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How to Implement a Video Marketing Strategy for your Business

Video marketing is a great way to connect with your audience and promote your brand. In order to get the most out of video marketing, you need to have a strategy in place. In this blog post, we will discuss how to implement a video marketing strategy for your business. We will cover topics such as why video marketing is important and how to create and implement a good video marketing strategy.

What is video marketing?

Video marketing is the use of video content to promote products and services. It can include anything from promotional videos, influencer collaborations, educational tutorials, customer testimonials, and more. In order to create video content effectively, it needs to engage with your audience and provide them with valuable information about your business.

How Video Marketing Can Help Your Business Grow 

Video marketing is a powerful tool that can help increase conversions. Let’s explore why video marketing is important for businesses. 

How Video Marketing Impacts SEO 

When you create a blog post or web page, it needs to be optimized for search engines in order to get found by potential customers. This is called SEO (Search Engine Optimization). When optimizing your website or content, videos are an effective way to improve your rankings on search engine result pages (SERPs). Videos can often appear at the top of SERPs and are more likely to be clicked on than plain text results. In addition, videos also keep visitors on your page longer, which can help improve your overall SEO rankings as well. 

Video Content Builds Trust 

Videos are powerful because they are engaging and entertaining. They allow you to connect with viewers on an emotional level and build trust with them. Viewers are more likely to become paying customers when they feel connected to the product or service being offered. Videos also help break down complex topics in a way that’s easy for viewers to understand and remember. This helps build credibility and trust among viewers who may not have been familiar with the product or service before watching the video. 

Video Increases Conversions & Sales 

Videos can also be used as convincing sales tools that encourage viewers to take action, such as downloading a free report or making a purchase. This increases conversions and sales. People tend to base their decisions on what they see, so if they watch a compelling video about a product or service they may be more inclined to buy it than if they were simply reading about it in text form. In addition, videos make it easier for people to comprehend complex ideas quickly, which encourages them to make buying decisions faster than if they had read through pages of text instead.  

Video appeals to more mobile users over other content

As people spend more time on their phones, it is important for businesses to keep up with the trends that come along with that. That’s why video marketing appeals to mobile users as an effective way of increasing awareness and engagement with a brand. Video content has the ability to capture more attention and deliver more information in a shorter amount of time. It also has the potential to go viral, which can lead to even greater exposure for businesses that utilize video.

How to create a video marketing strategy

Videos can be used to create more personalized experiences and reach potential customers in a way that other forms of digital marketing can’t. If you’re looking to create a solid video marketing strategy for your business, here are some video marketing tips to get you started. 

Choose Your Metrics 

The first step in creating your video marketing strategy is choosing the right metrics. This should be tailored to the goals of your business, whether that’s increasing brand awareness, driving sales or something else entirely. These metrics can include views, engagement or conversions. You should also take into account the cost per view (CPV) as well as other analytics such as watch time, bounce rate and click-through rate. Once you have identified which metrics you want to track, it will be easier for you to determine what success looks like for your business. 

Choose Your Platform 

Once you have decided on the metrics, the next step is choosing the platform that will be used for distributing your videos. With so many online platforms available today, it’s important that you choose one that aligns with your target audience and helps elevate your content. Popular platforms include YouTube and Vimeo but there are many others out there depending on what type of content you want to create. Consider using social media videos as part of your social media marketing strategy on sites such as Facebook, Tiktok and Instagram if they fit within your target market! 

Set Your Timeline & Budget 

Creating a timeline and budget for your video marketing campaign is essential in order for it to be successful. Start by determining how much money and time you have available for this project before setting a timeline of when each task needs to be completed along with budgeting for each task accordingly (including production costs). Allocate enough time in advance so that all tasks can be completed properly without cutting corners or rushing things through at the last minute! 

Develop Messaging and Choose the Right Type of Video for Your Personas 

The next step in developing a successful video strategy is to create messaging that resonates with your target audience. Think about what type of content would be most likely to engage them and then develop videos that will deliver that message effectively. For example, if you are targeting millennials, consider using educational videos or marketing videos featuring influencers who share the same values as your brand. It’s also important to choose the right type of video format for your personas, from an animated video to product demos or customer stories. 

Connect with Stakeholders To Develop a Plan for The Video 

Once you have identified what kind of message and format you want to use, it’s time to talk with stakeholders across different departments within your organization (such as sales, marketing, customer success, etc.) in order to develop a plan for the video itself. Depending on each department’s goals, they may have specific input on what should be included in the video or how it should be presented. This collaboration allows everyone involved in creating the video to ensure that their needs are being met while focusing on creating an engaging experience for viewers.  

Choose Your Target Audience and Find Out Where They Spend Their Time 

It is essential when creating any kind of digital content that you identify who your target audience is and where they spend their time online. Knowing this information will help inform which platforms are best suited for sharing your videos and how you can tailor the content so it reaches them more effectively. For instance, if your target audience spends most of their time on YouTube then it would make sense to focus more energy on optimizing videos for YouTube rather than other platforms such as Instagram or Twitter.  

