Video Marketing 101: A Complete Guide to Content Marketing With Video

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Table of contents

Are you intrigued by video content marketing but need help determining where to begin? Don’t worry- we’ve got your back! While video marketing may seem daunting, it’s not as complicated.

In this comprehensive guide tailored for beginners, we’ll explore video marketing essentials, from crafting a video strategy to distribution and measurement. With our guidance, you’ll be able to witness the fruits of your labor in no time. So, let’s dive in and unlock the potential of video marketing!

Key Takeaways

  • Plan video content strategy before creation for best results.
  • Experiment with different video types aligned to the funnel stage.
  • Analyze data constantly to optimize efforts and maximize ROI.

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What is Video Content Marketing

Video content marketing is a strategy that leverages video to attract, engage, and retain customers. Brands create videos that provide value for their target audience and help build relationships. The videos educate prospects and customers about products, thought leadership ideas, industry news, and more. Video helps compellingly tell a brand’s story.

Unlike traditional advertising, video marketing aims to provide value rather than make a hard sales pitch. By consistently publishing helpful, informative, or entertaining videos, you can organically attract and nurture an audience of potential customers. This makes video a vital component of a solid content marketing strategy.

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Why Video Marketing Matters

Here are 5 key reasons why video marketing is essential today:

  1. Videos Boost Engagement: Videos are highly engaging. They command attention and evoke emotion in ways other content can’t. Viewers consume videos actively, leading to higher satisfaction.
  2. Videos Improve SEO: Videos boost SEO rankings. Pages with video content tend to perform better in search results. Videos also increase time on site and decrease bounce rates.
  3. Videos Drive Conversions: Videos move prospects closer to conversions. 84% say videos convinced them to buy a product or service. Videos build trust and showcase products effectively.
  4. Videos Expand Reach: Videos achieve greater reach through shares. Did you know videos are shared 1200% more frequently than text and images combined? Virality potential expands brand awareness.
  5. Videos Connect Emotionally: Videos forge emotional connections. Viewers relate to real stories and interactions. Relationships turn viewers into loyal brand advocates.

Why Invest in a Video Marketing Strategy

Is it worth investing time and resources into video? Consider these compelling statistics:

  • 72% of businesses say video marketing has improved their conversion rates. Video significantly boosts the likelihood of visitors becoming customers (Wyzowl).
  • As per a survey, 90% of customers have affirmed that they rely on videos to aid them in making informed purchasing decisions. Video builds trust and credibility with prospects (Animoto).
  • Video content gets 3x more organic search traffic than other content. Optimized videos can dramatically improve your SEO and reach (Moz).
  • It was discovered in a recent study that 92% of individuals who view videos on their mobile devices ultimately end up sharing them. Video drives social engagement and word-of-mouth promotion (Invodo).

Consumers overwhelmingly prefer video over other types of content, so it has become a prerequisite for brands wanting to stand out. You can cost-effectively scale your digital marketing impact by consistently publishing valuable videos tailored to your audience’s needs and interests.

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How to Develop an Effective Video Marketing Strategy

The key to video marketing success is having a strategic plan first. Follow these steps to develop an effective video strategy:

Identify Target Audiences and Goals

Start by defining your target buyer personas so you can shape content that resonates with their specific needs and interests. You’ll also want to set clear video marketing goals. Are you aiming to attract new leads? Nurture existing prospects? Delight customers? Goals will inform video concepts.

Choose Video Types and Topics

With goals and personas clarified, decide on the best video formats, lengths, and topics to meet objectives. For example, an awareness goal may suit a shorter brand video, while a conversion goal calls for a more extended product demo. Topic ideas can come from frequent customer questions, popular blog posts, or your products’ key differentiators.

Outline a Production Plan

Details like video length, style, necessary gear, and team members will shape your production plan. Set guidelines so every video aligns with your brand style and quality standards. Don’t forget to map out an editing workflow and ideal turnaround time from shoot to publication.

Pick Distribution Channels

Every video should have a distribution plan tailored to your audience. This may include owned channels like your website, email marketing, and paid advertising on YouTube or Facebook. The right mix can ensure your videos reach and engage your target viewers.

Define Success Metrics

It’s crucial to pick key performance indicators (KPIs) that align with your goals, whether views, conversions, watch time, or something else. These will tell you if videos achieve the desired result, allowing you to refine your strategy over time for optimal ROI.

Creating Compelling Video Content

You have your strategy – now it’s time to start creating! Follow these best practices for making binge-worthy videos your audience loves:

Focus on Storytelling

At its core, video is about visual storytelling. Frame your message in an entertaining, emotional, or educational narrative that resonates with viewers’ needs or interests. Stories humanize your brand and compel viewers to watch and take action.

Highlight Benefits

While creative visuals matter, you ultimately want your video’s takeaway value to shine through. Emphasize how your product or service solves customer problems. Discuss an insightful trend they care about. Offer tangible benefits they can’t get decanter.

