Increase Engagement With Video Content Marketing
Video content marketing is not what it used to be a few years ago. Today it has become a lot more serious and more effective especially for businesses that have already managed to build an audience.
A large number of small businesses are taking advantage of video content marketing to stand out from the competition in order to achieve their goals.
Because it works and nearly everyone is watching video these days in one way or another using different devices like mobile, tablets and laptop.
You will notice that video content is being consumed like never before. YouTube has become the second biggest search engine in the world.
Yes – not Bing or Yahoo but YouTube is where people are searching on after Google for everything. Product demos, how-to videos, Tutorial videos, Explainer videos – you name it they are searching for it.
Here are some more video content marketing stats to convince you about the power video holds on the web:
- 82% of Twitter users watch video content on the Twitter.
- 92% of mobile video viewers like to share them with others.
- 87% of marketers leverage video content as a marketing tool.
- 93% of Twitter videos are watched on mobile.
This means that as a business you should not take video content marketing for granted.
With time your competitors will be leveraging video which means you need to start your video content marketing strategy now.
The content value of your video should not be underestimated if you want to succeed with your video content marketing efforts.
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Storytelling Using Video
How can you use video content marketing strategy? It is important to understand what make videos click. One reason is that videos allow you to tell stories.
How do ….
Stories allow you to connect with your target audience. You as a marketer can leverage stories to create powerful impressions and long lasting relationships that deliver.
Video has the potential to help your prospects and customers understand your business and create a ground for future promotions.
It is also an amazing way to spread your ideas with meaningful exciting stories.
Consumers are more likely to engage to a narrative video that tells you the value of the product rather than a sales pitch.
What’s more …..
They are more likely to be connected emotionally to a brand if they feel that their lives will change once they use it.
You can use video to experiment with new and brave content to touch the emotional side of your target audience.
Because videos are a mixture of sounds, visuals and motion so they allow you to create a deep and meaningful connection with your target audience whilst positioning your brand in the best possible way.
In order to make the most of video content marketing you as a business should be aware and understand how to use it correctly.
Until you realise the true power of video content marketing strategy and take the right steps to leverage it you will not see the results you would like to see.
What is Video Content Marketing?
Video content marketing is nothing but the production and online distribution of content that is educational or informative in nature.
The aim of this content is to convert online content consumers into leads and customers.
It should also provide enough information to current customers and convince them to become repeat customers.
Video marketing can be used across various social media platforms with the help of different types of video content marketing strategy.
Obviously video is a big part of this strategy and not just limited to text.
Since video is a strong and effective way to spread your marketing message it can take your content marketing efforts to the next level.
This depends on how well you execute your video content marketing campaign and what do you want to achieve from it.
Why Use Video Content Marketing
Now you should know what video content marketing is and how it is growing rapidly.
It is a video content marketing tactic that your business needs to incorporate in order to get a higher return from your online marketing efforts.
Below are a few reasons why you should invest in video content marketing ideas and make it a part of your core business strategy.
1. More Conversions
When it comes to video content marketing campaign the ultimate metric that matters is the conversion rate.
So if you are not converting your prospects into leads or customers then your business is not growing.
By leveraging video content marketing you will be able to get more people to sign up for your newsletter or purchase your product or services.
Video content can give your prospects the clarity they need to make the final decision.
It gives you a certain edge over competitors and since quality video is not as easy to produce it can take a while before others catch up with you.
A recent research shows that 70% of marketers have found video content marketing more conversion-friendly. It can help you get better results with minimal efforts when done correctly.
Studies have proven that visual content works great when it comes to engaging with your target audience.
Customers like to consume content that is visually appealing and engrossing not just pictures or photographs. Video content is proven to be a big part of the visual content movement.
With ever increasing consumers watching more video content on social media platforms like YouTube, Facebook, Instagram and Twitter you can see how video is helping generate strong engagement from target audiences.
When you create and share video content with your social followers you have a 10X chance of them engaging with your video that often translates to more shares, likes and comments.
Keep in mind that the quality of video content marketing matters to a huge extent and has a direct impact on the results you are able to generate.
Looking around social media platforms you will find that videos are being shared the most in comparison to other content types.
Why are they …
There are many reasons why people like sharing videos and one of them is that people connect to the right video content on an emotional level.
By creating videos that appeal to the emotions of your target audience you will give them a reason to consume your content and also spread it across their own network.
