A

Project Report On
“TITLE OF PROJECT” AT
(PLACE)

SUBMITED TO
Savitribai Phule Pune University
In Partial Fulfillment of the Requirement for Award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION

By
(NAME OF STUDENT)
(MARKETING) SEAT NO.

Under the Guidance of (DR.

DIPAK UMBARKAR)

CHANAKYA EDUCATION SOCIETY’S

INDIRA COLLEGE OF COMMERCE & SCIENCE
PUNE - 411033 (2021-2022)
DECLARATION

I hereby declare that the project titled “_______________________” is an original piece of research

work carried out by me under the guidance and supervision of Prof. Dipak Umbarkar. The
information has been collected from genuine & authentic sources. The work has been submitted in

partial fulfillment of the requirement of Bachelor of Business Administration to Savitribai Phule Pune

University.

Place: Signature:

Date: Name of the student

ACKNOWLEDGEMENT

I take this opportunity and privilege to express my gratitude to Honorable Dr. Tarita Shankar

(Founder Secretary & Chief Managing Trustee) & Professor Chetan Wakalkar (Vice – President) and

Chanakya Education Society, Pune, and Dr. Prakash Pandare (Principal), Dr. Janardan Pawar,

(VicePrincipal), Dr. Thomson Varghese (HOD) ICCS. They have been a source of inspiration to me,

and I am indebted to them for initiating me in the field of research.

I am deeply indebted to Faculty Member, Dr. Dipak Umbarkar, my research guide at Chanakya

Education Society’s Indira College of Commerce & Science, Pune without whose help completion of

this Project was highly impossible.

I take this opportunity and privilege to articulate my deep sense of gratefulness to the managing

director, and the staff of (Company Name), for their timely help and positive encouragement.

I wish to express a special thanks to all teaching and non-teaching staff members of Indira College of

Commerce & Science, Pune for their continuous support. I would like to acknowledge all my family

members, relatives and friends for their help and encouragement.

Place:

Date: Name of the Student

He re ’s Wha t We ’ll Co v e r
WHAT IS VIDEO MARKETING? 5
GETTING STARTED WITH VIDEO 9
HOW TO BUILD A VIDEO MARKETING STRATEGY 14
TYPES OF MARKETING VIDEOS TO CREATE 22
WHEN & WHERE TO SHARE YOUR VIDEOS 26
GETTING STARTED WITH VIDEO SEO 30
VIDEO FOR DEMAND GENERATION 35
HOW TO MEASURE VIDEO MARKETING SUCCESS 42
CONNECTING THE DOTS: VIDEO & MARKETING 48
COMPANIES FINDING SUCCESS WITH VIDEO 52
WHAT IS VIDEO MARKETING?
 To make sure we start out on the same page right out of the gate, let’ layout a simple definition.

ers to the use of video to market or promote your brand or offering on digital channels

Video marketing is a strategic marketing

approach that involves creating and sharing
video content with the goals of attracting,
retaining, and converting a defined audience
of viewers.

Video marketing can be used for everything

from building customer rapport, to promoting
your brand, services or products. Additionally,
video marketing can serve as a medium to
present how-to’s, promote customer
testimonials, live-stream events and deliver
viral (entertaining) content.
Many marketers know they should be using video strategically, but often create video content simply
to check off a box. In reality, video marketing is all about using video creatively to achieve your
business goals. Views alone don’t define video marketing, which is why it’s best to focus on what
you’re trying to accomplish from a marketing perspective (the message) instead of developing a
strategy around video itself (the medium). If you feel like your video marketing efforts aren’t paying
off, it might be because you’re treating the video as the means to the end. That’s a no-go!
You can’t deny the perks of embedding video on your site. Having embedded videos can boost
your search engine visibility and even encourage visitors to spend more time on your site. But, there’s
more to video than measuring views and search results. Using video on your site can actually help you
build a more human connection with your audience and earn their trust. How?

“Many marketers know

they should be using video
strategically, but often
create video content to
simply
Well, the storytelling powers of video check
can help off connect
companies a box.”with their audience in authentic and
meaningful ways, which is one of the reasons so many businesses have turned to this tactic. When your
business needs to be memorable and stand out from the crowd, video marketing can be a great
differentiator.

