How to use Video Marketing to sell online courses
Video marketing is another feature of the arsenal of tools that you can use to sell courses online, but, let’s be fair, this is “The” feature.
If you are remotely aware of the way people consume content on the internet today, you already know that videos are the big favorites of the moment.
Not sure? Think for a moment: how many videos do you usually watch daily?
Why to use Video Marketing
Video marketing is a strategy that consists of marketing through audiovisual content. It is about using videos to publicize a product or a brand and, thus, attract, convert and retain customers.
Why videos? Just to give you an idea, 90 percent of consumers reported that video helps them to make buying decisions, while 64 percent say that seeing a video makes them more likely to buy.
Much of this result is due to the social networks, which gave a new impetus to the transformation of consumption habits caused by the internet.
Currently it is proven that the video dominates the public’s preference. It is the type of media most watched on social networks and not just on YouTube.
In fact, four of the top six channels that global consumers use to watch videos are social channels.
And it’s not like things are slowing down: the technology conglomerate Cisco, reports that 82% of all consumer traffic on the Internet will be video by 2021.
What does all this mean?
In short, companies need to make video marketing an integral part of their business strategy or risk falling behind.
The power of video marketing
As Facebook’s director of engineering, Srinivas Narayanan, said: “If a picture is worth a thousand words, a video is a library.”
Videos are consumers’ favorite content for viewing a brand on social media and, to help, modern targeting techniques allow video marketing to be highly relevant to individual consumers.
Adapting video content to your target audience can increase your retention rate by 35%. And since 71% of consumers consider sponsored videos to be relevant or highly relevant, it is definitely worth investing in a paid campaign to ensure your videos are seen by the right eyes.
Video marketing is not only good for capturing attention and entertaining, but it is also an effective tool that you can use to get consumers through your sales funnel.
For example, a study by Eyeview Digital found that using video on landing pages can increase conversions by 80%.
In other words, video marketing should not be something that companies do occasionally to increase brand awareness.
Instead, videos should be employed for a variety of purposes at all stages of the customer’s journey.
Another interesting fact is that, according to HubSpot Research, consumers prefer an “authentic” video of inferior quality to a high quality video that seems inauthentic and artificial.
Simply put, viewers prefer raw authenticity to super manufactured production.
That means you don’t need a huge budget or production studio to create your video marketing. Especially considering that nowadays it is possible to record high quality HD and 4K videos with smartphones.
In short, videos are an attractive and powerful tool, accessible to companies of all sizes.
13 types of Video Marketing
Video marketing is a very versatile strategy that can be carried out in different channels and formats.
To help, we’ve listed thirteen types of video marketing that you can use to grow your business.
1. Brand videos
These types of videos are often used as advertisements on social media to generate brand awareness and increase traffic.
They aim to communicate the personality, culture, mission and vision of the brand, or products and services.
A good example is the video that Emirates airline produced with actress Jennifer Aniston, presenting its services and brand quality.
2. News and updates videos
Another type of video marketing ideal for attracting the attention of your audience and consolidating your authority in your field.
Record videos commenting on recent news on a subject related to your product or service. Give your opinion, make an analysis, encourage debate. In addition to stimulating interest, it helps you create a connection with your audience.
3. Tutorial videos
Type of video marketing used to explain how something works, step by step.
Through a detailed demonstration, the video teaches the viewer how to use a product or service, or perform a task.
In the video below, Think Media shows how to Make YouTube Videos on Your Phone through a simple tutorial. Notice that anyone can record this type of video marketing without even leaving home.
4. Event videos
Does your company hold or participate in events? Showing this to your audience helps to boost your brand’s authority.
Event videos are a great way for companies and professionals to document their experiences and produce footage with highlights.
5. Live videos
All major social networks allow users to broadcast live videos – whether on YouTube, Instagram, Twitter or Facebook Live.
Broadcasting to the public allows you to engage viewers in real time. It also provides a unique creative opportunity that allows brands to promote interviews, presentations, events and more.
Everyone remembers that Snapchat was a pioneer in the video format that stays online for a period of time and then disappears. Since everything that works is copied, it didn’t take long for Instagram and Facebook to launch the same feature called “Stories”.
Videos that disappear can add a great deal of urgency, which helps to capture the attention of your target audience. In addition, the format itself inspires brands to be more creative and bold with their content ideas.
Vans, for example, is a brand that uses this feature to promote its products and its live events!
7. Making of videos
Another effective way to create a connection with your audience and create interesting promotional material is to record some scenes from the making of your course as video marketing.
While this may not be appropriate for everyone, adding a little humor and reality to your promotional material can bring expressive results.
8. Educational videos
Use this video marketing format to teach your target audience something they want to know.
In the case of online courses, to make the content even more interesting, you can address something very specific, which is a general curiosity. A math teacher, for example, can create a video in which he solves a complicated problem, or proposes a riddle to be deciphered.
9. Demo videos
Demo videos are focused on presenting your product / service. While tutorial videos tend to stay at the top of the sales funnel, attracting leads and introducing people to your brand, demo videos go deeper.
They aim to highlight all the main benefits of your product or service and usually include a call to action to encourage viewers to make a purchase.
GoPro has the best examples of this kind of video marketing.
10. Interviews with experts videos
Interviewing experts and influencers is a fantastic way to add value to your promotional material and your audience.
In addition, this type of video marketing helps you to position yourself as an authority in your niche and build confidence in your target market, harnessing the power of social proof.
11. Customer testimonials videos
Disclosing someone speaking well about your online course is an idea that always brings good results, because, as mentioned above, this type of video marketing also acts as social proof.
Besides giving your opinion on the content, your guest can talk about your method of teaching and advantages, which helps influence your audience to move further into the sales funnel.
12. Animated videos
Animation allows total creative freedom. For this reason, it can be the perfect format for explaining difficult or abstract concepts related to the content of your online course.
In addition, animations can be extremely attractive and fun. With software like Animaker, anyone can achieve high quality results.
Coca-Cola is an example of a brand that uses this type of video marketing to capture the attention of the audience through animated stories focused on a bigger message.
13. Sales videos
This type of video is focused on telling the customer what they will gain by purchasing your course, inducing the person to act and make the purchase.
The sales pitch should tell a story and end with a call to action. For this, the content must have emotional appeal, which requires you to know what your target audience needs and wants.
Video Marketing to sell courses online
After publishing your video marketing campaign, check back periodically to evaluate its performance.
Also, look for ways to improve it and take this into account when creating your next video.
Finally, don’t worry!
Remember that viewers really prefer videos that are more authentic than those with a rehearsed and advertising-looking presentation.
Ready-made material, get feedback from some friends, make the necessary improvements and when everything is perfect, upload it to video platforms or go straight to your online school at Coursify.me.
ELearning platform (LMS), Coursify.me has all the necessary features for you to integrate and import content from video hosting platforms such as Vimeo and YouTube.
Instructors can embed their hosted videos in any of these channels on their page on Coursify.me, leaving their lessons even better and more complete.
Visit our website and take advantage of all the features of our platform to make tutorial videos and create quality online courses.