Just look at a traditional blog post you will not find the emotional cues that come with video content.
Everything can have a positive impact on the viewer – from the tone of voice to the sound effects or music being used. This makes your content stand out from the rest and also memorable.
When consumers watch your video that evokes their strongest emotions like happiness, awe, anger, sadness and more it may not push them towards taking action immediately.
However it will help them make a buying decision later on when they see more such content from you.
Therefore if you are in the B2B or the B2C market -impressing the emotions of your target audience with video content marketing can and will help you bring in more business.
4. Higher Accessibility
Let us be honest now video production is no longer a difficult task compared to a few years ago.
You do not need to spend a lot of time on creating a video or have a huge budget to achieve studio level quality.
Yes – previously video content was only for the big guys who were able to produce it.
Today – thanks to the advance technology and with new or innovative tools available creating and launching video has become much more affordable.
In fact it will keep getting easier as more and more businesses jump into producing their own videos and starting their own channels.
5. Easier SEO Results
Can video content marketing have an impact on SEO? Do videos help you rank higher in the search engines for keywords that are hard to rank for? The answer is – YES provided it is done correctly.
There is no doubt that Google and other major search engines love video content and would not hesitate to rank it higher than traditional articles.
Recent studies confirm that by just adding video content to your site:
- You are 53 times more likely to reach the front page of Google if it includes video. (Insivia)
- On your landing page this can boost your conversion rate by up to 80%. (Unbounce)
- Video increases organic search traffic on a website by 157%. (Conversion XL)
- On average people spend 2.6x more time on pages with video than without. (Wistia)
- Video is expected to make up 82% of internet traffic by 2021
This shows you that quality video content can make a big difference on your conversion rate and also generate organic search traffic.
Using video for marketing is more effective when you take a prospect though a well-defined video content marketing funnel.
By implementing video you will be able to generate more sales with your video content strategy.
With the help of a proper video content marketing funnel you can:
- Create more awareness among your target audience about your product or service while creating a positive impression on them. This is the first and the most important stage of content marketing because without awareness it is impossible to build trust.
- Focus on the problem and the solution you offer, clearly explaining the benefits of using your product and educating your audience. This is the second stage where you help your prospective buyers understand how your products or services can help them.
- Stand out from the competition and make it easy for prospects to reach a buying decision and do business with you. This is the final stage of the funnel where you can expect to actually close the sale.
- Obtain thank you and success stories to help you with new releases and retain your current buyers.
To make the most of your content marketing funnel it is important that you use the right type of content to take potential buyers through it.
When using video content marketing funnel – you become stronger by getting a higher return on investment (ROI).
You will find that video is the perfect medium to get more of everything from building brand loyalty to increasing your conversion rate.
Should you wish your video content marketing to deliver results then you need to take consistent approach to it.
Below are seven proven tactics or ways to help you make the most out of your video content marketing efforts to increase engagement.
There are in no order or importance since all of them are equally important in their own way.
Consistency plays a big role in any competition.
Because videos are visual which means you are free on how you present the content.
Every video you create can help your viewers resonate with your message by being consistent.
Your brand’s personality, design and look matters to a great extent in keeping your consistency high.
For example if your videos have a voice-over always ensure that the colours and designs in the videos you use stay consistent.
Similarly if you are creating videos with people in them then keep using the same cast so that your viewers are familiar with them.
You may also want to plan your video content well in advance by creating a video content calendar to ensure you are consistent with timing.
Your videos need to be customised to fit across all the relevant video platforms. The one size look fits all approach does not apply here.
So when posting on Instagram then it helps to create videos that look more natural, unedited or spontaneous. However on YouTube and Facebook people expect a professional feel and that is what you give them.
There is no doubt that your video content marketing plan has many other valuable video sharing channels or platforms that you can tap into besides YouTube.
No way …
Your aim is to reach out to your target audience in the best possible way and that is by focusing on all shareable platforms.
The obvious reason why you need to consider other platforms is because of the potential to connect with various audiences.
For instance Facebook users discover video content in a different way compared to You Tube users and the different platforms have people from various age groups using them.
This is why it makes sense to leverage as many video platforms as you can and make sure to spend time on platforms where your target audience are watching most of the time and increasing engagement.
YouTube and other social media platforms such as Facebook, Twitter and Instagram tend to auto-play videos without sound.
