Win Customers With Video Marketing And Retain Them For Long Term

Posted by davidkellyq on February 6th, 2020

Video marketing is a sub-area of ​​online marketing or a form of content marketing in which video clips are presented on your own website or on video platforms and other websites. The publishers do not have to produce the videos themselves. In video marketing, clips from other companies, producers or private individuals can also be used for marketing purposes. The prerequisite is that no copyrights are violated by the publication or distribution. If video marketing is used to achieve better rankings in the vertical search engines, such as video search on Google, video SEO is also used.

Why video marketing?

If there is a permanent content trend in online marketing, it is moving images. Video clips are valued by Internet users worldwide. Why? The widespread use of smartphones certainly plays an important role. After all, it is easier to watch videos than read texts with the small screen. Since we also like to be entertained, video clips play a central role in the everyday life of the younger target group

Which video content marketing format to choose?

There are different formats with which you can start. Here is an overview of the most common types of video content:

Image films / brand video

These video clips are mostly shot as PR videos for companies and focus on the company, the employees and the products. Moving images can also better convey feelings or a certain spirit.

Product videos

Online shops in particular benefit from this if they incorporate product videos. Product videos often act as sellers. They explain the special features of products and offer different views of them.

Explanatory videos

As the name suggests, these video clips explain products, facts or services. Explanatory videos often contain animations or drawings. The aim of explanatory videos is to explain complex things clearly in just a few sequences. You can just hire an agency to help you create such a video for your business or you can also use video creation software if you have enough skills. 

Interviews

With expert interviews you can strengthen the reputation of your website or your company. You show your company as an expert in its field. Experts can be employees from your company.

Tutorials 

If you do a Google search with "How do I ...?" you’ve definitely discovered this form of video content. Whether for baking, DIY or auto tuning - these videos provide clear tips for everyone who wants to do something themselves. In online shops, these videos can also relieve support perfectly.

Social video

Turned on your smartphone and observe that social videos are short clips that are specially designed for social networks such as Snapchat, Facebook or Instagram (stories).

Produce video content yourself or integrate third-party content?

You don't always have to produce video content yourself. Video clips can be earned media. For example, content generated by other users. The manufacturer videos are often useful for products. Nevertheless, you can create simple video clips yourself or have them created with relatively little effort.

Tips for creating clips in online video marketing

Why you should consider videos in your content marketing strategy? They increase attention. The attention span among Internet users is short. Users want to get there quickly. If you don't reach your destination, jump off. Like texts, videos have to “captivate” the user and keep the attention span high. This will prevent high bounce rates for video views.

To keep your users' attention, the following tips will help you with video marketing:

• Duration: Use videos that are as short as possible. Experience shows that only half of all users watch for more than a minute anyway. Barely every tenth remains for five minutes. A video length of one minute is therefore optimal. If longer issues need to be explained, it is also a good idea to split longer video clips into shorter sequences.

• Targeting the group: Content, including video content, only works if it is aimed at the target group and fulfills the user's needs. That is why a precise target group analysis is part of preparing your video marketing campaign.

• Build tension: Use videos that build tension. This increases the chance that users will stay with it longer to experience the resolution.

• Address emotions: feelings trigger actions among users. Therefore, use music in videos that underlines the visual language.

• Generate authenticity: Especially with image films or explanatory videos, it is more important to remain authentic than to deliver a glossy format. Your users will appreciate these clips and will be more willing to share the content, for example.

Video SEO - you should pay attention to this

Video SEO should be an important part of your video marketing measures. After all, your clips or content pieces should also be easily found via Google & Co. With the help of video SEO, you have the opportunity to increase the visibility of your video formats and thereby generate more traffic on your website.