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Digital marketing is the way of the future, but it’s not homogenous. There are multiple strategies for effectively marketing online. Today we’re going to look at one of the most important: video.
Video marketing is one of the best ways to reach your audience. But what exactly is it and why is it so important? Here’s a primer on video marketing: what it is and seven reasons you should make it a part of your digital strategy.
Video marketing is the use of video material in digital marketing strategies. It might be explicit – a product advertisement for instance. Or it could be content-driven – material that doesn’t explicitly promote a brand but that is intended to drive interest in its products or services.
There are many reasons for digital marketers to choose to create videos. 90% of consumers claim a video helps them make a purchasing decision while 97% of marketers claim video content helps their customers better understand their products. It’s numbers like that that prove that video marketing is a healthy investment for any company.
But it doesn’t stop there. Here are seven reasons video marketing is so important for any digital marketing strategy.
Humans are visual creatures which is why imagery and infographics do so well in marketing campaigns. Video, as the ultimate visual experience, is an incredibly effective way to capture attention.
The trick is to make the first couple of seconds of your video compelling. You want people to stop and pay attention to your content. Lock your audience in within the first three seconds and you’ll likely have a captive audience.
Videos help consumers make purchasing decisions. This is because users are able to see the product being used in real-time. When customers have a better understanding of a product, they’re more likely to feel comfortable spending money on it.
Video content also engages users more effectively, keeping them on your product page long enough for them to make the decision to purchase.
Humans are storytellers at heart. We engage with content more effectively when it’s storified. This is where video content comes in handy – the medium is already optimized for storytelling. When a potential customer watches one of your videos, they’re expecting to be immersed. Give them a satisfying story and you’ll be well on your way to marketing success.
Video encourages people to spend more time on your website. This, in turn, tells search engines like Google that your website has effective, engaging content. The longer people spend on your site, the better your SEO standing in the eyes of search engines.
This is where optimizing your video content for search comes in handy. Ensure you’re using descriptive, interesting titles and descriptions. You should also cross-link other pages on your website.
As your audience engagement goes up, so too does your share rate. Because video content is so engaging and accessible, you’ll find it naturally encourages people to share it across platforms.
You should ensure your videos are optimized for sharing on social media. Include closed captions where necessary and pay special attention to the first few seconds of your content – that’s the hook that will properly engage viewers.
When it comes to content marketing, you need to make the most of your material. This means cross-posting to multiple outlets and platforms.
Every major social media service is optimized for video content. This means your video marketing content will be able to be cross-posted from your website to your social media pages. You’re essentially getting half a dozen or so pieces of marketing content for the price of one.
Accessibility is a boon for any piece of content. The more people you have engaging with your content, the more likely you are to turn that engagement into conversions.
Video, provided it’s properly optimized, is incredibly accessible. You’ll be able to reach people from all walks of life, abled and disabled. This, in turn, will make your content more targeted and effective.
Digital marketing is an art form with many different mediums. Video is just one of them but it’s also one of the most effective. Now you know a little more about video marketing: what it is and why it’s so important to use it in your next digital campaign.
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