The user may or may not choose to watch the video with sound. Statistics show that up to 85% of videos viewed on Facebook are watched with volume down to zero.
The simple reason for the silence revolution in the video world especially on social media is that consumers are increasingly watching videos on their mobile devices during office hours.
Especially with people around them and this has become the norm that many users prefer to view videos with sound turned off on their social media platforms.
So how do you impress users when they are only watching and not listening?
By creating attractive, relevant and quality visuals that make the video feel engrossing. If there is dialogue in your video then add subtitles.
In short – have sound in your video but also optimise for silence and add subtitles for increased engagement.
Powerful video content marketing is all about giving immense value to the viewer in any form you choose.
Your content strategy should focus on adding value to the lives of your target audience.
How you provide this value is subjective depending on the different type of audiences.
You can give value by creating and publishing entertaining and informative videos or choose to create videos offering specific niche or industry related knowledge.
Just remember that any videos you produce must be watchable and enjoyable.
It should not be a drag, irrelevant or not valuable so be interesting, stay relevant and seek ways to increase engagement.
Today it is all about finding the best piece of content and internet users are not as patient as they used to be.
So do not be surprised if people jump your video to look for another one if they do not find it enticing enough.
The solution is to hook your viewers without wasting their time and delivering on your promise. You only have a few seconds to impress them which is less than 10 to be precise.
So start creating an interesting, relevant and quality video to reach out to your target audience.
Whatever your video is – long or short just give your viewers a reason to watch it without skipping it.
If you are investing in video content marketing then you need measurable results.
Having a clear Call to action (CTA) makes real business sense and it should not be ignored.
What is the use of video content marketing if there is no proper call to action in place?
Call to actions in videos can be complicated. Simply prompting viewers to visit your website or subscribe to your newsletter at the end of the video is usually enough.
But if you want to go further then why not have a call to action come up right in the middle of the video when the viewer is deeply engrossed in the video thus increasing engagement.
Over stuffing your videos with multiple call to action is a definite no. The last thing you want is to annoy your viewers who will then bounce away from the video and avoid sharing it with others.
Keeping up with quality is extremely important on any social media platforms because they are moderated by real communities.
Users will not think twice before giving your videos thumbs down if they do not see quality.
So say hello to HD video content that people like to view and share with others and no to low-definition video.
As video platforms improve in quality and service they expect to give their users a better experience whilst improving and increasing engagement.
Remember – quality over quantity is the number one rule of creating amazing video content.
To create amazing video content marketing ideas can seem challenging but it is not impossible.
What you do with video depends on your goals and if you are clear about them then it should be easy.
Below are a few video content marketing ideas that you can use in your business depending on your marketing goals.
- Share your business’s value using videos which can be anything from repurposing blog posts to staff testimonials.
The idea is to create video content that makes your brand stand out.
Just remember the more your audience sees your brand as unique and trustworthy the better it is.
- Deliver company news and making important announcements with videos must be shared through your social media channels.
Use a video explaining the benefits of a new feature on a product or create a video detailing the ins and outs of a special event that is coming up soon and how viewers can become a part of it.
Run a video Facebook ad and share it with your target audience when running a special promotion.
- Provide a product demo for those who do not want to read so they can see your product in action.
When prospective customers see your product in good running condition – you have position yourself as a trusted brand.
Show your audience what your product is about so it sells itself.
Make the video demo powerful enough to remove any doubts from your prospective customer’s minds.
- Show that your brand or business is a thought leader by creating videos about your industry and about evergreen topics related to your subject matter expertise.
Help your audience understand the difficult areas of your market.
Make their lives easier with your videos and in return they will give you more business.
For bigger brands especially those with technical products – animation videos are a great way of breaking down complicated subjects and features into an easy to digest medium that anybody can understand.
Because of that reason it is no surprise that animated videos are most often used as explainer videos which works well on a sales landing page.
Now is the time to start using video content marketing ideas to showcase your business, brand, product and services.
If not you would be missing out on massive opportunities to engage with your target audience and losing ground to your competitors.
No matter what type of business you run – video content marketing can and will help you grow.
However if you are finding it difficult then seek a great video content marketing agency like Best–Digital Marketing Services with a solid vidoe content marketing strategy.
Contact us today and see how we can help you utilise your brand, your audience and your goals – to start creating video content that gets the best results.
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