“Video allows you to create a

human connection with your
audience while building trust.”
GETTING STARTED
WITH VIDEO
Now that we know we’ve established the importance of
using video—here’s how you can get started.
The thought of creating your first video can be intimidating—we know! But believe it or
not, you can make a great video today, using tools you already have, in just a few hours.
Really! Even Spielberg had to start somewhere. Check out the resources below to get your
feet wet and build video-making confidence.
Do you have a laptop and a smartphone?
If so, you have everything you need to get started!
  PLANNING: Choosing the right background
Determining the background (a.k.a. backdrop) for the
scripted on-camera lines of your video will have a huge
impact on how your story is told. Plus, strategically
choosing where you shoot your video and what’s in the
background can actually save you a ton of time in post
Shoot editing.
 CAMERA: The best gear for solo video
If you’re a video producer or marketer, you know how
hard it can be to make a video by yourself. You might be
asking yourself, “How do I set up my camera? How do I
make sure the shots in focus? How do I not sound flat on camera?” These are all tricky
questions that can stop
you from creating your next piece of content. You have
the idea, but you just need to know how to do it yourself
in the best way possible.
  AUDIO: Sound great with the right gear
Bad audio can ruin even the best video footage. So, to
create the best experience for your discerning audience,
you’ll want to make sure you have the right microphone
for the job. Like an article littered with typos, loud background noise and fuzzy voices suggest
inexperience and distract from your message.
 LIGHTING: Look great for less than $100 If you follow
some basic lighting principles, you can get impressive results from even the cheapest of lighting
kits. This is great news for businesses with smaller budgets or folks just starting out with video.
 EDITING: Fast and easy editing tips Okay, so, you’ve shot your video. You’ve done
multiple takes. You have some B-roll. Now what? Editing can seem like a
complicated part of the video process. In this guide, we’ll break down some basic
editing theories to help you turn your raw footage into an awesome video that
matches your vision, no matter which tools you decide to use.

WHY IS VIDEO SO
IMPORTANT IN MARKETING?
Because it’s the preferred, most effective form of media we use nowadays. Over the past decade-and-
a-half, our technology in terms of devices and connectivity, as well as the communication platforms
(like social media) and services (like YouTube and Netflix) we use daily, have evolved to be able to
deliver video content seamlessly, just like it used to be with text and images.

The thing is, audiences have proven to be much more receptive to video than other forms of media out
there. And naturally have come to rely on, and even expect, that type of content from the companies
they engage with. Even the most detailed, in-depth written description about a product will fail to
reach the level of engagement and ease of consumption that a video covering the same content would.
So, why use video marketing? Because video content has become the norm!
TYPES OF MARKETING VIDEOS
1.EXPLAINER VIDEOS :-
Explainer Videos are short animated pieces that in less than 2 minutes illustrate complex ideas or
topics in simple, clear, and engaging ways.
What makes them so effective for businesses is that they combine powerful storytelling with high-
quality design to help the viewer understand why a product or service exists. All while addressing an
audience’s specific pain point and introducing an ideal solution – that is, yours!
Explainer Videos’ main goal is to get the “conversation” around your product or service started.
Helping you generate leads as you convey clear, targeted, and effective messages that prompt them
down the sales funnel.
They can also help your business attract potential customers, drive conversions, generate brand
awareness, and increase the average on-site time on your website, among many other great benefits!
2.CUSTOMER TESTIMONIAL VIDEOS :-
Customer Testimonials feature past or current customers sharing their positive experiences with your
brand, product, or service. As you can imagine, Testimonial Videos are one of the most powerful
resources that businesses have at their disposal, especially when it comes to persuading prospects
about the value of your brand.
It’s very important to let your customers talk about their experiences without forcing their answers.
That way, it will be easier for viewers – AKA, your target audience – to identify with your past
customers’ stories. Adding Testimonials to your video strategy can help you increase trust in your
brand, humanize your business, and prompt your prospects into buying your product.
3. COMMERCIALS VIDEOS :-
Commercials are probably the most well-known videos by general audiences. Also called video ads,
they are attention-grabbing pieces focused on selling or promoting a brand and its product or service.
Unlike other types of videos, Commercials don’t hide the fact that they are trying to promote
something or persuade viewers. In fact, they are designed to show off your brand in memorable and
meaningful ways to impact potential customers and boost brand recognition.
However, take into account that it’s harder for commercials to rank organically in SERPs!
All in all, if well-executed, video ads are a great marketing resource for raising brand awareness,
attracting new customers, and increasing traffic to your website.
4. FAQ VIDEOS:-
FAQ videos provide relevant and precise information about your product, service, or company.
Given they are designed to anticipate your prospects’ most common doubts, they can help you nurture
leads, get them closer to buying decisions, and increase conversions. All while making the experience
of answering questions meaningful, dynamic, and fun!
Now, to achieve those results, FAQ videos should deliver useful information in simple, concise, and
straightforward ways. The last thing you don’t want is to bore or confuse people!
5. Company story video:-
If your small business has a particularly interesting background, company story videos are the way to
go.
How did your business get started? What was your motivation for starting the company? By featuring
the friendly faces of your teammates, you can make your prospects feel right at home. After all, people
are buying more products and services based on emotion rather than logic, which is one reason why
appealing to a visitor’s psyche is so important.
Making your first video can be a little daunting. But when you know the type of video you’re making,
where it will live, and what format it will appear in, it’ll feel less like wandering around a dark room by
yourself.
 VIDEO
MARKETING TIPS
Before we dive into the actual production, here you have some digital video marketing tips to enhance
the experience and make your strategy as effective as possible:
 LAY DOWN THE SAME CONCEPT FOR ALL YOUR VIDEOS: Just like you’ve defined your video
strategy’s main concept to make your videos work in tandem, use a similar approach and run
the same concept through all your pieces. Doing so will help you define each one of your
videos’ specific stories while ensuring consistency. We also recommend you writing all the
scripts at once. It will help to make sure that your message gets across effectively without
leaving out important information.

