Businesses can increase engagement and result with video marketing, but they don’t need to spend thousands on expensive equipment or external experts to reap the benefits. According to a new survey, it is easier than ever for businesses with inbound marketing technology to create and promote video content. This report will help businesses implement a new strategy for video marketing using a case study.

Video marketing can be a dynamic way of connecting with potential customers. Wyzowl reports 79% of respondents to say that a company’s video convinced them to purchase software or apps.

Video marketing can be used by businesses to promote products and engage with younger audiences, especially Generation Z.

While some video types require large production budgets and long editing processes, most effective video marketing materials can be produced in-house.

This article examines a successful video marketing campaign by one company, alongside data from 501 other businesses that use inbound marketing in the U.S.

Our findings

• Nearly two-thirds (60%) use videos in their Inbound Marketing Strategy. This shows that videos are easy to produce for businesses of any size.

• 19% of businesses are most interested in how-to videos about products and services. How-to videos allow people to understand the brand’s products and help them make informed decisions.

• 63 percent of businesses using videos create them in-house. This means that they either hire video production companies or train employees on the job.

• Companies with over 10 employees are more likely than others to hire outside video producers. However, most people still prefer to make their videos.

• Inbound marketing channels make it easy to promote videos. HubSpot has email and social media tools that make the promotion of content easy for more than half of the businesses that use inbound marketing (21%).

How to create a video marketing strategy

• Set a goal for video marketing
• Decide what type of video you want to create
• Select Who Will Create and Produce Video Content
• Establish a Video Promotion Plan

1. Set a goal for video marketing

Video marketing is a popular strategy for companies using inbound marketing. However, strategies can only be successful if they have a goal.

Nearly two-thirds (63%) of businesses use video marketing in their inbound strategies.

Before production can begin, businesses should have clear goals for their video marketing. Here are some examples of measurable objectives:

• Increase the number of views
• Increase clicks back on a website or landing pages
• Find out which types of video content are most popular.

Samantha Russell is the chief marketing and business development officer for Twenty over Ten. This website software company in State College, Pa. creates solutions for financial institutions.

After seeing the increase in video content posted by brands on LinkedIn, Russell felt inspired to start a video marketing campaign. Russell set out to increase engagement on LinkedIn, improving metrics like views, comments, and shares.

Russell stated, “Back in 2017, specifically on LinkedIn. I saw a few CMOs use smartphone videos to cut through branded corporate ads.” It was compelling and real.

C-suite executives found smartphone videos more approachable and authentic than other professional-looking, branded content on LinkedIn.

Twenty Over Ten was made accessible by Russell via his personal LinkedIn. This allowed Russell to post smartphone videos and gave the brand a human face.

Russell wanted Twenty Over Ten’s videos organically to reflect the brand. She wanted videos that allowed viewers to see a more personal side to Twenty Over Ten.

Smartphone videos feel “homemade”. Smartphone videos are a great way for audiences to communicate with each other via social media.

Russell was almost immediately a success with these videos.

Russell stated, “Every week I would post a video and it went from 700 views to 2600 views in 90 days.”

Russell’s video views increased by more than three times in 90 days, which is a testament to her strategy’s success.

She attributes her success to the close connection that users have with their homemade videos.

Russell stated, “People don’t connect to brands in a B2B environment.” They connect with others.”

Russell’s videos are a great way to make a connection with people.

Russell initially set goals to increase views, likes, and comments on his original post. However, businesses should be able to scale up and adapt their video goals.

2. Decide what type of video you want to create

After establishing a goal for their video marketing campaign they can choose the type of video that will best help them reach that goal.

Inbound marketers most commonly create “how-to” videos to demonstrate products, services, or concepts. 19% of respondents said that they do this most often.

One-fifth (15%) of businesses using video marketing create video blogs. Video blogs can replace traditional, long-form written blog posts.

Companies also make explainer and interview videos (13%), which are animated videos that show aspects of their company.

Videos that explain how to use a product or service are very popular.

Other types of videos such as explainers or video blogs require more time and money to produce.

Twenty Over Ten’s original marketing videos were created to dispel myths about popular marketing and best web agencies in Miami concepts for their audience, financial tech businesses in need of websites.

Russell developed the video program into a YouTube channel (shown below), where she posts “how to” content along with webinars and question-and-answer sessions.

Russell still films these videos, but Russell now adds graphics and title cards to make them more appealing to YouTube users.

Mike Farnham is the managing director of VeracityColab. This video marketing agency is located in Newport Beach, Calif. He says businesses should use video to achieve a core business objective.

Farnham stated, “When we engage a client we’re trying to understand what they are strategically looking to achieve.”

Businesses can create a video campaign that achieves their goal once they have identified a goal for video marketing. Russell used “how-to” videos from his home to increase engagement and views on social media.

3. Select Who will Create and Produce Video Content

Smaller companies may be intimidated by video marketing, especially if they lack the human or financial resources to create unique content.

However, it is possible to narrow down the search for the perfect video producer in your office or anywhere else.

Nearly two-thirds (63%) of businesses create their videos. However, some types of video might need professional videographers or animation companies.

