The complete guide to video marketing

Video is an incredibly powerful medium that makes it easier than ever to evoke emotion and forge human connections at scale.

Whether you’re new to video marketing or looking for ways to improve your current strategies, the Complete Guide to Video Marketing has something for you.

In this guide, you’ll find everything needed to build a video marketing strategy— from deciding which types of video to create, to the best ways to distribute content, to analyzing results.

How to use this guide

To get the most out of this guide, we recommend bookmarking it and reading it cover to cover. Starting further down this page with Chapter 1. But if you’re you’re looking for tips on a specific topic, check out our complete chapter list below.

Learn how it fits into marketing, why you should care, and how to make the case for integrating it into your organization’s online marketing strategy.

 

Chapter One

Introduction to video marketing

What is video marketing?

Video marketing is a digital strategy that leverages the power of video to attract, engage, and convert an audience into prospects or customers.

Sometimes referred to as video content marketing, businesses are increasingly using video in every part of the marketing funnel to reach audiences throughout the customer journey.

For organizations that sell primarily to other businesses, B2B video marketing has emerged as an incredibly effective tactic for reaching, educating, and nurturing potential customers.

Why use video marketing?

Companies need many things to thrive: visionary leadership, a compelling offering, exceptional service, and much more. But in today’s noisy marketing landscape, what your brand really needs is a story.

Stories make for better marketing because they elicit emotion. They can influence who we trust, play on our nostalgia, and help us make sense of complex information. A really great story can communicate the entire character of a brand in less than three minutes, and clever stories can help you become especially persuasive.

Video is critical to your content strategy because it’s snack-sized, memorable, and measurable. These aren’t just the components that make it perfect for your audience who crave short, engaging pieces, but they’re also the features that make video every marketer’s dream format.

Because it’s especially visual, you can use video to teach complex concepts (what is content for if not to make things clearer for your audience?), to share stories about your customers, and to inspire marketing-specific actions (things like demos, trials, subscriptions, and more).

But beyond video’s unique ability to convert like no other, the medium has become especially valuable to data-driven marketers. This is because you can track and measure audience engagement for video in a really meaningful way. You can tie your videos directly to the deals they are helping to influence and you can see which assets are actually resonating based on content engagement analytics. This is the reporting that marketing desperately needs to identify their most engaged leads faster and prove the value of game-changing initiatives.

Benefits of video marketing

Apart from being a rich, visual medium, there are a lot of perks to making online video marketing part of your digital strategy.

Simply put, the numbers tell a compelling story. These video marketing statistics highlight precisely why so many companies—in industries across the B2B and B2C spectrum—are taking advantage of this medium.

Grow revenue

Marketers who use video are growing company revenue 49% faster year-over-year than those who don’t, according to research from Aberdeen Group.

Influence buying decisions

A whopping 90% of customers say that product video helps them make buying decisions and 64% say that watching a video makes them more likely to buy, according to our 2018 Video in Business Benchmark Report.

Plus, 97% of marketers say that video has helped increase user understanding of their product or service, according to HubSpot.

Give the people what they want

From brands, people prefer video content over emails or newsletter, social images, social videos, blog posts, and downloadable content (like PDFs), according to data from HubSpot.

When they’re considering buying something and want to research their options, there’s a variety of methods used. Some of the top tactics are a search engine, visiting a company or product’s official website, looking at review websites, and watching videos. Video could easily be incorporated into every one of those places, giving your brand a better chance of convincing the consumer.

Rank higher in search

Video can help improve your website’s ranking on search engine results pages (SERPs). The amount of time a visitor spends on your page after arriving from a Google search can impact how high you appear in results. Known as dwell time, this is an important Google ranking factor, according to Backlinko.

Video is an incredibly effective way to bump up this metric, with 80% of marketers saying that video has increased dwell time on their sites, according to HubSpot.

But you don’t have to take their word for it. The average Internet user spends 88% more time on a website that contains video, according to data from Mist Media. And, on average, websites that include video have a two minute longer dwell time compared to those that don’t, says HighIQ.

Websites that make effective use of video increase their likelihood of being ranked on the first page of Google results by as much as 53 times, as stated in research from Forrester.

Finally, 55% of search results for keyword searches in the US contain at least one video, as reported by Search Metrics. So, apart from the increase in time spent on your site, simply having a video increases your chances of appearing in the SERPs and can make you a more desirable click.

Increase traffic

Video users enjoy 41% more web traffic from search than non-users, according to research from Aberdeen Group.

Get more backlinks

Embedding a video into a post nearly triples the average number of linking domains, as stated in research from Moz.

Bump up conversions

Video users have 27% higher click-through rates and 34% higher web conversion rates, says research from Aberdeen Group.

Plus, using video on a landing page can increase conversion by 80%, according to Unbounce.

Reach decision makers

Three-quarters of business executives watch work-related videos weekly, according to HighIQ. Plus, 54% of senior executives share work-related videos with colleagues every week.

Furthermore, 59% of senior execs agree that if text and video are available on the same topic on the same page, they would prefer to watch the video.

They’re not the only ones, though: 72% of people would rather use video to learn about a product or service, according to HubSpot.

Crush email sends

Using the word video in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%, according to Syndacast.

Adding video to email can boost click rates by up to 300%, according to MarTech Advisor.

Rack up shares

Social video generates 1,200% more shares than text and images combined, according to Small Business Trends.

If your brand creates video content that the intended audience enjoys, 83% of consumers say they would consider sharing it with their friends, according to HubSpot.