Sell Faster with Videos: 9 Tips to Attract Buyers with Video Marketing

Video has taken over the web in a big way, and has even become the most popular form of online content consumed by people across the world today. Sure, it’s still important to write captivating articles and web copy on your website, but we can’t look the other way when 89% of video marketers say video gives them a good ROI

What does the prevalence of online video content mean for you? In sum, it means that you have an opportunity to take your brand forward in 2022 by investing more in video marketing. That said, successful video marketing requires companies to employ an entire array of tactics to attain the best return on their money. After all, it’s not just about posting a video, it’s about creating a strategy to ensure business success.

Ultimately, you want your videos to help you sell your brand and your products to a global or a local audience. Here’s what you can do to effectively leverage video marketing content in 2022, and how you can create and optimize your video marketing strategy to best attract buyers and create lifelong brand ambassadors.

1. Define your video marketing goals

Setting goals is the first and most obvious step toward creating the right videos for your business. When it comes to video marketing, it’s imperative that you remember to set goals, because defining clear and attainable goals allows you to gradually work your way toward ROI and set the right tactics to achieve that return.

Here are some of the goals you should consider for your video marketing strategy:

  • Increase brand awareness
  • Improve visibility on social platforms
  • Improve engagement and interactions
  • Drive traffic from your videos to your landing pages
  • Educate your target demographic
  • Generate and nurture leads
  • Inspire and incentivize people to buy

These are just some of the short, mid, and long-term goals to strive for with video marketing. But it’s important to remember that this isn’t a set-it-and-forget-it type of marketing campaign. Effective video marketing is an ongoing effort. 

Break down your video marketing efforts into SMART goals for saas-blogs-to-learn-from-when-launching-your-business/”>your business in order to make tracking and optimization easier.

Make sure that your goals are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound
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Framing your goals within these parameters allows you to clearly define your KPIs within a specific timeframe. This strategy helps take your video creation, scheduling and posting, and complementary efforts in the right directions.

2. Have a unique approach for every platform

One of your goals should be to disseminate amazing video content across the web and publish it on as many platforms as possible. But that doesn’t mean that a single approach will deliver the same results on every online platform. 

Different websites and social media channels have different video requirements and user demographics, and if one of your goals is to generate traction for your brand, then you have to develop a unique approach for each platform.

Specifically, what works on your site may not work on Facebook or Instagram, so it’s important to edit your original videos to fit the style and format requirements of the platform. The editing is the easy part, as there’s a lot of free video editing software on the web that will let you piece together some great content for different campaigns, websites, and goals.

One problem you may encounter is defining the video types that work best for each website, so here’s something to keep in mind:

  • Research the preferred video formats of your audience
  • Learn when your audience is online on different platforms
  • Keep in mind that YouTube and Instagram have Shorts and Reels (bite-sized videos for the shrinking attention spans of today)
  • Instagram and TikTok in particular thrive on short-form content
  • Facebook is great for one-to-two minute videos
  • On LinkedIn, you can even go up to three minutes with educational content

Once you’ve done your research, it’s time to start creating a schedule.

3. Create a posting schedule

Once you start investing in video marketing, it’s important to be consistent both in quality and your posting frequency

After the first ten videos, people will start developing a sense of when they should expect your next video to go live. You should also let your users know when they should expect the next video, and once you set those expectations, you need to deliver in order to grow your business effectively.

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By posting regularly and consistently, you’re “training” your audience to tune in at specific times, elevating your views, engagement, and reach. Here’s what you need to do in order to create a winning video-posting schedule:

  • Use a dedicated scheduling tool for your video content
  • Have different posting times for every platform to avoid overlapping
  • Learn when your audience is online on different platforms
  • Build a video content library to ensure consistency
  • Analyze your posting times and adjust as necessary

You need to put a mix of video formats into your schedule to keep it fresh and engaging. So let’s talk about the different videos you can start creating: 

4. Decide on your preferred video formats

There are a lot of video formats out there you can use to dazzle your audience. One of the keys to success is to diversify your video content as much as possible while keeping the formats in line with your brand identity, your industry, and your target demographic. 

The types of videos you should consider for your video marketing strategy include:

  • How-to videos
  • Explainer videos
  • Product tutorials
  • Educational videos
  • Teasers and trailers
  • Webinars and Recorded webinars
  • Live videos
  • Case studies
  • User-generated videos
  • Promotional videos

You can animate some of these videos to make them more interesting, or you can overlay some great music and effects with smooth transitions for a more professional aesthetic. Ultimately, it’s the editing that will make your videos stand out, so whether you’re using a tool for Windows or a video editor for Mac computers, always make sure to run your videos through an editor before publishing.

