Video Marketing

Image - Video Marketing
Image – Video Marketing

Video Marketing help develop and distribute content. Follow best practices for Video SEO to increase organic traffic by optimizing content and UX. Online video marketing for brand promotions through visual campaigns can impact global reach views. From storytelling to editing, create videos that engage and succeed to generate leads and conversion. Include corporate and business videos, events, testimonials, and commercial videos. Incorporate campaigns for your email marketing, online reputation, and PPC in your videos. Publish your videos on video sharing sites eg YouTube, Vimeo, Vine, etc. Ideas scripted to produce videos to position your brand can lend trust for your products & services and subsequently more views. Explainer videos and a constructive snippet of less than 4-minute videos are the search engine preference to feature at the top of Google search results.

Free video editing software eg Adobe Spark can get you started.

Video Marketing: Types of Videos for SMBs

Explainer Videos

Explainer videos are short animated videos used by businesses to connect with their customers. They serve multipurpose interests and combine audio and visuals. Introduce your company or a new product. Tell your story in a manner so that viewers can remember. Explain how the product can solve consumer problems?. The ideal duration of such videos should be restricted to < 2 minutes.

Brand Video

Target your users to engage through business video content with links to your website. Brand videos can include interviews, presentations, vlogs, event videos, etc to convey its message. Branding must incorporate logos, colors, typeface, packaging and messaging eg: Coco-Cola.

Customer Testimonial Video

Customer testimonial videos show how your customers talk about the company’s product. What is their experience with the brand along with their recommendations? Such videos build trust and turn their purchase intent into a buying action. Customer testimonials are mostly used by businesses for persuading audiences and converting leads by taking action. eg Himalaya Herbals

Educational Videos

An educational video used by businesses to engage audiences is a mix of information plus entertainment. The content in this type of video should convey your brands’ message. Also known as ”How to…” videos teach your audience about using a product or solve a problem or address an issue. eg Apollo Hospitals educational video on hand hygiene.

Video Marketing: Content

Viewers choose video over text and recall a video ad more readily than a text ad. Social media strategy plays a role in video marketing by way of connecting with audiences, shares, and conversions. Leverage your video marketing and become creative with engaging content. Internet users consuming video content is ever-increasing worldwide. After watching the video, users are more prone to take action or make a purchase. Your ‘CTA’ or ‘Learn more’ button helps users navigate to a website or click on links.

Content on Social Media

Video marketing projects a face for your brand with personalized options. Benefit from live streaming events on social media – Live on YouTube, Facebook, and Instagram. Create HD quality videos, tell a story with a purpose, have a strategy in place and incorporate videos in your social media marketing. Video views are possible not only on YouTube but also on Twitter and Facebook.

Video Marketing: Create Edit and Publish Videos

Animoto is a DIY video maker online based on templates.

Creating Videos with Animoto

5 - Animoto Signup
5 – Animoto Signup

Sign up for free fig5 with Animoto AI-powered video creation software and adapt its stock content in your videos.

6 - Choose a template or start from scratch
6 – Choose a template or start from scratch

Animoto allows you an option ‘to choose a template’ or ‘start from scratch’ fig6.

7-Template 'About Us'
7-Template ‘About Us’

From the type of templates, we choose the ‘About Us’ template fig7 and build the video based on the About Us page.

8-Storyboard for the chosen template
8-Storyboard for the chosen template

In the right pane, all the templates relating to ‘About Us’ will be displayed. Preview the template storyboard fig8 and watch the blocks as a video by clicking the play button. Navigate through the collection and select the blocks from the selection that may be suitable for your project.

9 - Add a Block
9 – Add a Block

Click on +ADD A BLOCK fig9 to add any of the above block types to your storyboard.

10-Media
10-Media

All videos, photos or text after edits get listed in order under that PROJECT. Photo and video clips eg logo used frequently can be saved under FAVORITES for future use. Unlimited access to Images in the STOCK library is provided for use in your video projects.

11-Design
11-Design

Click on the Design Icon in the toolbar. Here if you have subscribed to Pro you can remove the watermark – ‘Made With Animoto’ fig11 and add a logo. Change the color of your text in title and subtitle. Also, apply or change the video background color. Use the slider to control the size of your text for title and subtitle. Under font, you can select a suitable option from the dropdown.

12-Style
12-Style

Styles are different transitions and the glamour fig12 selected for this video has the glow effect.

13-Style Options
13-Style Options

Click on the CHANGE tab and view the different options fig13 available in the display box.

14-Ratio
14-Ratio

The ratio button fig14 helps to choose between Landscape or Square.

15-Filters
15-Filters

For this video, we have not applied any filters fig15. The effects available are black & white, cool, warm, denim, fade, and darken.

16-Music
16-Music

Use the TRIM SONG tab if you want to limit the length of your song. The slider can control the volume of the music. Click the CHANGE tab fig16 and land on the Change Song page.

17-Change Song
17-Change Song

BROWSE FULL LIBRARY fig17 collection for use in the videos by sorting genre type or in terms of popularity. Upload the song of your choice by clicking on the UPLOAD SONG tab.

