How do you make marketing videos that inspire consumers to buy? The answer is to resonate with your audience, highlight their pain points, maintain footage quality, and more. Whether you’re selling a service or product, it’s important to maintain a well-planned video marketing strategy. Check out our guide and learn more about it! 

Why Should You Make Marketing Videos?

One study reveals that 82% of consumers have bought a product or service after watching a marketing video. Meanwhile, 86% of marketers confirmed that video content helped them to drive more website traffic. Doesn’t the number express the popularity of video marketing?

Let’s explore the top benefits of video and how it can enhance your business goals:

  • Increase conversion rates: A well-crafted video on your landing page demonstrating the product’s benefits, the company’s vision, or other things eases consumers in making decisions. You can use other video marketing channels to repurpose content and boost the conversion rate of digital marketing.

  • Enhances brand awareness: Engaging video content extends your reach, helps to introduce your business to new customers, and emphasizes buying.

  • Improves SEO: Clean, simple, and eye-catching video content enriches your SEO and increases visitors’ time on the website. The positive signal helps to get organic traffic and boost rankings. 

  • Improve user experience: As per Hubspot, 54% of consumers prefer to watch video content from brands they support. By offering informative and engaging video content, you meet consumer expectations and boost customer satisfaction.

  • Improves social media presence: High-quality videos are more likely to be shared on different marketing channels.

  • Increase Email click-through rates: You can share videos in emails to enhance click-through rates and drive more traffic to your website. Hubspot has found that email marketing video enhances engagement and leads to 200-300% CTR rates.

How to Make Marketing Videos for Faster Business Growth?

A strategic approach to video marketing ensures faster business growth and increases engagement. Here is a step-by-step guide to making marketing videos:

Step 1: Know your target audience

Know your target audience and identify their pain point before developing your video marketing strategy. Delve into demographic data, customer feedback, and market research to determine their preferences and behaviors. Then, introduce your product by highlighting key benefits and how using it improves their lives.  

For example, the BioLite smokeless fire pit marketing video introduces its audience’s pain point on campfire smoke and provides a solution by demonstrating its product. 

Step 2: Create video goals 

The second step is to identify your video marketing campaign objectives, such as brand awareness, driving traffic, boosting conversions, etc. Check out Ascend2’s Video Marketing Survey and acknowledge many businesses’ top video marketing objectives. 

Here are different metrics you can track whether your goals are fulfilled or not:

  • View count: Indicates the total number of video viewed times. The higher the view count, the more extensive engagement.

  • Shares: The number of videos shared on different platforms. The higher the shares, the more potential traffic you get.

  • Click-through-rate (CTR): The metric measures the viewer’s ratio who clicks on the CTA button or the links provided in the video descriptions.

  • Likes & dislikes:The high likes to dislikes indicate positive reception.

  • Traffic sources: Monitor where the viewers are coming from—YouTube searches, external websites, or direct links. 

  • Subscriber growth: The higher the subscribers, the more potential and loyal audience you get.

Step 3: Select the right video type (product demonstration, animated, live, testimonial, Educational, Event, etc.)

Now that you have a clear video marketing strategy and identified your target audience preferences, it’s time to select suitable video types, including:

  • Explainer videos (with a voiceover or live-action recording, time lapses of illustrations, or other descriptive visuals),

  • Product demos (showcase product or service features and benefits),

  • Corporate videos (internal communication within organizations; internal or external corporate messages),

  • Client testimonials & storytelling (forge emotional connections between potential customers and products, share real-life experiences, etc.),

  • Social media videos (promotional videos designed to introduce a product, brand, or business),

  • Animated videos (a creative way to showcase products or services),

  • Brand promotion (promote the company’s vision, mission, services, values, etc.),

  • Events (feature conferences, fundraisers, roundtable discussions, etc.).

Apart from those, there are different creative video marketing types, so select one that aligns with your business goals and audience preferences. 

Step 4: Set your budget

You should determine the budget before making a video and consider cost factors, like video creation, promotion, and analysis. Plan wisely to invest in advanced video editing software or outsourcing video editing services for high-quality results. A well-organized budget ensures a successful video marketing campaign. 

Step 5: Choose your platform

Select the right potential platforms, including YouTube, Facebook for lie videos, Instagram for short videos and stories, TikTok, or others. The platform selection impacts the reach and engagement of your video marketing campaign. So, select wisely that resonates with your target audience and the business’s ultimate goal. 

Step 6: Create your video

Choose the messaging and start to create compelling videos to boost your brand. Try to design a clear script or storyboard outlining; key messages, visuals, CTA (call-to-action), and so on. Ensure that your message and overall visuals and sounds are engaging and attract the audience instantly.

The best tools to create video:

  • Editing: Adobe Premiere Pro, DaVinci Resolve, iMovie, etc.

  • Royalty-free music: PremiumBeat, Epidemic Sound, etc.

  • Animations & graphics: After Effects, Canva, etc.

  • Templates & stock footage: MotionArray, Videohive, Shutterstock, etc.

  • Screen recording: OBS Studio, ScreenFlow, Loom, etc.

  • Voiceovers: Voice123, Voices, etc. Video Editing & more: VEED (offering AI text to video and easy add subtitles functionality, a strong CapCut alternative).

