Basics - What is "Video Marketing"? Video Marketing 1-0-1

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Well done for taking the first step into understanding the basics of what video marketing really is. Spoiler alert, video marketing is the process of using video to achieve a particular business objective.

What’s the first step in video marketing? Start with a goal!

Sorry to break it to you folks but “make it go viral” is not a goal. Starting with a realistic and measurable goal is the most critical step in using video. Common marketing goals may include: build brand awareness, engage an existing audience, educate, qualify a lead and of course, sell, sell, sell!

Cue Alec Baldwin’s monologue “coffee’s for closers only” here.

Undoubtedly, you are very familiar with how to use video to build awareness. This has been the domain of traditional advertising agencies since the global roll-out of television, cereal ads, and Saturday morning cartoons.

How do we move our customers through our marketing funnel in a world full of distractions?

Now, fast-forward a few decades and the challenge, of course, comes in understanding how to move your customers through your marketing funnel in a world full of distractions.

The human brain processes an image 60,000 times faster than text, with videos being the most captivating medium for online audiences. Search engines and social media platforms are now prioritising video in their algorithms, which is great news for businesses that have an online presence and use videos!

 
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Unique views, total views, and shares are not actionable data.

However, the true value of business videos is when then they are used to gather actionable data on user engagement, are used in e-mail marketing campaigns to understand which leads are interested in which products, and when used as a tool for lead generation.

If your business videos aren’t gathering these strategic insights, you should be asking yourself - why not?

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