Incorporating Video Into Your Marketing Strategy
Steve Augello
Digital Marketing Agency Owner | SEO Expert | Website Builder | Social Media Strategist | Google Ads Manager | Video Production
Video has become an important factor in many marketing campaigns, and for good reason. An Adobe survey found 51.9% of marketing professionals worldwide named video as the type of content with the best ROI. Meanwhile, Google found that almost 50% of internet users look for videos related to a product or service before visiting a store. Video is currently being utilized by businesses in many ways because it has tons of benefits.
Here, we’ll look at how it can be used in client campaigns to achieve success.
Your Website
Having a video on the home page of a website allows your business to connect instantly with a consumer and tell your story. It’s also a good way to highlight your products, share your credentials and experience, introduce staff, and showcase your facility. comScore has found that visitors who view new videos stay on websites an average of two minutes longer.
Using Facebook Live is a great way to interact with the people who have “liked” your page in real time. Live videos often display at the top of followers’ feeds. Plus, there are creative tools available to personalize the experience and make it more fun and engaging. Facebook has stated that people spend 3x longer watching a Facebook Live video on average compared to a video that’s no longer live. But engaging a business’ pre-existing base on Facebook isn’t enough.
Targeted ads on Facebook are the most effective way to bring your business to an entirely new audience on the platform. For more engaging ad copy, incorporate video into your targeted ads. A user will see the video in their feed as “sponsored” with the volume muted (until the user clicks on the video). Include captions and calls-to-action to help get your message across quickly and create interest.
This isn’t the same as “boosting” a post, however. Targeted ads allow more granular targeting and control of your advertising campaign than “boosts”, driving more desirable results.
YouTube
YouTube reaches more 18-34- and 18-49-year-olds than any cable network in the U.S., and more than half of YouTube views come from mobile devices. Therefore, it’s a great way for your business to reach that demographic. Videos on YouTube can also be optimized to rank organically. Listing the correct information in the video’s title and description will help it appear in the organic section for keyword searches on search engines.
Additionally, using LinkedIn is a great way for a B2B company to target specific executives at specific companies. Targeting sponsored ads on LinkedIn and driving that user to a landing page with a video can instantly capture their attention and get that business’ message across. Studies have shown that 59% of senior executives prefer to watch video instead of reading text if both are available on the same page.
Premium Content
With PennLive’s In-Story video, advertisers can have their videos placed inside premium content to engage their target audience. In-Story video provides improved viewability, higher click-through rates and in-view times, plus greater versatility. Because PennLive is integrated into the fabric of the community, In-Story is another forward-thinking way for businesses to promote their brand to the local market.
Lastly, video embedded in an email is another way to utilize your video(s). A Forrester report once found that including a video in email increased click-through rates by 200-300%.
Originally posted at thepamediagroup.com