what are you doing to build your brand? "I write interesting things on my blog."
Cool! But what builds your brand is not the message, it's the experience of it. "So what can I do?"
A well-planned video marketing strategy.
do you have a B2B business model and would like to implement video marketing without dying trying?
Get this into your head: your customers are not looking for a brand, they are looking for a solution to their problems. You have it, you just need to make it known successfully. And what better way to achieve this than through the favourite format of your potential audience?
vIDEO!
A video marketing strategy must be able to make the user feel a pleasant sensation that stays with them forever. It is like looking through a magic window where images and sounds come together. The result? Triple value: brand image, SEO optimisation and greater user involvement or engagement.
As with the important things in life, video marketing also has its moment of reflection in our blog. As if it were something that should be eradicated, when it is quite the opposite. A video strategy is a weighty project in which you should always use impactful formats, if only because it is likely that, with luck, one day you will end up being a spectator of your own audiovisual content.
What we were getting at: text or video? In marketing, it's not a question of choosing, but of coherently combining both elements. Reading is an active experience. When reading this post, you choose the pace and decide how, when and where to pause. However, video as a medium is easier for the user to consume, as they only need to press play and sit back to enjoy. You will say much more in one minute than can be read in the same interval, you will capture attention in a different way, the user will retain more information and the emotional response will come sooner than in any other format.
Either you get your audience to watch the video to the end or you will have failed. The trick is to capture their attention from the first second and keep it throughout the video. And for that there are some techniques and formats that we will tell you about in this journey. What for the text is an appreciation of the meaning, for the video is an emotional response:
why do you think video accompanies more and more written content? Because it increases the average time the user spends on the website and multiplies the number of times it is shared on social networks.
remember, just as important as creating and executing a video strategy is implementing it effectively.
"What I need to grow is video marketing.
Thank goodness you are already aware of this. To start working on your video strategy, you first need to know the fundamentals that support it. Video marketing is a tool based on the use of audiovisual images to achieve different objectives. If you add video to your content marketing, the results will skyrocket. Doesn't that seem like a good enough reason to start implementing it?
Maybe you knew about its importance even before the COVID-19 pandemic, but the disruption came and caught you off guard. Now, you are in the right place at the right time to learn the basics of a video marketing strategy and learn them inside out.
What we are going to tell you below coincides with the keys to planning your strategy and should appear in the creative briefing for your videos. Join us and discover how to make a video promoting a product.
Take note of the step-by-step to promote a product with video, from start to finish:
This is the profile or archetype of the ideal customer of your company, product or service. It takes into account:
In short, we can summarise all these questions in 4 basic pillars: what they need, what they are concerned about, what they do and how we can satisfy their need or solve their problem.
Given that one of the pillars of video marketing is to create audiovisual content of value that arouses the attention of the potential audience, building the profile of the buyer persona can be vital not only to identify curiosities, uncertainties and headaches, but also to know how and where they look for solutions. Do you already know how to make a video promoting a product?
The better you know your ideal customer, the easier it will be to awaken your chemistry.
what do you want to achieve with this video marketing strategy? What problems do you face? What kind of solution do you provide to that problem? The answers to these questions will determine the approach of the audiovisual project. Be clear about your goals. In addition, these objectives should be SMART, an acronym that stands for specific, measurable, achievable, relevant and time-bound.
how much money are you going to invest in your video campaign and do you have an idea in mind? If so, you should communicate it to the team in charge of implementing the strategy to start thinking about the type of work they are going to develop. If they already have a budget for the project you need, they will tell you about it in their proposal.
What do you want to present or promote in your audiovisual pieces? Depending on the theme or objective, one format or another will be used.
Think... Is it going to be an animated video, with motion graphics, recorded with characters, icons, a filming, testimonial...? You can tell your ideas so that the team can guide you towards the best option. When the public understands the culture of your company, they can identify better with it and end up buying your products.
do you already know where your audiovisual content will be published? The chosen platform largely determines the format, themes and duration. Here are some ideas:
The most important thing to determine the platform on which you will publish your pieces is to ask yourself where is my buyer persona?