Everything from smoothing out the little imperfections to full post-production — editing goes a long way when you’re trying to optimize each video format for the best engagement on a specific platform. 

5. Optimize videos for the buyer’s journey

Do you know where your customers are in the buyer’s journey and how your videos are affecting their decision-making process? Different people are at different stages of their journey

Some users are just looking around, and some are genuinely interested in what you’re selling. Other users are comparing their options, and others just want to educate themselves. And there are even those who are ready to buy but just need that little extra nudge in the right direction.

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Presenting the wrong video to the wrong customer can drive them away. After all, if a customer is looking for credible information, why should they stick around to watch a sales video?

It’s important to optimize the customer journey through:

  • Awareness
  • Consideration
  • Purchase
  • Loyalty
  • Advocacy 

However, it’s also important to identify where your users are at in that journey and carefully curate your videos for different customer groups. 

On your site, that means presenting educational videos on your resources page, but focusing on calls to action, product tutorials, and comparisons on your product pages. 

6. Make an impact with your brand

When you’re disseminating video content across the web, you want to make it as memorable and shareable as possible. There are many factors that determine how shareable your videos are, such as:

  • Narration and storytelling
  • Picture quality (4k is becoming the norm)
  • Composition and photography
  • The pacing of the video
  • The message it’s communicating
  • Complementary visuals like animations
  • Your brand identity and tone of voice

Clearly conveying your brand identity is one of the non-technical keys to creating video content that better resonates with your usersWeave your brand into the story and as a visual asset to  enrich the video and the entire user experience so you can ultimately build brand recognition and trust.

You can make the greatest brand impact in video content by doing things like editing in your company logo or putting two videos side by side to create a split screen where one half is the main video and the other showcases your brand’s identity and important brand-related messages.

By branding your videos, you’ll inspire people to start following your business and engage with you not only because of the great content, but also because of the brand itself. This is the way to build a branded video marketing strategy. 

7. Don’t forget to optimize for search

Search engine optimization isn’t just something you do when you’re creating written content – it’s also an invaluable part of your video strategy. After all, you want your videos to be discoverable online, so you have to optimize them for Google and the search engines of other online platforms like YouTube.

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While you can use an SEO audit tool to see how your website is ranking, you can also do the same for your videos. As far as optimization goes, here’s a quick SEO to-do list for each video you put out:

  • Build a list of primary and secondary keywords
  • Create keyword synonyms as well
  • Weave your keywords into your headings, meta descriptions, and video descriptions
  • Create clickable headings that are relevant for your audience
  • Create a transcript for your videos
  • Use the skyscraper method and make better videos for the keywords you’re targeting
  • Add subtitles to your videos, because 92% view videos with the sound off
  • Integrate your videos on your blog in relevant places to boost visibility and boost the quality of your content
  • Implement the Video Schema Markup as well to help Google understand, classify, and rank the content

You should also leverage the built-in tools that different platforms provide, such as YouTube tags that allow you to tag your videos for specific categories (making them even easier to find).

8. Always integrate CTAs

What good is an amazing video without a powerful call to action that gets your users to interact with your business? Sure, quality video content goes a long way on its own, but you always want to inspire and incentivize the viewer to take action. 

Whether it’s to download a free eBook, visit your product page, try a free trial, or even make a purchase, the right CTAs can make all the difference.

There are two places in every video where you should integrate a call to action: 

  1. in the middle
  2. at the end

The middle part is for your soft CTAs, such as reminding people to subscribe to your channel or to check out your social media.

At the end of the video, however, you want to present your audience with a hard CTA. This is a direct call to action with the goal of generating a qualified lead or even converting. You can generate a lead by telling them to subscribe to your email list, to download a free product, or to share your video.

You can also inspire them to make a purchase by telling them to follow the link to your site, offering a small discount, or presenting a time-sensitive offer. 

9. Monitor your video analytics and improve your metrics

In the end, you need to have a dedicated reporting tool, and you need to monitor your video analytics on every platform. Each platform where you have a business account will give you a detailed analytics suite where you can monitor the performance of your videos, giving you an insight into how you can improve them and better engage with users.

You can also integrate the videos into your site through a custom API to track the analytics in one place. Monitor regularly, and use the data to improve each new video you publish.

Time to sell more with videos

After learning about video marketing and how you can implement it into your growth strategy, are you ready to give video marketing a try? Make sure to use this guide as a reference throughout the process of setting up, optimizing, and launching your video marketing strategy so you can avoid the common pitfalls and boost your chances of success.

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