Is Video Right for Your Content Marketing Mix?
Content Marketing is a powerful tool for businesses to reach their target audiences and increase brand awareness.
Businesses must find the right mix of content marketing strategies that will be most effective for their goals. This article will discuss the key elements of a successful content marketing mix and how to develop one that works for your business.
Video is anything that is recorded and seen in a digital format. As a term, “video” can refer to many different things, from a single 30-second video clip to a whole-length television show.
But most people think of videos as short clips, especially on the Internet. When you talk about video, the two most commonly referenced ways of delivering videos are via video on demand (VoD) and video streaming.
Videos in Marketing
Video is a significant shift in the way we get our information. It’s not just a fad; video and interactive content have been around for a while and are only recently becoming more prevalent in our daily activities. Videos are everywhere around us, on Facebook, on TikTok, on Instagram, on Twitter, on any popular social media, you name it.
Today, more than 33% of total online activity is related to watching video content, and 66% of video marketers have been creating live-action videos. These figures tell how crucial has become the video in the marketing world.
There are several advantages to using videos in your marketing mix. Some of the most prominent benefits are:
Videos attract and keep consumers’ attention
Firstly, videos are an incredibly engaging form of content that can attract and keep consumers’ attention for longer periods than other forms of media. According to recent studies, the average person watches over 100 minutes of video content every day. This means that if you integrate videos into your marketing strategy, you have a higher chance of capturing your audience’s attention and keeping them engaged with your brand.
Moreover, videos are a versatile form of marketing material that can be used across multiple platforms, such as social media, email campaigns, website landing pages, and more. By using videos in your marketing efforts, you can easily repurpose them for different channels to reach a wider audience. Additionally, well-crafted videos can evoke emotions and provoke thought within viewers – which is a powerful tool in driving sales and building brand loyalty.
Videos enhance purchase decisions and sales
One of the most significant benefits of using videos in marketing is that they enhance purchase decisions and sales. Videos are a powerful tool for marketers to showcase their products or services and provide an in-depth understanding of why potential customers should choose them. They can help create an emotional connection between the viewer and the brand, ultimately leading to increased conversions.
Through videos, potential customers get a better idea of what they are buying before making a purchase decision. They can see how the product works, its features, benefits, and limitations. As such, they feel more informed about their choices, leading to higher levels of trust and confidence in the brand.
Moreover, videos can also be used as a form of social proof by showcasing customer testimonials or reviews. This content type adds credibility to what your company is offering and increases consumer confidence that they are making the right decision when choosing your product or service over others on the market. Overall, integrating videos into your marketing strategy can significantly enhance conversion rates and drive sales for your business.
Search engines favour video content over text
The rise of video content has made it clear that search engines favour videos over text. One of the reasons for this is that videos keep visitors engaged on a page for a longer period, thus reducing bounce rates. Search engines have algorithms to determine how long a visitor stays on a website, and if they stay longer to watch videos, it sends signals to the search engine that your content is valuable.
Another advantage of using video content is that it increases the chances of getting found through searches. Google owns YouTube, and ranks YouTube videos in their search results. This allows businesses to increase their visibility and reach more potential customers.
Furthermore, video content can improve SEO rankings by increasing backlinks and social shares. When people enjoy watching your videos, they will share them with others or link back to them from their website or blog. These actions tell search engines that your content is relevant and trustworthy, leading to higher rankings.
Overall, using videos in marketing offers multiple benefits, such as improved engagement rates, higher visibility in searches, and better SEO rankings, making it worth considering as part of any business’s marketing strategy.
Videos offer a high return on investment (ROI)
One of the top benefits of using videos in marketing is the high return on investment (ROI) they offer. Compared to other forms of content, such as blog posts or infographics, videos tend to have a higher engagement rate and are more likely to be shared on social media platforms. This increased engagement can lead to more website traffic, conversions, and ultimately sales.
Furthermore, videos allow businesses to convey their message in an engaging and memorable way. With the help of visuals and storytelling techniques, brands can create emotional connections with their audience that are difficult to achieve through other types of content. Additionally, videos can be repurposed for various channels and purposes, including social media ads or email campaigns.
How Can You Produce Videos?
After you’ve thought of a goal, you’ll want to determine how to produce the video and what budget (if any) you have available to spend on it. Here are three common ways companies produce videos:
Hire a Firm
High-end video shoots from well-established firms can cost as much as $1,000 per finished minute. In many cases, they’ll take care of everything from the storyboard to the script to the execution and typically deliver a highly polished, excellent-looking video. If you need a TV-ready ad, it’s wise to hire an experienced firm to help with ideas and execute something great. If your video is going online, you may opt for one of the lower-priced options below.
Hire a Freelancer
You can get a quality product from a freelancer, though it can be challenging to find a video production artist who’s both highly skilled and affordable. Services like Fiverr, UpWork, or Freelancer let you choose from a wide variety of videographers and animators who can do tonnes of video types. You can even look at community-based reviews for each artist, so it’s a little easier to find one that’s high-quality but also fits your budget.
Alternatively, many small businesses have luck working with nearby college students hungry for experience in video creation. You may not get the high-end product an established firm can provide, but you can still get a great video at an affordable rate and help a student while at it. Check Craigslist or even browse through the websites of a local college’s marketing and video departments to see what you can find.
Do It Yourself
You can make a demo video (i.e., a screen-capture walkthrough video with a voiceover) using nothing more than the equipment you already have, time and elbow grease. And don’t forget that even the smartphone in your pocket can capture great video if you’d rather have a warm body talking through a concept or delivering your message.
The DIY approach isn’t great for a TV commercial since polished production is a must (unless you want to look like East Hills Mall). But for online content like how-tos or walkthroughs, viewers will forgive you for leaving out the high-end production polish as long as the message is solid.
Will You Promote Your Video?
How do you plan on getting people to see your video? You have many ways to get more viewers to your content. However, unless you have a significant following online or a great email marketing list, you might not be able to get your video in front of many prospects without any investment. Local TV ads are an option, but they’re pricey, particularly when you combine the cost of production with the ad spend.
A more popular route is to promote videos on Youtube, Twitter, Facebook, and LinkedIn. You can select your target audience on these social media platforms, ensuring that people who see your video are interested in your services. Each platform is a little different, but below are links to resources on how to get started with online video promotion.