 USE THE SAME COLOR PALETTE: By the same token, define a specific color scheme and use it
for all your videos. If people see consistency in colors, fonts, and overall art design, they will
subconsciously establish a connection between all your pieces. Helping you with brand
recognition.

 USE THE SAME CHARACTERS: Developing an animated character or several characters for that
matter – can help you create a narrative that goes beyond each piece, and give your digital
video marketing strategy thematic unity.
VIDEO MARKETING
BENEFITS FOR
BUSSINIESS
1.MORE CUSTOMERS ARE SPENDING TIME ON WATCHING VIDEOS
You must know that around 78% of people watch videos every week and around 55% of people watch
videos daily. YouTube has over a billion users and it gets 4 billion views every day. It is clear that many
of your target audience is watching videos online and you have the opportunity to leverage these great
benefits of video marketing.

2.VIDEOS ARE INCREASING CONVERSIONS & SALES FOR BUSINESSES

Yes, videos can boost your revenues very fast if you use video marketing strategically. As per a study,
adding a video on your landing page can increase the conversions by 80%, that’s really great!

Also, most of the consumers buy a product after watching an explainer video. Another video marketing
benefit is that it also gives a good return on investment.

3.VIDEOS ARE ENGAGING & BUILD TRUST AMONG CUSTOMERS

We all know that videos create good engagement and ignite the emotions of the viewer. The video
makes people feel connected with the brand and builds trust, that’s why people can recall a video
they had watched before.

Video marketing helps in building long-term relationships with customers. After watching a brand
video online, customers get the confidence to buy and use their products.

4. VIDEOS ARE SEARCH ENGINE FRIENDLY

Yes, it’s true that search engines like Google also love the videos and it can boost your website traffic if
optimized correctly. For any brand-related queries, videos show up in the search results and it brings
customers to your site to watch videos.

YouTube is also the second-largest search engine after Google, and you can get a lot of traffic using
these platforms. You must grab this benefit of video marketing and use CTA, Ads, etc features to
convert viewers into customers.

5. PEOPLE LOVE TO SHARE VIDEOS MORE THAN OTHER CONTENT

Another great benefit of using video marketing is that people love to share videos. Studies show that
videos are shared 1200% more times than links and text combined.

It’s not limited to only YouTube, people love to watch and share videos on Facebook, Twitter, and
other platforms. Social media is consuming video content really well and smart video marketing trends
introducing constantly.

6. VIDEOS ARE THE BESTWAY TO EXPLAIN MORE IN LESS TIME

You must be aware that videos are the best way to learn or teach something in a short time span. One
of the useful benefits of video marketing is that you can use videos effectively to explain something to
your audience or notify them about your product.Most of the buyers prefer watching short videos
instead of reading long documents before buying the product.

