How to Increase

Do you want website visitors to spend more time on your site?

Do you want more people to open your marketing emails?

Do you want to increase your sales?

Of course you do.

That’s why video marketing should be a part of your overall marketing strategy.

What is video marketing?

You’re no doubt familiar with the sight of Isaiah Mustafa in a towel encouraging you to “look at your man” or the cute animated characters dying in ridiculous ways.

dumb ways to die

This is video marketing.

Video marketing involves creating videos that highlight your brand, message, product or customers and using these videos in your marketing campaigns to influence and engage your audience.

People love watching videos, which is why YouTube is the third most popular website in the world.  It’s an activity that doesn’t require much effort (yup, we humans can be pretty lazy sometimes) and which immerses us so that we connect with the content in a deeper way than if we were reading the same information in an article.

Why video marketing is important

1.Videos increase sales by showing your product in action

You can write articles about what your product does and show pictures of your product from different angles but if you really want to convince people to buy it you should show it in action.

In fact, tests have shown that visitors to your website are 144 % more likely to purchase your product if they see a video about it first.  

Blendtec killed it with their “Will it Blend” series, demonstrating on video the power of their blenders to blend anything from iPhones to Pokémon.

2. Videos increase the time people spend on your site

According to Mist Media, Internet users spend 88% more time on a website if it includes a video.

The folks at Advisor Internet Marketing saw proof of this when they did a video series that involved sharing a 30-minute video on their website every day for a month.

During that month their visitors’ average-time-on-site rose to 17 minutes. Most websites are lucky if they can get visitors to stick around for 2 minutes! So clearly this video thing was working.

3. Video marketing increases your Google search ranking

There are a lot of factors that go into how Google ranks your website and one of them is the average time that people are spending on your pages.

If people are spending a lot of time on your site it signals to Google that your content is valuable and as a result, Google will rank your pages higher in order to make them easier for other people to find.

People also really like sharing videos that they’ve enjoyed. So if you create an awesome video that people found helpful or entertaining they will share it with their friends and social media followers. This will lead to more inbound links which will give your search rankings a boost.

4. Video marketing improves email campaigns

Marketers have found that using the word “video” in an email subject line increases email open rates by almost double.

ClearFit regularly uses videos in their email campaigns after realizing that the emails they send out with videos have a 53% higher click rate than the emails without. They also discovered that 5.3% of their email recipients who watched more than 50% of a video ended up making a purchase.

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Not all email clients offer the ability to include videos in emails, in which case you can insert a screenshot of the video with a link to the video itself.

5. Videos engage your audience and increase brand recognition

Videos offer you the opportunity to tell a story about your business or brand that will captivate your audience’s emotions and leave a lasting impression.

Always’s hugely successful “Like a Girl” campaign is an example of  video marketing at its finest. Though the intended audience of the campaign was preteen and teen girls, the video left an impact on nearly everyone who saw it.

“A recent study shows that after watching the video, 76 percent of girls ages 16-24 no longer see the phrase “like a girl” as an insult, and two out of three men who watched said they would stop or think twice before using “like a girl” as an insult.” Roo Ciambriello, AdWeek.

You can also use videos to speak directly to your audience and let them see the personal side of your brand.

After the success of the Old Spice video campaign the company took things a step further and had Isaiah Mustafa answer customers’ questions and comments in individual videos. This was a huge hit. Isaiah’s popularity skyrocketed and Old Spice became the number one selling brand of body wash for men in the United States.

While most businesses are unlikely to experience the same level of viral success as Old Spice’s “Smell Like a Man” campaign, the benefits of including videos in your marketing strategy are well worth the effort. 

How to create a video marketing strategy

If you’re small business owner then you’re probably worried that you might not have the budget for a video marketing campaign. But the good news is that you don’t need a lot of money to create videos. As long as you have a smartphone, a microphone and a tripod you’ve got all the tools that you need to get started.

Just take a look at this simple no-frills video by Buffer’s Social Media Manager Brian, which received more than 13,200 views on Facebook.

Though if you do have the budget to hire a professional videographer then you will have the option to create different styles of videos that will be of higher quality than what you can produce on your own.

Here’s how to get started with your own video marketing campaign

Step 1: Understand your Audience

Before you start creating videos first do some research to understand your audience and what it is that they want.

  • What information are they looking for?
  • What are they interested in?
  • What would make them buy your product?
  • What kind of videos do they enjoy?

Write down the answers to these questions and brainstorm ideas for videos based on those results. This should give you a nice pool of potential video topics to work with you when it’s time get down to creating your videos.

Step 2. Decide on your goals

You now know what kind of videos your audience is interested in watching, but what do you hope to achieve by creating those videos?

