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Video marketing: a must have in your content marketing mix

Video marketing - a must have in your content marketing mix-01Writing well can sure pass on a message, but is that enough?

What if your audience has no time to read?

What if they don’t want to?

However good your writing, some people find it easier to grasp information visually; others find it easier to listen. It’s a fact that not everyone will read your eBook, white paper, or even your blog.

Different people grasp information differently, and your business message has to be available in every form so that it can capture the attention of a wider audience.


You can also try and get the most value from every piece of content you create by reusing your content in different formats. Guides, infographics, videos, webinar recordings and transcripts, podcasts from research – there’s plenty of room for creativity when it comes to marketing.

The quality principle applies to all content formats – only the highest quality will do.


Video marketing is becoming KEY

YouTube is now the world’s second-biggest search engine, and you have to use that power. Your customers spend a lot of time on YouTube, and you should be where your customers are.

When people are surfing the web, sometimes it’s easier to watch and listen than it is to read. There’s a large array of statistics that show that video is the way to go.

59% of senior executives prefer to watch a video instead of reading text. For your business to work, you need to reach out to these people. If they prefer to watch videos instead of reading a text, then that’s what you should provide them with. Short, convincing videos that bring up your product’s best advantages.

52% of marketing executives worldwide say that videos are the type of content with the best ROI. How does that sound? It’s well worth investing in video marketing.

Don’t think that you need a huge budget to do video marketing, you don’t need to spend excessively on it. There is no need to have a top-of-the-line equipment or a formal studio.

There are plenty of tools that a talented in-house marketer can use to create and edit videos and animations. Some of these video creation tools are free, for others you can pay a monthly subscription.



Video Marketing Infographic


What kind of videos can you create?

There are a lot of things that videos can help you achieve. They can have a significant contribution on your building or strengthening your brand.

You can use videos to showcase products by showing advantages and features. Product explanations are always good, but using your client’s video testimonials or recording an interview with your company’s directors and top specialists is also a good idea, and it comes quite handy.

A video of a successful customer recommending your product is a valuable asset that can help you nurture your leads and push them down the sales funnel.

Here are a few video types that can be useful for marketing any business, from small businesses to corporations.

“Thank you” videos

Surprise your loyal customers in a unique way. Make a video recording and share it all over the Web. This is what Telus - the Canadian national telecommunications company did for a customer with a 20 years loyalty.

This video got shared, linked to, liked and commented by a considerable amount of people. They showed that they cared about their loyal customers and went the extra mile to say “thank you” in a very special way.

You don’t have to wait 20 years to thank a client or do something as fabulous. Adjust the “Thank you” to your company’s budget and make your customers feel special.

Brand presentation video

Here is a cool example of a video that helps people understand what the brand is all about and gives them a good reason to look into buying this product.

A video meant to market razors. Such a common thing, but here’s a different way to present it to the world.

Short product demo video

A product demo video doesn’t have to be boring. Blendtec shows the strength of its blenders in a very funny video series: “Will it blend?” They blend whatever you can think of: golf balls, marbles, phones, even an iPad.

I searched through their videos using Impactana and sorted them by Impact (a set of metrics that reflect the user engagement, something much deeper than the social sharing metrics).

This video where they blend the iPad has 20 million + views. Who ever thought that a product demo video for such a boring product as a blender can attract so many views, likes, shares and comments?



Animated GIF presenting a new feature or an app

Here’s how Sky Sports introduces the Sky Sports Alerts ‘Mini-App’ for Apple Watch. Short and sweet.




Short video testimonials from your customers and evangelists

The words of a happy customer have a huge value. You can write and say great things about your company, but people don’t what to hear how great you are directly from you. Let the happy customers do the talking.

Here’s a funny way to approach sharing happy customer testimonials with the world. Just make sure people have more good things to say about you than they have to say about Pete

 and other types of videos…

  • “How to” videos
  • Interview style videos with product experts and influencers in your niche
  • Live Q&A sessions
  • Webinars on industry related hot topics

You can pick whatever type of video goes better with your audience. You can either produce videos or animations yourself or trust an agency to do this job for you.

 A few tips for a successful video marketing strategy

  1. Keep your videos short.
  1. Add a call to action at the end of each video pointing people to related case studies, eBooks or whitepapers.
  1. Use your videos everywhere and make sure you add proper titles and descriptions. You can start with adding the videos to your website, but don’t overlook Facebook and YouTube. You will lose significant traffic if you ignore these channels.
  1. Find the right people that can share your videos with your target audience. Influencer marketing goes hand in hand with video and content marketing. Expand your reach!
  1. Measure the success and performance of your videos in a proper way. Don’t just look at the number of views. Look at the engagement metrics as well. The number of comments and backlinks are relevant metrics when measuring the success of any content piece.
With Impactana, you can you determine what is the right direction to take when it comes to your  video marketing campaigns by showing you all the metrics that matter. Besides the social shares and likes, Impactana also provides you with engagement metrics.

Start working on your video marketing strategy today!

Research videos that are being produced in your sector. Which approach would delight your customers? Look at your competitors and the top companies in your industry. See what works for them and get to work!

Start producing awesome, memorable videos!

Impactana will help you in your content marketing research by enabling you to discover niche stars, high potentials or just cool video marketing ideas on YouTube or Vimeo.

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Christoph C. Cemper
Christoph C. Cemper started working in the internet marketing business as an SEO and Link Builder in 2003. He began developing SEO software for internal use in 2006. In 2009, Christoph launched his favorite SEO tools as LinkResearchTools in the SaaS model. When the famous Google Penguin update changed the rules of SEO in 2012, Christoph started Link Detox, software for finding links that pose a risk in a website’s backlink profile. He introduced ongoing link audits and risk management to the market in early 2011. In 2015, Christoph introduced Impactana, a new technology platform and SaaS product to measure the success of content beyond "social buzz", to find content, videos and people that make an impact.
Christoph C. Cemper

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