Video Marketing Tips to Boost Sales in 2022

If you run a business and you’re not investing your time, effort, and money into video marketing, you’re missing out on a whole lot of success.

In 2020 alone, 4.4 million new businesses launched. Now that we’re firmly in 2022, we anticipate the birth of millions of new businesses, some of which will become your direct competitors. Trust us, when we say, “if you don’t use video marketing to boost your sales, they will.”

But why is video marketing such a hot topic in 2022? How does video marketing help you to make more sales? And what are some tips and tricks to boost your sales with video marketing in 2022?

This article will answer all those questions and more. But first, let’s start with the basics:

What is a B2B business? B2B vs B2C?

B2B means business-to-business, while B2C means business-to-consumer. These acronyms are used regularly in the business world, so it’s best to understand which category your brand falls under.

Knowing your target audience can determine which type your business is: B2B or B2C. If this is news to you, you’ll need to go back a few steps to figure out who your ideal client or customer is.

However, if you know that your brand’s target audience revolves around other brands, you own a B2B organization. Some examples of B2B businesses are website designers, copywriters, business coaches and mentors, and accountants for small businesses. Some examples of B2C businesses are hairdressers and salons, tutors, and pet sitters.

Notice that these examples are all service-based businesses. There are also product-based businesses that sell physical objects. For example, a journal for business owners would be a product-based B2B brand. However, a bag of kitty litter would be a product-based B2C brand.

The key lies within the audience. Understanding which category your organization falls under is crucial to enhancing your marketing methods and defining your messaging, which is particularly important when it comes to video marketing.

What is video marketing?

Video marketing is a strategy that uses videos and clips to promote and show people your business and your product or service. Video marketing is said to be the most engaging form of marketing, as human beings are visual creatures.

RenderForest survey asked companies about video importance, and 78% saw more traffic due to video and 44% noticed an increase in sales.

These statistics alone prove the magic of video marketing, but let’s dive into why you should spend your time, effort, and money to master this craft.

What are the benefits of video marketing?

Producing video content is high on many marketers’ priority lists. In 2020, 96 per cent of consumers increased their online video consumption. That shows an apparent demand for video content, meaning your brand should meet that demand. But why? What can videos do for your business?

a) Videos are loved by all

First up: videos are the hottest thing in the online universe. The average person spends roughly 100 minutes a day watching online videos. This time frame is only increasing as demands are being met. By posting, you’re giving your audience what they want, and, ultimately, that’s what a business should do. However, not posting a video sets you apart for the wrong reasons.

b) Videos allow your brand to shine

When creating written content, it can be tricky to show your brand’s personality (unless you use a content writer or copywriter who is well versed in capturing your tone of voice). However, videos allow you to place yourself and your brand centre stage, speaking directly to the camera as if your audience was there with you.

Your personality is far more apparent on a video than images or written content. Studies show that people want to buy from people rather than artificial intelligence. Your personality will prove that you are human, making it far more appealing to buy from you.

c) Videos demonstrate your social proof with more credibility

What would prove a company’s success more: a written review or testimonial or a clip of a happy client describing the process?

Videos are often deemed far more trustworthy and credible, as it puts a face to a name. When a video showcases the positives of a company, these feel more ‘real’ than written reviews.
Of course, there’s still a place for written testimonials, but doing so via video is often more effective.

Video marketing tips and tricks in 2022

Now that the benefits of video marketing are fresh in your mind, you should understand how to maximize the potential of your videos so you can ultimately make more sales.

a) Share experiences

Videos are one of the best methods to showcase your product or service. Your own experience with your product or service may differ from other people’s. So, share as many videos of other people using your product/service as possible. Influencer marketing, for example, is one of the key strategies that many marketers use to demonstrate the actual benefits of the product/service.

You can also show the production process, piecing together how your offer has been made. Whether a service or a product, the result being put together in a time-lapse is always an exciting watch.

b) Brand your videos

Branding your videos doesn’t mean simply slapping a logo on each clip. Instead, think carefully about your brand’s values and ethos — these need to pour into every clip you post. If the branding is off, it is seen as inauthentic. When a brand isn’t authentic, it loses trust. A loss of trust is a monumental loss for any brand, as when the trust goes, so do the sales.

c) Post with strategy, goals, and monitor KPIs

There’s no point in posting videos for the sake of it. Just like social media marketing, posting for the sake of posting won’t get you very far.

You must have a solid marketing strategy underpinning all of your efforts. Before you create anything, you must ask yourself, ‘what’s the point in this video? What am I hoping to achieve? What will this video do to push my business forward?’ If you can’t answer these questions, go back to the drawing board.

Furthermore, you need to determine what your goal is for each video. Unless you have clear goals that relate to your overall video strategy, you won’t know whether a video has been successful or not.

This means that you must have clear key performance indicators (KPIs) to help you measure success. Diving headfirst into data can be some business owner’s worst nightmare, but if growth is high on the priority list (and what business doesn’t put growth at their number one?), you’ll need to grit your teeth and monitor your data.

d) Focus on video production

81 per cent of marketers plan to include video in their marketing strategy over the next few years, and with 500 hours of video uploaded every hour to YouTube, most online users are accustomed to good video production.

Many video creators enhance their production for fun, even outside the business world. This puts pressure on you, as a brand, to ensure its sleek representation.

e) Cater to the buyer’s journey.

The buyer’s journey is crucial when planning and producing content. When you’re writing out your marketing strategy, you need to plan various videos for various audience members, who will be at different stages of the buyer’s journey:

The awareness stage
The consideration stage
The decision stage

Each video needs to meet its needs within each stage. So, plan out the journey in advance, thinking carefully about where each stage has come from and leads to. These videos need to make an effortless transition from one stage to another, meeting the viewer’s needs in every clip. Finally, your videos need to influence that ‘buy now’ click when they’ve reached the decision stage.

Related: 5 Advantages of Online Marketing Over Traditional Marketing

Is video marketing worth it?

If done right, video marketing is worth all the time, effort, and money you pour into it. Videos can help your brand grow alongside your conversion rate and likeability factor. Therefore, the ROI for a solid video marketing strategy is indispensable.

But for this to become a reality, it needs to be implemented strategically, thinking about all the tips and tricks we’ve mentioned in this article.

Torrey Tayenaka

He is the co-founder and CEO at Sparkhouse, a corporate video production agency. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of its client’s customers.