Building your marketing strategy around video content can take your travel business to a whole new level. Film clips can boost brand awareness and help you engage with customers effortlessly.

However, they are only the tip of the iceberg when it comes to video promotion benefits.

Nowadays, video content is cheap and easy to make. It is quick to post and has a spectacular return on investment. Furthermore, it gives you a competitive advantage over other businesses in your niche.

In this short guide, I present the benefits of using video in travel business promotion. Also, I tell you how to create appealing video content for your brand and why it is never too late to start. See you at the end for some bonus video content marketing tips!

Why Promote Your Business with Video

The primary reason for using video promotions for your business is gaining access to a deep and far-reaching pool of potential customers.

In recent years, video content has become the most popular form of content among internet users. For example, the younger generation prefers video-centred apps like YouTube, Instagram, TikTok, and Snapchat over text and picture-oriented apps. Above all, these young people represent the next generation of customers for at least the next two decades.   

Unsurprisingly, businesses everywhere are taking notes of the latest trends. As a result, 86% of businesses worldwide use video as a marketing tool in 2021. If you are part of the remaining 14%, it’s time to update your marketing strategy.

Lastly, 87% of the businesses using video content advertising claim that they have a positive return on investment (ROI). So, at least according to the numbers, you have more brand awareness and higher profit to look forward to when using video promotions.

5 Irresistible Benefits of Video Content Marketing

Money and fame are easy goals for every business manager. However, there are several steps in every marketing strategy that you need to complete before becoming rich and popular. They include excellent planning, pinpoint customer targeting, and plenty of preparatory chores.

Fortunately, video content cuts your work in half with compelling benefits, such as the ones below.

1. High Conversion Rates

A decade ago, written product reviews were highly popular. People would go online and read several customer testimonials before making a purchase. This way, they could find out if people with similar tastes recommended the product they also wanted.

Nowadays, people still go online to find what people think of products and services. But, they now watch video reviews. And, it’s not a surprise that they prefer video over text. Watching someone talk honestly about a product is more engaging, it feels more real and personal than reading the same description. As a result, video converts more leads into customers than text.

What do the numbers say on this one?

Well, according to Wyzowl, 72% of people would rather use video to learn about a product or service. So, the next time you are promoting your travel business, just remember that 7 out of 10 potential customers would prefer you to do it in a video format.

2. High CTA Rates

Every marketing promotion ends with a Call-to-Action (CTA). For example, if you are selling a product, you call people to purchase it. Similarly, if you want to increase your online following, you ask people to subscribe to your newsletter or follow you on social media.

In the text format, CTAs appear as large, compelling buttons. Users click on them and they are redirected to a shopping area or a newsletter subscription form. However, in the video format, you have a human person with a friendly look calling you to make a decision then and there.

Internet users react better to human figures presenting products. As a result, the CTA rate through video content is higher, and 46% of users take an action after watching a video ad.

3. High Email Click-Through Rates

Video content helps with every feature of digital marketing. And, email marketing doesn’t make an exception. On the contrary, using video presentations can substantially increase email click-through rates (CTR).

Email marketing is one of the first forms of internet promotion. And, it is still highly effective today. If it is also part of your strategy, you will be glad to know that incorporating video content in your newsletters can increase sales. For example, only by including the word "video” in the subject line, you can make it 19% more likely for receivers to open it.

4. Better SERP Positioning

Search engines like Google, Bing, and Yahoo love video content. After recent algorithm updates, they rank relevant video links higher in search engine results pages (SERPs).

For example, if you promote your travel business with video content, queries regarding holiday deals might place links to your YouTube channel higher than the competition’s text description of the same services.

5. Great for Social Media

Today’s fresh generation of customers spends most of its tie on social media. Popular platforms like YouTube, Facebook, Instagram, TikTok, and Twitter are present on a myriad of devices worldwide. And, people use these apps to consume substantial amounts of content, whether it is video, text, or infographics.

Research shows that social video gets 1,200% shared more on social media than text or infographics. Therefore, your video content has a higher chance of reaching more potential customers through social media shares than any other form of content.

These are some of the biggest benefits you get from using video to promote your business. Also, they are the ones you will notice easily as soon as you start using a video content marketing strategy. How do you do that? You may ask. The answer is below!

How to Create a Video Content Marketing Strategy

You can incorporate video content in your marketing strategy to build brand awareness, increase sales, and boost profit. If it is the first time centring your ad campaigns on video, you might find it a bit difficult. However, as you move forward, you understand why doing marketing without video is almost useless nowadays.

Here are a few tips on how to build a successful marketing strategy using video content:

1. Define Your Goals

First things first, you need to decide why you are employing a marketing strategy. For example, if you have a travel business, you may want to reach one or all of these goals:

• Increase brand visibility
• Boost sales
• Higher conversions for your landing pages
• Enhance customer pool
• More engagement with your current customers
• The sale of a specific promotion

As I mentioned above, you can choose all these goals for your next marketing strategy. After all, they are quite complementary. For example, more customers may lead to higher conversions, which in turn, can boost sales.

However, the more specific your goal is, the easier it will be to advance your strategy. Furthermore, you will find film ideas easier when you will start creating video content.

2. Know Your Audience

If you don’t have a clear idea about who your audience is, your video content will always fail to meet its purpose. Only when you know what your potential customers need is when you will create video clips that will guide them on every step of their buyer’s journey.

You must gain a deep insight into your audience. To do so, you can try to:

• Run surveys
• Conduct interviews
• Run polls
• Do a FAQ session

All of these market-foraying features are available on social media. There, you can engage your users in dialogue that should reveal the ideal customer profile for your brand.

