What is Video Marketing?

By Liz Johnston

What is Video Marketing?

Video Marketing is a growing aspect of the “promotion” part of the “4 Ps” of digital business development: price, place, promotion and product. The 4 Ps are the cornerstone of marketing. Video marketing, as a form of promotion, is increasing in popularity. As with any kind of promotional marketing, the key to effective video marketing is reaching your target market. Video can be adapted to suit any market, but its real strength as a promotional tool is its prevalence in modern society.

Benefits of Video Marketing

1. Video is Accessible. The platforms for video vary from the Internet to broadcast television and on-the-street advertising. Rather than relying on traditional methods, customers are taking the time to research before buying a product and videos easily catch the eye and engage viewers with the product, service, or company the video is promoting.

2. Video conveys ideas effectively. Unlike other methods of promotion, video addresses both sight and hearing, allowing the viewer to absorb the message through multiple sensory channels. If you see supporting visuals while hearing a message, you are more likely to “buy in” to the idea that is being conveyed. Another hugely important aspect of video is the presence of music. Music plays an important role in neuromarketing, as it makes a direct appeal to the emotional center of the brain and subtly influences the viewer’s state of mind. Intentional use of music can place the viewer in an emotional state which makes them receptive to the video’s message.

Online Video Marketing

While platforms for video abound, sharing video online through your website and social media is arguably the most useful promotional technique. The YouTube revolution has proven that short online videos are a fast, fun way to exchange information on any topic. In addition, the SEO opportunities from video marketing are extensive. Google prioritizes interesting media and information, so blogs and websites with video, along with YouTube and Vimeo channels are often pushed to the top of Google search results pages.

How To Create Effective Videos for Marketing

There are two fundamental requirements for creating an effective video:

1) Communicating the correct targeted message;

2) Hiring a video production company that can generate a high-quality, on-target product.

How to Develop the Right Message

Successful video marketing results in increased revenue, but even the best-looking video will fall short of this goal if the correct message is not selected for your target market. Market research is a key step that is often passed over in the video production process. What direction is your market moving in? Is your message relevant to today’s and tomorrow’s market? When conducting market research, make sure that you have a clear communication strategy. What is the exact information you are looking for? What do you expect to hear? You are evaluating how in touch you are with current market trends, in addition to gathering information. Other helpful aspects for creating a clear strategy are: competitive analysis, new market development analysis, target market insights, and targeted and verified prospects lists.

Once you have gathered the necessary information, you will need to create a communication strategy that will adapt to your company’s growth and market changes. By building a clear communication foundation, you will be able to build a digital strategy and brand strategy that will allow you to select the perfect visual concept and message for your video.

Hiring the Right Production Company

When looking for a production company, make sure that your video production company is able to communicate clearly and understands your messaging and concept needs. Ask for their recommendations on the video concept. You want to make sure you find a company that puts your needs before any personal creative agenda. Review their demo or sizzle reels and ask for samples of their work to demonstrate their ability to pull together a great looking, emotionally stirring product.

Very few businesses offer the benefit of a digital business development paired with premier video production. To see how we tie these services together review our About and Services pages.

If your company needs assistance developing a digital business development plan that incorporates video marketing, Frozen Fire can help. Contact us for a complimentary 20-minute consultation.

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.