Video marketing uses videos to market or promote products, services or brands. 51% of marketing professionals worldwide name video as the type of content with the best ROI. Entrepreneurs shy away from video marketing because it’s so overwhelming. This simple guide will help you make sense of video marketing, when to use different types of videos and a few video marketing tools recommendations.

Inside The Guide to Video Marketing

What is Video Marketing

Video marketing is a tactic that can be used for content marketing, direct marketing and paid advertising. The marketing strategy you choose will define exactly what type of videos to create in order to achieve your marketing goals.

marketing strategies and tactics

You’ll hear people call it video marketing strategy, but that can get concussing in a hurry. Look at it this way, your marketing strategy is how you convert leads to customers. And the marketing tactics are the specific vehicles you will use to convert leads to customers.

Videos are a vehicle that you will use to convert leads to customers. The type of video content you create and the tools you will use to create those videos are driven by your marketing strategy.

How to Use Videos With a Content Marketing Strategy

team recording a video in an office

If you’re using inbound marketing and a content marketing strategy, then your videos are mostly educational and informative.

  • Vlog: This is a video blog. If you don’t like writing, a vlog is a great alternative. You can record a video and have it transcribed or summarized as a blog post.
  • Webinars: This type of video content is often educational. “3 Ways to Generate Leads Online” for example.
  • Q&A or Interviews: If you don’t like being alone on a video, this is a great alternative. Interview experts and share insights.
  • Tutorials: One of the most popular types of video content. This can be anything from showing people how to use a software to exercising and everything in between.
  • Product reviews: People LOVE and count on product review videos to help them decide if a software or other type of product is right for them.
  • Livestreams: Some people do interviews on livestreams, but many others use live streaming platforms such as Facebook and Instagram to connect and build relationships with their customers and fans. These are informal videos that often share behind-the scenes moments.

The key to using videos as part of your content marketing strategy is to have them focused on educating, entertaining and helping users choose the right product or service.

Using Videos as a Direct Marketing Strategy

man recording video webinar

Direct Marketing = Selling. That’s the simplest way to put it. In this case, you’re going to be using videos in your marketing as a selling vehicle. Here are some ideas for videos for direct marketing:

  • Sales Webinars: This type of webinar starts out as content and ends with an offer.
  • Online Events and Summits: These are usually a webinar series which take place at a specific date and time or across multiple days. Registrants are able to watch all the webinars. The purpose of these webinars is to generate leads and for the presenters to sell their programs, books or products.
  • Video Emails: These types of sales videos are irresistible. Because emails don’t often contain video, getting a video email will increase engagement and ultimately sales because it builds a personal connection.
  • Testimonials: Every product or service needs social proof and testimonials continue to be the best way to build credibility and that know-like-and-trust factor.

Video Marketing as Part of a Paid Advertising Strategy

There’s more to paid advertising than Google Ads. Facebook advertising tends to drive more engagement than images alone.

So, it makes sense to consider using video for your Facebook ads. One thing you have to consider when using video in your Facebook ads is the different steps of phases in your buyer’s journey. There are different types of ads for each stage:

  • Awareness: Try a “listicle” video. This is a presentation video using images. Then drive people to the piece of content that you are promoting.
  • Interest: Create a simple product demo or explainer video to pique your prospects interest and drive them to a landing pave where they can sign up for a free trial or get a demo.
  • Decision: Create a comparison video or buyer’s guide that helps your prospect decide between multiple options.
  • Action: Video marketing doesn’t have to be complicated. You can create a GIF featuring a coupon or special and use that as your Facebook ad and drive your prospects to a special offer.

Read more about Facebook Ads:

A strong video marketing campaign usually comes with interesting videos. Among the types of videos that entrepreneurs can use to increase brand awareness and attract more sales are videos that show customer testimonials, explainer videos, how-to videos, live events videos, viral videos and corporate videos.

Top 5 Reasons to Use Video Marketing for your Marketing Campaign

1. Video marketing is effective for SEO purposes.

Posting videos that link to your site on powerful and popular video sharing sites such as YouTube can help in achieving better results from your search engine optimization (SEO) campaign. The videos can boost your search engine rank, conversions, open rates and click-through rates. Just make sure to post videos that specifically target your audience.

Consider posting your videos on YouTube if you want to use video marketing for SEO. YouTube is known to be the second largest search engine. It is also owned by Google which means using the right tags for your YouTube videos can make your SEO campaigns more beneficial.

2. Videos can be easily accessed and hosting is not a problem.

Present and potential consumers can also access your posted online videos with the presence of smartphones. Marketing through videos can help you reach your target audience regardless of where they are in a more cost-effective manner. 

Hosting your videos is also very easy and doesn’t cost much at all with platforms such as YouTube, Vimeo, Viddler. 

