Today, video is without a doubt the most popular choice for consuming content. Why do you think TikTok took off as quickly as it did? Why do you think Instagram introduced its Reels capabilities? And why do you think Facebook is placing enormous focus on its live functionality? Today, video is a huge part of the digital space. In fact, in 2020, 96% of consumers increased their online video consumption and in 2022, an average individual spends 100 minutes every day watching online videos.
With the above in mind, video content should be a part of any business marketing plan in 2022 and if you still find yourself questioning whether or not you would like to be a part of this, the stats speak for themselves. According to Cisco, by 2022, online videos will make up over 82% of all consumer digital traffic, 15 times higher than it was in 2017.
Marketing is a forever evolving medium, and video marketing has forged its way as a prominent player in 2022. With this in mind, it is important that you get ahead of your competitors and add video marketing to your overall digital strategy for 2022.
So, where do you begin? Let’s take a look at some video marketing tips for 2022.
5 Tips for Video Marketing in 2022
1. Why Do You Need Video?
Why do you need video? Do you need video because of this article? That’s not a good enough reason. You need to know what you want to showcase through your video marketing or whether or not you want to make video a part of every phase in your buyer's journey. Do you want to show off a product or nurture leads? What is it that video marketing can add to your business, what problems can it solve and how can it benefit the viewer?
Identify whether or not you have a product or service that will work well through video in ways the images or text will not. Do you think showcasing your business identity and the people behind your corporation will help for establishing trust with your target audience and drive them through the buyers funnel?
Whatever you use video for, remember that you need to make sure your video provides some sort of value to your audience. Whether it is a product how-to guide or a thought leadership blog told through video - your video marketing needs to attract, inform, delight, and nurture your audience.
So, before you begin your video journey, understand “why” your business needs video and how you can solve current marketing problems or overall business issues through this visual storytelling strategy.
2. Who Is Your Target Audience?
Who will view your video? Who do you want to view your video? And what do they expect from your video when they click through to it?
Marketers find themselves producing video content that is based on what they feel will work for the brand, rather than taking the time to understand what the target audience wants to watch. This is a mindset that is rooted in traditional television marketing and has no place in the digital age. Today, it isn’t about disrupting the viewer with content, it is about reaching the viewer with content that they want and need.
By putting together a buyer persona, your marketing team will be able to identify where your audience is online and what they are seeking through your business - what problems they want to be solved. With this information, you are able to put together a variety of videos that are designed for each stage of the buyer's journey - and tailored to the individual needs of each lead, as they go from marketing qualified to sales qualified.
Essentially, you are able to craft content that reaches them where they are at, and through analytics and behavioral audience insight, you will be able to strategically deliver the right content, to the right person, at the right time. A CRM will help you identify how far along your leads are in the buyer's journey, and this allows your marketing team to create targeted video campaigns that reach specific audiences with the right video message at the right time - leading to greater conversion.
3. What is the Call-to-Action?
Always identify the goal of each video you create. For example: do you want to gather lead data through a video linked to a lead form or do you want viewers to book a meeting with one of your salespeople? In order to understand this, you need to pinpoint where each video lies in the buyer's journey and whether or not the video is designed for lead capturing or sales.
In order to do this successfully, identify the point you are trying to make with each video and then break down each video into this single message - keep things simple. At the end of the day, you don’t want to cram your video with too much information. You want to make sure the video is designed to answer the right question - at the right time. And once your lead has taken the action required from the video - your next video can lead them further down the funnel.
4. Where Do Your Videos Fit in the Buyer's Journey?
We have made one thing clear throughout this article and that is that video marketing isn’t just about a single video. Video marketing is way more than producing one video for the homepage of your website or for one social media post.
It is important you think of your video marketing in the same way you think of your entire buyer’s journey, that is: you are leading your consumer toward an end goal, with a variety of videos.
For example, when it comes to the “attraction” phase of your buyer’s journey, you can produce videos with the single goal of driving organic search. Then you can create videos designed for the consideration phase of the buyer’s journey and finally a few videos that are designed solely for conversion.
Yes, producing these videos may take time but planning is key and with today’s video technology, the cost behind your content won’t be as monumental as you think - anyone can make videos these days and you don’t need a massive budget in order to make them.
5. Where Will the Videos be Featured?
Your immediate answer will be “my website," and of course, video content is important for your website but you need to use your content through a variety of channels, and of course, specific content should have a home. For example, you may have a video that outlines your business that suits your homepage - and lives on your homepage - but this video should also be distributed across your social media platforms. Your video content should never lay dormant and should be used across channels such as social media (as previously stated), social media ads, SEM ads, and email marketing.
Understanding where you would like to place your video content and share your video content is vital and one of the foundational steps to a video marketing strategy.
The Wrap Up
Video is just like all forms of content, and it takes strategy in order to be successful. If you are interested in creating the ideal video strategy and video content for your business, look no further than Nexa.
At Nexa, we believe that this kind of visual and engaging content is the perfect way to establish your brand as trustworthy, personable, and is a great way to establish your business message. Through our video production, you are able to find your brand's voice, express your message creatively and reach your audience.
Contact Nexa today for all your video marketing and video production needs.