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Video Marketing for Tech Businesses: How to Boost Sales With Video

Person typing on a screen with video symbols hovering

We are in the age of video content, and every business has the opportunity to engage, educate, and persuade its audience through video marketing. But why is video marketing so important for tech businesses? That’s exactly what we are here to explain!

Here, we’ll explain the benefits of video marketing and give you some helpful strategies for implementing effective video marketing campaigns as a tech business.

Table of Contents
Why video marketing matters for tech businesses
Benefits of video marketing for tech businesses
Types of video content for tech businesses
Strategies to implement effective video marketing campaigns
Final thoughts

Why video marketing matters for tech businesses

Today’s consumers crave visual content that is easily digestible and engaging. With attention spans shrinking and information overload becoming the norm, video marketing offers a compelling solution to capture audience attention and deliver your message effectively. According to Cisco, video traffic was projected to account for 82% of all consumer internet traffic by 2022. IDC research validated this by showing a 32% increase in video usage since the start of the pandemic.

But why is video marketing so important in the tech industry?

For tech businesses, showcasing the features and benefits of products is essential for driving sales and conversions. Video marketing allows tech companies to highlight the unique features and functionalities of their products in a visually compelling way, making it easier for customers to understand and appreciate the value they offer.

Additionally, tech companies are expected to be up-to-date with the trends, which means creating compelling video content.

Benefits of video marketing for tech businesses

Video on mobile screen with social media icons around it

Still not convinced your tech business needs to be making video content? Here are the benefits of video marketing:

Higher engagement

Video content captures the audience’s attention more effectively than text or images alone. According to a report by Wyzowl, 85% of businesses use video as a marketing tool, and 99% of those who use it already plan to continue in the future, which indicates success.

Whether through product demonstrations, tutorials, or explainer videos, video content provides a dynamic and interactive experience that captures the audience’s attention and drives engagement. By providing valuable information in an engaging format, tech companies can establish themselves as trusted authorities in their industry and build long-lasting relationships with customers.

Increased conversion rates

Studies consistently show that incorporating video into marketing leads to higher conversion rates. Research by HubSpot reveals that including a video on a landing page can increase conversion rates by 80%, and 30% of the top landing pages incorporate video. And according to ReelSEO, including a video on your homepage can increase conversion rates by 20% or more.

Additionally, the marketing firm SingleGrain says 46% of users take some sort of action after viewing a video ad.

Improved brand recall

Video marketing is instrumental in enhancing brand recall and recognition. With video content, brands can convey their message more memorably and leave a lasting impression on their audience.

Enhanced social sharing

Videos are highly shareable across social media platforms, amplifying brand reach and engagement. Brightcove says social video generates 1,200% more shares than text and image content combined. This viral potential of video content enables businesses to extend their reach exponentially and tap into new audiences.

Effective communication of complex information

For businesses in technical industries, such as software development or IT services, video marketing is invaluable for simplifying complex concepts and demonstrating product functionalities. Research from Animoto suggests that 1 in 4 consumers lose interest in a company if it doesn’t have video.

By using visuals and animations, tech businesses can effectively communicate intricate details to their target audience and drive understanding and trust.

Types of video content for tech businesses

Tech businesses have diverse options for creating video content for marketing purposes. The best types of videos will depend on factors such as the target audience, marketing goals, and the nature of the products or services being promoted. However, some types of videos that tend to perform well for tech businesses include:

Product demonstrations and tutorials

Video tutorials and demonstrations are excellent for showcasing the features and functionalities of tech products. These videos give customers a clear understanding of how a product works and how it can benefit them. Demonstrations can range from simple walkthroughs to in-depth tutorials, depending on the complexity of the product and the needs of the audience.

A great example of a tech tutorial video is this VR setup tutorial by PlayStation.

Screenshot of video with PlayStation VR logo

Explainer videos

Explainer videos are concise, engaging videos that explain a concept, process, or product in a straightforward manner. These videos are particularly effective for introducing new products or technologies to potential customers, as they break down complex information into easy-to-understand visuals and animations.

A great example is this video from Panoply, a SaaS company.

