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The Power of Video Marketing: Elevate Your Strategy with Engaging Content

Updated: Oct 9, 2023

Staying ahead of the game is essential in the digital marketing world and one standout trend that has swept the marketing landscape is video marketing. Engaging video is a powerful tool that can revolutionise your marketing toolbox, drive wider brand awareness and create deeper brand connections with your audience. We tip our hat to Simon Sinek's famous book "Start With Why" and that's where we'll start.

Why Does Video Marketing Matter?

Simply put, video helps to boost engagement. Videos are inherently engaging by blending visuals, sound/music, and brand storytelling to create a sensory experience that can captivate your audience. According to HubSpot, a staggering 87% of marketers confirm that video has elevated user engagement on their websites and social media platforms.

Not many know this, however, the use of video enhances Search Engine Optimisation (SEO). Search engines adore video content and by integrating videos into your website or social media, you stand a greater chance of ranking higher in search results. This extends the time visitors spend on your page, a factor crucial for improved organic rankings.

Videos are a conversion game-changer. Studies reveal that incorporating a video on a landing page can lead to an increase in conversions by a substantial 80% or more. Why? Because videos are a perfect medium for conveying your message and building trust with your audience.

How To Create Effective Video Content

Understanding Your Audience: Before you call "lights, camera, action!", it is best you already have an understanding of the nuances of your audience (target personas). What challenges do they face, and how can your product or service provide solutions for them? Tailor your content to address their pain points and interests.

Content Strategy: Crafting a well-thought-out script is important for video success. Outlining your key message whilst employing an attention-grabbing hook at the start, is a tried and true formula to begin with. Also, keeping your content short and sharp is key (thanks to ever-diminishing attention spans) to provide value to your customers as soon as possible. Depending on the type of content in the video and your business industry, a video duration of 2-3 minutes is an ideal place to start for optimal engagement. Engaging with a marketing agency can help sharpen video performance over time.

Ensure Visual Quality: Investing in quality audio-visual equipment (if not done so already), encompassing a camera, microphone, and lighting is needed to keep up with the demands of the market. When was the last time you watched a YouTube video or a movie on Netflix and chose low-resolution yourself? In the world of 4K video content, top-notch visuals and audio are instrumental for an impeccable and professional presentation. If you don't have the equipment, we can help you by utilising our network of videographers and photographers.

Tell a Story: Storytelling has immense power in marketing. Creating a story that emotionally or intellectually connects with your audience is the basis of storytelling. At the end of that video or social post is another human who is searching for a solution to their problem, video content helps to connect on a deeper level beyond making a sale. Sharing success stories, customer testimonials, or your brand's unique journey over time are some areas to explore.

Educational Value: Depending on your industry, delivering value through educational content such as; how-to videos, tutorials, or informative videos showcasing your expertise immediately provides value upfront to your audience.

Have a Clear Call to Action (CTA): You are going to all this effort to have customers land on your website, call you or visit your store. Best not to forget to include a clear CTA at the end of your video. Whether it's subscribing to your channel, visiting your website, or making a purchase, guide your viewers on the next steps of why they are here.

Optimising for Mobile: Catching people today who aren't on their phones at least 3 times per day is almost impossible. Creating video content that looks and performs seamlessly on mobile devices is imperative to capture your audiences' attention fast while they are on the go.

Consistency is Important: We can help you create and maintain a consistent posting schedule to keep your audience engaged. Regularly delivering high-quality video content builds trust and keeps your brand at the forefront of their minds.

In today's fast-paced digital landscape, video marketing is no longer optional; it's a must-have in your marketing arsenal. If this is something that you want to explore or optimise your current video content let us know, and we'll be happy to chat with you.

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