As an Inbound Writer for Lean Labs, Melissa writes about high-converting websites and customer-centric marketing. She's an avid traveler, with trips to Iceland, Ukraine, and Portugal under her belt. She currently resides in Wilmington, North Carolina with her dog, Morrie.
Video marketing is what blogging and content were years ago. Early adopters of video content see incredible benefits to the medium, with HubSpot reporting in their The State of Video Marketing in 2018 [New Data] that 76% of contributing marketers say it helped them increase traffic.
And as WordPress, HubSpot, Moz, and Google Analytics were essential to the growth of content marketing, there is an array of compelling video marketing software that you should have within your video marketing strategy. As the video marketing trend continues, some tools repeatedly outperform their competitors, proving that they can help you achieve your goals.
From video editing to analytics, each has it's own purpose, depending on what kind of videos you're looking to create, and what initiatives they should serve.
The Video Marketing Software You Definitely Need
Overall, regardless of your video marketing strategy, there are a few core tools you need to get the job done. For starters, you need video editing software. During production, you'll likely collect a significant amount of footage to choose from, all of which will require cutting and trimming, amongst other optimizations.
Another essential type of video marketing software that you need is a way to track your analytics. While Google Analytics can provide some data, there's only so much it can tell you about the performance of your actual videos. Insights about how long viewers are watching your content, when they stop, and where they click and hover on the screen can all help you improve your strategy.
Here are all of the video marketing assets we recommend for businesses, which you can mix and match based on your needs.
Biteable is an online video maker for marketers, bloggers, and more. Using Biteable's platform, you can make short videos using stock video, as well as animations. Many deem it as the World's Simplest Video Maker, with tutorials that make it easy to use, even for beginners. The platform offers premium features, but you can get started for free.
The platform offers templates as well, including:
Each one provides the necessary structure and guidance if you're new to video marketing, or want to cut down on time formatting your assets.
iMovie is a film editing tool that users enlist to trim video, add filters, insert transitions, and so forth. With iMovie, it's not difficult to become an amateur film editor, with intuitive features and a variety of tutorials for new users. Thankfully, the software comes with most Macs and is available via free iMovie download. For PC users, there are a few iMovie alternatives with similar capabilities.
Vyond is a cloud-based video creation platform for animation. Specifically for businesses, the platform is excellent for videos for your landing, website pages, as well as social media posts. It's simple enough to begin using the platform, with a variety of tutorials to guide you through the process. You can experiment with the platform for free, with a 14-Day free trial.
Illustration and the animation approach is incredibly popular right now, with a lot of companies incorporating it to improve their content marketing effectiveness in video and social.
Camtasia is a screen recording and editing software that's perfect for creating video tutorials and presentations. If you need content to walk customers through features or functions of your product or service, this is the platform to use. The platform makes it easy to record, edit, and share with the ability to try out the platform right away with a complimentary trial.
If you're not sure what kind of videos to create, go back to your strategy. Video tutorials could be a fit, but you should base the format and structure of your videos on your buyer journey and customer needs.
To replicate an approach similar to Whiteboard Friday, you can use VideoScribe. The whiteboard animation software is perfect for educational, informative videos for your customer. You can learn how VideoScribe works and use their one-week free trial to figure out if the software is a fit for you.
Forbes recommends whiteboard videos highly for marketing, because:
- Whiteboard video making is a simple process.
- Whiteboard animation is affordable.
- There's mass appeal, with viewers stating they're three times as likely to share them.
For many businesses, Wistia is a favorite tool. The video hosting and analytics company helps brands create, manage, and share videos, tracking viewer behavior in the background. You can use Wistia for Marketing videos and internal training videos, as well as to send personalized sales follow-ups. Many new users assume it's a replacement for YouTube, but in reality, there a few critical differences:
- Wistia has email collectors to help acquire leads.
- Wistia's reporting and analytics provide more insight than YouTube.
- YouTube is better for improving brand awareness.
You can read more about the relationship between the two platforms on Wistia's blog.
Bonus Non-Software Tool: Pexels
Pexels isn't software, but it's my go-to resource for free commercial videography and photography. You can download free video files in seconds, and it doesn't cost anything to use. Once you download them, you can edit them in iMovie, or upload them in the online video making software like Biteable.
Selecting Video Marketing Software...
You need a plan. While you will need editing software and analytics despite the videos you make, the most crucial aspect of your video marketing initiative is the approach. With a strategy, you can make more informed decisions about the types of tools you need. For instance, if you develop a plan and use customer insights to make a decision, you may discover your audience is engaging with shorter, more concise videos over tutorials.
It all depends on the customer. If you need more information about the behaviors and preferences of your target audience, put your video plans on pause and look into your inbound marketing strategy. You can refer to our free eBook, Conquering the Inbound Marketing Mountain to learn more about creating a strategy that's in line with your audience.
In the book, you get our seven must-do tips before running marketing campaigns or creating collateral, setting you up for more success, and getting the most value from your material...
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