Screenshot from explainer video showing the Panoply logo

Customer testimonials and case studies

Customer testimonials and case study videos showcase real-life success stories and experiences with a product or service. These videos help build credibility and trust with potential customers by demonstrating how the product has helped others solve their problems or achieve their goals. Customer testimonials can be particularly impactful for tech businesses, as they often involve detailed explanations of the product’s features and benefits.

Here is a great example of a testimonial video from a customer with LifeLock.

Screenshot from testimonial showing woman and a quote beside her

Behind-the-scenes content

Behind-the-scenes videos offer a glimpse into the inner workings of a tech company, including the people, processes, and culture behind the products. These videos humanize the brand and make it more relatable to customers, helping to build a stronger emotional connection. Behind-the-scenes content can include interviews with team members, office tours, or highlights from company events and activities.

An example of behind-the-scenes video content you can make is about your business’s company culture. Apple did this by showing their commitment to diversity in this video.

Black screen showing a caption on a video

Webinars and live streams

Webinars and live streams are interactive video formats that allow tech businesses to engage directly with their audience in real time. These formats are ideal for hosting product launches, Q&A sessions, or educational workshops. Webinars and live streams allow two-way communication, allowing businesses to answer questions, address concerns, and gather real-time customer feedback.

How-to guides and educational content

How-to guides and educational videos provide valuable information and insights to customers, helping them learn new skills or solve specific problems. These videos can cover many topics, from troubleshooting common issues to mastering advanced features.

By providing valuable and relevant content, tech businesses can position themselves as trusted authorities in their industry and attract a loyal following of customers.

Apple provides a great example of a how-to guide with this video on how to use AssistiveTouch on an iPhone or iPad.

Screenshot of Apple’s how-to guide on YouTube

Strategies to implement effective video marketing campaigns

1. Define your target audience

The first step in creating an effective video marketing campaign is to define your target audience. Who are you trying to reach? What are their interests, preferences, and pain points? By understanding your target audience, you can tailor your video content to address their specific needs and motivations, increasing the likelihood of engagement and conversion.

2. Tell compelling stories

Storytelling is a powerful tool in video marketing, allowing tech businesses to connect with their audience on an emotional level and inspire action. Whether through customer success stories, brand origin stories, or product narratives, storytelling humanizes your brand and makes it more relatable to your audience. You can create a deeper connection and foster brand loyalty by telling compelling stories that resonate with your target audience.

3. Keep it short and sweet

In today’s fast-paced world, attention spans are shorter than ever. To keep your audience engaged, keep videos short and to the point. According to research by Wistia, videos that are 2 minutes or less in length receive the highest engagement rates.

By keeping your videos concise and focused, you can capture and retain audience attention more effectively, increasing the likelihood of engagement and conversion.

4. Optimize for search engines

To maximize the reach and visibility of your video content, it’s important to optimize it for search engines. By optimizing your video content for search engines, you can increase its chances of ranking highly in search results, driving organic traffic to your website, and increasing brand visibility.

Optimizing videos entails using relevant keywords in video titles, descriptions, and tags, as well as creating high-quality content that provides value to your audience.

Want to learn more about optimizing your videos and measuring the success of your video campaigns? Read this video marketing guide.

5. Promote across multiple channels

Once you’ve created your video content, promoting it across multiple channels is essential to maximize its reach and impact; this includes sharing your videos on social media, embedding them in blog posts and email newsletters, and promoting them through paid advertising channels.

By promoting your video content across multiple channels, you can reach a larger audience and increase the likelihood of engagement and conversion.

Learn more about promoting your videos here.

Final thoughts

Creating video content may seem daunting, and it is an investment, but if done right, the payoff can be huge. Before jumping into creating video content for your tech business, take the time to develop a strategic plan and ensure you have the resources to make it happen.

Remember, starting small and slowly building your video marketing strategy over time is okay. Also, to save resources, consider video content that can be used in multiple places, and always consider how you repurpose content for different platforms. For example, a how-to video posted on your website can also be used to supplement a blog, be shared on social media platforms, and be promoted to customers through email marketing.

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