How Can Videos Be Used As a Digital Marketing Strategy? Video marketing can be an extremely effective form of B2C and B2B business promotion, supporting consumers during the consideration phase of their buyer journey and giving them peace of mind that your company is an appropriate one. Consumers want authentic content from brands on social media - such as product and service videos, testimonials and demos.
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Social media video content is now an essential part of most digital marketing campaigns and strategies. US Internet users are spending more time on their mobile devices watching videos. This is a trend that brands should embrace as video is easy to consume and communicates a brand message or product/service features effectively.
Social media campaigns are also successful if they use an effective video style. Lifestyle videos are great for branding and showcasing the culture and values your business, while also building loyalty among customers. How-to videos and interviews that highlight product use allow viewers to imagine themselves using the product on a daily basis.
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Product and testimonial videos can also be beneficial in social media marketing, and are especially effective when used by direct-to-consumer brands like Lo & Sons that produce luggage bags. Product videos allow customers to easily see how the luggage fits into their lifestyle, creating an emotional bond between themselves and the brand.
When creating videos for platforms like YouTube or Facebook, you must consider both the viewer's preferences and Helpful resources the platform requirements. Some platforms have specific formats, orientation and video length limits which must be adhered to for proper display. Furthermore, including an effective call to action that represents your campaign goals (this could include clickable links back to your website or social icon, or providing customers with phone numbers they can reach you directly) is vitally important.
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Your customers need nurturing as they progress down your sales funnel, and video is a powerful way of doing just that. Video can be used for a variety of purposes, including product demonstrations and explanations as well as lifestyle videos that showcase brand personality/culture.
Lifestyle videos designed with aesthetic in mind tend to perform best. Focusing on sleek design and modern accessories can work if your target audience is young, tech-savvy professionals. Conversely, for those aimed at more affluent audiences you could create high-end product videos featuring stunning locations or stunning models as they do this kind of promotion.
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When planning a video, when selecting the music to use for it, consider what type will create an atmosphere and pace appropriate to its content. A soft track will set a relaxing yet soothing tone, while a beat-driven track will energise you and make you excited. Sound effects (such as swooshes, crashes or jingles) may help draw attention to specific parts of the clip or give emphasis when necessary.
It is important to promote your video online via social media and paid advertising. Furthermore, distributing it across niche websites will attract organic traffic.
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Email marketing is an effective strategy, and videos are an engaging and educational way to engage your target audience. Videos can add a personal touch to your brand, which could lead to higher click-through rates.
Include a clear call-to action (CTA). This could be anything from linking directly to your homepage or providing clickable thumbnails of videos themselves, to having buttons leading directly to social media pages or landing pages where more information can be found.
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Video production involves filming equipment and editing software, but it can be a great way to promote your company!
Video emails can be an ideal way to showcase the culture and personality of your company. From tours of the office or vlogs, team competitions or anything else that shows your business off in an engaging way, videos in emails can showcase all aspects of company culture while meeting goals appropriately for audiences that receive emails from you.
When using video in email marketing campaigns, it's essential to keep in mind that most recipients will be viewing them on mobile devices. A long video could lose viewers' interest - instead try communicating your message within one minute!
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Preparing video content for distribution can be time consuming and effort intensive, particularly if you plan to promote it across multiple channels. Each distribution channel has its own algorithms that determine the way videos are displayed, recommended and discovered by users. By tailoring videos to each distribution channel, you can increase your effectiveness while reducing marketing budget spending.
It is important to identify the goals of your video marketing campaign before you can achieve them. This usually means creating your buyer persona and establishing the role each video should have within the marketing funnel. Understanding what frustrates and motivates your target audience will help you create videos that resonate with them.
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Customers need to be aware of their problem in the awareness stage. A video that highlights your service or product as a solution can help reach these customers. A compelling story can help reach potential customers in the consideration stage by building trust and social proof. The style of video that you produce will have a huge impact on how viewers interpret your message.