3. Videos can convey rich information.

This is possible because videos use sound and visuals. A well-created video can capture the attention of your audience because they have the added stimulus of visuals and voices while also serving as an effective means of delivering a message. A good video can also transform meaningless texts into interesting, breathing and living content. 

4. Videos can better connect to your audience.

Another great reason why you should consider using a video to market your products, services or brand is because it can better connect to your potential and current consumers. Videos stimulate emotions; meaning they directly appeal to the brain’s emotional center through sounds and visuals. Using videos for marketing also makes it easier for you to attach a face to a unique concept. They establish human connection which is more powerful and influential than reading a text.

5. Videos can effectively retain the attention of your audience.

Some studies prove that the rate of retention for information which is heard and seen all at the same time can reach as high as eighty percent. This means that combining audio and visuals in a video is more powerful than written text.

Different Types of Videos and Recommended Tools

I’m going to come back to this “Choose your strategy first” obsession for a very important reason. VIDEO TOOLS AND PLATFORMS!

The type of video that you choose to do will drive which video marketing tools you use. And if you are NOT clear and focused about this, you will find yourself in a world of financial hurt and overwhelm.

Every type of video has a set of tools specifically designed to implement it. So, if you’re a coach selling programs — there are tools for that. If you’re a content marketer doing webinars — there are tools for that.

There is a tool for every audience and every strategy and I’m going to cover them here. First, I’ll talk about the specific video type, then I’ll make some recommendations on the best tools to do that type of video

1. Talking Head

Talking head video refers to an informative video which shows a clip of one person who talks straight into the camera. The subject can either stand or sit in front of the camera while talking. This type of video is chosen by most entrepreneurs because aside from being effective, it is also economical. It has quickly turned into a web-based solution for communicating messages. Public information sites and other business websites use this type of video for marketing.

Properly structured talking head videos are useful because they streamline the kind of message that you prefer your viewers to receive. If you utilize it in a web-based format, you can expect the video to be effective in grabbing the attention of your potential clients. Your viewers will also most likely stay on your site and be encouraged to browse and gather more information about what you offer. Just make sure that you have relevant content and a good filming location so you can create a video that will serve as a cost-effective and powerful message delivery and marketing vehicle.

WebinarJam and EverWebinar

These two platforms are part of an all-in-one webinar company designed for experts and thought leaders who use webinars to sell.

EverWebinar is an on-demand or evergreen webinar tool where you record a webinar (from any platform) and make it appear as if it’s live. WebinarJam is focused on Live Webinars which you can record and replay later.

WebinarJam home page

Pros: What makes these tools exceptional is how easy they are to use and implement and the slickness of the designs. You can’t beat the price at under $45 per month.

Cons: You can only get an annual license. So that means you have to commit to using the tool for at least a year to get the benefit of the price. Doesn’t offer an option for doing an online event or series of webinars.

Jumped on the WebinarJam train early and purchased a lifetime license for $39 (about 5 years ago). What a deal! And, at the time, I have to say the platform wasn’t all that great. But today — WOW. I think it’s a great deal for the money if you’re just starting out.

Alternate Best Webinar Tools

  • WebinarNinja – Really easy to use, well designed and offers the online event “series webinar” option.
  • Demio: Well designed and easy to use. You’ll love the “register once” feature that allows attendees to register once and attend an ongoing series of events.

2. Screen Capture / Screencast

This type of video involves digitally recording a computer screen and adding an audio narration into it. Screen capture or screencast is quite similar to the term screenshot. The only difference is that a screenshot only produces one picture from a computer screen while a screen capture or screencast is a video containing a movie or a compilation of changes that viewers see on a computer screen. This is further enhanced by adding an audio narration. Screen capture videos provide online marketers with numerous opportunities in terms of making their products and services known.

The best screencast tools are Camtasia (for Mac or PC) and Screenflow (For Mac Only). I started with Camtasia and found it to be extremely simple. But other reviews say that Screenflow is easier to use. I’ll call it a draw. Camtasia is certainly more expensive at $250 per license while Screenflow is $129. This night seem expensive, but I get free updates to the software and I’ve had both of these forever.

Overall, I’m thinking it’s a matter of preference. So if you’re not using a screen capturing software, your best bet is to do a trial of each one and see which you prefer.

Other low-cost screen capture options:

Loom: The only reason I didn’t put Loom in the top spot is that I haven’t purchased it and used it. I’ve played with it and I’ve seen dozens of other experts use it as well. Loom is definitely designed for the non-tech content marketer. There are super cool features like pop up calls to action, I LOVE the round face bubble feature that inserts your talking head on top of the screencast. And it also has some cool analytical features.

loom screen capture tool

Even though it has a free option, Loom clearly wants to buy the $15 per month version of the tool. And, if you end up using the tool for any length of time, this can cost you more than a purchasing a license.

