How to integrate video into your marketing strategy

According to research by HubSpot, the number of online videos people watch each week has almost doubled since 2018. Unsurprisingly, businesses and marketers are keen to take advantage of this versatile form of content. If you’re looking to win in the world of video marketing, this guide is for you. We’ll take you through why you should use video in your business and how to get started, along with some tips for using Artlist assets to enhance your video marketing.

The role of video marketing today

While YouTube remains the most widely-used platform and is used by 90% of video marketers, video content also benefits your online presence through other social media platforms and your website. Beyond marketing, there are plenty of opportunities to integrate video into your sales funnel, from explainers and walkthroughs to simple videos introducing your business.

92% of video marketers reported that video gives them a positive ROI (return on investment), while 87% of marketers said that video directly impacts sales. With technology becoming more accessible and audiences craving video content, there’s never been a better time to start using video marketing in your business.

Crafting your video marketing strategy

The first step is creating a video marketing strategy, but knowing how to start can be tricky. Producing video can be costly and time-consuming, and you’ll need a strategy for the best ROI.

What is a video marketing strategy?

The first mistake many businesses make when starting their video marketing strategy is to think about what the campaign will look like. While being creative in your approach is good, there are far more important aspects to consider.

Step 1: Define the purpose

First, ask yourself what you want to achieve. As with all marketing materials, you can only know it’s successful if you know what you want to achieve. You may want to increase signups to your newsletter, get more followers on social media, or get more visitors to your website. Your video marketing strategy should state the purpose of the video and indicate how you’ll measure its success.

Step 2: Identify the target market

Your video marketing strategy should target a particular audience. Consider the intended viewer when you choose the messaging and platform you share it on. One social media platform might be better than another to reach a particular audience. For example, LinkedIn has a more professional audience, whereas TikTok skews younger. If you intend to put ad spend behind these videos, each social platform also has tools to help find and reach a relevant audience.

Step 3: Think about brand messaging

It’s also essential to consider your brand and messaging within your strategy. The most successful campaigns offer consistency to their viewers through themes and stories. Along with your visual branding, you should consider your messaging, tone of voice, and music choices as a part of your brand identity. 

Types of video content for business

Once you understand what you want to achieve from your video marketing and have defined your audience — you can plan out branded content your audience will engage with. There are many different types of video content businesses can use, like:

Cornerstone content

Your cornerstone content is anything that tells the viewer who you are and what you do. You’ll often see these videos on businesses’ homepages, explaining who they are, what they offer, and why you should choose them. 

Resource content

Resources are one of the most shareable types of online content, covering everything from baking vlogs to maintenance how-to videos. For your business, resource videos allow you to show off your expertise and build trust with your audience.

Testimonials

Testimonials and case studies are vital content types for any business and can be fantastic tools for marketing your products and services. Testimonials are an opportunity to have your happy customers talk about how great you are, reassuring potential customers they’re making the right choice to buy from you.

Behind the scenes

Behind-the-scenes videos are a fantastic way of building engagement online, and many brands use this form of content in their video marketing strategies. Letting your viewers see your business in practice can help them build trust and identify with your brand. Behind-the-scenes videos can be about company culture, a production process, introducing your team, and much more. 

Promotional content

While all your video marketing content aims to promote your business, there is one type of video that is necessary but easy to overdo. Content such as promos, adverts, are great for sharing your product and service message, but it’s a good idea to use them sparingly.

Audiences want to see variety from the brands they follow, and continuous sales messages can come across as spammy. Instead, ensure you’re offering a good mix of these 5 different types of video content.

Setting goals and measuring success

In any business activity, it’s essential to set goals and understand how you’ll measure the success of any campaign. If you want a good ROI for your marketing efforts, you must measure achievements and understand the failures.

Most platforms will have in-depth analytics that allow you to see how many views and engagements your content has, and your website should be able to see where visitors are coming from. Each business will have different goals for its marketing, and as such, the way to measure success may look very different. You should always refer to your marketing strategy to remember the purpose of your video – it’s not all about the views. For example, if your goal is to book more consultations, a video with 10 views and 1 booking is more successful than a video with 1000 views and no bookings.

Using Artlist for high-quality content

Once you’ve worked out what sort of video you’re making and why, you can start the fun part. Many businesses will work with a professional video marketing company, and we highly recommend doing so if you’re looking for high-quality, bespoke filming. 

However, Arlist also offers a vast library of assets that can help you achieve a high-quality and professional look without needing to pick up a camera. Creating video marketing content has never been easier with Artlist’s range of stock music, video, plugins, templates, and sound effects.

Many successful video marketing campaigns have been produced with Artlist assets. You may remember this fun Laughing Man Coffee commercial from a few years ago featuring Hugh Jackman and the voice of Ryan Reynolds. Still, you probably didn’t realize that the music track 137 by Jay Ray was chosen from the Artlist library.

Watch other inspiring videos of global brands using Artlist’s assets in our Featured Videos section.

Video is a fantastic tool for promoting your business and growing your digital presence. Whether you’re looking to produce your own marketing videos or just need a hand getting started, Artlist has a vast library of assets ready to download and a super helpful resource section filled with tutorials and guides to help you on your video marketing journey.

Artlist Business customers also have a dedicated Account Manager. Your AM can work with you and your team to find the perfect songs for your campaign, help bring your ideas to life, and much more. Get in touch and see how they can help you win in the world of video marketing.