Video marketing isn’t just another hot buzzword on the marketer’s radar — it’s a way to interact with your audience in a more human and relatable manner. Great videos introduce a human element to your business, creating a relationship with your audience that goes beyond even the best copy. Great video lets your audience connect your business with faces, people just like them whom they can trust.

From product videos, to social and thought leadership videos — they’re a great tool for both brand awareness and lead generation. According to HubSpot, 78% of people watch videos online every week, and that number is only slated to grow. Adding video into your current marketing strategy doesn’t have to be difficult — it can fit into what you’re already doing and move your metrics up and to the right.

OK, I’m On Board, But I Don’t Have a Studio or a Fancy Camera. Where Do I Start?

Adding video to your marketing strategy doesn’t have to be expensive. You can start by shooting right on your iPhone. By using some iPhone recording best practices, you can have a professional-looking business video right in your pocket. You can even use your Macbook to film an event video or a screengrab for a product video.

64% of businesses that use video report that it has led directly to increased sales, and 72% say that it has increased the conversion rate on their website. Once you begin using video, you can start to map out a clear picture of the ROI, making a great case to invest in an office studio. A great way to start is by setting up a lighting kit for only $100, then move on to the right DSLR.

How Do I Know Which Videos to Make?

There are many ways to incorporate video into your marketing strategy and refresh the look of your brand. You can choose to include video everywhere from Landing Pages, to thought leadership pieces, to your website’s homepage. Let’s go through some of the best places to place your new videos:

Product Videos

Product videos are a great way to start; they will improve ROI and make an impact on your audience. According to eMarketer, four times as many consumers would rather watch a video about a product than read about it.

Great product videos showcase your product in a human way, using a live actor (preferably a team member) or a voice-over, so your audience gets a glimpse into your company’s culture. You can also include screengrabs or animations to give a fun and functional edge to your product video.

Thought Leadership Videos

Inbound marketing has proven that thought leadership works. Thoughtfully written content such as blog posts, guides, ebooks, and microsites bring value to a company’s audience, thereby growing a company’s trust factor. How-tos and guides make excellent content that not only provide value but serve as lead generation tools.

Chances are you’re already creating content that teaches folks about how to use your product or how to succeed in your industry. You can use videos in these guides and how-to posts to bring your point home. These videos can be short and sweet pieces, or longer form content that walks a viewer through a concept step by step.

This how-to and guide content creates trust between the viewer and your brand while optimizing your content pieces for engagement, sharing, and lead generation. With Wistia’s Turnstile feature, gated videos become effective means for creating lead generation campaigns that folks won’t mind sharing with their friends.

Event Introductions

If you’re running online or offline events, use a registration page. This Landing Page is both a lead generation and an awareness campaign. It tells folks what to expect, introduces them to your company, and asks them for their email address. If you’re hosting online events or webinars, an introductory video will drive registration numbers up while appealing to folks considering signing up. These videos grow your email list while making sure your audience knows what to expect. 

We get great feedback on our webinar introduction videos — they’re low-risk, low-cost, and low-effort but end up having a big reward. We’ve found that these webinar invite videos drive registration numbers up. They allow folks to meet the people behind the webinar and get them excited to learn more.

Using Video in Your Email Marketing

Using the word “video” in your email’s subject line boosts the click through rate by 65%, increasing the rate at which your audience navigates your website. Keep your emails short. Explain what the video will be about in one sentence, then drop in your video’s thumbnail that links to the web page where your video is located. That’s all you need!

Your video thumbnail should be engaging, fun, and feature a teammate’s face. It should make readers want to watch your video. Using a video thumbnail instead of an embed raises your email’s click through rate. Embedding a video into the email keeps your audience in their email account instead of navigating your website. You want readers excited to go to your website, and having an engaging thumbnail will inspire them to click through and check it out.

Starting a Social Video Strategy

According to Wyzowl, 78% of businesses that use video on social media say it’s an effective tactic. Producing videos specifically for social platforms — whether you’re on Facebook, Twitter, Instagram, or others — can boost your engagement and share counts, getting your content out in front of a wider audience. You can use these videos to showcase your company culture, share product updates and new features, or brag about how awesome your office dog is.

Social videos are a great way to bring back the human element to your business. We love sharing the behind the scenes footage that folks wouldn’t be able to catch anywhere else. This creates a strong connection between our business and our audience. A great social media strategy can be expanded to include lots of different content on many platforms — get your feet wet by creating videos that shine on your platform of choice.

There are so many ways to add video into your marketing strategy. You can start with anything from a product video to a webinar invitation. Find your fun side with social media and bring it all back to your email marketing campaigns.


About Margot Mazur

Margot Mazur is the Community Manager at Wistia. She focuses on building strong business partnerships and successful communities and has a passion for connecting people to the resources they need to do their best work and be the best in their industry. On any given day, she pets 2-6 dogs.