Use Striking Visuals

HD quality footage is now easily achievable on modest budgets. Invest in crisp, well-composed shots and eye-catching graphics that make your video pop. This could mean hiring a videographer or simply using your smartphone. Either way, prioritize visual quality.

Keep it Concise

The video has to grab attention fast. Communicate your core message clearly within the first 30 seconds before viewer dropoff. For most marketing videos, 60-90 seconds is optimal. Only go longer if you have complex information to share.

Include a Strong Call-to-Action

Every video should motivate a desired viewer action, from visiting your site to sharing on social media. CTAs like clickable end cards, graphics, or verbal prompts help drive conversions and ROI.

Optimizing and Distributing Your Video Content

You crafted a fantastic video – but it won’t achieve your goals sitting unseen on your computer. Distribution and promotion are key for video results.

Optimize for Search

Over half of YouTube watch time comes from searches. Make videos discoverable by doing proper keyword research to identify high-demand search queries. Optimize titles, descriptions, and metadata with these terms.

Feature on Your Owned Channels

Your website, blog, email newsletter, and other owned channels should prominently feature relevant videos. Existing audiences already know your brand, making them primed for video content.

Share Across Social Platforms

Almost every social network now prioritizes video, so consistently publishing social videos helps expand reach. Tailor content to align with platform best practices and audience nuances for better engagement.

Leverage Paid Advertising

A paid promotion strategy can amplify reach to new audiences via YouTube video discovery ads, social video ads, or out-stream ads on news sites. Use targeting tools to identify and convert high-intent viewers.

Pitch Influencers and Media

Earned media exposure from influencers and publications boosts credibility while introducing your brand to new audiences. Pitch relevant videos to aligned voices or verticals to score features and placements.

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Types of Marketing Videos

Here are 5 popular videos you can create:

  1. Demo Videos: Demos showcase how a product works. Viewers learn key features and functionalities through demos. Useful for middle and bottom funnel stages.
  2. Brand Videos: Brand videos share company values, mission, and personality. It helps attract new audiences and makes an impression. Functional top of the funnel.
  3. Testimonial Videos: Testimonials feature customer reviews. The most potent validation comes from happy customer videos. Great for middle and bottom funnel stages.
  4. Educational Videos: Educational videos share expertise and industry knowledge. Position the company as a trusted resource. It helps attract audiences to the top of the funnel.
  5. Explainer Videos: Explainers describe how a company solves a specific problem. Clarifies value proposition. Functional top and middle of the funnel to nurture leads.
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Measuring Video Marketing Performance

But how do you determine what makes a compelling video that delivers results? Dial in on these critical data points:

Views and Watch Time

Raw view count matters, but watch time shows content resonance. Aim for video completion rates of over 50%. Low watch time means you need punchier hooks to sustain interest.

Social Shares and Engagement

When audiences voluntarily share or engage with videos, that signals quality, relevant content. Monitor likes, comments, embeds, and other interactions across channels.

Traffic Sources

Seeing where viewers originate tells you what discovery paths work. This helps guide video promotion efforts towards high-performing channels and partnerships for better ROI.

Conversions and Sales

At the end of the day, videos fuel business goals like leads, signups, downloads, or purchases. Connect video analytics to your CRM to correlate content with conversions.

Elevate Your Brand with an Effective Video Marketing Strategy

Videos are becoming increasingly popular among customers and prospects in today’s fast-paced digital world, where attention spans are decreasing. Creating an intentional video marketing strategy that resonates with your target audience’s unique preferences is crucial to stay ahead of the curve. This involves creating visually appealing and engaging video content optimized for different platforms and distributed across various channels, be it your owned platforms, paid promotions, or earned media. By analyzing the performance data, you can increase brand awareness and engagement and cost-effectively boost your sales over time. Let’s use the power of video content to captivate your audience and drive business growth!

Frequently Asked Questions:

Q: What’s the ideal video length?

A: There is no universally ideal length. Test videos of varying duration. Analyze performance data. Short videos under 2 minutes tend to have high completion rates. But longer videos may better educate buyers.

Q: What makes video marketing successful?

A: Success comes from strategic planning, experimentation, and optimization. Outline goals, target audiences, and metrics upfront. Test video types and channels. Analyze data, learn, and refine the approach. It’s an ongoing process.

Q: How much budget is needed?

A: Video marketing is now accessible to organizations of all sizes. Begin by leveraging owned channels to minimize paid promotion costs. For creation, start simple, using essential equipment and skills your team has. Outsource areas that require more technical expertise.

Q: What skills are required?

A: Some technical skills like shooting quality footage, editing software, and design help. But focus firstly on strategy, planning, and creative skills for ideation. Leverage internal strengths and outsource gaps to partners. Many options exist to produce video content at all budget levels.

Q: How can I get leadership buy-in?

A: Showcase ROI potential with market data and customer surveys. Start small by embedding videos into existing owned channel content. Use rapid testing to gain quick wins. Build on successes to expand efforts. Ongoing optimization and impact measurement also build confidence.

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