Attention spans are declining and engaging your audience is getting more and more difficult by the day, so how can you ensure that your content remains sharable and interesting at a time when people are seeking new and exciting copy?
Video marketing is just one way you can cut through the crowd, showcasing your businesses resources and full potential to your target audience in a singular or multiple video clips. You don’t have to be a professional to make video marketing work for your brand, either!
Video marketing sounds great, doesn’t it? It sounds exclusive and unique, which are two factors that a number of businesses fail to touch base on. Nonetheless, it’s never too late to start your video marketing journey. It can help to bolster your campaign at any stage! According to Hubspot:
“Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.”
Like most marketing strategies, there are a number of different types of video you can choose from, from explainers to interviews and product reviews. We’re taking a closer look at some of the most popular video formats, below:
Your video strategy should be a part of your content marketing strategy and by integrating the two, you can make sure that the type of video you’re creating fits the channel purpose. It mainly comes down to repurposing your existing content in a new, exciting format which can be used to entice your target audience to take your desired action. For example, if you want people to download your new Whitepaper, you can create a video outlining its contents and what people can expect to learn from it.
Essentially, it all comes down to what has worked well for your business previously as you want to capitalise on content that you are confident that your target audience will engage in. Think about what other businesses are doing too including any recent trends that may have recently entered your businesses industry to make the most of hot topics and be one of the first to produce any such content.
Video marketing looks good, sounds good and can be distributed across a number of platforms, making it accessible to a number of people. Here’s why you need to make a start on video:
Video marketing is suitable for any channel or service. In our instance, we could use video to map out an SEO strategy or to explain how we use certain tools or technologies within the agency. Video content can also be a great addition to your email marketing campaigns. In fact, just using “video” in your email subject line can increase open rates and reduce unsubscribe rates! On a bigger scale, using a video in an email marketing campaign can lead up to a 300% increase in click-through rate alone, enabling you to demonstrate your product or service through an engaging form of content.
We’re being a bit bias, but search engines love video – not just Google. Search engines such as Google look for content that engages viewers and no form of content does that quite like a video. As YouTube is the second largest search engine behind Google, if you display your video on your website in addition to your YouTube channel, the opportunity to appear in search greatly increases, creating more exciting opportunities for your business.
If you want to create a personality for your business and brand, video is an excellent way to do so. With video content, you can connect with your viewer on a more personal level, earning the trust and credibility of more and more users. In fact, 90% of users say that product videos in particular are helpful in the decision process, helping them to decide whether it is the right product for them.
Whilst video marketing allows you to share information about your product or service in a new format, it’s also a great way to show what your company is all about and provide viewers with a behind-the-scenes look at your business. There are numerous ways you can share this type of insight with your customers too from office tours, to exclusive access into coming launches. By uploading your videos to YouTube, you’ll also have the chance to create a “Channel Trailer” which can help people find out more about your channel.
Overtime you’ll begin to earn back the time, effort and budget you put into your marketing campaigns. When it comes to video marketing, you’ll experience an increase in conversion rates with video on a landing page predicted to increase conversions by at least 80%. When created with a certain objective in mind, video marketing can also influence your target audiences buying behaviour, encouraging visitors to convert into leads or even a lead to convert into a customer!
With 2020 in full swing, it’s time to start recognising how video marketing can update your digital marketing agency strategy and efforts.