Content marketing has become an essential component of digital marketing. It helps consumers learn about brands and their products and services; it makes brands look more trustworthy and, ultimately, it helps to boost conversions.
But there are many content formats that businesses can choose from, and, for someone who’s not familiar with digital marketing, it can be tricky to make a final decision.
One of those formats is video, and if you’ve been wondering if it’s worth investing in video marketing for your winery, the answer is yes. Want to know why? Read on!
What Is Video Marketing?
The first step to succeeding in the video marketing game is to understand exactly what that game is all about. Thankfully, the name “video marketing” is pretty self-explanatory.
So, video marketing consists of creating content in video format with a specific business goal – promoting your brand, selling a product or service, inviting users to a branded event, you name it – and using it as a part of a marketing campaign. Not too complicated, right?
Branded videos can have all sorts of concepts behind them, can be as long or as short as you want them to be, and can be published on whichever digital platforms you use for your brand – but we will get into all of that in a bit.
For now, we’ll be diving into all the reasons why you should incorporate video in the content strategy for your winery. Keep reading!
What Are the Benefits of Using Video Marketing?
Video content has become all the rage when it comes to digital marketing, and if you’ve read other pieces on the topic before, this isn’t news to you.
But why is that? What are the numbers behind this giant online trend?
Many companies have conducted studies and gathered a lot of data on the power of marketing. One look through some of their reports is enough to understand why users enjoy video so much. Just take a look at some statistics from the past couples of years:
Users spend 88% more time on websites that include video (Forbes)
As you know, nowadays, there’s an endless number of websites on the Internet. In other words, there is a lot of competition among winery websites. You must find effective ways of making visitors stay on your website, and not just move on to the next one after a few seconds.
Video content can help you do just that.
Video is more engaging and entertaining than other formats, like images or text. If you know how to grab the user’s attention from the beginning of your video, they will stay and listen to your message.
72% of customers would prefer to learn about a product or service through video (HubSpot)
Not every single one of your potential clients is a wine connoisseur, but the chances are that they’ll still want to know some information about a particular bottle of wine before they buy it.
You can describe the flavor profile of the wine, what pairs well with it, and other details using text. But how can you be sure users will read to the end?
The chances are that they won’t: users want easy-to-consume content that won’t take up too much of their time. That’s precisely where video can come in handy.
Through video, you can explain even the most complex of concepts, and you can clearly show all the experiential benefits of your product in an appealing way that will keep your visitors engaged and interested.
85% of users want to see more video online (HubSpot)
We all know the expression, “The consumer is always right,” don’t we?
By investing in video marketing, you’ll be giving users exactly what they want and, consequently, you’ll increase your chances of getting them to engage with your content and to remember your brand’s name. Everybody wins!
64% of users will purchase after they watch a branded video (Tubular Insights)
As a business owner, you’re probably thinking, “OK, all of this sounds good, but… will video content help me boost my sales?”
Fair question! And the simple answer: yes, it will.
Through a short video, you can showcase your product perfectly, letting the consumer know exactly what they’ll buy. You can show other people using your product, and make users crave your delicious wine. You can include testimonials of your clients and build a trustworthy image in the eyes of potential new customers.
The options are endless, but one thing is for sure, play your cards right, and video marketing will have a positive impact on your sales.
88% of marketers are happy with the R.O.I. generated by their video marketing strategies (Smart Insights)
There’s nothing like reading about other brands that have used video marketing to make you feel safer about the investment you’re considering making – and in this case, the numbers don’t lie.
In 2018, a whopping 88% of marketers stated that they were satisfied with the return on investment of their video marketing efforts.
It’s evident that, for you to become a part of this statistic, you’ll have to truly dedicate some time to the planning and creation of your videos. However, now you know that if you do it, the chances are that your brand will only benefit from it.
Blog posts that include a video have 53 times more chances of ranking on Google’s first page (Convince & Convert)
If you have a website, landing page, or blog, the chances are that it is correctly optimized for search engines (if not, it’s time to add SEO to your business to-do list!).
By using video content on your website, you can boost your SEO efforts even further. How you may ask?
We mentioned before that video is engaging, and it helps maintain users on your website – and Google loves that. Plus, YouTube is the second biggest search engine on the Internet, so by posting your video content there (and making sure the title and description are well optimized), you can increase your visibility and, consequently, your chances of appearing in search.
