In an increasingly digital world, you need a way to catch potential customers’ attention and direct it toward your brand.
Because marketing is becoming more and more fast-paced, keeping up with trends is an essential predictor of the success of your content marketing strategy.
One of the most critical trends is the use of video in your marketing. Not only do they give you a chance to showcase your brand’s values and personality to customers, but it gives customers a point of personal connection to you and your business.
If you want to incorporate more video in content marketing strategy but are unsure of how to do it, here are three video-utilizing methods you can use to boost brand visibility, increase customer loyalty, and grow profits.
Creating Engaging Webinars
Regardless of your business is selling, creating a webinar on the topic is always a great, eye-catching way to market content. In addition, customers value the opportunity to learn, whether it's something simple like a product demo or something more complex like leadership or other training webinars.
Investing in your customers gives them the chance to forge deeper relationships with your brand. Beyond that, webinars are also valuable for generating new leads and helping to earn email addresses.
When embarking on the journey to create your webinar is that by doing so. You're putting a face on your company. If this is one of the first video content strategies you've used, it will likely serve as the first impression for your customers.
As such, make sure to use a webinar platform that will elevate your content and help customers see you at your very best.
For more informal webinar offerings, Facebook Live and other social media-driven, webinar-like capabilities can help you forge relationships with customers through video content.
Whether your business is more elevated and professional or down-to-earth and casual, you can create a video content strategy to cater to that DNA and those values. Picking the right webinar host to match is a crucial part of the marketing strategy.
Elevating Your Presentations and Advertisements
Adding video content to presentations such as a slideshow or marketing campaigns helps to elevate your content.
Did you know that social media viewers have, on average, about an 8-second attention span when it comes to visual content? And for younger generations who are used to social media, that number is becoming increasingly shorter.
Videos are a great way to catch viewers' attention in a short time period and hold it. All periods can contribute to a greater return on your advertising investment. If you’re posting a text-heavy presentation on social media, then enhance it with animations or other brief video snippets that will catch your audiences’ eyes.
According to Kevin Crockett, a personal injury attorney in Orange County, every time he adds video to a post he notices that his engagement skyrockets as compared to his other posts that don't have video.
The same concept applies to any presentations within your business. Adding relevant videos, whether they comprise original content or not, will help your work seem well-rounded and integrative. As such, your work will be more memorable and impactful.
Giving You Recyclable Content
Recycling is good for the earth, and it's also suitable for your content marketing videos and strategy! Once you have created a specific video or even hosted a whole webinar, that content is now yours to use.
If you've just hosted a webinar about a new product you're about to launch, you can use video editing tools to trim it down to small clips from that video. Recycle them, so to speak, as other means of marketing. You can use them to post to Instagram stories or to add to Facebook.
In short, once you do the hard work to create exciting and relevant video content, you can use it as a springboard to help you work smarter and not harder at marketing.
Another popular type of content marketing that’s currently on trend is the blog. It’s another way that potential customers can connect with you and your brand and form meaningful connections over shared values and relayed information.
Having video content ready is the perfect way to compliment an existing blog or even build one from the ground up. Because text-heavy blog content doesn’t always catch viewers’ eyes or hold their attention like video content, the two are a match made in heaven.
While a customer might click into a link for the video, they might find the blog content equally exciting and stay to read through it, whereas they might not have clicked at all if not for the addition of the video content.
Bonus: Video Calling
Video calling apps and conferencing features like Zoom have become not only increasingly popular but highly necessary in today's business climate. Although it's not the same thing as video content, video calling can and should have a special place in your marketing plan, too.
Video calling can often be used as a follow-up tool or a way to offer customers a free initial consultation or a trial run of your services. For these purposes, video calling provides a much more personal and warm touch.
Letting your customers put a face with a name, so to speak, helps them build confidence in your brand and, in the case of video calling, could be the detail that closes the deal and turns potential customers into repeat customers.
The perfect content marketing strategy will vary from brand to brand. It's essential to identify your key values and goals and stay true to your brand’s DNA, primarily through the marketing process.
However, incorporating videos into your marketing strategy is a sure-fire way to build brand loyalty, generate new leads, and add value to your customer experience to drive sales.
If you’re on the fence about how video content can elevate your marketing strategy, try incorporating a webinar, a video content-driven blog post, or offering a video-conferencing consult and see for yourself!
Customers love the opportunity to put a face with a name, or in this case, a brand. Connecting with them through video content is a great way to ensure a satisfying and lasting customer-brand relationship that will keep repeat customers coming back and keep new leads filing in.