How to Put Your Video Marketing Strategy into Action 

Nowadays, video marketing is one of the most effective ways for businesses to reach their target audiences. But how do you actually implement your video marketing strategy? Read on to find out.

Producing Your Videos 

The first step in any video marketing campaign is producing your videos. There are a few different ways you can go about this—you can hire a professional production team or do it yourself. If you decide to do it yourself, make sure to invest in quality equipment and take the time to create something that looks polished and professional. 

It’s also important to think carefully about the type of content you want your videos to feature. Don’t be afraid to get creative with it and try out different formats like how-to videos or even animated videos. You can even use humorous sketches that relate back to your brand. Whatever you choose should have an overarching goal in mind. In other words, what do you want people to walk away with when they watch your videos? 

Distributing Your Videos  

Once you’ve got a few videos ready, it’s time to start distributing them. A great place to start is with YouTube; since Google owns YouTube, having your videos there will help boost your search rankings on Google as well. You can also look at other social media platforms like Facebook, Instagram, and Tiktok to get your videos in front of more eyes. Finally, if you notice a video performing well, consider running video ads with it to send traffic back to your site.

Finally, make sure you’re optimizing the titles and descriptions of your videos for search engine optimization purposes. This will help people more easily find your content when they’re searching online.

Measuring the Success of Your Video Marketing Campaign  

Once your videos are out there in the world for people to see, how do you measure their success? Analyzing metrics like views, likes and comments can tell you whether people are engaging with your content, but these metrics don’t necessarily tell you if people are taking action after watching your video (like purchasing a product or service). To get a better idea of how successful each video is at driving conversions, try using trackable links. This will give you more accurate data about who is watching and what they’re doing afterwards! 

Summary

Video marketing is an effective way for businesses to reach their target audiences. Creating quality videos and distributing them on the right platforms can help you build brand awareness and increase conversions. To ensure your video marketing strategy is successful, it’s important to track and analyze the performance of each video by measuring metrics to gain valuable insights into how people are engaging with your content. With the right strategy and dedication, video marketing can be an invaluable tool for your business’s growth. 

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How to Run Facebook Video Ads Without Breaking the Bank

If you’re using Facebook for your business and only posting organically, you’re missing a huge opportunity: Facebook Ads. 

A few years ago, organic social posts used to reach a wide audience, but that’s just not the case for most pages anymore. It seems that only a few industries still have a good organic reach, like restaurants, sports, fashion, and sometimes, animal causes. 

If your business isn’t in one of those categories, then only about 6% of your audience is seeing your posts. 

When you factor in all of the time and budget that goes toward creating organic posts each month to reach that tiny percentage of your fan base, it just doesn’t make a lot of sense to prioritize them over ads.

Many businesses (and probably your competition) are already running ads on Facebook, so what’s the secret to managing effective ad campaigns that create new customers AND don’t break the bank? Stick around to find out!

More specifically, this post will cover why you should skip static image-based ads and upgrade to running video ads on Facebook instead.

Benefits of Video Ads

According to Statista, the average adult spends about 78 minutes per day watching video content on their digital devices.

Videos have the power to engage your audience and make them feel something, whether that’s entertained or understood or motivated to make a change (like buying your product). 

They also capture your target audience’s attention for longer than a static image. Facebook recommends keeping videos to about 15 seconds, so that’s about 14 seconds of extra attention on your brand than you’d get from a single image ad. 

And, believe it or not, whether your creative is a video ad or a still image, Facebook’s advertising platform is structured to charge the same for either type of ad. 

Because video ads often perform better than their still-image counterparts, Facebook rewards the better-performing creative by charging the advertiser less. This metric is Facebook’s Relevance Score.

So, with better performance potential and no additional charge from Facebook, the only barrier to entry is the cost of creating the video ad itself. 

This creative process is where businesses have typically hit roadblocks since producing your own video usually meant you’d have to incur the following costs:

  • Model or actor fees
  • Location or studio rentals
  • Equipment rentals
  • Videographer fee
  • Editing fee
  • Audio licensing
  • Voiceover acting fees

These costs can easily exceed $20,000, which is cost-prohibitive for many businesses, so they end up skipping video ads altogether.

While Nettra has used high-end production like this for some campaigns, the approach just doesn’t make sense for many of our clients. Instead, we can create appealing, high-quality video ads for our clients by utilizing stock videos and simple editing software. 

Why You Should Use Stock Video For Facebook Ads

You probably know all about stock photos and likely use them on your website and in social media posts, but did you know that you can affordably purchase stock videos too? 

There are thousands of free and affordable stock videos on the web. Sure, there are some cheesy stock videos out there (same goes with photos), but there are also many simple, clean, professional videos that businesses can use to grab the attention of their target audience as they’re scrolling their Facebook feed.

We recommend that small business owners first use stock videos for their ads, even if they have the budget for a custom shoot. 

