Video Marketing: Is it Right for My Business?

The popularity of video marketing is rapidly increasing. It has become an essential part of any successful digital marketing strategy, as it offers businesses a powerful and engaging way to connect with their target audience and achieve their business objectives. 

The Parcon team is here to support your businesses video marketing needs. We offer the necessary expertise and resources to create impactful content to drive your mission forward. Let’s explore the value of video marketing and whether it’s right for your company.

What is Video Marketing?

Video marketing, like all content marketing, is about creating great content and delivering it in an efficient, informative and entertaining way. Video is a highly effective medium for capturing attention and engaging audiences.

Video marketing has grown in popularity and effectiveness in recent years. According to HubSpot, 91% of businesses now use video as a marketing tool, and 96% of marketers believe that video is an important part of their marketing strategy (up from 85% in 2018).

With the rise of social media platforms, websites, and other digital channels, video has emerged as a powerful tool for businesses to connect with their target audiences. Both B2C and B2B marketing teams are expanding video’s role in their digital strategy.

The Benefits of Video Marketing

Versatility: It can be used for a variety of purposes, including marketing, advertising, education and entertainment. It can be used to promote products or services, showcase brand personality and values, educate customers about a topic or process and entertain audiences with engaging and informative content.

Increased engagement: Attention is a currency! One of the main benefits of video marketing is its ability to capture and hold viewers’ attention – if done right. Video content can convey information quickly and effectively, and can be more engaging than other types of content like text or images alone. Video can also help build a deeper connection with viewers by conveying emotion, personality and storytelling.

Improved conversion rates: Video can help increase conversion rates by providing a more compelling and persuasive message that can help move viewers closer to making a purchase or taking another desired action. Video has been shown to have a significant impact on customer behavior, including increasing brand awareness, driving website traffic and improving conversion rates.

Greater reach and visibility: Video content is easily shareable and is more likely to be shared than other types of content. It can also be easily distributed and consumed across multiple platforms, including social media, email, websites and mobile devices. This makes it an effective tool for reaching a large and diverse audience.

Enhanced SEO: Video can help improve your website’s search engine rankings by increasing the time users spend on your website and the number of pages they visit. This can signal to search engines that your website provides high-quality content and can help improve your website’s visibility in search results.

How to Leverage Video and The Different Types

There are many types of video that businesses can use to promote their products, services or brand. Here are some common types of video marketing:

Thought leadership videos: These videos allow you to convey a message that positions you as a thought leader, builds your reputation and showcases your expertise in a more engaging and dynamic way than written content alone.

Social media reels: A reel is a short-form video content made for social media that is typically 15 to 60 seconds in length and is designed to be visually engaging, informative and entertaining. These short, engaging videos can be used to showcase your brand, products or services on social media platforms like Instagram, Facebook and TikTok.  

Informational videos: This type of video helps change or manage perception. You can use it to explain how a product or service works, showcase benefits and make an argument for using this product or service. A key outcome is to help educate and inform various audiences.

Product demos: These are videos where we can get really creative and fun. These demonstrate how a product works or what it can do, and can be used to showcase the features and benefits of the product. 

Customer testimonials: There’s nothing more powerful for your business than third-party validation. This video features satisfied customers sharing their experiences with a product or service, and can help build trust and credibility with potential customers.

Promotional videos: There is a wide array of options for promotional videos but the focus is to promote a product, service or brand in an effort to build brand awareness and generate interest.

Animated videos: There’s a time and place for animated videos, and oftentimes a specific brand. These aren’t for everyone because they use animation to convey a message or tell a story, and can be used to explain complex concepts or engage audiences with a more lighthearted approach. For more sophisticated brands, you can also weave appropriate animation into other types of videos. 

Live videos: One may think these are off-the-cuff videos, but they can and should be highly prepared and may even be filmed in advance for quality control. These types of videos are great to engage an established audience, are streamed in real-time and can be used to showcase live events, behind-the-scenes content, how a product works or feature Q&A sessions with a collaborator.

Educational videos: These videos are most used to hook new audiences at the top-level of a sales funnel and provide information on a particular topic or teach viewers a new skill. They can be used to establish thought leadership and build credibility as you begin to nurture someone through the sales process. 

How-to videos: These videos help you be a resource to your audiences and can be used on existing customers or to attract new ones. They can demonstrate how to use a product or service, and provide valuable information to different audiences.

By using a variety of video marketing types, businesses can engage with their audience in different ways and communicate their message more effectively.

Why Video Marketing Works and Its Effectiveness

Television was once the most common source of screen time, limiting our media consumption to when we were home in our living room. Today, we carry our screens with us in the form of laptops, tablets and smartphones – giving us seemingly infinite accessibility.

The value of video as a marketing tool is proving obvious. More than 90% of people report wanting to see more videos from brands in 2023 – another data point that’s higher than ever – making video an excellent tool for lead generation and brand awareness. Video marketing reportedly achieves a 54% increase in brand awareness, and 93% of marketers say they’ve acquired a new customer as a result of a video on social media.

Overall, video has become an essential part of any successful digital marketing strategy, as it offers businesses a powerful and engaging way to connect with their target audience and achieve their business objectives.

Ready, Set, Action

Video marketing can be overwhelming – but we are here to help.

We are Parcon, a VCMO and fractional marketing team ready to help you grow your business. We provide strategic guidance and resources to improve your marketing efforts. The Parcon team has the proper tools and expertise to easily produce high-quality video content that is unique to your brand. We utilize our expertise and fanatical belief in strategy to drive business forward.  

Contact us today to get started.