Are you considering if you should add video to your digital marketing campaigns? If you haven’t made up your mind, let’s take you on a brief tour of the video’s value in your campaigns and ways to use video to refuel all your other marketing channels.
Demand for video content is growing at a staggering rate – people simply prefer video content over text only. As a result, including video in the digital marketing campaign can fuel up your campaign almost 70% higher than usual.
Besides being a preferred content format, video sells better. Marketers who use video grow revenue 49% faster than non-video users. Video on a landing page can increase conversions by 80% or more. According to Optinmonster, video marketers get 66% more qualified leads per year and a 54% increase in brand awareness.
In short – adding video to your editorial calendar is simply a must. A successful video marketing campaign generates brand awareness and increases social shares, but most importantly, it brings you conversions.
Here are just a few of the ways you can add videos to your digital marketing campaign and reap all the benefits that video content delivers.
Working on your content strategy and creating content to rank organically for your trophy keywords is a time-consuming process. It’s still very much worth investing the effort, so you get your share of the Seach Engine Results Page and build brand awareness and authority. The caveat is that with organic content, you’re still waiting for your ideal customers to discover your brand.
You can do something in the meantime, so you get brand recognition faster – create video content and put a budget behind it to target your audience directly. With YouTube ads, you can create top-of-the-funnel content and discover the people who could be interested in your offer simultaneously.Plus, this is a great way to test what kind of topics are more engaging for your audience. With this information, you can then invest additional resources to create written content for your website with similar topics. Simply repurpose the video into blog articles – they’ve already proven their value to your buyer personas.
Video can be extremely resourceful for showcasing your platform and features. Instead of going through pages of product descriptions and lists of features and benefits, video can instantly communicate your specific value proposition in a very engaging way.
If you provide a service that is not as physically tangible as a product, making tutorial videos could easily be the best way to demonstrate your service’s features.
You could create multiple video content pieces for any target audience and show the range of use cases your service has. These videos can be used to build campaigns and retarget audiences with additional content, nourishing them along the buyer journey.
Showing how your clients are using your service and what opportunities this helps them unlock is a must in any digital marketing strategy. Doing this through video content is not only easy but also very powerful.
Invite your clients and partners to share what they’ve achieved using your solutions – their video testimonials would help convince other prospects to complete their buyer journey. Video’s special power is that it instantly creates trust – more so than written testimonials, these short videos would encourage your leads to convert.
Again, you can use these video testimonials content in multiple ways. You could repurpose them into blog posts and case studies, add them to remarketing campaigns or use them on social media.
Adding video content to your landing pages is one of the most efficient ways of improving their conversion rates. Any of the types of video content we discussed earlier can be useful for your landing pages, though product demos and client testimonials are the best.
Besides all the short video content options, video performs really well for long content formats, as well. Think Moz’s Whiteboard Friday, for example, or the various webinars you’ve probably got invited to in the past months.
Again, the opportunities are limitless, and the perk is that you can reuse that content again. Webinars make for a great lead generation resource and allow you to set email nurturing campaigns. The webinar topic could easily be repurposed in both short video forms, and long written content form. Here is an example of video-to-text repurposing of a webinar on Content Marketing.
So, with all these options to choose from, how do you decide what types of video to create first? It depends on your goals.
Are you looking for top-of-the-funnel content to discover new audiences and increase your brand’s visibility, or are you trying to optimize your search campaigns for better conversion rates? Let’s see video performs depending on your goals.
At its very core, video is the best tool for getting your message across. It’s simply a necessity when your goals are maximum reach and building new audiences. Create engaging video assets and target specific buyer personas with them. Once you have enough reach, you can start adding the best performing audiences into remarketing campaigns.
Videos are convincing – they instantly build trust and authenticity. Create videos to address any information needs and pain points your buyer personas have. Use this content to nudge your prospect along their customer journey and support their decision-making process.
Informational videos help answer user questions – not only how to use your service, but also how your solution solves their problem or helps achieve their goals. Getting the answers to these questions before the purchase can make all the difference, especially when the answers can be found right on a product’s check-out page.
Product videos boost consumer trust. Sometimes we simply don’t buy a product because we’re not sure we’ll get exactly what we need. It’s easy to say a solution can do something, but that is just not convincing enough. That’s where video comes in – when you show your solution in action, leads can easily see themselves using it, too.
Video is already an essential component of digital marketing campaigns. Make sure you don’t stay behind the curve.
This is a guest post by Shane Brown. He is a passionate blogger and chief blogging officer at BloggerOutreach.io and Viacon. He is the man behind Search Engine Magazine, a well-known SEO Magazine. Shane specializes in inbound marketing and creative sales copy.
I design what people see on their screens. Including what you're looking at now.
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