76% of users would share a branded video with their friends if they found it entertaining (Wyzowl)
Last but not least, video is an incredibly effective way of spreading your brand’s name for one big reason: users love sharing entertaining videos on their social media profiles. The keyword there is “entertaining”: if you create a boring video, with a concept that’s been done a million times before, people won’t have any reason to share it with their friends and family.
These are only a few of the benefits that incorporating video in your content strategy can bring to your business, but we believe they’re enough to make you at least start looking into this format.
So, curious to know more? Great – we have some useful tips and ideas for your video campaigns!
5 Video Marketing Best Practices for Wineries
As you know by now, many businesses are already profiting from the power of video content, and chances are that, just like you, many others are in the process of introducing video marketing into their digital strategy.
In other words, competition is fierce in the world of video marketing, and this means only one thing: you have to understand how to differentiate yourself from other wineries and get users to click play on your videos.
This is something that you’ll figure out and perfect over time, as you get data from your campaigns and find out what works and what doesn’t with your specific target audience. However, there are certain best practices you should always keep in mind when creating a branded video for your winery:
1. Establish a marketing goal for every one of your videos
Videos take time and money to create, so if you don’t have a specific purpose (read, a S.M.A.R.T. goal) for each of your videos, you’ll just be wasting… well, time and money.
As much as you want to put out a specific concept, you need to remember that video marketing is a part of your digital strategy, and your digital strategy is based on goals. Our tip is that you document every concept idea you have: even if one doesn’t make sense now, it might make sense in the future. No wasted ideas!
2. Surprise the viewers
Just because your final goal is to boost sales, that doesn’t mean that your videos should be like a product catalog. So think about it: what sets your wines apart from the competition? What’s something your consumers might not know about your products? Or what is a one-of-a-kind way of explaining something about your brand or products?
That might be a good starting point to create a video that will be a million times more entertaining than a regular product video.
One great example of a brand that did just this is Jordan Winery, with its video campaign showing how they use egg whites to soften the tannins in their red wine. They could have just stated that they do that, but instead, they created a much more amusing video around that idea. You weren’t expecting that, were you?
3. Focus on the first few seconds
Remember when we said that it’s essential that you grab the user’s attention from the beginning of your video? Well, that is one of the golden rules of video marketing.
It is very easy for people to click off your video if it doesn’t seem interesting from the first few seconds, so you need to make sure that your introduction is strong and works as an effective hook.
4. Include a C.T.A.
As we’ve already established, all of your videos have a goal. So don’t forget to mention it! Whether you want viewers to buy one of your bottles, to go to a wine tasting experience in your winery, to participate in a contest… whatever it is, remember to ask your viewers to do it (and remember to be clear about it).
5. Share, share, share
Your work doesn’t end once you click “Publish” on your video – you need to promote it in order for people to find it! So, remember to post it on your social media pages and, if it makes sense, to use it on your email marketing and website.
Once people start noticing and watching your video, they’ll hopefully share it themselves, and you won’t have to put as much effort into promoting it.
3 Video Ideas for your Winery
Dying to start creating your winery’s first video campaign? Awesome, we have three ideas to inspire you and get your creative juices flowing:
1. Unique product videos
As a wine lover, you know how much there is to say about each of the bottles in your winery. So, our first idea is simple: using video content to describe your new products! Find a unique way of doing so, a way that is in brand with your business, and that will make the wine look as appealing as possible.
There’s nothing like a good behind-the-scenes video to give a personality and human side to a brand. And with such a beautiful establishment like a winery, making your B.T.S. videos look good won’t be a challenge.
Pro tip: If you want to make a quick B.T.S. video, use Instagram Stories to publish it. People won’t expect it to be perfectly filmed and edited, but you’ll still get the benefits from it.
3. A Winery Experience
Is your marketing goal to get more people to visit your winery? Then, show them what they can experience during one of your experiences. But don’t show them everything! The key is to spark curiosity and get them actually to partake in the experience first hand.
So, are you ready to start brainstorming your video ideas and add a whole new component to your digital strategy? We hope so because your wine business will only benefit from it, and you’ll undoubtedly see your KPIs skyrocketing like never before.
Book a 15-minute strategy call. We can discuss how we can help you integrate video into your winery’s marketing plan. We’ll go over suggestions and recommendations for your winery.