonly used to create tutorials, training videos, and recorded presentations.
Instructional videos, especially for digital and SaaS businesses, continue to be one of the top content performers and can be exceptionally effective. In fact, 96% of people have watched an explainer video in order to learn more about a service or product.
(And no, that’s not a typo — 96% is a huge incentive to create instructional videos centered around your business.)
Not only does this benefit your audience, but it also alleviates pressure from your customer service team when people can watch a video instead of contacting your reps, who are stuck answering the same questions over and over.
3. Promote Your Brand with Slideshows
Slideshow videos are a simple way to showcase your products or marketing message.
With the right tools, your slideshows can have captions, voice-overs, music, filters, tasteful transitions, and more. There are even predesigned templates available to help you with the graphic design.
Slideshows have the ability to quickly and effectively capture attention while highlighting your brand and products. They tell stories in a short amount of time and leave a lasting impression.
4. Boost Sales with Product Demonstration Videos
Demo videos are popular, and for good reason. They serve a variety of purposes, including:
Reducing skepticism.
Consumers were already skeptical before the pandemic, but the tidal wave of misinformation among informational sources put trust at an all-time low, according to the Edelman 2021 Trust Barometer.
Demo videos help to alleviate that lack of trust because you aren’t making an empty pitch and expecting customers to simply take your word — you’re showing them exactly what your product can do.
Explaining key features.
The beauty of demo videos is that they give you the ability to present your products in a matter-of-fact, conversational way instead of a pushy sales pitch.
Much like the psychology behind relying on content marketing instead of cold calls, this low-pressure approach is more appealing to consumers. It also gives you the opportunity to explain why your product is unique in the market and how it can solve your customers’ problems.
Saving time and money compared to live demos.
Even before the era of social distancing and limited capacity, your brand’s reach with an in-person sales rep was much more limited than its digital reach, especially in foreign markets. (Not to mention the expenses that add up when you factor in salary, travel, commission, accommodations, and other expenses that accumulate when sales reps travel.)
Now, all you have to do is send out a link, and anyone can see the product demonstration.
5. Embed Videos Directly into Your Website
Search engines love videos, which is good news for SEO ranking. Videos encourage your visitors to spend more time on your website while also offering better engagement than plain text or images.
Adding videos to your landing pages can improve conversions by 86%, making them powerful additions to the rest of your content.
There are tons of opportunities to utilize video on your website:
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Product pages can show the products in use or modeled on a person.
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The homepage can feature your latest collection launch.
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Your “About Us” page could have a fun behind-the-scenes look at the company and the people who keep it running. That gives consumers a much better picture of who you are than a column of text could.
In the end, videos are all about engagement. It just makes sense to engage your audience directly on your website.
6. Incorporate Videos into Your Email Campaigns
Email and video were meant to be together. And don’t just take our word for it — adding videos to your email campaigns has been shown to increase clickthrough rates by as much as 300%.
Depending on your email marketing tools, there’s an extra opportunity to capitalize on video effectiveness by setting up viewing data to generate a workflow based on whether a customer watched the video, and if so, which video they saw.
For example, if a lead watches 80% of a demonstration video for your latest product update, that would be a prime opportunity to filter them into a particular sales funnel with similar follow-up content and an omnichannel approach with relevant ads.
How to Accomplish Your Video Goals with Movavi Editing Software
We’ve seen a lot of ways that video can work to your brand’s advantage by spreading awareness, increasing leads, and boosting web traffic, clickthrough rates, and SEO rankings.
But it’s important to remember that the quality of your videos is going to play a big role in defining your success.
Before you start creating your first video, consider the basics:
Video Context
Where is this video going to be featured?
Is it a targeted ad on social media, or an “About Us” video that’s going to be featured on your contact page?
Context matters. Be sure you’re setting the appropriate tone and delivering the right information.
Visitor Intent
What stage of the sales funnel is your target audience in?
Are the viewers being introduced to your brand for the first time, or are they already familiar with you and looking for more in-depth information about your products and services?
Motivation
What do the viewers want?
What problem are they trying to solve, and what is your solution?
For example, an instructional video showing how to use your product is going to have a different look and feel than a promotional video advertising a flash sale.
All of these considerations should be carefully thought out as part of your initial strategy.
Once you have your plan, you need to have the right tools to bring your vision to life.
The success or failure of your video campaign largely depends on the tools you have available. Simple but powerful software can take you much further than overly complex programs that have so many bells and whistles they’re difficult to navigate.
In the end, what truly matters is bringing your beautiful video content to life in a form best optimized to benefit your brand, whether that’s social media, email, website, or other avenues.