November 27th, 2013

Why Create a Video Marketing Campaign?

What is video marketing?

Video marketing is the use of video to promote or market your brand, product or service. Any strong marketing campaign should incorporate video, whether it’s customer testimonials, video from live events, how-to videos, explainer videos, videos meant for entertainment purposes intended to go viral, etc. Video is one of the most powerful means of distributing your message and can strengthen your marketing campaign through several benefits.

The benefits of a video marketing campaign

 Video is an SEO rock star. Video can increase your search engine rankings, click-through rates, and conversions. YouTube is one of the largest search engines second only to Google—and it’s a free platform owned by Google, which means that Google pulls a lot of content from YouTube for video search results. A properly titled and tagged video on YouTube can boost your SEO exponentially. If you’re not posting video on YouTube or on your website, then you’re missing out on a crucial SEO opportunity.

Video can boost conversion rates. A recent study revealed that more than 50 percent of online consumers were more likely to purchase a product after watching a video demonstration of the specific product they had been considering. See a sample product explainer video below.

Video is easily accessible. There are endless platforms for a video marketing campaign. This may be one of the most important benefits of video marketing because it helps boost content marketing efforts. Content marketing is the process of creating relevant and unique content intended to change the behavior of your target audience over time. Easily accessible video platforms make content readily available to consumers.

Video is effective. Studies show that retention rates for information that is seen and heard is as high as 80 percent. Retention rates drop to only 20 percent for information that is seen and 10 percent for information that is heard.

Video captures viewers’ emotions. Video allows you to tap into the emotional center of a viewer’s brain. They are able to match a face to a concept, which is important because human connection through video is more influential than reading facts in text. See an example of an emotionally appealing video below.

You can read more about the benefits of video marketing and how to measure the success of video marketing here.

How to develop a video marketing campaign

 The first step to creating a video marketing campaign is to conduct some market research to get to know your audience. A competitive analysis and target market insights will help you determine who your audience is and how to best reach them. Once you have this information you can begin to develop your messaging strategy.

After creating the strategy you should select a production company to make your vision come to life. A quality video is key, which is why it is important to hire professionals for the work that you will display on your website for all eyes to see. You will need to determine what type of video will best cater to your audience and send your message. There are four main categories of videos that you can consider: broadcast, entertainment, corporate, and explainer. You can visit the Our Work page for examples of each type of video here.

Now is the prime to time to start developing new messaging strategies so you have time to create a brand new video to release on your website at the beginning of the new year. Frozen Fire can help you develop your brand and content strategy as well as produce high quality videos for your company.

Frozen Fire is a digital business development and communication strategy firm that exists so that businesses have the tools necessary to know exactly who their customers are and what their customers are looking for; we help companies connect with their customers via digital marketing strategies; and we help them to drive their sales, business development and marketing efforts, so as to gain the maximum return on their investments in terms of marketing dollars, efforts, and human resources. Contact us to learn how we can help your business know, connect, drive.



Want to know more about video pricing. Check out our article here.

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