Creating your videos doesn't just take time and dedication, you will need digital tools for planning (calendars), recording (camera, tripods, lights, microphones) and post-production (computer, editing, animation and design applications).
At this point, you should define the style and tone of voice your video should have. If you can describe it with examples and adjectives, all the better. Your company has a personality. And through tone and style, it manages to express itself authentically and create a connection with the audience in its performance channels.
what elements should appear in your video? Ideally, you should have your logo, a CTA, a link to your website... If you have other materials, you should share them.
who are your competitors? What are they doing to stand out? What is their added value? How do they differ? It is important to know this information in order to create different content that brings value to your audience. However, you should not be tempted to focus on your competitors, but on your customers.
have you thought about how you are going to measure the effectiveness of the campaign? Is it working? Why? Think about the objectives of your video strategy, because it will be crucial to measure results. Are you going to create videos of your product to get 1000 visits to your website? Do you want to increase traffic to your social networks by increasing the frequency of weekly video posts? If your goals can be measured, you should count them in the brief.
what is your company like, what characterises it, describe it briefly, this will help the team to approach the video from the right place successfully. It will convey your values in line with the branding of your brand.
when do you need to have the project ready and what are the deadlines? With this information, the video marketing team will be able to mark a date in their calendar so that the video will be ready on time.
This is where you should indicate the delivery format and the appropriate technical specifications. Think about it carefully.
what resources will you need to implement the content-related actions? Who will be involved?
Before finalising the briefing..
Whatever your objective is with this video campaign, we are convinced that it always involves the desire to attract customers and make them react when they finish watching it: click on a CTA, fill in a form... The best thing to do is not to include all your objectives in a single piece, as you could confuse the audience.
Now, what we want to do is to start working on the audiovisual creation process following 1, 2, 3 well-defined steps:
1- Pre-productionThis is the planning and creative stage of each of your videos, where the team must pay attention to all the details.
The script is a fundamental point in your videos and makes sure that your viewers do not have to wait until the last second to understand the objective of the content. For this, you should include a hook at the beginning, especially when it comes to explanatory videos.
Try to use a relaxed, conversational language and tone, and be careful with the length - to give you an idea, a 300-word script is equivalent to a video that lasts about 1.5 minutes.
read it before you take action, words change when you read them!
2- ProductionIf you've done a good pre-production job, you've already got half of the video done and everything will flow. Now it's time to make the audiovisual material. Keep in mind....
The production team must have a good understanding of the camera and the other tools used. Many times, you can have the most amazing camera on the market, but if you don't know how to use it, it's useless.
There are those who shoot spectacular videos from their iPhone, and those who have semi-professional cameras (halfway between basic compact cameras and more complex ones) and professional cameras (which provide absolute control over the settings when shooting video). Digital reflex cameras are a good example.
Specialist production teams are always a fantastic choice for creating professional video strategies - they have the knowledge and experience you need.
who makes up the core video production team?
Now, lights, camera and action!
3- Post-productionThis is the moment to check which are the best shots, make sure that the rhythm fits with the images, retouch colours, levels and contrasts, control the audio, use sound effects, etc. Once we have the recorded material, it's time to process it and make it the format we had planned. Ready to mix all the ingredients?
Some tips for this last phase:
▶️Mejora the composition by including shots from the B-roll resources. For example, if you are talking about the design of a product, you can add a few seconds of a designer's work on his PC. The aim is that everything fits together and complements each other perfectly. These variations can be: long shot (showing a complete scene), medium shot (focusing on the main person) and close shot (showing the character in detail).To do so, we will follow 4 steps:
1.Publication: It's no use having the best video in the world if no one is there to see it, so it's time to publish it on the platforms we defined at the beginning, which requires taking into account some aspects:
3. Measuring results: It is important to know if you are close to achieving your goals, and for this, there are some ideal metrics, such as playback rate and time, engagement, number of subscribers or views, among others. We will talk more about this later.