Ultimately, if you’ve NOT chosen a screen capture tool, you might want to start with the free version of Loom, see how you like it, and move up to either Camtasia or Screenflow.

3. Interview

This is a good choice for online marketers who plan to take their talking head videos a step further. A talking head will turn into an interview video if another person is added into the mix to create an interview. It has at least two subjects who face the camera. The interview video can also be in news style, which requires the interviewer to stay off camera while the main subject faces the camera.

Every webinar software can also be used to record interviews. Zoom has soared in popularity because it’s affordable (at just $15 per month). But there are other options as well.

Google Meet: Google has updated it’s old Hangout platform and I love it. If you already have a Google account, and use Google calendar, Google meet with insinuate itself into your calendar. What’s not to love? It’s free and it uploads straight to YouTube.

On the negative side, Google has made it a bit more cumbersome to use. You won’t be able to record unless you update the settings in your Google Suites Account. Whether accidentally or on purpose, Google has buried Google Meet and that is unfortunate. Scheduling interviews, recording and uploading to YouTube all happen seamlessly.

4. PowerPoint Video

The narrated PowerPoint is another format which you can use to create videos for marketing. The popularity of this type of marketing video can be attributed to its simplicity. You can create a PowerPoint video by adding your voice narration into the content. If you are a Mac user, then Keynote is a good alternative to PowerPoint.

Prezi Video: While everyone else is using the same old same old video presentation tools like Zoom or GoToMeeting, you can be super slick and check out Prezi Video.

The folks at Prezi have done it again — and redefined what the video presentation should look like.

Year ago Prezi launched their zoom in-zoom out slide presenter that created engaging and dynamic live presentations. And now, they’ve done the same thing for video presentations.

Gorgeous 3-D transparent graphics are super-imposed on your video making you look like you’re a real TV rock star with a gang of video editors and graphics professionals creating images on the fly. Your slides glide in and glide out, zoom in and zoom out and YOU are not relegated to a square or circle on the screen, like chopped liver — NO – you are the star of the show.

Sure, you can use Zoom or any other webinar meeting platform, but if you’re a trainer, expert or speaker using slides – Prezi gives you the closest thing to a live stage experience.

5. Video Tips Series

Consider choosing the video tips series format if you wish to establish a strong presence online, especially on YouTube. This format is also useful in improving your SEO campaign. Video tips are valuable when planning to establish your credibility and show your expertise in your chosen niche. You can choose to have a 3 part video series or more.

My recommendation for this type of marketing video is Animoto. There is a free version that has Animoto branding on it, but the features are good enough to get started and create terrific videos. To remove the Animoto branding and add your own, you’ll have to subscribe to the professional package at $33/mo (if you pay for the year) if you want to go month to month, you’re going to be out a slick $65.

To save money, I’d recommend you do all your video planning and content creation on the free version and then blip over to the paid version to get them downloaded. If you envision video tips as a solid part of your marketing strategy, it’s worth the investment.

Convert existing blog posts to videos: One of the best things to do is convert your existing list posts into these videos and use them on social media.

Here is a tips series I did in Animoto:

6. Testimonials

Despite their effectiveness, testimonial videos are still the most underutilized instruments for establishing an online presence. Now is the right time for online marketers to tap into the power of testimonials since these are truly effective in grabbing people’s attention. You can incorporate testimonial videos on your website to make them more powerful. You can also add video testimonials to your sales page.

Collecting written testimonials is hard enough, but until now, collecting video testimonials has been really cumbersome. You can’t afford to (nor want to) send a camera crew all around town or around the country. You can ask people to record a video on their phone and send it, but that might be too hard or the video might be too big to send via email.

Recently, I’ve learned about a brand, spankin’ new video marketing tool called Verifiablee.

verifiablee video marketing tools

You create a video template, send a link to a group of people from whom you want testimonials. They record the testimonial and when they are happy with it, they simple click send. That’s it. Their video is magically inserted into your video template and you are ready to go.

Verifiablee is also a great video marketing tool to create round ups and entertaining videos about your business. If you’re looking for a way to create user-generated content, this is affordable, easy to use and fun!

7. Animated Videos

Animated videos are also great options for marketing because they are entertaining and interesting. The good news is that there are video creation sites such as and that open up more opportunities for developing your own animated videos. You can also use Adobe After Effects or Apple Motion if you plan to show higher-end motion graphics.

PowToon was one of the first companies to make animated explainer videos accessible and affordable for small business.

I created this video years ago. Creating the video took about 30 minutes. Creating the script took about 20 hours.

Here is another version :

8. Photo / Video Montage

This video format is one of the easiest formats to create. You can drag and drop your photos and texts and turn them into an appealing video with the help of websites. Your video will also have a more professional appeal if you add music and some text to it.

You can use Animoto for these as well. But Adobe Spark is one of my favorite tools for creating a combination of photo and video montages.

