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 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.
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
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
Sign up for free fig5 with Animoto AI-powered video creation software and adapt its stock content in your videos.
Animoto allows you an option ‘to choose a template’ or ‘start from scratch’ fig6.
From the type of templates, we choose the ‘About Us’ template fig7 and build the video based on the About Us page.
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.
Click on +ADD A BLOCK fig9 to add any of the above block types to your storyboard.
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.
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.
Styles are different transitions and the glamour fig12 selected for this video has the glow effect.
Click on the CHANGE tab and view the different options fig13 available in the display box.
The ratio button fig14 helps to choose between Landscape or Square.
For this video, we have not applied any filters fig15. The effects available are black & white, cool, warm, denim, fade, and darken.
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.
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.
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.
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.
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.
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.
Storyboard3 includes only Text fig22 for the board.
Storyboard4 includes both a Text and Photo fig23 for the board.
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.
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.
Storyboard7 fig26 includes both a Text and video for the board
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.
When you are finished with your storyboards click the PRODUCE tab fig28.
Enter the TITLE, DATE, PRODUCER NAME, and DESCRIPTION for your video fig29 and click the FINISH button
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.
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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