With traditional forms of advertising becoming a thing of the past, finding innovative ways to advertise your business may seem like looking for the needle in the marketing haystack. However in today’s blog, let’s get out of the muck of marketing mediocrity and into marketing innovation using these video marketing tips.
Tip #1: Capitalize on recent trends in video marketing.
Everyone knows that video is hot right now. Video marketing in general and interactive video, in particular, are the two winning co-stars in a year that saw more sheer video content and more interactive video content being incorporated into blogs, social media marketing, email marketing, and e-commerce websites.
And with this increase in online video, even the way marketers view and use YouTube has changed drastically since its creation in 2005. Although traditionally thought of as a video sharing website with social media components, YouTube has also been called the second-largest search engine after Google because customers use it to research the brands that inspire them. In fact, YouTube alone gets four billion views per day, and videos marketed through YouTube cross the B2C-B2B divide since over a third of B2B customers are more likely to make a purchase after viewing a video ad, and a whopping 92% of B2B customers watch online video to inform their buying decisions.
Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.—Robert Weiss
Video marketing allows you to personalize your marketing message and tell a compelling story directly to your audience. In order to capitalize on these video marketing trends, try incorporating extremely bite-sized yet effective videos from sites like Instagram, Vine and SnapChat for product launches and giveaways. You can also use Periscope, Meerkat and BLAB, live streaming video applications—creating more interactivity with your audience like live streaming your experience at a trade show or live Q&A about your products or services. And finally using video to create longer forms of content like customer testimonials and product demos with YouTube and Vimeo. With such a vast world of video content and data explosion, video really is an open frontier for trackable data exploration.
Tip #2: Use video liberally throughout your inbound marketing.
The fascinating thing is that video is both a useful marketing tool and is an engaging agent to your email marketing campaigns, search engine optimization, social media engagement, and lead generation.
Video marketing is a powerful means for promoting anything you want online, whether it’s a product, service, opt-in form, website, blog, etc. …Videos are now an expected component of any website.—AnimosityPierre
When you consider the fact that your emails encourage your customers to give you more information about their habits and preferences, you start to see how adding video to your emails actually forms the foundation of improved ROI for your email marketing campaigns.
With sprucing up your email marketing campaign’s messages with video, you can expect to see higher open rates, much higher click-through rates, and higher conversions when you add video to your landing pages. Your click-through rates will, on average,increase by 65% and your conversions will increase by 80% just by adding video to your landing pages. Even just mentioning the word “video” in the subject line results in an approximately 20% spike in your email open rates.
Search Engine Optimization
Google is undoubtedly the web’s most popular search engine. And after acquiring YouTube, a ton of implications have occurred because of it. For example, about 70% of the top 100 Google search results are from video, and incorporating video as part of your overarching inbound marketing strategy makes your company more findable on Yahoo! and Bing as well. And in terms of hard-and-fast numbers, though, using videos in your inbound marketing has been shown to increase your conversion rates by about a third—making the prospect of a quick e-commerce purchase that much more tempting.
In 2004, good SEO made you remarkable on the web. In 2014, good SEO is a result of being remarkable on the web.—Rand Fishkin
Social Media Engagement
The more customers that find your videos through search engine queries and video ads, the higher the chances that your video content will be commented on and shared across social media—resulting in an effective and engaging cycle of more exposure and improved lead generation.
But don’t get discouraged if you don’t yet know how to create this impactful cycle for your company. Because, a lot of these video sharing and social media sites work in tandem with one another—encouraging more views, and most importantly, more awareness to your brand. In fact, over 90% of mobile users regularly share videos with others and over 700 YouTube videos are shared on Twitter every single minute.
Your viewers have to walk away feeling like they took more away from you than you took from them.—Scott Alexander
Tip #3: Keep videos short, sweet and relevant.
Even though the average viewer is going deeper into videos before clicking on annotations or links to social media, most users are time-strapped and want to be entertained throughout.
This works hand-in-hand with the fact that your company can’t possibly tell its entire story within 2.4 to 3 minutes of runtime—the average time Android and iPhone users, respectively, spend on a single video viewing.
Your viewers are paying particular attention to your eye-catching thumbnail and title as well as how much time it will take to view the entire view. Meaning, your customers expect testimonials and crowdfunding videos to run slightly longer than storytelling ads and explainer videos. However matter what you create, make sure your message is concise and relevant—aligning with what your audience needs and wants from your brand.
Create videos with a distinct purpose. Anticipate your ideal consumer’s needs and create content to address those needs.—Brian Rotsztein
The best part of video, though, is that they provide valuable information through behavior analytics. These analytics tell you what your customers liked and how they interacted with your video—allowing you to go back to the drawing board, if necessary, or simply create smoother video creation having to process without reinvent the wheel
All in all, adding a few videos to your marketing and advertising strategy makes your company much more relatable and valuable to your customers—bringing your brand that much closer to the people you serve.
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