Here are some of the different type of videos that you can create and possible goals for those videos:

    1. Introductory videos that will help your audience become familiar with your product or service.
    2. How-to videos that will teach your audience how to use your product.
    3. Informational videos that will educate your audience on topics in your industry and help establish your expertise.A great example of this type of video is Moz’s weekly Whiteboard Friday series that address topics on SEO and inbound marketing. Their videos, which are hosted on Youtube, shared on their social media channels and embedded in their blog posts, have helped establish Rand Fishkin as an industry thought leader.
    4. Advice and FAQ videos to answer questions and minimize support requests
    5. Fun videos that show your company’s culture and build your brand’s personality, for increasing customer loyalty or recruiting new employees.

Your strategy can include any or all of these goals, but it’s important to clarify the goals before you start creating your videos.

Step 3. Determine where you will be publishing your videos

Once you have decided on your goals you need to figure out the best places to post and share those videos in order to achieve your objectives.

Blog posts? Emails? Social Media? Landing Pages?

These can all  be good places to share your videos.

  • Share an introductory video on your homepage to welcome and engage visitors.
  • Post instructional videos on your product pages to help educate your audience and encourage their interest.
  • Include a video on your landing page to increase conversions.

The research that you did on your audience will help you out here since it will tell you where they are looking for information so that you can meet there.

If you plan on sharing your videos to social media (which you probably will want to do) it’s a good idea to become familiar with each platform and the types of videos that are successful on each one.

Take a look at this article from Buffer to learn more about creating individual video marketing strategies for Facebook, YouTube, Snapchat, Instagram, and Twitter.

Step 4. Create your videos

Depending on your budget and resources you might decide to hire a professional videographer or you may choose to create your videos yourself with help from your team (the more the merrier!).

If you’re making your videos yourself here are some tools you should have on hand:

  1. A camcorder or a smartphone with a good camera.
  2. A tripod to keep your camera steady.
  3. A microphone.
  4. A few lamps to light you up in the front and back.

You can also use these program to create professional-looking videos at very affordable prices:

  • PowToons: Easily create fun animated videos by choosing from a large selection of graphics, backgrounds, animation, music and fonts. Just drag and drop to put them all together.
  • Animoto: With Animoto you can have a beautiful marketing video in just 20 minutes. Upload your images, add text, pick your music and you’ve got yourself a video.
  • Magisto: Create videos on the go with this Android and iOS app that allows you to record and edit videos right from your phone. Insert a title (no other text though) splice clips, add music, pick a filter and publish.

Six important tips for creating marketing videos:

  1. Before you get on camera write a script with all of the points that you want to discuss on the video. Practice a few times before you start recording.
  2. You have 10 seconds to grab your viewers’ attention before they decide to stop watching, so make sure to start off your video with a good hook.
  3. Keep videos short and to the point, ideally between 60-90 seconds.
  4. Make sure that every video delivers a single message. If you try to tackle too many different topics you may leave your viewers confused and your video goals unmet.
  5. Include a clear call-to-action at the end of each video. Ask viewers to visit your website for more information, click on a link to sign up for your newsletter or follow you on social media.
  6. A majority of the people who are watching your videos on social media will have the sound off, so make sure to include captions. If possible, try to make your videos colorful enough that they are interesting to watch even without sound.

Step 5. Analyze the results

After you create and publish your videos you will want to analyze the results to see what worked and what didn’t.

Were people abandoning your videos because they were too long or uninteresting?

Maybe you shared them in the wrong places so no one saw them at all.

The information that you gather from your videos’ analytics will help you improve your campaign so that you can create and distribute your videos with more success in the future.

How to measure video marketing

Youtube, Vimeo, Facebook and Twitter each offer native analytic tools that will allow you to track your video’s performance. 

If you want  more advanced analytics then you can host your videos on Wistia and receive detailed  information on your viewers’ activities, from their first click to conversion.

These are some of the activities to look out for when tracking your videos’ analytics:

  • The number of shares your video received.
  • The number of total views that your video received
  • The number of people that clicked through to your website.
  • The number of viewers that watched your video until the end.
  • Total engagements with your video, including likes and comments.

Tracking analytics might not be the most fun part of creating a video marketing campaign but it’s certainly one of the most important.

These numbers will help you improve your strategy and video content so that you can keep producing high-quality, engaging videos that your audience will love.

BF quote

According to Mark Zuckerberg, in five years’ time, most of the content that we’ll be sharing on Facebook and online will be video content. If that prediction does come to pass you’ll certainly be glad that you spent those years creating videos and building a solid marketing strategy, rather than sitting on the sidelines.

So go get started. And let us know how it goes.

And that’s a wrap!


Are you creating videos for your business yet?

What kind of videos are you having the most success with?