In this article, we will look at various ways in which your business can utilise videos to help market your product or service, including visual marketing strategies, video marketing trends for 2023, and tips to sell an experience through the videos that you portray. Are you a small business or a marketing professional looking for better ways to incorporate videos into your marketing strategy? Then this blog is for you! Let’s dive in and explore the exciting world of video marketing.
Developing a visual marketing strategy for your brand
We are living in a digital age in which videos are becoming increasingly important for businesses to reach their target audience most efficiently. Studies show us that using video in your marketing strategy can increase brand awareness, improve lead generations, and eventually create more conversions. With the rise of social media platforms in which video-sharing content is becoming more prevalent, it has never been easier for businesses to share their video content. Through video marketing, businesses can build their brand personality, demonstrate their products and services, and connect with their target audience on a deeper level.
Let’s look at 8 key steps that help build a visual marketing strategy
- Define your goals
Before you create your content, we advise you to always first start by defining your goals. What do you want to achieve with your video content? This goal can be more engagement, more views, or perhaps more leads? Knowing what goal you want to reach will help you to understand what type of content you should create and on which channels you should distribute this content.
- Research your target audience
If you have not done this research yet, then we advise you to start researching your primary (and potentially secondary) target audience. What are their demographics, interests, behaviours, and other key characteristics that you can use when you create your content? Based on this information you can create buyer personas; which resemble a detailed description of the person that fits your target audience.
- Determine a budget
With video marketing you can create content according to different types of budgets; whether your budget is small or big, there is always a way to create engaging content. The key here is to understand what tools, time, and effort you can invest. When you know this; you can then base your strategy on your chosen budget. Your budget will create the scope and scale of your campaigns and content.
- Choose your platforms
Are you going to distribute your video marketing only on your website, on your social media accounts; or perhaps on both? Each platform has its strengths and limitations, so it’s important to choose the ones that align best with your set goals and your researched target audience.
- Create a content calendar
Now it’s time to create a content calendar. Tip: stay consistent. Whether you’re posting once per month or 3 times a day, people will create certain expectations with the number of times that you try to engage with them. By creating a content calendar you can stay organised and ensure that you will consistently post your visuals.
- Create and publish your video content
After creating a content calendar, it’s now time to start creating the videos. In this step, you film, edit, and publish your content. Oftentimes, businesses hire a production company to help them out with creating professional footage. In the digital world, we are competing with a lot of other companies that create content; you can stand out more if your video content is shot professionally.
- Promote your video content
Your videos are now live, but you want your target audience to also see them. In this day and age, organic reach is far lower than paid reach. This means that businesses see an increase in reach, engagement, and desired actions from their viewers after they’ve been exposed to paid advertising instead of only trying to reach people organically (without paid ads).
- Analyse, optimise, and iterate
Finally, always track the performance of your content. By collecting this data, you can keep on optimising and iterating your content strategy. Test different types of videos, experiment with different social media channels, and analyse the results to see what works best for your particular business.
Read more about visual marketing statistics in this blog.
Three video marketing trends to look out for in 2023
In 2023 the expectation is that video marketing will keep on continuing to play a major role in the world of digital marketing. Let’s look at three different trends that we can use in our video marketing strategy for 2023. From interactive video content to using AI in video marketing, and the increasing importance of designing and creating content that is suitable for mobile phones. Let’s see.
1. Interactive video content
Interactive video content allows users to engage with the content in the real world and in real time. They can make choices that influence the outcome of that particular video. With interactive video content, you can capture and hold the viewer’s attention even more than with normal video content. It can also be an effective way to gather more data about your target audience. Examples of interactive video content are videos portrayed in the metaverse, using VR marketing in physical shops, or creating IG stories that are videos and contain a poll.
2. AI video marketing
AI is on the rise; also in the world of video marketing. AI-powered tools can help businesses to create and edit videos more efficiently, which will help them to create higher-quality content in less time. Artificial Intelligence can simultaneously analyse data, identify trends and patterns, and help a business fine-tune a marketing strategy based on this. There are tools out there that can take over a lot of work of the shoulders of the editor by smartly editing visuals to sounds, for example.
3. Mobile phones first
There keeps on being an increased demand for mobile-first design when it comes to creating your website, webshop, app, or any other piece of content that you send out into the world. Keep in mind that the majority of people will view your content from their phones. As a business, you have to be strategic about how you distribute and promote your videos, knowing that most people will look at it from their mobile phones.
Selling an experience through visual marketing: our tips
Now we know 8 key steps your business can take to create a visual marketing strategy, and we know three trends that we can keep in mind when creating video content in 2023. Let’s discuss some tips to help sell an experience through visual marketing. First of all, keep in mind to ‘show’ and not ‘tell’; this means that instead of telling your audience why your product or service is good, try to elicit emotions by portraying visuals that they can identify with.
Through utilising storytelling techniques you can sell an experience, use your visuals to help tell your brand’s story; highlight its unique features and make it stand out by creating visuals and a message that your audience aligns with. Use a variety of different visuals and create inclusive content; make sure that different ethnicities, ages, and other key characteristics are represented in your visual content. Lastly, keep your video content relevant, and avoid using images that don’t suit the context of the campaign or that might be unrelated to your brand; these might distract your viewer from the overall message.
Do you want to know more?
Would you like to see how your business can incorporate video marketing into your 2023 strategy? We are here to help. You can get in touch today and book a call with us. We’ll be happy to assist you in further growing your business.