According to 2018 data from Oberlo, most consumers, 54 percent, wished their favorite companies and brands produced more video. Still, Videonitch says that per minute, 300 hours of video content get uploaded to YouTube, making it quite a crowded market.
If you want your videos to stand out, what should you do?
By enlisting the services of a video marketing agency, you can create, polish, and send out into the world quality video content that will connect with your audience. This agency can especially assist you in posting the video to the right channels so you can maximize your views, engagement, and revenue.
If you’re new to the world of making videos as a business or brand, then you may be curious to learn more about video marketing agencies. What services do they offer, and can they really help your business?
We’ll discuss all this and more in this article, so keep reading.
What Is a Video Marketing Agency?
When you hire an agency, the team can work with you to shoot your video if you haven’t done so already. They can also have a hand in editing so you get a clean, polished clip you’ll be excited to share with the world.
Then we get to the main crux of what an agency can do, and that’s marketing.
Depending on your goals, the agency can put your video on the channels that are best for you. For example, you may have created a personalized clip meant to be sent out to a segment of your email list. The agency will ensure your clip is short, punchy, and worth watching.
How Can a Video Marketing Agency Help Your Business?
Did you know nearly 90 percent of marketers rely on video to market their companies? So says the same data from Oberlo we mentioned before. That means you can’t afford to be one of the few companies out there not regularly producing great video content for your audience.
Once you partner with one of these agencies, you’ll realize a myriad of benefits. Let’s talk more about these now.
Whether it’s a qualified lead that just entered the sales funnel or a long-term customer, it’s crucial you engage with and nurture the professional relationship. This keeps the lead or customer on the hook and buying from you longer.
It turns out video is a great means of engaging with your audience. You want the kind of sharpened, clean, attention-grabbing content that cuts through the din and really reaches a person, and you can get that through a video marketing agency.
Generating Brand Trust and Loyalty
When a consumer parts with their hard-earned money, they want to ensure they’re getting a quality product or service. Thus, they typically stick to brands they already know and trust. To get into that exclusive circle, you probably produce blog content that shows your expertise on your industry, right?
By taking it one step further with video, you have the opportunity to build trust with your audience in a novel way. For instance, you can make video tutorials explaining how to use a product of yours or even how it’s troubleshooted. Content of this nature lends itself better to video than written posts, although your site should have both.
Once the consumer sees they can trust your company, they’ll buy from you. Through the high-quality products/services you sell, they could become a repeat customer with a lot of loyalty in your brand.
Introducing Your Company’s Personality
While every company is a professional entity, being professional doesn’t necessarily have to be a synonym for stuffy. If your business has a collective fun personality that you’ve been eager to let out, video could be just the platform you’re looking for.
Through a video marketing agency, you can feel confident you’re showing just the right amount of personality without coming across as insincere. You can also ensure this more personable direction meshes with your company objectives as a whole.
Increasing Traffic to Your Social Media or Website
The great thing about video content is it doesn’t have to stay in just one place. Even if you upload a video to YouTube, which millions of people do every day, you can repost the clip to your website, your blog, a landing page, and your social media profiles.
It’s easy to embed clips using YouTube, and you can go the good, old-fashioned hyperlinked text route as well. By posting your videos elsewhere, you can drive more traffic where you want it.
Boosting Brand Awareness
Who is your company? With so much steep competition from all sides, it can be difficult for a consumer to answer that question. By dedicating yourself to building your brand awareness, it becomes harder and harder to miss your company.
Video content, especially if it goes viral, can instantly put your business on the map. If you’ve struggled with views on your videos before, a video marketing agency can introduce you to the roadmap for success.
Where Video Marketing Can Be Used
One of the best parts about video marketing besides its potential to go viral is that it’s incredibly versatile. Any company can benefit from it, from startups to luxury brands and everyone in between.
Also, once you make an exemplary video, you can use it in so many ways. Here is an overview of all the places to post or repost your video for max engagement with your audience.
If you visit the websites of a dozen companies, the chances are good that at least one of them will have a video as their homepage. This is a marketing trend that has caught on in the last year or so and doesn’t seem to be slowing down.
These videos are often introductory in nature, as you have to consider the site visitor may know next to nothing about your company. In the video, you might see the founder or another key stakeholder talking about their business, its history, and what it does.
