Why Video Plays a Crucial Role in Your Digital Marketing Strategy

Video marketing is nothing new. It’s been around for years – before YouTube even got started. However, it’s playing an increasingly central role in digital marketing, and if you’re not using it to its full advantage, you’re leaving money on the table. Consider the fact that by the end of 2017, video content will represent 74% of all Internet traffic (source). Can you afford to miss out on that?

 

“By the end of 2017, video content will represent 74% of all Internet traffic”

(source)

Video Influences Engagement and Conversion

On the fence about creating a video marketing strategy, or the need to include video in your marketing content at all? Consider the fact that video can dramatically improve audience engagement and conversion.

Video Tells More, Faster

How much time does your audience spend trying to understand your product, or your company’s offerings through text-based pages? Video can dramatically reduce that time, and improve the impact of your message. It can also educate, entertain and persuade.

Creating a video that informs and educates about a problem and how your product or service can solve the issue can be a crucial top of the funnel lead. Video that entertains can not only inform, but also reinforce brand values in the minds of viewers. Finally, video can be used to persuade your audience that you have what it takes to solve their problem or address their pain point.

“ Video is a mega trend, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.”

Mark Zuckerberg, Co-founder & CEO of Facebook

Video Marketing Strategy and Brand Image and Influence

Creating a video marketing strategy is not just about audience engagement. Video content can have powerful effects on brand image, and can even influence consumer trust and the perception that your firm is an authority with expertise in your field. It can also be an integral part of brand response marketing, which helps to cement your company in the minds of the video’s viewers. At Noble Digital, we offer powerful video production and storytelling solutions to help encapsulate the essence of your brand and communicate your message.

Incorporating Social Media and Mobile into Your Video Marketing Strategy

Social media is a vital marketing tool, and video has a major role to play here. 82% of Twitter users watch video on Twitter-a level of engagement all marketers crave . 45% of users watch at least an hour of video on Facebook per week. Savvy marketers know that native Facebook videos offer 135% greater reach than posting a link to Facebook from YouTube, and create their content accordingly.

Pintrest has made an aggressive launch into video in 2017.

Video ads over indexed on brand association around gifting, specifically: finding gifts for all, finding great deals, and finding small gifts. (Walgreens/Pintrest case study)

It’s important to remember that most social videos are watched on mobile devices. This means a couple of things. First, your videos should be shorter when used on social networks. Most consumers prefer all videos they watch online to be two minutes or shorter. Also, while the mobile-first strategy is still alive and well, it’s crucial to remember that this is the first touch point of many.

While your video marketing strategy should include mobile and social media, you must expand beyond those channels to experience the best results.

Video Marketing Strategy and Search

Google is the largest search engine in the world. What would you say is the second? Yahoo? Maybe Bing? It’s neither of those.

Interestingly enough, YouTube is the world’s second largest search engine. While uploading your videos to YouTube is a step in the right direction, it’s only one. You also need to ensure that your videos are optimized for Google search. This requires creating an optimized title, using optimized, relevant tags, creating a compelling video description, and even possibly uploading a transcript with keywords integrated so that search spiders can index the content accurately.

50% of your content in 2017 should be video. Stop looking for that blogger, start looking for that video (partner).”

Brian Halligan Co-founder & CEO of Hubspot

The Role of Email in Your Video Marketing Strategy

Think that video content isn’t the right fit for email marketing? Think again. It’s actually a valuable solution that can help to extend your reach and build your brand. Of course, you can’t just attach a video file to your email and send it off into the ether. Your customers won’t thank you for laggy downloads.

Instead, you’ll need to use a service like MailChimp or BombBomb to integrate your video with the email message. Make sure to use the word “video” in the subject line, and have a clear call to action in the first paragraph of your email message. It also helps to add social sharing buttons before or after the video to encourage your recipients to share the video with others.

At the end of the day, video is a growing medium and all businesses, small and large, should have a video marketing strategy to capitalize on its growing popularity.  The most important aspect to all of this is the actual narrative around your product market fit and how it fits into your customer’s journey.  Once you begin to empathize with your users, they will connect with your content like never before.

Noble Digital is a creative-performance partner that helps growth companies translate their vision into an integrated marketing strategy that performs.  Better understand what you should be measuring with this helpful infographic.