Video Marketing: An In-Depth Guide For Every Business Owner Today – Search Engine Journal

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An in-depth guide on video marketing for business owners with the best practices to kickstart their video strategy for brand building.
Marketers have used videos since the 1940s, but the term “video marketing” has gained momentum in the last decade.
Google’s purchase of YouTube in 2006 can be considered a critical turning point in the growth of video marketing.
Video marketing is a hot discussion topic and a focus area for every marketing team, irrespective of the industry or size of the organization.
So, for readers still confused about the term video marketing, here is a standard definition that explains it: Video marketing is leveraging videos to educate, entertain, and engage the audience to achieve your business or personal goals.
These can be short how-to videos, Instagram Reels, YouTube Shorts, YouTube videos, and more.
Video marketing has gained so much traction over the last decade that almost every business is exploring it now.
There are several reasons behind the increased adoption of video as a content format for marketing. Here are some of them:
Video content can help businesses achieve several of their goals and objectives. Some of these goals include:
To understand the power and dominance of video in the world of marketing, we need to look at some latest statistics from Wyzowl’s 2022 State of Video Marketing report:
It’s clear from these statistics alone that video has become an integral part of the average company’s marketing strategy, irrespective of size and industry.
And while, in the past, marketers faced challenging barriers to entry with video content, such as high costs, inadequate tools, and lack of access to talent, the advent of affordable plug-and-play tools has made video content doable for any business today.
If you are exploring videos as part of your content strategy, this is the best time to research and think about how you’ll approach video content.
There is a wide range of platforms and formats available for marketers and business owners to experiment with when it comes to telling your brand story.
With the various formats available for your video marketing, you’ll need to ask yourself a few critical questions before kicking off your video marketing efforts.
Please answer the following questions honestly, so they can help you build an authentic and powerful video content strategy for your business.
All these questions will deliver the right answers to build a successful video marketing program.
A well-designed video marketing strategy can do wonders for your business or personal brand.
Video content can be leveraged for various goals for your business, like improving brand awareness, increasing website traffic, generating leads, booking demos, and much more.
Since videos can often pique an audience’s attention quickly, they can help you achieve your goals if executed correctly.
Here are the basic steps you can follow to build an effective video marketing strategy for your business:
The first step in building an effective video strategy is researching your audience.
Your goal during this step is to understand your audience’s demographics, challenges, and content preferences.
This exercise will help you determine whether video content will be useful in solving your target audience’s challenges.
Once you are clear on your audience’s preferences, you can move on to identifying some key themes you can use in your content strategy.
These themes will help you decide on content types and stories you can tell using videos.
These themes can be educational, holidays, events, regular updates, and more.
Once the themes are clear, you can move on to identify the right tools needed for your video marketing strategy.
These can be tools for the creation, topic research, SEO, content distribution, and performance tracking of videos.
The most critical element for the program’s success is the people running it.
If you are a small business owner, this could be you! Or, if you are strapped for time, you may have to hire or identify the right people for the job.
The success of your video content strategy depends on how to monitor and measure the performance.
Identify the crucial metrics for your goals, and put mechanisms in place for measuring them consistently.
Constant monitoring will help you determine the changes needed to boost the effectiveness of your video marketing.
Keep improving the program by incorporating timely modifications to enhance the performance of your content.
As a business owner, you might be faced with some questions, such as:
Let’s get real for a moment.
Video storytelling is not a simple task. It requires dedication, commitment, and relentless focus from the creator.
Here are some storytelling tips for every business owner who is building their video strategy:
Many tools are available to help you execute an effective video marketing program.
Here are some cost-effective and user-friendly options for every business owner:
To help you kickstart your video marketing, here are some content ideas for you to test, depending on your appetite and resources:
To conclude, video marketing can be a game-changer for your business in 2023.
All you need to do is understand your customers and their challenges and plan video content that focuses on the solutions to those challenges.
Dedicate time and resources to create video content per your strategy – and keep it consistent.
And as James Wedmore says,
“Stop thinking of video marketing as this separate entity that is optional for your business.
Videos are an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.”
Happy video marketing!
More resources: 
Featured Image: vichie81/Shutterstock
Vivek is an experienced marketing executive with a proven track record of setting up successful marketing teams and running programs …
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