Video Marketing

The ultimate guide to getting started.

Download: Video Strategy Checklist
Introduction

The importance of video marketing is no small thing

In today’s competitive online marketplace, companies of all sizes, in all industries, must utilize a combination of digital marketing techniques in order to remain competitive and grow their share of the target market. While cost-effective digital strategies such as SEO and email marketing should always be a part of any marketing mix, it is only within the last several years that video marketing has also become an increasingly critical component. 

Read along to learn more.

Benefits

Why video marketing is so powerful

To ascertain why exactly video marketing has become such a powerful and necessary part of digital marketing, you first need to realize what video marketing really is. Sure, with today’s technology, anyone can easily put together a video and publish it to multiple channels. But real video marketing, professional video marketing, delivers multiple benefits, such as promoting your business, establishing your brand identity, building a loyal audience and increasing your customer base, and establishing you as an authority in your industry.

However, one video alone cannot achieve all this. A combination of different types of videos, published to different channels and online platforms, will serve a variety of purposes while at the same time forming a cohesive campaign that instills brand recognition and drives traffic to your site.

Common types of videos:

  1. Product presentation videos
  2. Video teasers
  3. Tutorials
  4. Testimonials
  5. Corporate branding films
  6. Commercials
  7. Video for social media
  8. Explainer videos
  9. And more…

 

Read the in-depth article: "12 different styles of video that promote your  products professionally"

Benefits of video marketing

Videos, together with other digital marketing strategies, better provide consumers today with what they want — more engagement and a positive experience from the companies they choose to do business with. Today, engagement is more important than the price of a product or service, and through videos, brands can engage with their customer base in a way that improves brand recognition and online visibility.

Consider the following benefits of video marketing and you’ll quickly begin to realize why video marketing is so powerful:

  • Consumers Prefer Videos to Reading Text
  • Video Marketing Increases Your ROI
  • Videos Play a Large Part in the Decision-Making Process
  • Video Marketing Enables You to Increase Your Online Presence and Strengthen Your Brand
  • Video Marketing Helps You Build Trust with Your Audience and Establishes Your Brand as an Authority
  • Professional Video Marketing is Not Expensive
  • Videos Can Help You Increase Sales Better Than Content Marketing
  • Video is Especially Appealing to Mobile Users

The next few years will prove to be very interesting as many brands ramp up their video marketing efforts. You don’t want to risk being left behind by not doing the same or not devoting enough time or effort to your own video marketing campaign. Instead, consider video marketing a new marketing weapon in your arsenal — deployed properly, you maintain and grow your edge over your competitors.

Read the in-depth article: "Why (professional) video marketing is so powerful"

Download: Video Marketing Strategy Checklist

Find out what you need to consider when building a video marketing strategy.
Statistics

Video marketing trends

As mentioned above, marketers today are focusing heavily on video marketing. But if you are still on the fence about how useful it could be consider some of these important video marketing statistics and facts. 

  • Video content attracts more than 300% more traffic than the popular channels in content marketing. Also, it nurtures leads and boosts website traffic on a slashed budget.

Video marketing statistics


One of the reasons video content serves to boost traffic is due to the fact that relevant videos now also play a key role in how major search engines rank a website.

When it comes to making purchasing decisions, consumers today often rely on videos as part of the process.

  • Before purchasing a product or service, 50% of internet users look for related videos. This means that having videos for your products is likely to earn you more customers than without.

Publishing videos to social media platforms also helps to build your audience, instill brand awareness, and promote your products and services to those who might not have been actively looking for it.

  • About 5 billion people globally play more than 1 billion hours of YouTube videos every day. Having your brand videos on YouTube can help boost traffic
  • An average of 8 billion videos are watched daily on Facebook. With over 2.5 billion users, Facebook is perhaps the most engaging marketing tool known
Video marketing statistics

Essentially when done right and with the aid of a professional video marketing company, videos can be instrumental in a brands success.

Video marketing statistics and trends 2020


Knowing all of the above, adding video marketing to your digital marketing campaign should be a no-brainer. However, you cannot simply aim to create a video and publish it on Facebook and then sit back and hope it achieves your goals. There is a process in creating an effective video marketing strategy. Following the steps will help ensure optimal benefit from your videos.

 

Read the in-depth article: "Video Marketing Statistics 2020"

What to choose

Types of video

Simply knowing that videos are a highly effective and beneficial marketing strategy isn’t enough. You must also know what style of video to use, and where to publish it for your audience. The idea that you can simply create a viral video should be dismissed immediately. Instead, focus on producing some or all of the following types of videos.

