Understanding Basic Categories of Online Videos Will Give You More Clarity Of How To Apply Your Video Marketing Efforts!
It is not enough to just add a video to your web site and then sit back and wait for the success of your online marketing campaign.
Some marketers just grab a cam coder or a video recorder, record anything they like to record, edit it and add the video to their web site.
Remember, its not going to work that way. Online marketers need to understand the logics of video marketing if they need to have effective online presence to compete in today‟s market place.
Once you as an online marketer identify the form or a
combination of forms of video marketing you want to incorporate into your video marketing campaign, now it is the time to decide upon the type of online video that best suits your purpose.
Based on broadly defined categories online videos for business can be categorized into three basic types which are listed as follows:
Promotional videos can cater to the needs of direct marketing, where the online marketing objective is to directly promote a product or a brand and to promote sales. These videos are usually aimed at triggering a direct action of purchase.
Educational videos are indirect marketing sources, usually aimed at marketing objectives to increase customer trust and enhance company‟s reliability.
Viral videos are again indirect marketing videos aimed to promote the company and to reach to a masses of audience.
Hence, once you are committed to making video part of your corporate marketing strategy, as a prudent marketer you need to still ask yourself a number of questions such as aims and objectives of your marketing campaign that will help you in choosing which kind of video you want to produce.
Although all of these types have potential to generate traffic to your website and improve your bottom line however there are risks and rewards for each kind of video, Hence as a marketer you need to be clever at harnessing that impact and using it to your advantage.
In the next few paragraphs we will discuss all these video types in detail and will discuss the key challenges the marketers can face while using these videos to market their products and services online.
The culture of viral marketing can be attributed to the initial days of the very first social network mediums which were actually interactive networks where people used to interact with each other to share jokes, views and power point presentations etc.
Due to its extreme interactivity these mediums soon become popular among masses of people, providing businesses an opportunity to use these mediums to market their selves and their products.
Hence various social media web sites like Face book, twitter, etc gained popularity providing an opportunity for online marketers to attract attention of masses through posting attractive and interesting videos to these networks and try to bring visitors to
Even before that the use of viral videos was vastly registered on Youtube, the most widely used source which is being visited by millions of online visitors daily to search videos for any kind of information they want.
Online marketers soon clutched this opportunity and started posting videos in order to get the message viral. As competition grew, the demand for content grew, and marketers started crafting attractive and eye catching videos in order to make them go viral.
However, there are several factors to consider if your objective is to go through viral marketing. In order to create a video to have a chance at becoming viral it needed to have a few or all of the following characteristics:
Your video must be:
- Eye – catching and enormously attractive
- Funny / Mysterious
Location of your viral video
A viral video varies from the other types of online marketing video in terms of it’s location. Viral videos can only perform best when they are embedded to places other than the company‟s site.
The basic objective of a viral video is to increase market reach. The company‟s objective behind a viral video is to reach to masses of audience and hence
the marketer will try to embed the viral videos in many different sites to reach as wide range of audience as possible. You could use video submission sites like the ones discussed in previous blog post. You can read it here.
Drawbacks of a viral video
Although viral videos can get you to millions of viewers, there are also some drawbacks behind this strategy, some of which are jotted below:
Few online marketers fear embedding a viral video on external sites as once a video is embedded outside the company‟s site the company totally loses control over it for example there is no control on the surrounding text, the surrounding pictures and ads.
If you allow your video to be watched anywhere, you have to consider that viewers may see your logo and messaging put adjacent with less savory images etc.
It is also very difficult to track the success of viral videos as you can‟t identify whether your video reached your target audience or not. You might get a high number of views but it is not enough to consider the number of views only. In order for your video to be
considered a viral success, it is essential to know that whether or not you were noticed by the right kind of audience which is almost impossible to track.
However, if your video is hosted on a video sharing site like YouTube, you can review the comments your video receives to get an idea of the level of “buzz” your viral video have generated, however it is still difficult to identify its impact on driving online traffic to your website.
Hence this is why viral video is best suited for online marketing campaigns aimed to create brand –building and buzz-making and to reach to masses of audience.
As we have learned that marketing through viral videos is surrounded by increased uncertainty, it appears much safer to manage video with more tangible goals.
This is one of the reasons why site owners would want to place a video on their site.
Promotional Video is a great way of engaging site visitors, as there are higher chances that these
engaged visitors spend more time on websites and provides opportunities to make money.
Promotional videos are usually goal oriented and the most important thing for an online marketer is to identify the goals of the site and then develops appropriate video accordingly.
For example if you are promoting a new product in your website than the promotional video can be something that shows the viewers how to use the product demonstrating product attributes etc.
Like any other kind of video, a promotional video should be an engaging experience drawing viewers in and helping them to spend more time on the site.