Why?

Using affordable stock video allows you to test different creative concepts against each other for a very low price.

Later, you can put your budget toward creating a custom video for the winning concept. What’s most likely though is that you’ll get great ROI without a custom video and you’ll decide to keep using stock footage. 

There are so many reasons why video ads are worth trying (especially when using stock footage to save money), including:

  • Nearly 60% of marketers report that Facebook video ads drive more clicks than image ads 
  • Video ads get shared more often, meaning you’ll also get free organic reach from your ads
  • Video ads provide more effective branding and brand awareness (Facebook ads come first in our two-phase funnel so people remember your brand when they’re searching for companies like yours)

Facebook Video Ad vs. Image Ad Performance

Our SEO agency has run Facebook video ads for numerous clients. Let’s take a look at some examples and how our video ads stack up against our image ads.

Here’s a video carousel ad that we ran for ZooLights, a holiday event at the Fresno Chaffee Zoo.

And here’s an image ad with date and time details that we tested as well.

From the campaign performance metrics below, the video ad got much higher post engagement (9x), and it also received more clicks. 

We’ve also run Facebook video ads for several of our attorney clients.

This video shows someone being arrested for a DUI and being put in the back of a cop car.

And here’s an image ad from the same campaign that ran concurrently:

The rate of engagement with the video ad was much higher (4x) than with the static image ad. 

When looking to drive higher rates of registration, Fresno City Community College turned to us for help with their Facebook ads. 

We ran this video ad:

And this image ad:

As you can see, the video ad gained more engagement (22x) with a similar amount of reach. 

Video ads may not perform better than images 100% of the time depending on the creative concept of the ad, the audience you’re targeting, and your campaign goals. However, because video ads tend to perform better in most cases, they’re absolutely worth testing, especially when using free or affordable stock footage.

Where To Find Great Stock Videos 

If you want to use stock videos in your ads, you need to know where to look for quality footage. These are our favorite sources for stock videos:

Here are some high-quality examples of solar panel installation videos you can find on Adobe Stock:

The pricing for most of the Adobe Stock videos is $79.99 each, which is a steal when you consider the cost of filming a similar video on your own. Pexels has thousands of free videos, but they’re more creative and don’t cover all business use cases. 

How To Choose The Right Stock Videos

Now that you know where to look, you also need to know what to look for. 

It may take some time to browse and find the right video, but these sites are attractive options for most businesses because of their quality and affordability. 

Instead of choosing a video that’s only tangentially related to what your business offers, you need to find something that fits the overall concept of your ad. The video should tell an engaging story that relates well to the text that will go with it. 

Here are some ideas to get you started on your video search:

  • A potential customer experiencing the pain point you solve 
  • A satisfied customer whose problem you have solved 
  • An employee performing quality work doing the service that your company offers so your customer doesn’t have to do it themselves
  • Eye candy: focus on an image that is somewhat related to your product or service but is very interesting. Wells Fargo did this using Promo by finding the video below of a dog catching a snowball in slow motion:

How To Edit Your Video For Ads

Did you know that 85% of Facebook videos are watched without sound?

It’s really important that your video makes sense and engages users who watch the silent version of your ad. To do this, incorporate short text overlaid on your video or include captions. You should also make sure that the text description that goes with your video is informative enough for them to understand your offering without turning their volume up. 

For the viewers who do turn the sound on, it’s smart to include music and possibly voice overs so that the content is even more engaging. 

No matter how people choose to watch your ad, you only have about 3 seconds to capture their attention, so your text and video should get right to the point.

As you create your video content, it’s important to consider mobile design first. Since about 83% of social media browsing is done on cell phones rather than desktops, your ads need to look their best on mobile to catch your target’s attention. 

Some basic information about the ideal video file sizes, dimensions, and lengths is available from Facebook here. For the best performance and visual appeal, make sure your video conforms to the platform’s specifications. 

Our top tools for quickly, easily, and affordably editing Facebook video ads are Promo, InVideo, and WeVideo.

All of these have a lot of user-friendly editing options so you don’t need to have extensive experience in videography or video editing to use them effectively. 

Key Takeaways

  • Organic social media posts just don’t have the reach they used to
  • Using social ads along with your social posts helps you more effectively reach your target audience
  • Static image ads and video ads cost the same, but video ads have significantly better engagement, shares, and clicks, so they’re a much better use of your time and budget
  • Stock videos provide an easy, affordable, high-end alternative to expensive custom video production 
  • Design your videos for mobile viewing without sound, as that’s how the vast majority of your target audience will view them

Creating video ads may seem daunting at first, but with resources like stock videos and simple video editing tools, you’ll be amazed at what you can create and the ROI it gets you for your ad budget.
If you’re interested in using video ads but want a bit of professional guidance to outline the concept and create the assets, we’d love to help. We’ve worked with many businesses like yours and can help you reach more of your target audience through affordable, effective Facebook video ads. Get in touch with our team today to start talking about our partnership.