The Harbinger Group

The Power of Video: Eight Tips for Using Video Marketing Effectively to Win Results

In today’s digital landscape, video marketing has emerged as a powerhouse strategy for businesses looking to captivate audiences and achieve tangible results. Video remains a key priority for businesses, and its perceived importance by marketers is reaching an all-time high. According to a 2023 Marketing Report, 91% of businesses use video as a marketing tool. This demonstrates that video is no longer an option in marketing but a necessity. 

At The Harbinger Group, we’ve honed our expertise in crafting compelling video content that resonates with target audiences and drives meaningful engagement. Our Vice President of Digital Marketing, Tony Bosma, shares his top eight proven video marketing techniques to help elevate campaigns and achieve success. 

1. Embrace the Power of Short-form Videos 

Short-form videos have taken the marketing world by storm, and for good reason. A whopping 96% of marketers agree that the optimal length of a marketing video is under 10 minutes. Keeping videos short – around 30 to 45 seconds – is best. It’s hard to hold people’s attention for very long these days, so short-form videos tend to have the highest ROI and are the number one content format for lead generation and engagement. 

2. Harness the Potential of Social Media

Social media platforms have become the ultimate stage for video marketing, with 76% of video marketers leveraging the power of social media to promote their video strategies and engage with their audience. Not only does social media offer the biggest ROI of any video marketing channel, but it also proves to be the most effective for generating leads. For The Harbinger Group’s client Powering Chicago, promoting their video series “The Power of Better” on LinkedIn has been instrumental in highlighting technology, innovation, and process improvements in the electrical construction industry. By utilizing targeted advertising, the company has successfully increased its following and engaged niche audiences who are critical to its members’ businesses. 

To effectively harness the potential of social media for video marketing, it’s essential to choose the best platform for video distribution according to your target audience and goals. Consider factors like average view time, size limitations, and community engagement when selecting your platforms. You can also assess promotion strategies and budget considerations to guarantee maximum impact. In addition to social media, marketers can use a blog or website to share their videos. They have the second highest ROI and are used by 55% of marketers to capture leads. These strategies are also effective when combined. Try placing links to landing pages on social media video ads. 

3. Harness the Potential of Social Media

Every video should serve a distinct purpose, and that’s where clear Calls-to-Action (CTAs) come into play. Always include a call to action at the end of the video. By providing a strong and unambiguous CTA, you’re guiding your viewers toward the desired action, whether it’s visiting a landing page or making a purchase. Emails with a single CTA have been shown to increase clicks by an impressive 371% and boost sales by 1,617%.

When developing your video messaging, align it with your buyer personas. It is important to understand not only your audience but also your overall campaign objectives to understand what exactly you want your audience to do. Consider, what is the goal of this video? Different campaign objectives can include lead generation, brand awareness, website traffic, engagement, views, follower growth, and reach. Determine your CTA accordingly based on that decided objective. 

4. Harness the Potential of Social Media

Today, many viewers consume video content without sound, specifically on social media considering it is a casual platform that can be browsed at any time of day. That is why it’s crucial to optimize videos for silent viewing. Tony Bosma suggests using subtitles and adjusting the audio mix to ensure the music doesn’t overpower the voices in the video. Viewers shouldn’t have to max out the volume to hear the content. Essentially, make it as easy as possible for the viewers to to consume the contents of the video. This includes giving the viewer what they seek early on in the video so they know what to expect. As Tony Bosma puts it, “don’t bury the lede”. This doesn’t mean all the main points need to be within the first 15 seconds, however providing an overview of the content so the audience can know what to expect will be beneficial in capturing the attention of the viewers throughout the entirety of the video.

5. Harness the Potential of Social Media

With the prevalence of various social media platforms, it’s essential to tailor video content for different channels. When targeting individuals on YouTube, The Harbinger Group created visually compelling videos that deliver all the important information in the first 30 seconds. If viewers are kept engaged and wanting more, they are more likely to watch beyond the 30-second mark, which helps the video reach more people through Youtube’s algorithm. On the other hand, for videos featured on LinkedIn, more animation is often used in the copy to provide a good user experience for someone scrolling through the platform, possibly at work without the ability to play audio. To learn more about how the team at The Harbinger Group leveraged multi-media platforms in this specific campaign read here. 

6. Harness the Potential of Social Media

Visually engaging content is crucial for capturing and maintaining audience attention. Tony Bosma always emphasizes the importance of making videos visually engaging. Compelling visuals can help keep viewers hooked and increase the likelihood of them watching the entire video. In fact, emails with multimedia elements, such as videos and photos, have a higher performance for engagement. 

To ensure your visuals are engaging to your audience you can utilize A/B testing to test out different visuals within your promotional videos as well as the length. This tactic is used within The Harbinger Group to better understand what’s engaging our audience and leads us to optimize the videos/ads based on what we’re learning. This also includes monitoring what content is performing well on YouTube and other social media channels to identify what tactics are effective and can be incorporated within our strategy for our clients.

7. Harness the Potential of Social Media

Data and analytics play a vital role in optimizing video marketing campaigns. The Harbinger Group constantly monitors the performance of video campaigns and adapts as needed. When a particular tactic is found to work exceptionally well, it is promoted until a dip in performance is observed. The team is never afraid to pull the plug on something that is not working. By always keeping an eye on performance, quick decisions can be made about how to alter strategies and get the best results for clients. 

To efficiently leverage data and analytics, define your video goals and choose key performance indicators (KPIs) for tracking success. Avoid relying solely on platform metrics; select KPIs aligned with your specific goals to ensure you’re measuring what matters most.

8. Experiment and Stay Ahead of Trends

In the rapidly evolving digital landscape, it’s crucial to stay ahead of emerging trends in video marketing. With the abundance of data points showcasing video’s strong performance on social media, video is prioritized in the company’s work, and this is not expected to change in the foreseeable future. Not only is video here to stay, but new formats and content types will continue to be explored within the video realm of marketing. For example, live videos/ streams are currently used by 32% of video markers and come in 4th for ROI and 3rd for engagement. This use of live video will continue to grow as 35% of marketers are planning on leveraging it for the first time.  

Implementing a successful video marketing strategy begins with identifying your target audience and developing or updating buyer personas based on recent video research. Connect with stakeholders to align on video goals using questionnaires, agreeing on clear objectives such as brand awareness or product promotion. Set a timeline and budget for the video production process, emphasizing the importance of planning and project management to save time and money. 

At The Harbinger Group, the immense potential of video marketing is well understood, and these techniques have been successfully implemented for clients. From increasing brand awareness to driving lead generation and boosting sales, the tailored video strategies have yielded remarkable results. 

For more information on our digital marketing services and processes read here. If you want to learn more on how our team can support your goals, contact us today.