Again on social media, you have access to a wide range of Analytics Tools. These instruments provide a high amount of data on people that visit your social media profiles. This way, you can find clear answers to what your audience needs or expects from you.

Once you have sifted through the data you gather about your audience, you can create video content that tends to their requirements much easier.

3. Inspect the Market and Your Competition

Building a video content marketing strategy from scratch can be overwhelming at first, especially if this is the first time you do it. That’s why you should look at the other businesses in your niche to see how they approach this matter.

Keep in mind that stalking your competition is not a dirty approach to marketing. They have probably stalked your business ever since you surfaced on the market. Also, peaking at their video content does not imply copying it. Instead, it can provide you with inspiration on how to create yours.

Take the time to research the video content already available in your niche. Watching other brands’ video ads may seem like a waste of time. However, it will prove to be essential for your marketing strategy. This way, you will be able to create fresh and original video content that may catch the eye of your competition’s customers and drive them to your business.

Finally, assess the good and bad parts of your competition’s video content. Make a list of the gaps in their marketing approach, and use it to build your strategy in such a way that it succeeds where theirs fails.

4. Create a Video Content Map

Now that you know more about your competition and your audience, it is time to build original video content. Decide on the following traits of your future film creations:

• The type of content
• The tone and style of content
• The topics your content will cover

These features will help you carve your ideas into tailor-cut video content for your marketing strategy. For example, your travel business can benefit from promotions that cover holiday destinations and travel opportunities that your competition does not offer.

Additionally, you can present your content in a tone that other brands in your niche don't have.  For instance, if most of your competitors use young influencers, you can use seasoned actors to promote vacation travel for seniors. 

There are many ways in which you can promote your travel business differently than your competition. And, video content provides you with all the elements to do so.

5. Plan a Video Content Marketing Funnel

At this point, you should have all the necessary data to take your marketing strategy to the next level. It is time to create the funnel that will lead your customers from the promotional video to the check-out page.

Your best choice is to use the “Awareness - Consideration - Decision” formula, which is a popular online marketing funnel. For example, you can promote your travel business with a video that includes all these features, such as:

1. Raise awareness about a unique travel offer.
2. Make the client consider the offer by presenting its irresistible benefits.
3. Guide the customer into making a decision through a compelling sales message or CTA.

Make sure that your video contains unique messages that your competition fails to present. Also, the clips you publish should address the customer’s needs depending on the data that you have collected so far about your audience.

Where to Promote a Travel Business Video

So, you have created the perfect promotional video for your travel business. The next question is where to publish it?

The answer is quite easy, even if the large collection of flashy social media apps may confuse you. After all, it seems like everyone is on Instagram, TikTok, Facebook, and Twitter nowadays. However, your best choice for publishing an advertising video is undoubtedly YouTube.

According to Statista, YouTube has over 2.3 billion users worldwide. If that figure doesn’t humble you, just remember that we are nearly 7.9 billion people in the world. Many of these accounts are businesses trying to appeal to a new generation of consumers. And, if your brand doesn’t have a YouTube channel, it already fails to appeal to roughly one-third of the human population

Out of all the social media platforms, YouTube has the best ROI for video content, followed by Facebook and Instagram. This fact can help you when creating video content. For example, you can advertise your brand in short clips that are suitable for both YouTube and the ensuing platforms in the ROI hierarchy.

When it comes to YouTube, you have to build a strong presence on the platform. Firstly, you need to have a distinct channel for your brand. Using your personal account to promote your travel business just isn’t professional.

Secondly, you should produce plenty of content and update it regularly. Gain as many subscribers as you can and satisfy their thirst for new video content with frequent uploads.

Lastly, you must ensure that every video you upload on YouTube is of high-quality and original. More than 500 hours of video were uploaded to YouTube every minute according to Statista. It means that the users already have access to a huge amount of information presented in multiple ways. If your style doesn’t stand out from the crowd, you will have a hard time attracting subscribers.

How to Make Video Content

This is where our speciality comes in! Teaching video for Tourism is what we do.

For some, video marketing sounds daunting. Beginners, especially, might think that you need professional equipment, lots of money, and unforeseen creativity. However, building a successful marketing strategy around video content is much easier than that.

Firstly, you don’t need special equipment to create compelling video content. Nowadays, you can film it on your smartphone, edit it, and upload it to YouTube in seconds.

Secondly, creating video content is cheap. You need a good idea that represents your brand and a way to produce it. For example, you can film it in your office with employees or friends. Also, you can employ freelancers to do it for you. Finally, you can ask your social media followers to create appealing video content for you. This user-generated content is very efficient in attracting publicity online.

Lastly, you do need a fair share of creativity to create video content. However, you can also use free online resources to learn how to film, edit, and publish videos on YouTube and other platforms.

You can start creating video content as soon as you finish reading this article. You only need to follow a few video tutorials, install apps, and let your creativity flow as you generate compelling video clips for your brand.

Bonus Video Content Marketing Tips

Keep it Short and Simple

The current attention span of internet users is decreasing. You will want to make your video content easy to digest in a matter of minutes, if not seconds.

Plan Your Video Content Well Ahead

There is nothing worse than poorly executed, half-baked video content. It makes users jump on the competition’s boat and unsubscribe from your YouTube channel.

Improve As You Move Forward

Do not dwell on your past success. You can always get better at video creation. For example, more and more video editing apps appear every month. Try new filming and editing techniques, and make sure that you bring something new to the table with every new clip you make.