Video matters in every marketing strategy, especially in the travel and tourism industry. With internet users spending a weekly average of six hours and 48 minutes watching videos online as of 2019, video is undeniably part of a consumer’s lifestyle.

Video marketing involves reaching an audience through online videos to expand your brand. You can utilize video in your social strategy as well to improve your online presence. Promoting your business through video is statistically more effective, considering that consumers retain 95% of a message when they watch it in a video format.

Despite these statistics, most business owners skip on video marketing content due to cost concerns and comfort zone issues. We’re here to reassure you that an effective video marketing strategy is more than the high-end, blockbuster level production that you see your competitors publishing.

You can easily get your brand’s message out there with a smartphone and makeshift lights. While consumers may lean toward brands that present themselves spectacularly, more people prefer authenticity. You are more likely to book clients who trust your brand, which may require you to show your face.

Now that we have debunked the cost myth and established that appearing before your audience is necessary to build trust, you must have questions about what it means to incorporate video in your marketing strategy.

We will answer your questions with knowledge from Derek Lau, Executive Producer at aideM Media, and Dean Sell, Brand Director of Sight & Sound Theatres. Here are some key questions about video marketing for beginners.

What Do My Marketing Videos Need to Say or Include?

Think of videos as your way to maintain a relationship with your customer base. You are essentially showing your audience who you are and what you do. So, your videos must reflect your company’s story and your company’s brand. A solid understanding of your mission and vision will go a long way. Once you know who you are and what you offer, you can communicate that to your audience confidently.

Communicating your story yourself is a sign of authenticity, which is likely going to convert more consumers. A survey revealed that 86% of people value authenticity when choosing the companies and brands they support. Of this percentage, 90% are millennials, leading experts to believe that younger audiences value organic or authentic products over “perfect” ones.

Besides maintaining an audience, your videos can also bring in potential customers. People who might discover you through their research are more likely to stick around when you have authentic videos communicating who you are as a brand. As the adage goes, “seeing is believing.” If you show your products or services in a way that people can see, they’re most likely to buy what you offer.

You may think that you need to impress your audience with a highly produced video. But, to reiterate, authenticity is key to getting customers. Video is simply a tool to communicate your offers. Consider Dean’s experience with a car dealership service that effectively used video in their marketing strategy.

The technicians sent Dean a video overview of what they did for his car, essentially to show him the process they conducted when servicing his car. There was no expensive lighting involved and no elaborate stage setup. The technician simply took a smartphone video of Dean’s car to show him what everything looks like.

You can utilize video the same way if your purpose is to show your audience what you do. So, everything about video comes down to it being an effective method of communication. Know what you want to say and say it with video.

What Are Some Key Things to Consider?

We mentioned that most businesses do not use video in their marketing strategy because they are convinced that production costs a fortune. To set things straight, you don’t have to spend too much to make a quality video that performs well. A video can only be good or bad, meaning they either intrigue people or turn them off. You want to make good quality videos, which rely mostly on the content side rather than the technical side.

Saying that your content matters more than the technical side of video making does not mean that the technical side is unimportant:

  • You still need to be relatively aware of your lighting and sound when shooting videos.
  • You don’t want extremely bright backgrounds that get in the way of your camera’s exposure, leaving your viewers with barely any picture on their screen.
  • You also want to make sure your camera of choice records your voice well and does not pick up unwanted background noise from the AC that may distract viewers from your message.

Understanding basic lighting and sound principles in shooting a film is enough to make your video look good. If you decide to shoot your video on your smartphone, be sure you are facing a window so you aren’t backlighted. Another note on smartphone filming is to look directly into the lens. This tip tells your audience that you are addressing them and not speaking to your reflection on the screen. People can tell when you are insincere, so be sure to smile and be friendly when speaking with your audience.

Remember that even just basic understanding is important — especially if you are only starting to incorporate video in your marketing strategy. You should not expect to immediately implement the perfect video marketing strategy on day one. Embrace the fact that just like everything else, this is a process that you develop and improve over time.

Once you get over your fear and take the first step in video marketing, you could grow your brand into something that can afford even larger production budgets. By then, you could be using higher-quality cameras and professional lighting setups for different video projects. You may even hire professionals to color grade and edit videos for you.

The best thing about this growth is that you might already have established a customer base when you started with your smartphone videos. With their help, you grew into a company with upgraded tools that could expand its audience.

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Where Should I Put My Videos – My Website, Social Media, YouTube?

