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Video marketing

The ultimate guide to getting started

Watch why video marketing matters

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: "11 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"

We live in a culture of video consumption

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 inspiration 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. These are all reel examples of video that our customers use in their digital marketing efforts that show just why video marketing is so powerful.

Geberit - Assembly Animation
Rockfon - Assembly Animation
Egernsund Tegl - Assembly Animation

"You are in good hands with Cadesign – they are innovative, visionary, friendly, solution-oriented and an amazing sounding board. You are definitely a front runner if you choose them! I wouldn’t be without them!” Mia Thøisen, Egernsund Tegl.

Siemens - Assembly Animation
Magnet - Assembly Animation
Dali - Commercials
Steinway - Commercials
Kvik - Commercials
Boen - Commercials
BWT - Commercials
Danfoss - Commercials

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 which the bare facts simply can't deliver.

Linak - Commercials
Cibes Lift Group - Commercials
BoConcept - Commercials
Bosch - Commercials
GEA - Commercials
HTX - Commercials
Mobile Industry Robots - Commercials
OnRobot - Commercials
Schur - Commercials
Per Aarsleff - Corporate Video
Danfoss - Corporate Video
Rohde Nielsen - Corporate Video
Cadesign form - Corporate Video
CKL Software- Corporate Video
Feldhaus - Corporate Video

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 Video
CA30 - Product Film
Geberit - Product Film
Danfoss - Product Film
Fomaco - Product Film
Talgø - Product Film
Grimsholm - Product Film
Hummel - Product Film
MiR - Product Film
Nordlux - Product Film
Pieter Mourtisen - Product Film
Feldhaus - Company Video

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.

Novenco - Commercial

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
Continia - Explainer video
Royal Unibrew - Explainer video
Schur - Explainer Video

View more examples here: "11 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)

 

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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