Three tips to improve your video marketing strategy


It is well established that in recent years video has been one of the main growth trends in the marketing world – the pandemic and successive lockdowns have only confirmed the need for small businesses to adopt this format in their content marketing strategy.

Research shows that by February 2021, 75% of UK shoppers had increased their online shopping activity. Our own VisualGPS research shows that 4 in 10 Gen Z or Millennial shoppers would be more influenced by a video to select a small business to buy from, even before an in-person visit.

A recent survey also highlights the fact that video is clearly one of the most effective means of storytelling and communication today. In particular, 92% of marketers who use video say it is an important part of their strategy, 86% of companies already use video as a marketing tool, and 89% say video offers a good return on investment.

For small businesses, this allows the audience to better understand how a product or service works, and to discover who you are as a business and your values, thereby fostering greater customer connection.

Thus, video is no longer a “useless” marketing tool, it is an essential element. But for many, the barriers to creating professional-looking videos, especially the cost, are still considered too high.

While you are looking for ways to control your budget, there are a number of tools that make video creation easier and more affordable without reducing the impact. Here are some tips for incorporating video into your marketing strategies:

  1. Tap into the archive video

While companies produce hundreds, if not thousands of marketing assets per year to connect and engage their audiences, video clips are an efficient and cheaper alternative to expensive original video production.

While video is traditionally more expensive than still images, platforms like iStock offer subscription plans that give subscribers on-demand access to millions of video clips at a price that fits any budget. It also allows customers to license video clips for as little as a few dollars per clip.

  1. Use free video editing software

Business owners understand that video marketing is essential to growing their bottom line, but creating videos can be time consuming, expensive, and complex.

These issues deter many small businesses from creating their own video content, leaving customers and money on the table. It is therefore crucial to choose a video editing tool that offers a simple user interface that eliminates unnecessary complexity and does not require any previous design or editing experience.

The platform should also offer easy step-by-step guides to help users from start to finish of the video creation process.

Finally, the platform should also provide access to a wide range of photographs, videos, music and illustrations, to allow creators to find the right look and deliver the right message for any business with colors, designs. fonts, layouts, logos, templates and calls to action to expand everything from social media ads to promotional marketing material in minutes.

  1. Maximize the reach of your videos by adding keywords.

No matter how good your visuals are, if they aren’t seen by your target audience, they won’t have the desired result.

Including SEO keywords is a simple, but often overlooked, step in video optimization, and it is essential for successful digital marketing. Start by doing a keyword research on the subject of your video. There are a few tools, such as Keywords Everywhere, that will generate words to use and tell you how often they appear in search engine results.

Once the keywords are selected, use them in places like video title, description (keep it short!), Filename, and any promotional content posted to the web or social media. It is important that keywords circulate throughout the content, which will increase the chances of appearing in search results.

In addition to boosting engagement, video has been proven to help small businesses grow audiences and increase loyalty. Indeed, 84% of consumers surveyed in a recent study said they were convinced to buy a product or service by watching a brand’s video.

However, it’s important to remember that content needs to be relevant to deliver a good ROI.

For small businesses looking to increase sales using video, you need to make sure that the content communicates your brand values, as information from our visual GPS. research found that 77% of UK consumers are more likely to be loyal to brands whose practices match or support their values.

By developing video content that matches your brand, small businesses can make big money without breaking the bank.

Grant Farhall is Product Manager at iStock

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