Only 1/5th (16%) of video-related businesses hire video producers and video production agencies as freelancers, while 10% use digital or content marketing agencies in Los Angeles for video creation.

Video produced in-house can have a “homemade” feel that connects potential customers with the brand’s people.

Employees can create low-budget videos using the video production tools they have at hand (such as smartphones or webcams) for Social Media and company websites.

Russell stated, “I can usually complete the video in less than three takes.” We found that the more raw the videos, the higher the engagement. It is noticeable in someone’s feed. It’s more like a friend’s video than a company video.

Russell’s main video content has been left uncut, which she believes increases audience engagement.

However, some businesses may need videos that are more edited and brand specific to reach their goals. In these cases, they can turn to professional video production companies or professionals.

Take into account the size and capacity of your company

When choosing a video marketer for your company, it is important to consider your company’s resources.

Our research data has shown that while most businesses choose to produce video content in-house regardless of their size, larger businesses are more inclined to outsource video production.

34% of companies with 11 or more employees outsource video production to agencies or freelancers, while 21% of those with 10 or fewer employees do so.

Farnham stated that SMBs and enterprise brands will outsource video production if they need high-quality production content comparable to television commercials.

Farnham stated that key pieces should feel like a Nike or TurboTax commercial. “The brand creates the initial messaging goals and then trusts an external partner to help elevate it.”

Video production companies are hired by businesses to produce high-quality videos that reflect their internal ideas and inspiration.

Beyond GREEN, LLC, a Lake Forest, Calif., sustainable manufacturing company, needed professional videos after it won an award that gave it a surplus marketing budget.

Katrina Hart, PR Manager, stated that “our company was lacking video content for YouTube channel, website, and social media channels.” We felt that a professional team could quickly turn around a high-quality product since they have high-quality equipment and a team behind every phase of the production process.

Hart and the Beyond GREEN Team found a video production company that could produce high-quality videos in a very short time frame.

The video was shot in a warehouse and made to look tropical by the production company.

When investing in an external video production company, businesses should be mindful of their timelines. This video took less than a month to create.

Farnham believes that the best video producers elevate brands’ in-house ideas while challenging clients to think differently about their messaging.

Farnham stated that “the best marketers are keenly aware of how to leverage one message within the video.” It can be difficult to see the potential over-messaging in the video if you are close to your product. A video is a powerful tool for persuasion. You must be clear about the message you want to convey to your audience.

Video Phoenix marketing agencies offer valuable insight into in-house ideas.

Although it is easy for businesses to create videos internally, video production agencies are a great resource for expert input and elevating video content using special effects and professional branding.

4. Establish a Video Promotion Plan

Before production starts, businesses should plan to promote their video content. Businesses can use a promotion plan to help them stay organized and track the video’s metrics.

Businesses can promote their videos with marketing automation tools. HubSpot allows digital marketers to promote content through different channels, such as social media and newsletters.

Russell promotes the Twenty Over Ten newsletter’s weekly marketing videos as well as the monthly webinars through the Twenty Over Ten newsletter.

Russell stated that Russell has a newsletter that goes to approximately 20,000 people and will feature one of his videos as one main piece of content. “Some of our partners may republish or email our videos to their audiences.”

Russell encourages video in the monthly newsletter. Partners can republish or email Russell’s videos to increase their reach.

Promotion of Newsletters, Emails, and Social Media

Video inclusion in newsletters can increase video views, newsletter opens and clicks. One email marketing study found that the inclusion of “video” within a subject line increased email opening rates by 6%.

HubSpot, a marketing automation platform like HubSpot, can help businesses plan social media content across multiple channels.

Below is a dashboard that shows how businesses can track engagements for their posts with HubSpot’s tools.

The dashboard shows graphs of the interactions between a post and YouTube, as well as subscribers to the channel.

SEO and YouTube Promotion

When promoting videos, businesses should consider SEO and YouTube. Russell optimizes Twenty Over Ten’s YouTube channel for YouTube search results by including keywords in video titles, headers, and descriptions.

Below is a video that Twenty Over Ten has uploaded to YouTube. The description includes a complete transcription of the video. This description includes keywords search engines can recognize and rank.

Russell also uses video titles and descriptions as a way to target keywords to increase the video’s ranking on YouTube’s search result pages.

Social Media Promotion

Beyond GREEN offered some tips to promote its new video asset. However, in-house marketers handled all social media promotion.

Beyond GREEN also explores outbound marketing strategies such as advertising on TV and broadcast shows.

Businesses can use Miami digital marketing tools to promote their video content internally, regardless of the producer.

Video marketing is an accessible medium for businesses to connect with current and potential customers

Businesses can use videos to educate and connect with users on the internet. With the aid of smartphones and other resources, video marketing has never been easier.

Businesses should first decide what their video goal is. After deciding on a goal, businesses can choose the type of video that will help them achieve it.

Certain types of videos might require more advanced production techniques than others. When creating videos in-house, businesses should consider their resources and size.

Businesses should also create a video promotion strategy that allows them to use digital tools to track progress toward their goals.

These steps will help businesses create video marketing campaigns that are engaging and convert users.