4.Optimisation: Now that we have analysed the results of our campaign, it is time to draw conclusions and improve the strategy. To do this, we can reuse the material, update it, put storytelling into practice, review the configuration of our channels, etc.
"If you want sales, worry less about sales and more about offering value in your content, in your networks, in your service, in your product. Sales are a result, not an end " - Luis Maram.
You can be original and different even when making a video. It's not that there are as many formats as there are stars in the sky, but you have a long list of options to choose from to succeed. Let us think of..
In a world where online sales are becoming more and more popular, many companies and sectors are adapting to new channels and formats to reach the consumer. Video in its various metamorphoses is ideal to adapt to the new times. Testimonial, corporate, tutorial....
what do you want to tell?
what's viral now?
Viral video marketing is a very popular term, not only in the marketing sector. Reaching thousands of views in a short time is the goal of many business strategies, but only the reality of a few. Why? What makes a video viral?
The name of this term comes from the ability of some audiovisual content to spread, as if it were a virus. And it means nothing more than creating videos for your brand that become popular online with the public. The magic of this technique is that consumers do marketing through their likes, comments, etc. The only thing the brand does is wait for the results to come on their own.
And don't think it's easy to achieve, very few brands do. There is no exact formula to viralise your videos either (at least not that we know of), but we have some tips that can help you achieve it:
The advantages of viral video marketing go beyond views:
A specialised team will give you the push you need, but what's really behind a viral video? For sure, an emotion. We want you to stop and think about this question: why do you watch videos on the internet?
Usually, to be entertained, to learn something or to be inspired, but you always do it for a positive reason. That's why you should keep emotional marketing in mind in your audiovisual campaign. Video marketing is not only useful for entertainment:
It can take a lot of time and energy for a video piece to go viral. And if the beginning of it doesn't grab your audience's attention, it's unlikely to generate social media intensity. Twitter is a great place to promote video and generate engagement. Facebook gives you more freedom to upload your videos directly from your computer or include a link to YouTube.
When a user feels something after watching your videos, they respond to your brand. For you, that means more traffic and a higher ROI (Return on Investment).
Characteristics of viral video marketing:
How emotional marketing influences video:
Simply put, emotional video marketing is perfect for raising awareness of your brand, products or services, as well as captivating your customers, but why?
Emotional marketing doesn't require laugh-out-loud or cry-out-loud videos. Emotional video marketing helps you reach the heart of your audience in different formats, making them remember you for how you made them feel.
These are campaigns that go straight to the heart and not to the pocket, which makes the difference between viral video marketing and any other piece. And if you notice, this does not only happen in video, but in general marketing. We have seen it in the evolution of traditional strategies based on intrusion towards attraction marketing(Inbound Marketing).
Brands have had to realise that they were putting all their efforts into the wrong protagonist, the product. Nobody can make a product fall in love. At the same time, they were leaving the real god of the strategy, the consumer, in the background. It is the consumer who makes the purchase decision. What is the point of putting all their efforts into an inert object?
we are not underestimating the importance of your products and services, after all, they are your currency. But to reach them, you first need to win over your audience. That's where emotional video marketing makes sense:
When a customer sees their values reflected in a brand, it is very difficult for them to give it up.
"What you can't measure, you can't manage.
And what can't be managed, can't be improved either. So what do we do? Let's measure. Let's look for metrics or KPIs that allow us to measure the impact and success of the videos. Of course, they will vary depending on the objectives set at the beginning of the campaign.
