If you know a kid, you’ve seen the power of video — those little people (your future customers) will get sucked into a vortex of videos of other kids playing with dolls or unboxing the latest Lego set. Talk about living vicariously.
But it should serve as a lesson to you. If you don’t have a line item for video in your content marketing strategy, you’re missing out on an excellent way to connect. Video channels are increasingly becoming the place to be online. They bring a human element to messaging that written content can’t do and make it possible for customers to visualize the product or service.
Why is video engagement important for my business?
Your customers are already on YouTube; you need to be there, too. Not convinced? Here are some stats:
- 85 percent of adults visit YouTube once a month
- 72 percent of mobile traffic will consist of video by 2019
- 55 percent of all keyword searches return at least one video in blended Google results, and eight out of 10 of those videos are on YouTube
YouTube is the second-largest search engine behind Google, and for good reason. Consumers are online to search for how-to tutorials, to research a prospective purchase, or to check out reviews. (Am I the only one who clicks on the one-star review first?) If they’re looking to educate themselves on your products and services (or your competitors’), it’s important for you to have a presence there and to optimize that presence with keywords and search engine optimization. People like video, and search engines know this, so they serve it up in search results, often at the top. Why not take advantage of that?
How to integrate video into your strategy
Even if your budget is limited or you have to use animation, video should be part of everyone’s marketing strategy. But jumping into the world of video can feel daunting if you haven’t done it before. What parts of your business will lend themselves to visual representation? How do you transform your written message into a video message while maintaining consistency and corporate identity?
The answer is to approach video the same way you do other marketing tactics. Choose the right format and determine a publishing schedule. Ensure the video’s narrative supports the wider story line your company is trying to tell. Promote the content online in a way that encourages sharing. Find a way for customers to engage with the content, either through comments, sharing, or even uploading their own videos in response.
Videos should reinforce the broader marketing message that’s featured on blogs, social media posts, custom publications, and advertising. By integrating them into the overall plan from day one, you can better manage the messaging consistency.
Need help making your video vision a reality? Contact us to discuss your options.