Video Marketing scares more businesses away before they can even begin. High upfront costs, heavy time investment for potentially low reward. We’re all hoping for the next viral post, but when you’ve got a business to run, putting together a cinematic masterpiece is sometimes just too much to ask.
However, for those who persevere, video marketing offers a whole new avenue for your business to cultivate a strong online presence. If you’re interested in pursuing video marketing – learn from the experts. Read on to learn some top tips from one of the leading digital marketing agencies in Leeds – Wildfire Marketing.
What is Video Marketing?
Here at Wildfire Marketing, we’d argue there are two categories of Video Marketing. Video Advertisement and Brand Video. Both use the video format to create awareness of a business but differ in their exact focus. These differences, in turn, lead to different approaches and best practices. So let’s review these two types of video marketing individually.
Video Advertisement
Video advertisement is the more traditional form of video marketing, which you’re likely very familiar with. In a video advertisement, the product or service your business sells is the critical focus. Visually appealing shots, catchy music and a fitting atmosphere, are utilised to catch the audience’s attention and convince them that your product is the right choice for them. These may be posted as a separate video on YouTube, but in most cases are posted as a targeted advertisement on a variety of social media platforms.
Brand Video
Brand video differs slightly from a video advertisement. Still, it has quickly become a massively popular form of advertising over the past few years. Rather than the product, product video focuses on boosting the presence of your brand itself. Brand video could be anything from highlighting a new office or vocalising your support for a cause (learn more about that here). However you approach a brand video, the focus is on the message your brand intends to portray rather than the product itself.
How Do I Create Quality Video Marketing?
Video marketing as a digital marketing tool relies on three key pillars to be successful.
Content
All good video marketing starts as a brilliant idea. If the concept of a video doesn’t capture your audience, no one will remember your product by the end of it. If we asked you to recall the last car advert you saw, you’d struggle. If we asked you what came to mind when we said ‘1984’, the tech lovers in the audience would instantly remember:
Creating the right vision requires a passion for the product or message you wish to convey and a creative mind. Work hard on your content, and you’re on your way to a winning marketing piece.
Production
Video marketing requires money, talent and a whole lot of time to create. Whether your video is animated or filmed in real life, equipment costs quickly ramp up, and the time investment can leave many companies sweating. Effective video marketing, especially on tight budgets, requires experience and attention to detail. The editing and pacing must be absolutely on point, the audio must be crisp, and the actors must be emotive. Leaving your production to the experienced and trusting the process is key to good advertising.
Good production during video marketing is powerful. It can even cover up for less than brilliant content. Consider this ad concept:
“people dance whilst using our business’s product.”
Hardly creative. Let’s see it in action:
Of course, the inverse is also true. Audiences respond to creativity in all forms. Even if the quality is lacking, content can pick up the slack:
Targeting
Targeted advertisement is the key to a viral video marketing campaign, if not all of digital marketing. Creating content your audience loves and making sure they see it is essential to getting your campaign seen. Google uses a very similar algorithm to their search algorithm for YouTube. Check our site soon for an in-depth guide on capitalising on this to get your videos to audiences without paid advertisement.
Many social media tools offer an impressive list of tools for Video Marketers. Targeting can be as specific as you want, and that specificity can be the key to engagement. Focus on nailing the exact target audience of your video and watch as the views pour in.
We hope this guide has shown you some of the essential Video marketing tips you can utilise to create compelling digital marketing campaigns. Learn more about brand awareness and general digital marketing advice in our series of blogs from the leading SEO agency in Leeds, Wildfire Marketing.
If you’re ready to begin your video marketing journey, but don’t have the time or budget required for those vital first steps, trust our expert team to ignite your digital marketing. Contact Wildfire Marketing today.