1. Corporate/branding films

Definitely, a film that should be produced by a professional video marketing company, the corporate branding film will serve to explain your message and ideology in order to give your audience the proper perception of your brand. It will speak to your target audience in a manner that helps them connect with your brand, subsequently improving brand recognition. 

Go to our service page about 3D corporate videos

2. Product films

Your product films will explain the features and benefits of a product or service you offer. The video also serves to showcase your products and explain how and why they are better than those of your competitors.

Go to our service page about 3D product film

3. Testimonial videos

More than just a simple review, the testimonial video tells a story of how one of your products or services helped solve a problem for a customer. The video will serve to influence others that are on their customer journey and ultimately urge them into purchasing your product.

4. Assembly animation and process film

These films provide in-depth instruction to consumers on how to put together and use a product.

Go to our service page about assembly animation film

5. Social media video

Ideal for increasing engagement with your audience and attracting new potential customers and clients, social media videos are informative, engaging, and/or humorous, and will stick in the mind of your viewers. Better yet, if you create a good video that resonates with your audience, it can potentially be shared amongst thousands.

Go to our service page about video for social media

6. Expert interviews

An expert interview serves to establish you as an expert in your industry while at the same time giving your audience more insight into the company, and its products or services.

7. Webinar videos

A webinar is another way to establish a connection with your audience, dispense information about your company, and increase brand recognition.

8. Commercials

A commercial also establishes a connection with your audience while telling a story and delivering a message.

Go to our service page about commercial films

9. Product reviews

Product review videos focus solely on the product, outlining the most important aspects and features and describing how well the product worked.

10. Behind-the-scenes videos

This video can be used to give your audience a further look into the company culture, detail the process of developing a new product, or show how your team goes about providing excellent services.

11. Sales videos

These videos should be entertaining yet compelling, essentially urging a person nearing the end of their customer journey to make a purchase.

Ideally, any and all of the above types of videos will serve one or all of the following purposes:

  • Create awareness
  • Educate the consumer
  • Increase audience engagement

12. Explainer videos

Explainer video are great for - well - explaining anything basically. If you have a product that is complicated to understand, a cause or message you want to promote or a campaign that needs that extra touch, explainer videos are great. 

Take a look at some of the best explainer video examples from companies in different industries and with different messages and goals for their video production. Let yourself get inspired for your next video marketing project. 

Examples

Top business videos

Get inspired for your next corporate branding video or video for your social media channels like Facebook, LinkedIn, and Instagram. Or maybe you want to take your product visualization to the next level with a professional product video or commercial. Below you see examples of videos that our customers use in their digital marketing efforts that show why video marketing is so powerful. 

Dali - Commercial

We created this commercial for Dali, Danish Audiophile Loudspeaker Industries, which introduces the Phantom M-250.

Steinway - Commercial

In more than 160 years, Steinway & Sons have produced the finest pianos in the world. This video portrays the dedication and commitment to quality.

Kvik - Commercial

We created this commercial for Kvik that shows the beautiful details and features a Kvik kitchen consist of. Especially, the focus is that the kitchen can be styled exactly as the customer wishes.

Boen - Commercial

We produced this commercial for Boen that sell high-quality wooden floor which also works in relation to the Nordic climate. 

BWT - Commercial

We had the pleasure of producing this commercial for BWT that focuses on the advantages of their full automatic osmosis system.

Danfoss - Commercial

When a company like Danfoss sets about introducing a new, technically advanced product, the aim is to present it as simply as possible, whilst also wowing the audience. How then, does the marketing manager manage both challenges? They tell a story. Stories capture people's imagination and illustrate and inspire in a completely fresh way – one that the bare facts simply can't deliver.

Linak - Commercial

We have had the pleasure of producing this commercial for Linak that represents their IPx6 Washable DURA for adjustable hospital equipment.

Cibes Lift Group - Commercial

We created this commercial for Cibes that shows how their product, Cibes EcoSilent, can be an integrated part of our lives.

Geberit - Assembly animation

We have made this assembly film for Geberit, which quickly and simply represents how to install a toilet.

Rockfon - Assembly animation

We produced this assembly film for Rockfon that shows how their product Rockfon Mono Acoustic is installed.

Egernsund Tegl - Assembly animation

“You are in good hands with Cadesign – they are innovative, visionary, friendly, solution-oriented and an amazing soundcard. You are definitely a front-runner if you choose them! I would not be without them.” Mia Thøisen, Egernsund Tegl.

