In today’s article, Video Marketing Strategy 2020, I will discuss the importance of video marketing and why video content is the hottest form of content at the moment and also in the future to come. Also, I will share with you some helpful tips on video marketing that we personally use in our agency.
Watch the video version of this article below:
Why video marketing?
Television advertising is expensive. By this, I mean, we are talking about paying millions of dollars for a short video commercial. An example is the Superbowl commercial, which cost around five and a quarter-million dollars for 32-second airtime.
Another thing about mainstream media is you cannot target your audience when you are running TV ads. You just hope that your target audience watches your commercial at the time that it was aired.
Good thing that we do have a more affordable way to promote our business online. And I am talking about the emergence of video marketing.
Video marketing, unlike the traditional TV ads that we are used to, is cost-efficient. Most paid ads on video content are cheap that can cost as little as pennies. Moreover, video marketing ads can target the right market with the tracking technology that is now available to us online.
Why advertise on YouTube?
YouTube unlike Facebook and TikTok is a good platform for any kind of business. If you are planning to do more video content or run paid video ads, then YouTube is the place for you. Why? Because people go to YouTube to search for information, or to find reviews. This is a great way to target people with intent-based searches.
Compares to Facebook and TikTok, the YouTube channel is more about how-to videos and you can easily tap into your target audience by fulfilling their intent with good video content.
YouTube is also a great platform that keeps people engaged. People these days get easily bored with reading long articles. They prefer to watch a 5-minute video and sometimes when they have more time, they keep on watching more suggested videos to fill in their time.
This scenario offers you an opportunity to get more of your content out there to get more views from your target audience. The more time they spend watching your videos, the higher the chances that you can convert your audience to customers.
Key metrics for video marketing
The view rate is the number of times that people clicked and watched your video. A good view rate is around 40%. If you have a higher view rate than that, then the better.
You can increase your view rate by taking the time to do keyword research. Pick the keywords with intent and check for competition. If the competition for that keyword is good, then create your content around that keyword.
Video play percentage
Is the percentage of how long your video has been played. Again 40% is a good number, but if you can get a higher percentage than that, the better. Sometimes, your view rate is a bit low, but when you look at the video play percentage, you got a higher score with people watching your video until the end. This is still a good sign that you have good content that targets your audience’s intent.
Why watching the metrics is important?
Why do you need to know the view rate and the video play percentage? These metrics are important in scoring your visitors. Each visitor can be categorized by cold leads and warm leads. And by doing this, you can use another marketing strategy to target only your warm leads and make every warm lead traffic count. This is a marketing strategy that is cost-efficient since you are not wasting your money on traffic alone.
But how do you target your warm leads? Through retargeting strategy.
Retargeting your warm leads
You can easily retarget your warm leads through Google ads. Google ads are a good tool for retargeting. You can run a lot of ad types, depending on your preference. You can retarget your market with search ads, display ads, or even video ads.
The best thing with Google ads is you can advertise your ads almost anywhere since this platform is huge.
Retargeting costs less since you are only running ads to get to your warm leads or people who already watched your video content. This is a good digital marketing strategy where you can upscale your marketing efforts with less cost.
The tips that I just shared with you can create a complete video funnel for you to utilize on your own marketing strategy. I hope that the tips here will help you a lot when it comes to getting leads and conversion. Another thing that you should remember is always to test your campaign. You can easily tweak your marketing funnel when you know the things that work and the things that do not work for you. Good luck!