60% of people admit they would rather watch online videos than television. Over 50% of the population views online videos every single day. YouTube is the second most visited website (after Google). Consumers retain 95% of a message when watched through a video compared to only retaining 10% when reading it in text.
Video content marketing is not a new strategy, and will only continue to rise in importance as our world evolves to appease younger generations who demand a higher level of interaction. I opened with these statistics to prove that video is a must for your brand. It is no longer a small piece of the puzzle but is quickly becoming a central element of your overall marketing strategy that without, you are falling behind.
Video marketing is a form of content marketing. Content marketing is simply the process of creating unique and relevant information with the intention of shaping consumer behavior overtime. Any information you push out about your brand through social media, email marketing, blogs on your website, etc are all examples of content marketing. The video element of content marketing utilizes a powerful means of distributing your message. Your viewer gets to watch your message rather than just read it. As mentioned above, this helps to not only keep them engaged, but drastically increases the amount of information they retain. At the end of the day, if your messaging is not understood and doesn’t lead to the desired action for that consumer, it was not budget well spent. Below we will navigate how to incorporate video into your overall digital marketing strategy.
How to incorporate video into your overall strategy
Social media platforms like Facebook and Instagram provide unlimited opportunities to incorporate video into your weekly content. Take a look at your overall marketing goals and build out video content surrounding those goals. For example, if your goal is to build trust and credibility, shoot some testimonial videos. If your goal is to educate consumers on your product, create product overview videos with walkthroughs and the product in action.
Take the platform you are posting your video too into consideration in the storyboarding part of the video production process. Keep in mind that while social media has audio capabilities, people are watching on the bus on the way to work, sitting in the DMV or other places where volume stays off! Your video message should be clear with or without volume. Certain platforms such as Facebook do not favor long videos, so be cautious of your video lengths, even if that means a teaser video that links to a full version on your Youtube Channel or website.
Google offers Video Campaign features depending on the goal selected during your campaign set up. These types of ads provide an excellent opportunity to reach a targeted audience group outside of social media platforms. These ads will display your video on Youtube and across the Google Display Network through skippable in-stream ads (middle of video ad you can skip), non-skippable in-stream ads (middle of a video ad you cannot skip) or bumpers (before and after a video starts).
Keep in mind your video must be uploaded to Youtube and it’s recommended you link your Youtube channel to your account to get the best data for reporting. To learn more about how to set up and manage video ads through the Google Ads platform, click here.
As discussed in our previous post “Grow your Business with Email Marketing” , email marketing is a cost effective and highly convertible digital marketing strategy you should be utilizing. Adding a video to your email marketing campaigns can increase your email click through rates by 300%! Again, be sure your video messaging is in line with your overall marketing strategy goals and make sure it fits with the rest of the email messaging.
Website Landing Pages
Although you may not consider your website when planning out your video content marketing strategy, remember that your website is your strongest sales tool. All of your digital marketing strategies should ultimately point back to your website where the goal is converting the customer. Statistics show that including a video on a landing page can boost conversion rates up by to 80%. Having video on your landing pages is also a perk for SEO and overall user experience.
Ideas on types of video content to incorporate into your strategy
- How to Videos/Tutorials
- Commercials for TV can be reused on social platforms.
- Customer Testimonials
- Product Overviews
- Employee interviews
- Behind the scenes of your business
- Live Streams
- Service Overviews
Klout 9 has a full service in house video production team that can work with you through each step of the process to create unique video content. Whether you know exactly what you are looking for and need a team to bring your vision to life, or you are not sure where to start and need assistance pushing your video out after production, we have you covered! Learn more about what our video production process looks like here.