Siemens - Assembly animation

We produced this assembly film for Siemens, which shows how easy and simple you can install Siemens’ water heaters.

Magnet - Assembly animation

We have had the pleasure of producing this assembly film for Magnet, which explains how their kitchen cupboards are assembled. 

BoConcept - Commercial

We have had the pleasure of producing this commercial for BoConcept related to a sale.

Bosch - Commercial

We have had the pleasure of creating this commercial for Bosch that portrays the new i-DOS washing machine and its smart features.

GEA - Commercial

We produced this commercial for GEA that focuses on how the company contributes to a more sustainable future.

HTX - Commercial

In winter 2014, we had the pleasure of creating this commercial for the HTX study program at AATG in Aalborg. All environments and elements in the film are computer-generated.

Mobile Industry Robots - Commercial

We are proud to have produced this 3D visualized animation film for Mobile Industrial Robots A/S, which shows the world of opportunities the MiR robots offer.

OnRobot - Product film

An Animated film about OnRobots VGC10 gripper.

Schur - Corporate film

An Animated film for Schur Star Systems.

Danfoss - Corporate film

We have had the pleasure of producing this film for Danfoss. The film shows how Danfoss products have contributed to the Danish hotel Crowne Plaza Copenhagen Towers being one of the most sustainable hotels.

Rohde Nielsen - Corporate film

We have created this film for Rohde Nielsen, which represents the story of the company, its vision, its mission, and key competencies.

Cadesign form - Corporate film

Our own corporate video is just one of many films we have produced in the last 25 years. Just a detail.

CKL Software- Corporate film

A corporate film about CKL Software that is a global supplier of software solutions to Dynamics NAV.

Feldhaus - Corporate film

With this corporate video about Feldhaus, the viewer learns that Feldhaus work with bricks, we see that they’re a company of substantial size and impact, we meet the employees and get a hint of their global scale business.

Sjolund - Corporate film

We have produced this 3D film about Sjølund’s product and services within the area of curved aluminum and steel profiles for buildings and facades.

CA30 - Product film

In this film, the CA30 by Linak is represented and so are the advantages of this product.

Geberit - Product film

We have had the pleasure of producing this product film for Geberit. In this film, their tap system is introduced.

Danfoss - Product film

We have produced this product film for Danfoss. In the film, their Vacon NXP liquid cooler and its characteristics are represented.

Fomaco - Product film

Fomaco is a company that delivers injector machines for the food industry around the world. In this film, one of Fomaco’s products is represented.

Talgø - Product film

Talgø is a Norwegian supplier of wooden products in MøreRoyal to the industry for building materials and the project market. This film explains the benefits of choosing MøreRoyal.

Grimsholm - Product film

Grimsholm Green is a company that delivers accessories for robotic lawnmowers etc. In this film, they present their signal cables for robotic lawnmowers.

Hummel - Product film

We have had the pleasure of producing 3 spots about the new Hummel Aerocharge 2.0 shoe for use on social media platforms and in stores around the world.

MiR - Product film

In this film that we created for MiR, we explain the features and benefits of the MiR500.

Nordlux - Product film

We have had the pleasure of producing this film for Nordlux that introduces their new Smart Light concept.

Pieter Mouritsen - Product film

3D visualization for Pieter Mouritsen A/S that represents the new PM2100 diesel compressor. In addition, we delivered an e-learning film and 360-degree 3D site for education in relation to the use of the compressor.

Novenco - Commercials

Check out this commercial film we did for Novenco. They wanted to showcase their products, energy-friendly ventilation systems, and fans, in a creative and comprehensible manner. We listened to their desires, brainstormed, and finally came up with the idea of implementing storytelling and creating the perfect narrator for the purpose, namely a fly. 

Raptor Services - Explainer video

In this animation film that we have produced for Raptor Services, we get insights into how companies can boost their sales with the Raptor Smart Advisor.

Continia - Explainer video

We created this animation film for Continia that explains how easy it is to get started with scanning appendices and much more – directly in Dynamics NAV.

Royal Unibrew - Explainer video

In 2014, Royal Unibrew and PepsiCo were nominated to the price “Bottle of the Year”. We were asked to create this film, which offers insights into the history of Royal Unibrew and PepsiCo’s partnership in Denmark. The film was produced for Oscar Film and Montdor.

Schur - Explainer Video

We created this animation film for Schur Star Systems, which show one of the world’s most flexible packaging solutions.

Schur - Corporate film

In this film, we look at the innovative and environmentally-friendly packaging solutions of Schur®Star Systems.

