What is Online Video Marketing?



What is Video Marketing in Digital Marketing? 

Video marketing is a branch of digital marketing that focuses on using online videos to promote your business’ products or services. The goal of video marketing can range from increasing engagement on your business’ website and social media, educating current and prospective customers, and/or to raising awareness for your products or services.



What Are the Different Types of Online Video Marketing?

Digital video marketing can consist of several different types of videos, depending on your overall business and marketing goals. For instance, most videos will fall into one of the following categories: 

• Educational: These videos aim to educate viewers on a particular topic, service, or product relevant to your business. Video ideas include product demos, how-to guides, explainer videos, webinars, etc.

• Branding: Branding videos promote your brand or business’ overall services, purpose, and mission statement to provide consumers with a general overview of what you have to offer. They can also include interview videos with staff, event coverage videos, and more to showcase what sets your business apart. 

• Sales: These videos are intended to persuade and incentivize consumers to choose your business. Common examples include case studies and client testimonials that highlight the value your business has provided for customers. 



Why Use Video Marketing? 

Whether you’re looking to measure video marketing’s appeal according to consumer preferences or business results, it’s a clear winner across the board. 

Hubspot found that roughly 78% of people watch online videos every week and 54% watch videos every day. Plus, Google research shows that 6 out of 10 people would rather watch online videos than television -- making online video marketing a great way to reach everyday consumers. 

When it comes to sales, Hubspot also found that 72% of customers prefer learning about a product or service via video, and nearly half (50%) of internet users look for videos related to a product or service before visiting a store in person. 

Additionally, one study found that including a video on your business’ landing page can boost your conversion rate by up to 80%! 





How to Get Started with Video Marketing

Now that you know the many benefits of including video marketing in your overall digital marketing strategy, you may be wondering how you can get started. We’ve got you covered with the following tips below! 



Define Your Target Audience and Goals

As we mentioned earlier, most marketing videos fall into educational, branding, or sales categories. Before you choose which type of videos you want to start making, it’s crucial that you define your target audience and marketing goals. 

For instance, if you’re looking to raise awareness for a particular product, an educational explainer or how-to video might be your best option. If you’d like to convert consumers to your business, a sales video such as a client case study or testimonial might be just what you need to show potential customers why they should choose you over the competition. 

Want consumers to know your unique value proposition, mission statement, or get to know your staff? Branding videos are the perfect solution! You may also want to consider developing a video content calendar, especially as you begin to create a series of videos across different categories. This can help you stay organized and track your past, current, and future videos. 

In addition to defining your marketing goals, you’ll also benefit from considering who your target audience is when creating your marketing videos. What are common interests, average age demographics, income levels, digital platform preferences, etc. among consumers looking for your products? Keeping this in mind will help you hone in on which types of videos make the most sense to create, and which platforms you should post them on.

Plus, don’t forget to include multicultural and Hispanic audiences in your digital marketing campaigns. As a rapidly growing population, you can’t afford to miss out on reaching them. Read our post about the importance of multicultural marketing, and get our best Hispanic marketing tips here to learn more!

Create Quality Online Video Content 

Now that you’ve defined your target audience, marketing goals, and the types of videos you want to make, it’s time to dive into the video creation process. 

You don’t need to be an expert film director to get started, but there are a couple of guidelines you should follow in order to create the best online marketing videos possible. For example, keeping the following questions in mind can give you a better idea of what you may need: 

• Do you have a high quality camera to record with? 
• Do you have the basics you need to get started, such as professional lighting, audio equipment, video editing software, and a professional backdrop for your videos?
• Have you developed an outline or script for the topic you’ll be discussing? 
• Are you experienced with video editing and design to ensure polished and professional results?
• Are you familiar with digital marketing strategies for promoting your videos across various digital platforms? 

Once you’ve taken inventory of your equipment and prior experience, you can then get a better feel for what you still need to buy or improve upon before you embark on your video marketing journey. 

If you want to get started sooner than later, you can also decide to outsource your video marketing campaigns and content creation. Which brings us to our next point...



Hire a Digital Marketing Agency to Get Started 

As you can see, there’s a lot that goes into video marketing and digital marketing. Understandably, many brands and businesses prefer to get help from experienced digital marketing agencies, which can provide a number of benefits. 

Not only can hiring a digital marketing agency save your business time, but it can also ensure that your video marketing campaigns get off to the right start. Expert digital marketing consultants can help you plan, execute, and track your video marketing analytics, as well as optimize your future campaigns according to key learnings and best practices. 

If you want to know what to look for when it comes to choosing a digital marketing agency, feel free to check out our post here for more information. Plus, view our client success stories here!



What is the Future of Video Marketing? 

Video marketing isn’t going away anytime soon, and it’s projected to continue rising in prominence due to increasing consumer demand, digital transformation, and the excellent results businesses have seen thanks to digital marketing. 

In a 2020 Wyzowl survey, more than 99% of video marketers said they'll continue using video in 2021, and 96% plan to increase or maintain their spend thanks to the results they’ve received. The survey also found:

• An overwhelming majority of people (94%) reported watching explainer videos to learn more about a product, with 84% saying they were swayed to make a purchase. 
• Eight out of ten people said they’ve been convinced to buy an app or piece of software after watching a video. 
• 46% of marketers used webinars in 2019, but in 2021, this number rose to 62%.
• Of respondents who said they didn’t currently use video, 69% said they expect to start in 2021.

Lastly, if you’re wondering which platforms to advertise on, look to YouTube and Facebook -- the most widely used platforms among video marketers at 89% and 70%, respectively. 





Get Started With Digital Marketing 

Interested in getting started? Feel free to contact one of our expert digital marketing consultants or find a location near you.

General questions or comments? We’d love to hear from you -- contact us here.  No question is too big or small!