This saves the consumer time. Rather than spend 15 minutes or so clicking and scrolling through the website for information, they can take a couple of minutes and watch a video instead.
While homepage videos have worked for many a company, there are some pitfalls to avoid. It’s not heavily recommended you let your video autoplay. Rather, allow the lead to find the video themselves and choose to click it if they want to watch.
Also, although you have a lot you want to talk about, you have to condense your message into two or three minutes. This can be hard, especially when it comes to curtailing company history, but it has to be done. The longer your video drags on, the more you could hurt engagement.
When people make videos today, most aren’t thinking about doing so for television, but rather, for an Internet audience. Well, why not both?
It’s true that TV doesn’t have the reach it once did. According to Statista, in 2019, people watched an average of three and a half hours of television a day. In 2020, it’s estimated that number will drop to three hours and 22 minutes each day. For comparison, back in 2014, consumers enjoyed four hours and 20 minutes of average television watching daily.
People do still watch TV, just maybe not as much. Still, by producing video for TV, such as a commercial, you do have the potential to reach millions of people. You can also rely on a video marketing agency to break you into this medium.
Yes, you’re uploading your clips to YouTube, but are you marketing correctly on the platform? Everything from the title of your video to the keywords used in the description to the hashtags you choose as well as the thumbnail are all marketing tools.
For example, YouTube’s description box holds 5,000 characters, and most marketers insert as many as 15 hashtags in the description. They also don’t tend to use the whole 5,000 characters.
You can brand your videos, such as with a video card that lets you insert a link to your website, your social media, or your online store. This acts as a CTA.
When you upload your video is a form of marketing as well. Like you’re supposed to choose specific days and times for email marketing, the same is true of your YouTube uploading schedule. According to Cleancut, on Monday, Tuesday, or Wednesday, you want to upload at 2 p.m. to 4 p.m. For videos posted on Thursday and Friday, try noon to 3 p.m.
Whereas most people won’t want to open and read your emails on the weekend, they do want to watch YouTube videos. From 9 a.m. to 11 a.m. on Saturdays and Sundays, video engagement may be the highest for the weekend.
YouTube is of itself a social media platform, even if we don’t often lump it in with the big ones like Instagram, Facebook, and Twitter. In your social media video marketing campaign, you can and should cross-post your video content when possible.
On Facebook, a video can break up the monotony of the endless scroll. Whether you repost it from YouTube or use Facebook video ads and post natively, Facebook has become a major platform for video. According to 2019 data from Hootsuite, most people who consume digital video, 60 percent, are doing so on Facebook. That puts it right behind YouTube in terms of video engagement.
The content published on your landing page is carefully written, edited, and then rewritten again. It has to be perfect or close to it, as this could be your only chance to grab a lead and incentivize them to buy.
Like with your website, there’s no reason to have a text-only landing page when you can pep it up with a video. What’s important here is to avoid redundancy. You don’t want your video to regurgitate the written text, as there’s no point to that.
Instead, the landing page video should enhance the value of the page itself. The consumer has spent all this time reading about the product or service, so now show it to them by displaying how it works. You can also reinforce how the product/service solves a need or problem.
Video landing pages can be incredibly powerful if executed correctly. Blueleadz, in data from 2018, notes how relevant video might boost landing page conversions by a high rate of 86 percent.
You personalize your emails, agonize over subject lines, and tinker with the language in the body until it sings. All that effort and you may still not be getting the kind of open and click-through rates you want.
One switch you can try is adding video to your email marketing. Vidyard, a video marketing service, notes how including the term “video” in your subject line alone can boost your open rate by 19 percent. Once consumers see a video thumbnail in the body of your email, they may click it 50 percent more.
Video in email can also drive traffic and increase sales. Vidyard says more than half of executives who spot a video in an email, 65 percent, will navigate to your site upon finishing the video. Also, over half of consumers, 64 percent, will feel inclined to make a purchase.
Video marketing is one of the most valuable tools in a marketer’s arsenal.
Today’s consumers watch more video on YouTube and Facebook than ever before. If you want to begin reaping the many perks of video, such as higher engagement, trust, and increased email open rates, we recommend a video marketing agency. Their innate knowledge of how to produce and promote a video can be what you need to finally take your clips to the top.
By: Frank DePino
Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.