If what you are going to do is a webinar, it can also be measured! To do this, you can use YouTube Analytics, the tool that will help you increase your clickthrough rate and gain views. Some appropriate metrics for this format are: view count, view rate and conversion.
what are these metrics for? We have compiled the main video marketing KPIs to tell you what they are:
did you know that you can optimise your Inbound results with video marketing? They are two different realities united by the desire to deliver value to the user. Video has the ability to meet strategic marketing objectives. And to do so, you can not only integrate interactive video as part of your sales funnel, but also connect emotionally with your audience, add CTAs, establish KPIs and implement forms.
Almost certainly, the only statistics you have about your videos are the ones shown on YouTube, right? Likes, comments, number of views... But if what you need is for your video campaign to become part of your Inbound Marketing strategy, you need something more. That's why we want to recommend platforms that can help you achieve this, such as:
don't forget to measure the impact of your audiovisual content on social networks!
seeing is believing?
Now that you know where to start working on your audiovisual campaign, it's time to see some real video marketing examples from the Occam Digital Agency's oven:
And much more in B2B video marketing. It's good to start our own video experiments, but over the years we've worked with many B2B companies looking to make a difference with video. On our video marketing page you can see some examples. Here they come!
if you are looking for more examples of video marketing, get in touch with us. If you want to attract the love of your customers and keep the spark forever, you better take note of the best practices of video marketing in B2B business:
Discovery or attraction (the goal is to drive traffic to our website or blog, so we need to attract attention with short and direct content, such as Bumper Ads).
Consideration or conversion (the user has shown interest in the brand, so now it's time to tell them the details of your products and services in video, how they work, what problems they solve, what their features and advantages are, etc.).
Decision or closure (the user already has a few options in mind, yours is among them, and in order to get out of doubt, you are going to tell them about yourself, you are going to present your best version and you are going to show it to them in the form of a behind-the-scenes video to show the day-to-day workings of the company, video explainer, etc.).
Loyalty or delight (create audiovisual content that reinforces brand values, with creative formats, testimonial videos or to present new products or services).
Audiovisual content is effective for search engine positioning. If you include it on your website, you will increase the time the user spends on it. Moreover, platforms such as YouTube allow you to gain positions thanks to the prominent role of descriptions, tags and links, among other things. Can you get more visits, a better brand and more customers thanks to your YouTube channel? The answer is yes. Here are some fundamental techniques to improve the positioning of your videos on YouTube:
We assure you that if you meet all these requirements, you will improve your brand's SEO positioning on YouTube.
Originality knocks on the door of attraction. Thanks to animated video, brands can present their business in an attractive way, avoiding long filming and conveying messages clearly. It serves to quickly, completely and effectively showcase products and services, differentiates you from the competition and boosts your business. B2B video marketing is very useful for brands that find it difficult to reach the right audience at the right time. Therefore, it makes contextual marketing possible.
and much more about B2B video marketing! Do you want to be next?
What we offer you at Occam:
We never tire of repeating it: 81% of brands already use video as part of their marketing strategies. It is a different medium with enormous potential. We were born as an audiovisual production company, which, in addition to adding points in our favour, makes us true experts in the creation of original, multi-format and omnichannel pills. Straight to the point.
We analyse and understand your needs and those of your audience. We connect with your audience and make them engage with your brand in a natural way. From now and forever.
In return, you increase your sales and improve your ROI. Think about it!
We bring you tips and tricks for a good video. The best video marketing tips! Brands need it, although this is not something new. What is really new is that companies are using more and more audiovisual content in their communication channels. It is no longer just another element in your plan, but a key element to boost the reach of your campaigns and ensure that the effort invested pays off.
It has been proven that this format dominates social media, so brands that don't create audiovisual content are falling behind. Of course, you don't need to become an expert in its production. In fact, most viral content is very simple, and others are generated by agencies specialised in audiovisual production. In any case, you should never lose sight of authenticity. It's what sells the most.
That said, we would like to share with you some tips for an effective video marketing campaign:
After reading this post, you'll just have to pick up the camera and start recording. Or look for your best video marketing agency to design the most direct path to your goals.
do you have it clear?
If you want, we are the alternative.