In 2021, video marketing will be one of the most effective ways to communicate with potential customers. Around 85% of users spend the majority of their time consuming video content. More significantly, most marketers and organizations are now actively engaging in video marketing in order to boost sales, brand awareness, and market share.
Experts anticipate that by 2022, video content will account for over 82 percent of all internet traffic. One of the main reasons for this is because social media platforms such as Netflix, Facebook, YouTube, and Tiktok have altered the way people consume information. Millennials and Gen-Z are now more likely to consume video material.
As a result, if you don't use video marketing in the future, you'll have to compete for fewer than 20% of online visitors. That is something that no brand wants.
Let’s talk about how video content may help with the five key marketing issues that most companies and startups face today.
1. Using video to build trust
Winning the trust of your customers and potential customers is the foundation of every strong brand. People are more inclined to share excellent word of mouth if they trust you and your product or service. And believe me when I say that there is no more natural approach to contact people than positive word of mouth.
However, establishing that trust may be challenging, particularly for new businesses. Scammers and hackers abound on the internet, making it difficult for most consumers to trust new companies. There's also the potential of poor customer service or a negative overall experience. They are unwilling to take such a risk.
So, where does video fit into the picture?
Consider this: selling a product is difficult, but proposing to add value is much simpler. First, your material should be focused on what the consumer would get from trusting your brand, not the other way around. Utilize video for successful storytelling once you've developed that technique. Videos are more intimate than any other content, with greater flexibility for creative vision and a faster connection with the viewer.
Take a look at this employee recruitment video I edited for Grain Millers. They've delivered their message and reasons to trust them as an employer in under two minutes, with a tinge of emotional appeal.
And there you have it: your video formula for building trust.
Remember that if consumers feel emotionally connected to your brand, they are more inclined to trust it. You may even utilize that trust to motivate social change or send forth corporate messaging.
Videos allows you to:
- Make a straightforward statement.
- Concentrate on what the consumer will get from it or the value you will provide them.
- Create imaginative storylines or a story that your audience can relate to.
2. Creating a Brand Presence
So, after establishing trust, the next issue you'll likely encounter is increasing brand recognition. There are a plethora of practical and relevant approaches available now.
- Optimize your content for search engines to improve your ranking.
- Post educational and entertaining material to your social media accounts.
- Create user-generated content by interacting with the audience.
- Conduct surveys and make the results public.
- Request testimonials from consumers.
While all of these methods are sound, they are best captured in video. When compared to other types of content, videos generate over 300% higher traffic. It's not just about the statistics, either. Greater traffic translates to more brand exposure and a higher possibility of establishing a brand presence across numerous platforms.
3. Increase SEO
Every day, Google receives over 6.9 billion searches. That means that if you don't operate differently than your competitors, you'll become lost in a sea of comparable products. At the same time, it provides an opportunity to stand out from the crowd of searchers.
That's significant because, as you probably already know, brands near the top of search engine results have a significant edge over their competitors.
Only 5.7% of new web pages will reach into the top ten Google searches in a year. Even if someone maintains their website on a regular basis, it might take up to 6 months to improve their ranking. And it effectively implies that either your content must be really outstanding and unique in order to rank quickly, or you must adopt a more cautious approach.
While I believe that both of these techniques are excellent, you may speed up the process by using video. If you have a video integrated on your website, your odds of appearing first in a Google search rise by about 53 times.
Similarly, having videos on YouTube can assist with search engine rankings when customers search for terms that are relevant to your video. It is advisable to include tags and descriptions for better results.
Instagram, for example, works in a similar way, prioritizing great videos above other forms of content.
4. Improving Conversion Rates
Your ideal consumer must comprehend the value and benefits of the items or services you're selling before you can potentially convert a lead.
Because your competitors are selling essentially the same product as you, your task is to promote yourself differently. Alternatively, you might position yourself as one of the best choices. It's no secret that we're constantly bombarded with information. Our brains process a lot of data, so it prefers to use shortcuts to make things simpler for itself. One of the possible effects of too much information is a reduced attention span.
The average time it takes for a person to leave your landing page is 3 to 5 seconds. So it's up to you to keep their attention for that amount of time. You may accomplish this in a variety of ways now. You can almost certainly offer them something, or your material can be so compelling that they can't help but read on.
However, videos have been shown to increase sales by 500%, and this is due to the fact that they are direct. Because the video's content is relevant, the client experiences real-life interaction and is more inclined to stay in the video.
5. Developing a Content Strategy
Finally, I arrive at the final key marketing problem that even large corporations must face: developing a content strategy.
Because various businesses and niches have distinct audience demographics, there is no hard and fast rule. And what works for one group of people might not work for another. So, before you begin developing a plan, you must first do an in-depth study of your consumer profile to determine the type of content strategy you require.
You'll be in a better position to include video content in your plan and make it stand out if you have that. Including videos in your creative approach can assist engage your audience while also adding diversity to your material stream. To provide an insight into the market, your company culture, or just a podcast, you may work with industry leaders, consumers, or even team members.
In fact, with the development of TikTok and Instagram's new Reel feature, the more video content you create, the more interaction you'll get from the younger demographic.
You may utilize technologies like Google Trends, SEMrush, Ahrefs, and BuzzSumo to figure out what kind of content you should be producing.
Last Words of Advice
So, beginning today, make an effort to incorporate more video material into your entire plan. You'll thank me!
And if everything above sounds great but you just don’t have time to implement it into your business, I’d be glad to talk with you how I can produce video for you so you can focus on your business.