It is essential that the goal of the video must be aligned with the goal for the page the video sits in to ensure that there is a clear path for the visitor to follow.
Types of promotional videos
Promotion videos can be of many types such as:
- Video showing products testimonials (testimonials can be significant to attract web- traffic and improve bottom-line)
- Customer reviews
- Company profile
- Video showing products attributes etc
Advantages of Promotional videos
Several advantages of promotional videos are listed below:
- Unlike viral videos, the success of promotional video is easier to access as it directly raises your websites viewership.
- Also by hosting consumer feed backs and reviews on your web sites can improve reliability and develop trust in visitors and trigger action.
- Adding videos that educate and shows viewers how to use the product can help the prospective customer to understand will and he might decide instantly to buy the product Hence promotional videos can have a direct impact on the popularity of your website, your sales and off-course your revenues.
Good videos can prove to be a real differentiator for your company against your competitors. Discreet marketers can use the videos to do things that other competitors in your market may not provide.
If a visitor learns everything he needs from you, and is convinced, he is more likely to come back and become a consumer.
It is no wonder why more and more companies are focusing on promotional videos as they are most likely to provide a return on their investment.
In addition to that it is also essential to discuss here that another variety of promotional videos are conversion videos. Conversion videos as the name suggests are videos that can bring or convert the online viewers towards the company‟s websites.
These can be located at various sources such as squeeze pages etc. These are quite similar to promotional videos especially in content, however one essential ingredient of a conversion video is it should carry a clear call to action.
The call to action can be added in any part of the video such as it can be part of the script, part of the visual, part of the player or any combination of the three. Conversion videos are again a perfect source of bringing traffic to your website and trigger sales.
Educational videos as the name suggests are awareness or informative videos. These usually carry general information regarding any latest research or event and usually don‟t necessarily sit only on your homepage.
Other kinds of educational videos are customer targeted or customer oriented videos that are aimed to provide several general questions that may arise in the mind of your target customers and hence these videos act as proactive solution of their queries.
This is why educational videos are usually considered to be a form of indirect online marketing techniques.
There are a number of reasons for adding educational videos online as they can help you achieve multiple goals.
That means unlike viral and promotional videos, your educational video doesn‟t have to be quite as tightly focused on a single goal.
With educational videos you have the freedom to build towards a number of achievements.
Location of the educational video
Education videos can be added to several locations within your websites and off-company website places. Within your web site, these can be located at pages that are customer support oriented.
Apart from that other general educational videos can be uploaded to your video blogs, or can be used efficiently through e-mail marketing.
Also online marketers who use article marketing as part of their online marketing can develop educational videos related to the content if the article and then place the articles on famous online marketing sites that will help marketers to attract potential customers to the company‟s websites.
Advantages of Educational videos
Several advantages of educational videos are discussed below:
- We mentioned earlier that primarily an educational video is there to educate and to raise awareness. This in turn can largely help to establish trust and thought-leadership.
Visitors to your site who move beyond the landing page and begin to delve deeper into everything your site has to offer may be looking for more information.
We know that video is an excellent medium for distilling information and enquiring visitors can find
much to satisfy their curiosity through a well developed video.
Educational videos are also significant as they can take the strain away from your customer support team. By linking your videos to any part of your online support page for example to an FAQ can help answer some of the questions that would otherwise have to be asked to a customer representative.
Also usually online visitors if find any queries usually doesn‟t bother to ask questions and leave the site but if these videos are already available to support them, it can even prove to more satisfying with the customer feeling they were able to get the answer they wanted in a format they are at ease with.
- Educational videos can help to build a relationship of trust and develops a mentor-mentee relationship between the site and its visitors and improve customers‟ loyalty and trust.
- Key points to consider: An online marketer should consider the following crucial points while incorporating an educational video to their online marketing campaign.
- It is essential to note that online marketers should normally restrain from using direct sales messages in educational video. Also the increased length and complexity of the video can pose an adverse impact.
Online marketers should try to entice the video with
simple plain information that can communicate clearly to the visitor and resolve his queries or problems.
- Also educational videos are less likely to be promoted. They are more correctly targeted to specific customers at different stages in the sales cycle. Educational videos are designed to prevent customer confusion and deliver clarity.
- The success of educational video cannot be measured on the basis of attracting or driving traffic to your websites as it is not directly aimed at reaching to masses.
- Educational videos usually carries high production costs than other forms of videos due to its complexity of information.
These were a few common types of basic categories of online videos. In the next blog post we will discuss in detail how online videos can serve one or more business objectives. Hope you enjoyed this blog post.
In the next blog post we will discuss the various types of videos and explore that what type is suitable for various forms of online marketing.
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