In this video you will learn what video marketing is. How do you do video marketing and what are the most common mistakes that you should definitely avoid. What is video marketing? You need video marketing to achieve your marketing goals. For you, for your company, etc. It is important or crucial that you know them. You need to know your company’s goals. The target group, the messages and the values. Only then can you do good video marketing. Video marketing builds trust. When it comes to purchasing decisions, trust is the number one factor. Through trust, you can sell more, for example with your company story on your website. You can tell your story, your challenge in building your company. It is important that it is personal, authentic. And entertaining too. The next: engagement, the bond with the audience is greater, with the potential customers is greater. This means that videos on websites make you stay longer on the website. Google rates this positively, as a positive user experience. The result is better search engine rankings. Another effect is conversion, higher conversion. People shop more, people call more. The success with video marketing is higher. There are different strategies with video marketing.
I present three strategies here. The first strategy is a single video, then comes: customer journey videos and the video campaign. Individual videos are about fixing a problem, for example building trust, increasing conversion or when you are on the go, you can use videos to achieve engagement, you can promote customer loyalty, you can promote personal branding, you can promote company branding. Videos in the customer journey are like your customer journey. Each of your customers goes through a journey until they make a purchase decision. This trip doesn’t have to be done in a day. That can happen over a long period of time. It is important that you understand this journey. Also the touchpoints, the decisions that the customer made. You can inquire about that on the one hand , through customer surveys. On the other hand, google analytics also provides information on how visitors behave on websites.
And exactly where you have higher bounce rates, you can post targeted videos. In the customer journey, you switch several videos. At the beginning of a journey. We differentiate here between cold, warm and hot traffic. The hotter it gets, the sooner something will be bought. At the beginning of a trip, videos need to be shorter. Because people don’t know your company yet. They don’t have that much time either.
They have not yet decided whether they want to do anything with a brand, with your product, with your company. Therefore, the further that you are in the journey, the longer videos can be. Towards the end it can be a longer product video or a longer success story, a testimonial. Also an explanatory video. As long as it is relevant to the visitor. Video campaign is something that is very effective. In a short time. You can’t do that without an advertising budget. We recommend using around 50 to 150% of the production budget. For advertising on social media, for example on Facebook, on linkedin or on the video platform YouTube.
The advantage is that you can place targeted advertising. And you can measure and you can also make decisions during the campaign. If something goes better, let’s say you produce four different videos , you can already see which video converts better on which channel. You can encourage that and you can kick others out. It is also important for video campaigns that you do not focus on one channel, but on several. So you also have the opportunity to learn. And to act during the campaign. Before you start, make sure you set your goals and target group. There has to be clarity. There must also be clarity about the messages. Better one message than 100 messages. You also have to define the channels. Is the main channel the website or is it social media? You can also use it to adjust the format, aspect ratios and so on. And of course the implementation. Regarding the budget and also the creative approach.
It is important that you determine this before the production and before the video marketing measure. And now finally to the most common mistakes. We have learned this from the past twelve years. We learn with every production, with every campaign. You will do that too. It is important to set clear goals and clear target groups. Describe target groups using personas. And then that’s good. No budget for visibility. That is mistake number 2. Make sure you take into account. If you don’t do paid media, but only place your video on the website, then you must know how many visitors you have.
Do you have any viewers at all? Measure it and if you only have 20 views over a month now, then you have to think about why. What measures do you want to implement? You used budget for your production. Now it is important to use your budget for your distribution. Better one message than many messages. If you avoid these mistakes, then you have already done a lot right. That was it. If you have any tips or questions, please leave us a comment. Don’t forget to subscribe to the channel. Do you want our monthly newsletter? Then you can find the link under the descriptions. Bye for now..