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Video – an element of a marketing campaign strategy and a source of leads

7 minutes of reading
Video – an element of a marketing campaign strategy and a source of leads
Category SEO

No matter what industry you’re in, there’s one universal truth you can’t escape: Your business needs more leads to grow. Video marketing makes it easier than ever to make your company stand out and give potential customers the information they need to do business with you. Take your video marketing strategy to the next level with these tips on how to make video work for your business.


What is video marketing?

Video marketing is an effective tool for companies of all sizes. Studies show that it can be up to 14 times more effective than other forms of digital marketing such as email and social media. Using video in your marketing campaigns will help you create videos that engage prospects, leads, and customers alike. It also allows you to include a lot more content without looking cluttered on the page, making them easier to read, watch, and digest. The best part about using video marketing? You don’t have to break the bank or invest too much time into creating one.

Over 83% of marketers are using video in their content marketing, and that number is likely to rise. You may be using visuals to advertise on Facebook or Instagram, but video has many other benefits as well. One advantage of video marketing is that people watch more than 80% of the content with sound turned off. This means it can be shared over social media and watched as a GIF without interrupting the user experience on your site or app.

Why are people watching videos?

We may not always consciously realize why, but video marketing is an effective tool that people tend to like and pay attention to. Part of the reason for this is a phenomenon called watch time. Simply put, video has been shown to be one of the best ways to keep people’s attention on your message or product.

There are many reasons why we like to watch videos, but the main ones revolve around the ability to learn more about a product or service in a matter of minutes. Videos are an excellent way for brands to educate customers about their products and services in a visually compelling way. Video is one of the most powerful marketing tools on the web because it speaks to more than just words. It takes people’s attention and draws them in by captivating their senses. After all, everyone loves to watch videos.

Why choose video in your marketing plan?

Choosing video in your marketing plan means choosing to interact with your audience. You will be able to see their reactions and gauge the success of your message on a human level. Videos can also reach a wider audience, depending on what type of platform you are uploading it to and where that platform is located geographically. It has become a popular trend for companies to create their own channel on platforms like YouTube or Instagram in order to share videos created by themselves. Besides, we live in a TikTok era.

Creating different types of videos for different purposes

So, which type of video should you create? Whether you’re looking to create brand awareness, conversions, lead gen or marketing videos. A video marketing strategy includes different types of videos for different purposes.

  • In-stream advertising – advertising content can be played before, during or after the footage. These types of advertisements are played in the context of the video material that the viewer has been waiting for. This type of advertising is most often found on YouTube and Facebook.
  • Out-stream advertisement (played only on mobile devices) – the advertisement content is played outside the film material. These types of advertisements are implemented outside the player on partner websites and in applications (except YouTube). Out-stream advertising in accordance with the applicable standard must be muted, and its sound can be turned on at the user’s request. In addition, users can scroll through or reject the displayed ad.
  • Linear ad – this is an ad displayed while playing a specific video material, arranged within the timeline (line) in relation to it. This type of advertisement is embedded inside the video material and is inseparably linked with it. Such an example of traditional linear advertising is an advertising block on television. Due to the time of appearance of the advertisement – it can be divided into pre-roll, mid-roll, post-roll.
  • Non-linear advertising – this is an ad that is independent of the timeline of the entire movie. Most often displayed as an overlay on the material being played, partially covering the content of the movie. An important feature of non-linear advertising is the fact that it appears simultaneously with the video material, so it does not interrupt the viewer of the film and is not treated by him as an intrusive way of presenting the advertisement. The advertisement may be in the form of: plain text, static image, advertising video or interactive material.

Marketing videos serve as entertainment and advertise the company’s services.

In what places should they be placed? Social media as the best platform

You should make videos to use as social marketing, which includes posting them on your own social media channels as well as distributing them on others’ channels. If you make a video for a long enough period of time, it will drive traffic to your site and generate leads. You can also post your videos in areas like Facebook groups, YouTube or LinkedIn groups if you’re in the business of networking. Uploading your video once per week is a good plan for content distribution.

How videos can generate leads?

Videos are one of the most powerful forms of content marketing. For many people, videos capture the attention better than a plain text post. Plus, videos can lead to greater engagement, conversion rates and even sales. Over 70% of people watched or shared an online video after viewing it – proving that videos generate leads by way of shares!

Common mistakes when using video as part of your online lead generation strategy

There are some mistakes that you should avoid when using video as part of your online lead generation strategy. One mistake is not understanding what potential customers want to see when they visit a company’s website or landing page. You may think it would be best to show the features and benefits of the product but research shows that people often prefer seeing how someone uses the product or service and how it makes their life better. Another common mistake is not creating enough videos in different formats, lengths, and topics so as to provide prospects with options for finding content they are interested in watching.

How to create SEO-friendly video for your clients?

First, make sure to include your main keyword in the title. Next, create a thumbnail for the video that’s attention-grabbing and provides some clues about what’s inside. You should also consider adding transcripts and captions to maximize SEO optimization. Finally, think about where you plan on posting your video. Sites like YouTube are a great option because you can reach out to influencers in your industry for a link back to your site or page. Use calls-to-action in your video to encourage viewers to visit your website, like or share on social media, subscribe to emails, contact you via phone call or another form of communication.

Last words

Video marketing is a great way to showcase your product or service in action and connect with prospects, customers, and employees on a personal level. Using video as part of your marketing strategy will allow you to create customer-centric content which delivers more leads, increased conversions, and higher sales revenue.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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