Video Marketing: Why Your Clients Need It and How to Get Started

While video marketing isn’t a new concept, its importance as part of a digital marketing strategy has increased in recent years. In 2021, U.S. digital video advertising spend was estimated at $55.34 billion dollars, up from $31.86 billion in 2019. And this spend is predicted to increase to $78.45 billion dollars by 2023.

This data proves that video marketing isn’t going anywhere and it’s something that needs to be integrated into your clients’ digital marketing efforts. Whether a small startup or an international company, there are countless ways video can benefit your clients.

Growing your marketing agency means offering your clients the tools and services they need to find success. In this article, we highlight why video marketing matters, why your clients need it and how to make it happen for them. If this isn’t your agency’s focus, white label digital marketing services can do it for you, helping you scale your agency and give you and your more opportunity to grow.

Why Video Marketing Matters

Animoto, a leading video creation platform, found that YouTube outranked Facebook as the top platform impacting consumer behavior in 2020. While blogs, white papers, infographics and other text-based content are important aspects of digital marketing, video can do more to engage and motivate a user to take action. How? Keep reading!

Video Helps Increase Conversions

Unbounce reported that adding video to a landing page can increase conversion rates by 80%.  We can’t think of any business that wouldn’t want to see an 80% increase in their potential customers!

However, increasing conversions and sales goes beyond just sticking a video on a website. You have to think through a video’s messaging and how it adds value to the user experience. For example, a landing page highlighting a specific service could benefit from a testimonial video of a client who used that service and found success. In fact, two out of three people say they are more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service helped a person like them.

Video Can Boost SEO

According to Neil Patel, “If used correctly, video can be an extremely powerful form of content and make a significant contribution to your overall SEO strategy.” Video can markedly increase the amount of time a user spends on a website page. This time spent, known as dwell time, is a Google ranking factor. The more time spent on a page, the better!

When possible, you may also want to include a video transcript. Transcripts make videos more accessible because search engines can crawl the text. According to research by Vidyard and Aberdeen Group, businesses who use video on their websites receive 41% more web traffic from organic search than those that do not. A white label digital marketing agency offering SEO services can provide keyword research insight to help you generate the most SEO benefits from your clients’ videos.

Video Can Entertain, Educate and More

Video can explain and showcase a variety of ideas and concepts. A robust video marketing strategy will incorporate all types of videos to engage users across the buyer’s journey.

In the digital world, there are different styles of video and each one has its own benefits. Below are some of the most common styles.

• Live-action videos are the most common because they can be created with virtually any camera. These types of videos typically include interviews, sales videos, product demos and client testimonials.
• Animation videos require more software and skill but are beneficial when explaining or showing something that isn’t “real.” For example, many brands use this type of video to animate their logo or create a brand mascot.
• Live streaming videos include Facebook or Instagram Live, which broadcasts the video as it is being filmed. Live streaming is great for event coverage or in-the-moment updates and announcements.

How to Get Started with Video Marketing

If you are new to video marketing or if it’s a service you want to offer but need extra manpower, white label digital marketing services can help. This allows you to scale your agency without overwhelming your team or bottom line.

However you choose to handle this service, you need to have a strategy in place before you start filming. A video marketing strategy can help you meet your clients’ goals. Then you can create video content that addresses their business objectives and delivers measurable results.

Determine the Goal of Each Video

Of course before you create a video, you must determine your goal. When considering adding a new video to your client’s library, ask these and similar questions.

• Who is the target audience? For example, your target audience may be current customers, users new to the brand, or any number of other audiences. Of course, in some cases, one video may aim to target multiple audiences depending on the message.
• What is the video trying to achieve? Your video may be trying to increase brand awareness, motivate users to contact the company, make an immediate purchase or take other action.

Every decision made about the video, from the language used to its distribution, needs to consider the target audience and the goals.

Plan and Outline Each Video

When it comes to video marketing, time is money. Planning and outlining a video before filming can ensure nothing gets missed. Add to that the fact that the first 15 seconds of your video are key, you want to make sure you are using that time wisely.

When planning the first 15 seconds of a video, make sure to add a “hook” that gets people excited enough to keep watching. A hook could be an eye-catching visual, an attention-grabbing line or a teaser for what’s coming up.

Also, write down three to five key points that are important for the video before you shoot. Depending on the video style and talent, we recommend writing a script to avoid “ums” and pauses and ensuring important information is stated clearly and concisely.

Measure the Success

According to a recent report, 73% of companies use video analytics to measure the effectiveness of their video content. Why? Because video data can share valuable insight into what is working with an audience.

Important metrics to review include view count, total click-through rate (CTR) and link click-through rate (link CTR). But success may look different for different videos depending on their goals. For example, a video highlighting a company’s culture probably won’t generate revenue but could positively impact hiring efforts.

Grow Your Agency

In today’s digital landscape, video marketing has become a vital component of an effective marketing strategy. White label digital marketing services can help you grow your agency and offer a range of services that increase the ROI for your clients. Contact Umbrella today to learn more.