Video Marketing: It’s Not Just a Nice-To-Have
You’re leaving money on the table if you skip video marketing. Nowadays, many web surfers gravitate toward video content first. It can entertain and inform in a way that hooks people within seconds. Adding video content to a landing page can increase conversions by up to 80%, while posting it on social media can boost conversions by over 30%. The majority of sales teams say that video content outperforms other kinds of content. With all that in mind, it’s clear that videos are an integral part of any serious marketing effort.
Proven Content Types for Your Digital Marketing Strategy
The options for your video content are endless. It’s good to keep track of digital marketing trends, but relying on classics for most of your content is wise. Here are some of the most useful video types for digital marketing:
- Testimonials: Potential customers want to know what existing customers have to say, which makes testimonials one of the most compelling options for video content.
- Case studies: Like testimonials, case studies offer proof that existing customers have had positive experiences with your company.
- Demonstrations: Demonstrating your product or service in a video allows viewers to get a fuller understanding of what you offer. It improves their ability to imagine themselves benefiting from what you provide, turning hesitation into action.
- Educational content: How-tos and educational videos establish your company’s expertise while proving that you care about customers. After all, educational content doesn’t sell directly—it simply helps viewers, who will develop a positive impression of your business. People are also a lot more likely to share educational videos than obvious marketing content.
- Behind-the-scenes videos: These create a sense of familiarity and trust with viewers.
Picking a Platform
There are numerous platforms to pick from when deciding where to share your video content. Your own website is the first place, considering how video content on landing pages can boost conversion rates so much. However, you can’t skip other platforms. When choosing the ideal platform, consider your audience and business goals. If you’re aiming your message at retirees, you don’t want to rely on a platform that’s mostly populated by teenagers. Content type is also a key consideration. Some platforms require short videos, which can be great for individual testimonials, but a how-to video will probably need a platform where longer videos are the norm. Regardless of which platforms you pick, make sure to post new content regularly, or your business’s voice will become less relevant.
Challenges of Marketing Through Videos
Many business owners are intimidated by the prospect of adding videos to their content marketing strategy, and it’s no mystery why: Video marketing requires a budget, not to mention technical skills. The only thing worse than skipping video content is creating low-quality video content, which makes web surfers think a business is run by amateurs. Almost anyone who puts the time in can learn how to deal with the above-mentioned issue to create polished videos, but the learning curve can be steep. It’s also true that the tools to create top-notch videos can be expensive in some cases. Fortunately, business owners don’t have to deal with those issues if they don’t want to. Many trust experienced web marketers to craft video marketing campaigns that get results.
