Video Marketing

Video marketing thrives in virtually every content platform, making it key to any modern content creation strategy. With the right video content, posted on the right platform, you’ll have the power to engage, and impress your target audience more effectively than ever before.

Power of video marketing

Video now accounts for 69% of all online consumer traffic.[1] This isn’t surprising, as consumers are more likely to engage with image-based, than text based content. 90% of information transmitted to the brain is visual, so by creating a multimedia content strategy, you can hit this spot.

Target your video content  

But this doesn’t mean that you can just create a video, post it and customers will flock to it. Remember that high quality content matters in marketing. If you get your video content right, it can communicate your core brand principles, values and offer to consumers – and that’s what will draw them in.

Put yourself in their shoes and ask: what would inspire you to buy your company’s products and services? Create polls on services such as Survey Monkey, to determine how consumers see your brand. Look at areas such as gender, age range, average income and personal interests to accurately position your video marketing.

Make every second count

There are so many types of video content out there that yours needs to stand out from the crowd. There’s the sales approach, with product features and benefits, demonstrations and tutorials and customer testimonials. Expert interviews and ‘how to’ clips that position you as industry leading, and storytelling to bring your brand identity, purpose and story to life.

Which is right for you? Look at what your competitors are doing, as they’re trying to reach similar audiences. What are they doing well and what could you do better or really differently to stand out? Let’s say that you’re in the business of selling high-end cars. You could look at firms such as Mercedes-Benz – they really know how to do video marketing well.

On their YouTube channel, Mercedes-Benz feature car demonstrations and tech showcases. This works for a brand that wants to promote an aspirational lifestyle to its target consumers, but whose customers may not understand how Mercedes-Benz’s innovative tech could benefit them, so these clips add real value.

Ensure you reach your market

Distribution is just as important as content creation. Your campaign will prove fruitless, if it doesn’t reach your target consumers. Develop an integrated video marketing strategy.

Post your clips on video-sharing platforms including YouTube, which has a billion monthly active users and Daily Motion, as they’re actively designed to promote video content. Embed them in your digital assets, to ensure they reach as many target consumers as possible. A video embedded into a blog, can really enhance its value to customers. For example, if you write a ‘how to’ on using a new make-up, or on garden furniture building, videos illustrating these methods can prove very effective.

Social media sites, like Facebook, Twitter and Instagram, are great platforms for sharing video content. But be careful, as some platforms are more suited to some consumers than others. Instagram, for instance, has a younger average audience than Facebook.[2] So by targeting just the first platform, you can reach your target market more effectively, without wasting your firm’s precious resources.

It’s simple to create a winning video marketing strategy. At every point in the process, from creation to distribution, keep your target customer in mind and really research the type of content they are attracted to and what platforms the use online. With this strategy, you’ll create content that adds value for the customer, making them more likely to want to buy your products and services.

References

[1] https://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online

[2] http://avocadosocial.com/the-latest-uk-social-media-statistics-for-2016/