Last updated on October 6, 2020
They say content marketing is a costly business, and that’s certainly true for video marketing, especially for a small business.
Therefore before deciding where to allocate your video marketing efforts and budget, think about what you want to achieve with your content.
If your goal is to increase brand awareness, make sales and connect with your customers in a more personal way – then you need to include video marketing in your content marketing strategy.
Already statistics show that video viewership is growing rapidly and is expected to reach new heights in the near future. In fact, Smartinsights reports that 83 % of marketers believe that video marketing is more important than ever.
I believe that this trend is fueled by the shared strong preference for video content, especially for a business or brand.
You might be wondering why people have a strong preference for video. Well, for one video is more memorable than other types of content.
Most people have a short attention span and a video could be worth thousands of words even if it is short. This is the reason video impacts engagement with services and products, particularly by the millennial generation.
The point that I’m trying to drive home is that video marketing is highly effective and gives a great return on investment.
One of the biggest hurdles to video marketing is creativity. And there is obviously the production cost that can sometimes reach tens of thousands.
The good news is that there are several options for you to use to choose from when it comes to video marketing.
Here then are two cheap but effective forms of video content to incorporate into your content marketing strategy.
Vlogs are basically the video version of a blog.
Just like a blog, a vlog can take various forms, however the most common is one that includes a static speaker talking directly into the camera.
Other vloggers record their day to day life to give viewers an inside look into their business or life.
They carry the camera and record themselves getting prepared for work, in traffic, at the office, going to meetings – carrying on with the daily routine.
Vlogging is the cheapest form of video to keep your audience engaged. To get started, you need some form of camera and an online platform to host your videos.
Social media and Youtube are the easiest platforms to host your videos by simply uploading them via phone or a computer.
Remember to promote your videos by sharing links on social media or embedding them on your website. Also, it is absolutely important to use keywords when promoting videos on platforms such as Youtube and websites.
In order to maximize search appearance on Facebook, you should host your videos directly on Facebook. Upload them to Facebook’s servers rather than sharing a Youtube link because Facebook gives priority to content within its own ecosystem.
Also, make videos that focus on key points. This is according to the Buffer Team.
“If your video is easy to understand, viewers would be more likely to share it as it is easy for them to explain what’s great about the video when sharing it.”
Here is an excellent example of an effective Vlog:
With the huge clutter of content available online, branding helps your videos stand out in a distinct way.
Branded videos also increase engagement and sales.
Content marketing experts recommend creating videos that tell interesting stories and emphasize some sort of value. It could be entertainment, exclusive deals, education or even access to special events.
The idea is to create value and spread awareness at the same time.
A good option for branded videos is to tell the origin story. Featuring a key employee such as the C.E.O in works excellently because stories set the context and connect us. Legend has it that Steve Jobs is one of the best storytellers, a strategy that he used to help customers relate to Apple’s products.
Another option is explainer videos. These are bite-sized videos (two minutes or shorter) that explain your product. Explainer videos come in various genres including drama, comedy, action etc.
They can also be made in different forms- live-action, 2D, 3D and more.
This means you can utilize explainer videos to increase brand awareness and sell your product or service, regardless of the size of your business.
The best thing is that you can use explainer across a variety of platforms from your site, Youtube channel, paid campaigns and even social media.
Here is a good example of an explainer video:
When it’s all said and done, the key to successful video marketing is the ability to deliver the right content at the appropriate time.
Your content marketing goals should be the basis for crafting your video marketing strategy.
By knowing what you want to achieve with your videos, you can tell the right stories and deliver them in the right way.
Eliud is a WordPress Website Designer, Content Creator (copywriter) and SEO-Expert living in Nairobi, Kenya. He is a fan of technology, design, and entrepreneurship. Eliud’s other interests include writing, reading, and innovation.He regularly blogs @ catforddigitalmedia and LinkedIn Pulse