If you don’t think video marketing is the right strategy for the growth of your business, check out some statistics that say otherwise:
- Approximately 92% of online users watch online videos weekly.
- Video content appeared in over 40% of Google’s general search results. This statistic supports the positive impact video marketing can have on your SEO strategy, among other advantages.
3 Categories of Video Marketing
1. AWARENESS CONTENT
Building awareness can have a range of meanings in video content.
What matters to your company?
- Content that emphasizes company priorities: high-quality customer service, fast delivery, innovation, etc.
- When deciding what to bring awareness to, focus on your company’s core values.
What does your business stand for?
- This video content would make viewers aware of the topics you care about most.
- Taking a stance differentiates you from the competition.
- You can raise funds, support causes, and inspire changes.
Attracting more viewers to your brand
- Produce content that is entertaining, visually attractive, and captivating.
- Make viewers want to learn more about your brand.
2. EDUCATIONAL CONTENT
A chance for your viewers to learn more about your product/services: as commonly quoted, “knowledge is power,” and the more consumers know about a product, the more enticing it is.
How-to videos
- Educating video content that gives viewers a play-by-play on how to use your product (or repair it) ensures consumers get the advantage of using your product to its full potential.
Expert interviews and Q/A’s
- Viewers love video content with niche expert opinions and ideas and fascinating facts and stories behind the experts.
- Not only do niche experts add more reliability to your video content, but a well-known expert can also attract more views and support from their fanbase.
- Tip: Ann Smarty, an Entrepreneur guest writer, suggests you “ask conversational questions to stand out, [have] a well-defined process, and avoid publishing interviews too often.”
3. ENGAGING CONTENT
Customer engagement is already a critical strategy on and offline, so why not incorporate it into your video marketing strategy?
Provide comedic entertainment
- With over 100 million Amazon Prime members, it’s safe to say their research results are reliable when findings reveal that “Amazon Prime video customers have a high affinity to comedies” above other genres.
- In a survey about consumer opinions, respondents valued company authenticity and 75% believed that “when companies are funny, it helps them be more relatable.”
Keep the conversation going
- An essential part of an engagement strategy is keeping customers talking about your product.
- You build loyalty and acquire more word-of-mouth and “sharable” content by continually interacting with consumers.
- Mohan Sawhney, clinical professor of marketing, says that “the ultimate goal of engagement is to build an emotional connection with the brand,” and the “process leads to intimacy and advocacy. It’s not a single transaction but an ongoing conversation.”
These examples are only the tip of the iceberg when building a video marketing strategy. If you’re interested in learning more about video strategies that best suit your business, contact us for experienced, expert advice!