Even the most top-notch companies that possess successful video marketing programs know that they are in for trouble if they do not have an effective strategy. And to realize the importance of video marketing, Vidyard went into partnership with Ascent 2 to conduct surveys and complete interviews with business, sales, and marketing professionals from all around the world. The survey was successfully able to achieve its objective and was able to shed light on some important factors.
Video Marketing Strategy: The Most Important Objectives
Previously, the most important objectives for leading companies with successful video marketing strategies was to increase brand awareness as well as online engagement and improve customer engagement. It is only until recent times that marketers began focusing on increasing traffic and sales revenues for the purpose of videos. This enables marketers to make the most out of video consumption data and helps them qualify and raise leads with the content based on this data.
Coming up with an effective video strategy is a common obstacle for marketers; this is mainly because videos have to be “siloed” into its components by marketing professionals. Marketers have now discovered that the real value of videos, however, can be utilized when they are used in conjunction with effective marketing strategies. If you wish, your video marketing departments to become a success then allow your entire marketing team to collaborate together for new and innovative ideas.
The second obstacle that may be keeping you down is a low budget. Understand that lack of budget is a misinterpreted obstacle; after all, there are literally thousands of great videos around the world, which were created with little or no budget. All you need is a couple of good actors, a great editing program, and a consumer-grade camera. What you need to focus on is brand awareness, online engagement, and customer education.
Video Marketing Budget: What is changing?
According to the latest survey, video marketing effectiveness has increased up to 91% in companies. This is quite a significant change compared to other marketing tactics and can reflect the rapidly growing rate of video marketing adoption.
Slowly video marketers have learned how to generate more traffic by making use of videos.
What is the Most Effective Type of Video Content?
It turns out that the most successful video marketing strategies revolve around three main types of video content:
- Demonstration videos
- Explainer and tutorial videos
- Customer testimonials
Among the three, customer testimonials seem to be the most popular and effective way to derive an audience. According to a recent research, customer testimonials are the best way to showcase why people like your company; it is quite different from you telling your own success stories and allows you to attract a wider audience as well.
The most popular way to generate traffic through videos is to make the following videos:
- Demonstration videos
- Project reviews/ case studies
- Explainer/ tutorial videos
- Customer testimonials
- Vlogs/ video blogs
- Event videos
- Webinar videos
What are the Most Difficult Types of Video Content to Create?
Some types of videos are much more difficult to create than others, for example, companies with successful marketing strategies have revealed that customer testimonials are the most difficult type of videos to create, followed by project reviews and case studies.
But even though customer testimonials are the most difficult to create, they are still the most effective form of video marketing.
Here the most difficult types of video content in a descending order:
- Customer testimonials
- Project reviews/ case studies
- Explainer/ tutorial videos
- Thought leader interviews
- Demonstration videos
- Event videos
- Webinar videos
- Vlog/video blogs
What are the Most Effective Resources for Video Content Creation?
It turns out that the most successful video marketers outsource all or parts of the videos to access specialized expertise and technology while only 7% of them created video content entirely in house.
To make the most out of your low budget it is advisable that you use a combination of outsourced and in house talent, that way your brand can get the best of both worlds.