Here’s a video review I did of SortlyPro

Everything you see here was done on Adobe spark. I simply created clips of my screencast and integrated it with live video (recorded on Adobe Spark) and and some static images.

In this case the whole project took just under two hours. Again, working with Adobe took just minutes. The hardest part was putting together the review and the clips and images.

Video Editing Tips

video editing tools

When editing, look for the best camera angles.

Your main goal should be to balance the intention of the speaker/subject with your target audience’s expectations. Consider what your viewers want to see. This will help you in editing your videos and choosing the perfect camera angles to reconstruct every moment.

Use instrumental music for the majority of the programs.

This will prevent the vocals or lyrics of the music from clashing with someone who speaks on camera. Only use the vocals for certain video parts that do not have a dialogue. You should also edit your videos based on the beat of your chosen music.

Many video marketing tools come with a library of free music you can use. Just be sure to think about the tone and feeling you’d like to convey and make sure the music you choose for your marketing video matches the tone. In other words if your message is happy, don’t choose music that is sad.

Normalize the audio.

This is one of the most important parts of video editing. It involves ensuring that all sound levels peak in the middle part of the audio meter bar. The audio meter bar is that part of the video editing software that you are using which quickly moves down and up when you play a video. The bar should be in the middle to ensure that the audio is not too loud or too low.

Make sure that the video clips are well-organized.

Organizing all the footage can make the entire editing process easier. You can organize the footage by creating separate folders for the actual video, the audio, exports and still images. You can also organize your files in an even deeper level inside these folders. For instance, you can create folders for voice over, music and interviews in the audio folder. You can also organize your video files and still image files based on the date when you shoot them and the actual scenes.

Add titles but keep them simple.

You can add titles to the back and front of your videos to increase their production value. Make sure to keep the titles short and simple, though. Note that most viewers do not want to spend thirty seconds seeing only titles. Five to ten seconds is usually long enough. If possible, use only end titles and move directly into your video content.

Elements of Effective Videos

mobile phone on tripod

1. Use strong emotions

Your video must be capable of producing strong emotions when it communicates your message. You can achieve this by choosing a web presenter who is passionate and warm and who can effectively convey your message based on the way you want it. Another tip is to feature an employee from your company whom you think will best represent your brand. Or as the owner of your business you are most likely going to be the best person for the job.

2. Fascinate your viewers with alarm

Your primary goal when doing video marketing is to transform page views into actual sales. To make your videos powerful, they must contain an alarm trigger which is useful in creating a sense of urgency when your customers view them. You can trigger an alarm by featuring discounts with deadlines in your videos or by offering free gifts for purchasing a certain number of your products.

3. Establish Trust

Your videos must also have the ability to earn the trust of your audience. Try to establish your company as the leader in the industry. Your videos must show the trustworthiness of your company, so earning the trust, loyalty and respect of your potential customers will be possible. 

Your videos can establish trust if they state figures and facts that prove your authority and legitimacy in the field, show qualitative customer feedback that demonstrate how your present customers trust what you offer, and present video reviews and customer case studies. You should also create a video that engages the interest of your viewers for longer than the usual 9-second attention span. 

4. Create the right content

You cannot just create any content for your video without thinking about whether or not your content is right for the wants and needs of your audience. Keep in mind that video marketing, in essence, is also content marketing. Your chosen video content must be perfect for your audience. The video must also be properly structured. Plan all the details of your video clip so you won’t have a hard time creating and editing it.

5. Use YouTube

You can tap into the power of YouTube when planning to market your products and services through videos. Just remember that there is a lot of competition on YouTube because of its popularity, so it is essential to learn how to obtain an edge over other successful online marketers who use the site for their video marketing campaigns. To create YouTube videos that are worthy of your potential customers’ time, try to hone your skills in writing/storytelling, editing, networking, composition and SEO.

Links Matter

Make sure that you also link your YouTube viewers to your official website at the end of the video. Providing a link to your site will increase your chances of gaining traffic and sales from your YouTube views. Including a clickable link in the description box is also recommended. You also need to create unique videos if you want to tap into the power of YouTube for video marketing purposes. 

Make Your Video Sizzle

Remember that YouTube has turned into a saturated market for advertising and marketing online so you have to think outside of the box to make your videos stand out. Your video should not solely and blandly point out the advantages of your business. Incorporate humor and add creative graphics, how to’s, expert interviews, slide shows or screen video captures into your video contents to increase their chances of going viral. Your videos must be compelling and should address the needs of your audience. 

Make sure that your YouTube videos are also easy to find. 

This is possible by ensuring that your target keywords are visible in the first words of your title, starting the video’s description with a full URL, making sure that the description is simple yet descriptive and keyword-rich, and by including related keywords in your tags. 

By following these tips your video marketing campaign will turn out to be a huge success.