  • Scriptwriting: Celtx, WriterDuet, etc. 

Step 7: Select a video hosting platform

Now that you’ve done shooting your videos, it’s time to choose the right hosting platform to publish video content. Also, evaluate the platform’s analytics, SEO benefits, and flexible integration with your website or other channels. The 5 best video hosting platforms are:

  • YouTube (offers broad reach, monetization through ads, community-building, SEO benefits, etc.)

  • Vimeo (high-quality video hosting, customized video players, in-depth analytics, etc.)

  • Wistia (customizable players, integrated lead generation tools, advanced analytics, etc.)

  • DailyMotion (customizable channels, live streaming support, monetization through ads, etc.)

Step 8: Repurpose and distribute channels

Maximize the reach and lifespan of videos by repurposing and distributing them across different platforms and formats. Create shorter clips for social media platforms, embed videos in product pages like Amazon, share videos in Newsletters, etc. 

Step 9: Track your video analytics and measure results 

The last; yet effective step to ensure success through video is to measure the performance (ROI) for making data-driven decisions for future campaigns. Must use the analytics to track views, engagement, traffic, and other video marketing strategy metrics. 

What are the Best practices for creating a marketing video that sells?

The best practices for creating a marketing video that sells are as follows:

  1. Speak to your audience

You need to address and speak to your target audience. To do so, consider what you are going to demonstrate in life, what their priorities are, what they desire, and so on. If you’re unsure how to relate to your audience, consider A/B testing, such as –

  • On-site surveys, 

  • Customer interviews/surveys,

  •  Create variations,

  • Analyze the results, and so on.

  1. Create a video script

A video script includes all the dialogue and stage directions. So, plan how to act or voiceover within your video. The 5 key techniques you can follow to create a good script:

  • How many characters do you introduce?

  • What story do you want to tell?

  • Character demographics, 

  • Do you create educational video or other content?

  • Who is playing the key role in your video?

  1. Ensure the perfect video length

Generally, a typical product video lasts between 15 seconds and two minutes. However, product overviews or tutorials can be extended to 10 minutes. So, it’s wise to maintain the sweet spot around 30-60 seconds long. However, the video length depends on which type of video you plan to create. 

  1. Ensure high-quality footage & audio

High-quality footage gives a positive vibe to your brand or business that the audience prefers most. On the contrary, low-quality, grainy, or blurry footage can look unprofessional and frustrate viewers. Like quality footage, good audio (background music or sound effects) plays an important role. 

  1. Focus on the tone and pace 

The tone indicates the mood or feelings, and the pace represents how quickly the action happens. So, ensure your video tone matches your brand voice and maintain pace as per your video content. For example, a slow pace conveys a peaceful lifestyle, but a quick one conveys urgency.

  1. Include detail-rich descriptions, subtitles, and captions

Do you plan to upload videos to YouTube? Try to implement SEO best practices for more reach, like:

  • Video title,

  • Description

  • Captions

  • Hashtags

  • Tags.

  1. Include clear & concise CTA

The purpose of a promotional video is to encourage viewers to buy the service offerings. For example, the smart-mug brand Ember provides its logo, tagline, website, and additional information on the end screen so customers can immediately take action. 

  1. Edit Your Videos to Perfection

You can also incorporate customer testimonials to build trust, look at successful product videos to get ideas and edit videos to give them a professional look. For editing, you can outsource professional video editing services or do your own if you have enough time. Hiring expert video editing services, you’ll get:

  • industry-expert & high-quality videos,

  • Customized solutions,

  • In-time delivery,

  • 24/7 customer support,

  • Different editing services are available in one place, and more.

Does Editing Help Improve the ROI of Marketing Videos?

Yes, editing helps improve the ROI (return on investment) of marketing videos. Professional and well-edited videos are visually appealing and emotionally engaging, hold the viewer’s attention, increase conversions, and more. Outsource services from a reputable agency, Clipping Path Studio, to get –

  • Professional expertise: Outsourcing gives you access to professionals specializing in different industries or businesses.   

  • Time and cost efficiency: One of the most significant benefits of outsourcing video editing services is reducing overhead costs, ensuring efficient project completion within budget, etc. 

  • Access to advanced technology: Outsourcing video editing provides access to cutting-edge software and equipment, high-quality creative output, a competitive edge in the market, and so on.

  • Consistent quality: Professional video editing service providers guarantee excellent work quality, maintain strict regulations, and increase brand credibility.

  • Data security: Reputed agencies use secure file transfer methods, ensure strong security protocols, and take all precautions to protect your data. 

  • Scalability: Whether it’s a single promotional video, a series of promo videos for the advertising campaign, a product launch, or others – a video editing agency is ready to fulfill your business requirements. 

  • Improved workflow: Professional video editing agencies have their framework to enhance the overall coordination and complete projects on time. 

  • 24/7 customer service: Outsourcing ensures effective communication through 24/7 customer support. Also, project management tools should be used to track progress and provide clear and concise instructions.

Conclusion

Now you’ve all supported tools, strategic processes, and outsourcing resources; it’s time to create videos at scale. All the best!

The post How to Make Marketing Videos that Inspire to Buy appeared first on Moss and Fog.

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