7. ONLINE VIDEOS ARE CLOSEST TO A CTA OR BUY BUTTON

As we said earlier, consumers watch your videos before buying. You can easily use CTAs or Buy Buttons
on your videos to increase the chances of conversion. In fact, 34% of customers will probably buy
subsequent to viewing an online video ad because of the “Buy Now” button, something which is not
available on TV ads.
8. VIDEOS DRIVE MOBILE TRAFFIC
ideos are the best way to drive mobile traffic as it is being assumed that by the year 2020, 75% of
mobile web traffic will be video.
Another amazing video marketing benefit is that you can leverage this mobile traffic in many ways as it
has much more potential in the marketing world. You can expand your mobile marketing with the help
of a video marketing strategy.
Finally, it is clear that video marketing is something that should be used by businesses to expand their
reach as well as growth. There are many great benefits of video marketing for business and a perfect
video marketing strategy can put you on top against your
competitors and help you achieve your goals very fast.

WHEN & WHERE TO SHARE

YOUR VIDEOS
Now that you know what type of video you want to create, the next step is clear — getting people to
watch your
content. In order to have any results to measure, people
need to know your video exists. By building a distribution
plan, you can ensure that at least some views, visits, and
conversions come through the door every time you create something new. Read on for the best
channels and best practices for promoting your video content.
 SOCIAL MEDIA
Should your small business be using video on social media? Regardless of how experienced you are
with video
production or video marketing, the answer is yes. Using
video to promote your product or service on social media
is a great way to get your brand in front of the right eyes.
Read on to discover the best platforms to support your
video marketing efforts.
  EMAIL
Email is still one of the most effective ways for marketers
to reach their audiences. Adding video into the mix can
improve open and click-through rates and encourage
deeper engagement with your content. Check out five
actionable tips on how to make the most of your email
marketing efforts with video.
 WEBSITE
Your own website is the perfect spot to showcase all of
your great video assets. In addition to driving traffic to
other platforms (like Facebook), you can also build brand
affinity and drive direct leads right on your website. From
demo videos to testimonials and more, check out all the
different ways to embed videos on your website—including your very own branded video channel.

Distribution is the vital last step in the video marketing

process. Making sure the right people see your content
is a critical component of effective video marketing.
Experiment and analyze how your videos are performing
on different channels to get a better understanding of
what types of content work for your business and where
you’re gaining traction.

“Analyze how your videos

are performing on different
channels to get a better

VIDEO FOR
DEMAND
GENERATION
Video is a powerful tool, but we all know that teamwork
makes the dream work. If you use Wistia, you can connect your Wistia account with the Marketing
Automation
Platform Of Your Choice. Then, capture leads directly
from your videos and automatically pass viewing data
to your CRM. Then, you can score, segment, and assign
leads to your sales team. Voilà!

GENERATE NEW LEADS WITH VIDEO

There are many ways to connect with new sales leads

from your website. Traditionally, this involves convincing
a visitor to fill out a form (like a contact us form, demo
request, brochure download, guide, or e-book). Video
can also be a powerful lead generation tool. At Wistia,
we like to use our Turnstile Email Collector to add a formdirectly within the video player.
Across 250,000+ Wistia accounts, we found that videos
with forms in them convert at 16%. That means for every 100 video plays, the video generates 16 new
leads.
Then, we took a closer look and noticed that videos with
a form within the first 20% of the video received a 43%
conversion rate.
NURTURE LEADS WITH VIDEO
Before you can send the right video to the right lead at
the right time, you need to understand where your leads are in the buying process and what questions
or obstacles they’re thinking about. Every lead in your email database is at a different stage of the
buyer’s journey. Naturally, some are further along (and closer to making a purchase) than others.
First, you’ll need to map your lead generation efforts to
the buyer’s journey. Then, identify the appropriate content to nurture leads at each state of the
buyer’s journey.
For example, an explainer video would be a good fit for
someone in the “awareness” stage, while a testimonial
video would be a good fit for someone in the “consideration” stage.
USE VIDEO DATA TO QUALIFY EXISTING LEADS
Just like all leads, all videos are not created equal. The
first step in using video data to qualify your leads is to
map your videos to the buyer’s journey. We recommend organizing a list of videos in a spreadsheet.
List all of your videos in one column, and the corresponding stage of the buyer’s journey in the next
column.
Then, assign points to each video on your list. Assign the
most points to leads who watch your decision stage videos and the least points to leads who’ve
watched your
awareness stage videos.
Now that you’ve categorized your videos by the buyer’s
journey and assigned points, let’s add an additional column for play length to our Excel sheet. This part
will be
more intuitive. More engagement = more points. But how
granular should you get?
For companies just beginning with lead scoring, we
recommend starting very basic. Use “50% watched” as
a baseline. In other words, if someone views more than
50% of your video, assign them additional points. If a
viewer watches less than 50% of your video, don’t assign
them those extra points. That’s it!
THANK YOU