3 Effective Ways to Achieve Marketing Goals with Video Content

Video is taking the marketing world by storm. Recent studies show that more than half of businesses are already making use of the medium and 64% of marketers expect video to dominate their strategies in the near future — and it’s not difficult to see why.

Online video consumption rises by around 100% every year. Before long, video will be the most popular way for consumers to satisfy their information and entertainment needs. Marketers and businesses need to adapt — and fast.

Let’s take a look at three common marketing goals and examine how video content is best suited to achieve them…

Brand Awareness

Boosting brand awareness is all about adding to your pool of potential customers. In our increasingly digital-dominated world, this generally involves utilising online channels to reach a wider audience. But how do you ensure that your message is taken on board and, ideally, shared by those who find it?

According to a recent study, video content is shared 1200% more than text, links and other types of content. That makes it the perfect tool for expanding reach and brand awareness.

The content

When creating a brand awareness boosting video, you should aim to capitalise on the shareability factor. Rather than focusing on promoting the benefits of your brand and products, develop a concept that encapsulates your values whilst providing viewers with value. Entertain, inform, and appeal to your audience’s emotions (take a look at our top storytelling tips here).

Most importantly, don’t forget to include your logo, branding and basic information about your business so potential customers know exactly who you are and where to find you!

Distribution

Once you’ve nailed your video, post it to all major social media platforms. Outsmart social media algorithms by uploading your video natively to each platform rather than posting a YouTube link, and post when your followers are most active to maximise your reach. If you want to take distribution to the next level, try social media ads.

Audience Engagement

Thanks to social media, engaging with your customers and creating a community around your brand is easier than ever. It’s possible to form a real connection with your audience and, as a result, encourage loyalty within your customers.

Due to its highly visual and auditory nature, video is a great medium for fostering trust and creating a more personal connection.

The content

Consistency is key to maintaining an engaged audience. Commit to creating video content on a regular schedule to keep your audience coming back for more. Produce a series of informational videos about your industry; host interviews with your employees, clients or important figures in your niche; or take your audience behind the scenes.

If you’re on a budget, try live streaming or filming content with your phone — you might be surprised by the results!

Distribution

To maximise engagement, post your video content on your target audience’s preferred social media platforms at a time when they are the most active. Encourage interaction by posing a question related to your content, and be sure to you respond to any comments or questions.

Lead Conversion

Building a following around your brand is incredibly important, but let’s not forget about your actual sales figures. Somehow you need to persuade your leads to become paying customers and, in modern marketing, that doesn’t involve aggressive hard-selling tactics. Force fed sales pitches are a thing of the past.

That’s where video comes in. Studies show that consumers are 64% more likely to purchase a product after watching a video. Engaging visuals eliminate the need for over the top promotional spiel and require minimal time and effort from viewers.

The content

Being short and succinct is key to creating an engaging promotional video. Take full advantage of the creative freedom that video provides; try using animation and motion graphics to highlight the benefits of your product. Focus on just a few key features to avoid overwhelming your audience, and demonstrate how your product can solve a common problem they might have.

Distribution

As well as uploading your video to your social media profiles, utilise social media ads to target your ideal consumer demographic, and encourage potential customers to take action by including a compelling call-to-action and a clickable link.

If you have a mailing list, don’t forget to send out your video in a newsletter. Using the word “video” in an email subject line boosts open rates by 19% and clickthrough rates by 65%!

Want to find out more ways to supercharge your marketing efforts with social media, video and more? We can help!

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