So you’ve decided to become an online video marketer. Congrats! But remember, this is a tough industry to break into. Picking up where we left off last week, you now have a better idea of what an online video marketer does, how to become one, and where to start your journey. You also realize, however, that there is a lot more to this industry than you might think. In this article, we will discuss the ins and outs of online video marketing including an in-depth look at the role of the video maker as well as several tips on how to make the most of this emerging medium.
What Is Online Video Marketing?
Put yourself in your reader’s shoes for a moment. What is your first thought when you hear the words “online video marketing”? Perhaps you think of online retailers like Amazon, whose website you might visit to purchase a product or service. If this is you, then you are assuming that online video marketing is exactly like regular video marketing, except that it takes place online. While there are some similarities between the two, online video marketing is more than just a fancy term for “website videos.” It is a complete video marketing strategy that incorporates TV ads, social media, and an in-house video team. A good example of online video marketing is Buzzfeed’s video content marketing strategy. This media company publishes entertaining and informative videos on a wide range of topics, including lifestyle, entertainment, food, and travel. To see how Buzzfeed creates engaging videos that attract both audiences and advertisers, check out their SEO (search engine optimization) –> video tutorials.
Why Is Online Video Marketing Important?
To answer this question, we need to first take a step back and look at the purpose of video in general. According to HubSpot Blogs research, 96% of individuals watch videos to learn something new. Additionally, 79% of viewers want to see explanations of new concepts or products. These are important insights because they show that people want to learn something new about an existing topic or concept, but they also don’t have the time to sit through long videos.
With this kind of demand, it is imperative to provide value to your viewers. If you want to create an engaging learning experience that will hold their attention, you need to deliver something new that they can’t find elsewhere. When executed correctly, this type of video marketing can help your business grow by attracting more customers and encouraging them to engage with your content.
The Difference Between Online Video Marketing and Regular Video Marketing
There are several key differences between online video marketing and regular video marketing. First, the platforms. Traditional television and radio ads can be purchased and placed into rotation on websites and social media channels. However, online video marketing requires a different approach. These are videos that you create and edit yourself. The platforms for online video marketing can be quite varied, but the most common ones include YouTube, Vimeo, and social media sites like Twitter and Facebook.
Additionally, the format is different as well. Instead of watching commercials or hearing promos on the radio, you will be creating video content that is either hosted online or uploaded to a hosting site such as YouTube. Some companies have even moved entirely to an online-only format, so they can avoid the clogging of phone lines that occurs when people call in to place orders or ask questions about products.
Last but not least, the cost. It’s no secret that video is becoming an increasingly important part of the digital marketing mix. However, the cost of making professional quality videos can be quite high. This is why many business owners are looking to cut corners and use services like YouTube’s inexpensive video creation tools or even just the software for recording and editing videos on their own personal computers.
As An Online Video Marketer, What Do You Do?
Now that you have a good idea of what an online video marketer does, how to become one, and why it is important, it’s time to take a look at the various tasks that you will perform as an online video marketer.
While it is true that every business owner or marketer will have a slightly different job description, generally, you will be engaging with consumers and trying to persuade them to purchase your product or service. This could mean getting in touch with potential customers via email to ask them about their needs and trying to figure out which products or services they are looking for. Or, it could mean placing product advertisements on social media sites like Twitter and Facebook.
One of the most important tasks that you will perform as an online video marketer is getting to know your audience. You should never, ever, ever, under any circumstances, just jump into marketing without knowing who your target audience is. What do they want? What are their needs? Using tools like Google Analytics, you can find this out easily. Just remember, you are not targeting the general public, you are trying to target a precise group of people who have a specific interest in your product or service.
Another important thing that you will do as an online video marketer is research and analyze the competition. When you are starting out, it is probably best to look at other companies that are already in the industry and see what they are doing. This will help you determine what sets you apart from the competition and give you a good idea of what changes you need to make to be successful.
Additionally, you will be regularly visiting retail websites and social media channels to find out what products and services are gaining popularity and which ones are becoming obsolete. This is important for two reasons. First, what you learn will allow you to create more valuable content. For example, if you see that more and more people are gaining interest in a particular product or service, but you don’t yet have content showcasing this, you will either need to create content or find a way to get content created for you. Second, this information will help you find untapped market segments and establish brand loyalty among these groups. For example, if you see that a certain type of coffee mug is gaining popularity among your target audience, but you don’t yet have any content related to coffee mugs, it might be a good idea to create some.
Now that you have an idea of the kind of work that you will be doing as an online video marketer, it’s time to take a look at several tips for making the most of this emerging medium.