OnRobot - Product film

OnRobot has a full selection within the field of plug-and-produce end-of-arm tools (EoAT) for collaborative applications. In this film OnRobot Sander and its characteristics is introduced.

OnRobot - Corporate film

We produced this 3D animation film for OnRobot, where we learn about their simple and innovative concept.

Markilux - Commercial

We have created this commercial for Markilux that show how you can style and adjust different awnings yourself.

Vejle Kommune - Corporate film

We have had the pleasure of creating this film for Vejle municipality that represents a whole new quarter in Vejle municipality, Ny Rosborg.

GoodHome

In this film, GoodHome represents their storage solutions, and how you can adjust them to your home and personal wishes.

Also - Explainer Video

We created this animation film about the GDPR rules that came into force in 2018. We have focused on the fact that it should be easy for the audience to understand what GDPR is – and how ALSO’s distributors can help.

UR16e - Product film

We created this 3D animation for Universal Robots, which represents the new UR16e.

Stevanato Group - Product film

We have produced this 3D animated film for Stevanato Group that focuses on their new Track & Trace concept for the medical industry.

DSI - Product film

In this film, we introduce the DSI all-in-one plate freezing solution pladefrysningsløsning and all the advantages connected to this product.

Küppersbusch - Product film

At Küppersbusch Hausgerate quality means to invest in sustainability that is understandable: materials in high quality, flawless execution, the greatest customer service, reliability and long life span. Therefore, they needed a product film that not only showed their high quality and expertise but also that it was simple and available to everyone.

View more examples here: "12 different styles of videos that promote your  business professionally"

Guide

How to Build a Video Marketing Strategy

Developing an effective video marketing plan will enable you to create and publish your videos in a professional, efficient, and organized manner. This will ultimately lead to a greater ROI, drive more traffic to your site, and increase sales. Follow these steps when building your video marketing strategy:

1
Know Your Audience

You need to develop a buyer persona in order to properly identify your ideal customer. When you have this information, you will be better equipped to create video content that appeals to your target audience.

2
Define Your Goals

Establish a goal of what you want to achieve from your videos. This will enable you to better plan the content of a video. 

3
Plan Your Content

Develop content that speaks to your buyer persona and will help you achieve your goals. Consider the tone, story, and information provided in the video and ask if it will satisfy both of those criteria.

4
Choose Video Type

Create an outline for each type of video you plan to produce, including the topics and length of each video, and where you will publish them.

5
Check Your Budget

Make sure you have a sufficient budget to cover all the expenses involved in creating your videos. If it falls short, now is the time to revise your video marketing plan. 

6
Optimize and Publish Your Videos

Publish your videos to the proper channels and optimize titles, descriptions, meta tags and captions to ensure search engines, and consequently, your audience, will find them.

7
Distribution of your videos

Consider which medium is best suited for distributing your videos and make sure that your target audience is using those channels to find the information they are looking for.

8
Track & Analyze

Use analytical tools to track various important metrics that will let you know how well your videos are performing. Conduct some A/B testing to see what types of videos work best.

Read the in-depth article: "How to Build a Video Marketing Strategy"

Resources

Helpful video marketing resources

We've collected a list of some of the resources out there that we found very useful. If you feel something is missing don't hesitate to reach out to us either on the chat or by email.

List of resources

Marketing Statistics 2020 (HubSpot)

Top video marketing platforms (50wheel)

Video marketing SEO (Search Engine Journal)

The beginner's guide to YouTube marketing (Backlinko)

 

We've collected a list of some of the resources out there that we found very useful. If you feel something is missing don't hesitate to reach out to us either on the chat or by email.

List of resources

Marketing Statistics 2020 (HubSpot)

Top video marketing platforms (50wheel)

Video marketing SEO (Search Engine Journal)

The beginner's guide to YouTube marketing (Backlinko)

Video Marketing Strategy Checklist (Cadesign form)

 

Related content

Additional articles about video marketing

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Industry specific examples

Go to our industry specific pages where we've collected all the best images, films, and product configuration examples from five different industries: Furniture, Kitchen & Bath, Home Improvement, Industry & Manufacturing, and Prefabricated Houses.

Conclusion

Crafting and launching a successful video marketing campaign doesn’t have to be overly difficult. It just takes a little time and research to first fully understand what video marketing is, what types of videos you can create, and how best to employ them. With the information presented in this guide to video marketing, and with the aid of a professional video marketing company, you can improve brand recognition, increase sales, capture a larger share of the market, and achieve great success.

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