18-Adapted Story Board for the select template
18-Adapted Story Board for the select template

The script adapted for the storyboard [8 boards] fig18 is as per the content on our ‘Sap Canvas – About Us‘ page. The boards in the storyboard can be text, photo, video, and logo or a combination of text with photo, video or logo. Select the ‘media’ icon from the toolbar for adding a photo, video clips, and logo. Drag and drop these assets from stock or by uploading them from your own computer to your storyboard.

19-Edit the Story Board
19-Edit the Story Board

Editing Videos

To edit double click on the block in the storyboard and hover your mouse on this block and click on the EDIT tab fig19. Access the editing and customization tool to the right for Voice, Text, and Media.

20-Storyboard1 - Text
20-Storyboard1 – Text

The T icon for text beneath can replace the existing text in stock blocks with that of your own. Enter your title and subtitle for your board fig20. The size can be adjusted by moving the slider. Under color, you can change the color of the title and subtitle by clicking on the circular icons to display the color palette.

21-Storyboard2 - Video & Text
21-Storyboard2 – Video & Text

Editing options under the media icon allows uploading of your own media to the storyboard. Trim the length of the video and toggle sound to Off and On. The scale feature fig21 is similar to Zoom in and Zoom out function which can be controlled by the slider. Rotate, crop and change color for the media.

22-Storyboard3 - Text
22-Storyboard3 – Text

Storyboard3 includes only Text fig22 for the board.

23-Storyboard4- Photo & Text
23-Storyboard4- Photo & Text

Storyboard4 includes both a Text and Photo fig23 for the board.

24-Storyboard5- Texts & Video
24-Storyboard5- Texts & Video

Storyboard5 includes both a Text and video for the board. The Voiceover fig24 in the editing toolbar allows recording your voice by using the ‘HOLD TO RECORD’ tab.

25-Storyboard6- Video & Text
25-Storyboard6- Video & Text

Storyboard6 includes both a Text and video for the board fig25. The Text T displays LEGIBILITY which can be toggled Off and On for highlighting the text.

26-Storyboard7- Photo & Text
26-Storyboard7- Photo & Text

Storyboard7 fig26 includes both a Text and video for the board

27-Storyboard8- Logo & Text
27-Storyboard8- Logo & Text

Storyboard8 includes both a Text and Logo fig27 for the board. The color under the background for the media edit tool can be changed by choosing your choice of color from the color palette. Or apply background by uploading background color/ image from your computer.

28-Produce tab to finish
28-Produce tab to finish

Publishing Videos

When you are finished with your storyboards click the PRODUCE tab fig28.

29-Produce Video
29-Produce Video

Enter the TITLE, DATE, PRODUCER NAME, and DESCRIPTION for your video fig29 and click the FINISH button

30-Sap Canvas - Link & embed code
30-Sap Canvas – Link & embed code

Loading a storyboard can take some time fig30 as it consists of many blocks. Play the video by clicking on Sap Canvas – About Us. Download or Share the video on your social media platforms.

Embed the code to play the video in your blog post.

Video Marketing: Optimization

Several factors affect the optimization of a video. Create a high-resolution video for your video sharing channel eg YouTube, Flickr, Daily Motion, etc. YouTube Profile should have links to your social media channels – Facebook, Twitter, etc. Do keyword research and add this ‘target keyword’ to your title. Visitors search for the ‘target keyword’ that results in more clicks. A high CTR coupled with your video promotion efforts counts for higher rankings. Video transcript should also contain the target keywords. The description of the video on YouTube should enable users to understand what the content of the video is all about. Use YouTube tags to draw visitors and make attractive thumbnails.

Video Marketing: Analytics

The performance of your Video Marketing Campaigns needs to be measured to meet the set business objectives. Unlock features based on the payment plan to track the performance of your videos on Vimeo analytics with GA integration. Make the most of YouTube analytics featuring the three reports – Revenue, Watch Time and Interaction. Focus on the right metrics to improve results by continuously monitoring analytics data.

32-Video Marketing: YouTube Analytics
32-Video Marketing: YouTube Analytics

Metrics

Common metrics used for Video Analytics are

  • Demographics – Analyse data based on gender, age and country of your target audience.
  • Views – the success of videos in terms of a number of views in days and weeks.
  • Watch time – performing videos will determine how long your videos are watched. Are users watching the video from start to finish? Is your video not holding user attention resulting in viewer drop-offs before completion?
  • Traffic sources – highlights how users find your content. Measure the impact of YouTube videos in Google Analytics. Find out if the referral traffic from YouTube results in conversion.
  • Devices – Which device (desktop, mobile, tablet, etc) and operating systems (ms windows, mac os, etc) are used to watch your videos?
  • Interaction – Are users clicking on your links in the description to reach your website? Are users liking and sharing your video on Facebook? Do users leave comments or give a thumbs-up on YouTube?

Some useful software used in Video Marketing Analytics is Vidyard, VidiQ, Vidooly, etc.

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