Choosing a video hosting site for your videos takes strategy. Your decision must depend on how well you understand the place you intend to publish your videos. For instance, you might immediately think of uploading your content on YouTube because it’s the top choice. But when you consider that YouTube has over 2.3 billion users who watch at least 1 billion hours of content a day, things get complicated.

Instead of asking where you should put your videos, reassess what your digital marketing strategy looks like at the moment. Do you use social media in your marketing strategy? How well do you understand Instagram and Facebook? Once you understand how these platforms operate, you can build a strategy to integrate video into the platforms you already use.

Of course, you may still upload your videos on YouTube, which you can also embed on your website. But you want people to find and watch your videos. One way is to redirect your audiences from other social media platforms to those videos. Perhaps feature clips on Instagram and leave a link to the full video in the description.

Once again, think of what you want to achieve with your videos. They don’t even have to be hosted online. You can pay for video advertisements on broadcast television. Just be sure to understand the legalities and owner’s rights involved in giving videos to television companies.

You may also look for ways to show videos on-site. Videos can act as upselling tools on the site they advertise. For example, an escape room in Lancaster, PA may have televisions in its lobby that feature promotional videos of the game. The same goes for restaurants, hotels, and hospitality services that show videos in their waiting areas. These videos aren’t necessarily hosted on the internet, but people can always look them up on your website if they need to.

How Can I Help Potential Customers Discover My Videos?

In the previous section, we mentioned how sharing full video links on social media can direct your audience to your videos on YouTube. That counts as organic advertising. Your followers find your videos through the links you share on other social media platforms. When your followers share your content with their friends, more organic traffic occurs, which may increase your chances of customers discovering your videos.

Organic traffic is when your immediate audience shares your content by themselves because they trust what you offer. In the context of video marketing, they might share your content because they found your video entertaining or might know someone who will benefit from your product or service. This type of traffic is also known as unpaid traffic because you get free promotion from the audience you’ve established a bond with.

Meanwhile, there’s paid advertising, which requires more thought and decision-making. You don’t want your well-produced video to just sit somewhere on YouTube getting little to no views. You could incentivize users who can create content for you. This way, they create their videos featuring your product or service in a review-style video. Such videos are known as user-generated content. It saves you the time of making content, and those users’ fans can look up your brand for themselves and then discover your videos.

How Can I Tell If My Videos Are Helping Drive More Activity?

When you churn out video content for your business, you want to know how well they are doing in terms of driving activity and bringing in the money. You do this by using Google Analytics, which analyzes and measures how well your online content fares in the digital environment.

While you can always look at your YouTube statistics like views and likes, Google Analytics goes much more in-depth and can even tell you how people came across your video. You can review these analytics and conduct action plans around the areas that may not be working in your favor. For instance, if you find that people stop watching your video at a certain time mark, perhaps that part of the video becomes complicated. This might prompt you to create more content to explain that section much better.

Conclusion

Video marketing is a necessary element of any marketing strategy, especially for businesses in the tourism industry. You want to effectively communicate to your audience what you have to offer. Effective communication requires authenticity, which 86% of people statistically regard with importance before supporting any company.

When you earn your audience’s trust, they organically patronize your products and services. Organic or unpaid advertisement is priceless because your audience does all the promotional work by sharing your content or videos with their friends. As opposed to paid advertisements, which you could invest in by contracting users to create their videos promoting to their audiences.

A paid advertisement may include video ads, which is only one of the specific tourism marketing services we provide. Learn more about the right tourism marketing services for your travel or hospitality business.

FAQ

What do my videos need to say or include?

Your videos must reflect your overall brand’s identity. Video is a means to communicate your message to your audience, so it must be as authentic as possible.

Is there a type of content that has really been effective at driving leads?

Video ads that play at the beginning of YouTube videos, for example, are a kind of content that is specifically made to drive leads. Utilizing video for social media advertising is common because of how engaging it can be. Whether they are effective or not depends on how well people convert specifically because of the ad they saw. So, you will need to measure how well your video ad is helping drive more activity.

How can I tell if my videos are helping drive more activity?

Google Analytics is a great tool that can report which of your videos are doing well in terms of driving more activity to your website.

Meet the Author:

Sam Shoemaker

Sam Shoemaker, Creative Services Manager

As Digital Strategist & Creative Director, Sam brings a balance of targeted creativity and analytical strategy to our client work. Sam's agency, non-profit, small business owner experience gives him a unique perspective on how marketing relates to both profit and workload. He’s passionate about building genuine relationships by asking the right questions and careful listening. He is a potter, arm-chair theologian, married to a wonderful wife, Megan, and has two retired greyhounds named Phoenix and Uber.