Video marketing is still too little used by companies. But did you know that it is an essential tool to promote your brand and give it a dynamic image? I give you its advantages, its steps and some tips to promote it effectively.
1 – The usefulness of marketing videos
Your communication is already effective, so why include marketing videos? Some studies show that 1 minute of video is equivalent to more than a million words and that Internet users spend 2 minutes more on a page that contains a video than on a page that does not. No matter the number: what is certain is that a video creates commitment and conveys much more information than written content.
And yes, the majority of Internet users are drowned in a ton of ads every day. They have a multitude of choices but ultimately very little time to devote to each brand. It is therefore increasingly difficult to enter into a relationship with them. The key is to stand out: deliver your message as directly and simply as possible. That’s where the video comes in. Because a video medium makes your content less constraining to consume: it requires less effort in understanding and concentration. Your interlocutor does not feel overwhelmed by information. A real plus for your company.
In addition to being quick and convenient, creating a marketing video will help to boost your brand image. This way you can show that you are evolving as your community evolves. This will allow you to generate a strong emotional impact and a sense of closeness between you and your fans. This will enhance your brand image in terms of authenticity and commitment. And when you say commitment, you mean an increase in notoriety and therefore in your sales!
In short, your marketing videos will be a valuable tool for your prospecting, engaging your communities and building customer loyalty. However, it is not enough to post a video to make it successful. That’s why I’m now giving you a few steps to follow to create a marketing video.
2 – The steps of creating a marketing video
What you need to know before you start is that the longer your video is, the more likely you are to lose audience in the first few minutes. So you need to get the user right from the start. And this requires the creation of a structured video. Here are the main steps:
- Work on your script: A script is a text that details each plan chronologically, with dialogues, messages etc. To do this, you need to determine the goal you want to achieve through your video, and the messages you need to convey to achieve it. Whether it is to build customer loyalty or promote a new product, the important thing is to keep this guideline in mind and determine an appropriate tone (coinciding with your latest communications and allowing us to quickly identify your brand). Good practice? As soon as the video begins, tell us right away what it is doing to avoid losing the viewer on the way, and address them as personally as possible. This will add authenticity to your message.
- Make good use of storyboarding: Writing the script and imagining a scenario is not an easy task. How long should it last, how can I make my speech more fluid…? There is a tool to help you see things more clearly: the storyboard. This is a plan-byplan representation of your video, in the form of a drawing / diagram. Even before you start shooting, you will be able to see any adjustments that may need to be made, and avoid a possible loss of time in the future. Here’s what it might look like:
- Pay attention to sound effects. We tend to underestimate this part. However, sounds and music are essential! They will intensify the emotions you want to convey. Here, you have carte blanche: whether you want to reach a wide panel using music “in the wind”, or favour differentiation, your choice depends above all on your strategy. Ditto, for the voices. Depending on your video, you will need an intense and deep voice, or on the contrary a light and clear voice. Don’t imagine that everyone can improvise in a voice-over. It’s a real job.
Finally, note that we can distinguish 2 types of videos:
- Videos with actors: they allow you to easily establish personal contact with your audience, to play lyricism to the full and to create an emotional connection.
- Cartoon videos: they are much easier to produce and appeal to Internet users because of their “childish” nature. They also make it easy to use metaphors and symbols to talk about more conceptual things. They are used a lot in B2B services, where the services are quite abstract.
And once your video is created, it still has to be put in front of as many pairs of eyes as possible.
3 – Promoting your video marketing
You are probably wondering how to promote your marketing video. Well, several channels are possible. Social networks are a widely used channel for this (especially on Youtube). So don’t deprive yourself of it. Your website can also allow you to relay your videos. There are also many other channels, but be careful to target the most appropriate ones, depending on the subject of your video, the targeted audience and your marketing objectives. This will make your communication even more effective!
As far as social networks are concerned, they can be really decisive for the promotion of your video. In question? The speed of message transmission. A considerable advantage, because if one of your videos creates buzz, your notoriety can quickly increase. On Youtube, for example, you can create one or more “channels” that group all your videos according to your targets to increase targeting and visibility. Finally, think about contacting influencers and/or bloggers: they will be able to promote your content to their fans. Overall, the goal is to consolidate your online presence so that we can’t miss your video.
Some platforms also allow you to integrate Call-to-Action in your video (possibility to buy directly by clicking on a button, to view your other videos by following a link…). The goal? Acquire even more commitment (buttons to visit the website, fill out a form, download content, etc.), or generate purchases directly from the video. The possibilities are many!
Ah!! One last tip for the road: think about working on your Google referencing. Determine the most frequently typed keywords in Google, then work on the title and description of each video. The goal is obviously to attract as much traffic as possible to your video. As for your Youtube referencing, don’t skimp on the use of “tags”!
So, did we convince you? Now you have all the cards in hand to effectively create and promote your marketing video. So it’s up to you, and good luck!