The marketing landscape is changing. While traditional marketing such as television advertisements and billboards are still present, businesses must now consider online strategies to reach their audience.
With the increasing use of social media platforms such as Facebook and Twitter, marketers can target the right audience with a variety of content, including video content.
As a result, businesses must adopt new ways to attract consumers, generate leads, and convert those leads into customers.
So how can businesses utilize online marketing to gain a competitive edge?
Video Is Key. And Personal.
Even before the pandemic, video content was the “it” marketing strategy. However, since consumers can now spend more time at home, businesses can leverage video content to create personalized videos to connect with customers. These personalized videos can be used to showcase a product or service, educate customers about the benefits of the product or service, or simply entertain consumers.
Personal video takes the form of a filmed greeting or a testimonial. It could be tailored to the customer, showing a face, name, and location of the person speaking.
The ability to customize video content is limited only by your imagination. Using something as simple as computer software, businesses can transform still images into personalized video content.
Takeaway: Video Is Key. And Personal.
With the increased use of video content, viewers are now more likely to hit the “play” button on a video than a traditional ad. And for good reason.
According to HubSpot Blogs research, consumers visit businesses’ websites 69% of the time, compared to 28% who visit social media sites like Facebook or Twitter to learn about a product or service. Consumers are increasingly turning to video content since it allows them to get exactly what they want, when they want it.
The downside is that videos can be highly distracting. If a visitor comes to your site to watch a video, it means they haven’t left yet. And if they haven’t left yet, it means you probably won’t get their attention in the first place.
To succeed with video content, you need to put a stop to this tendency to distraction. So how can you make sure the right viewers see your video content?
Use Technology To Your Advantage
With video content comes the ability to utilize numerous marketing tools and tactics to target the right audience, encourage interaction, and convert viewers into leads.
For example, you can use technology to your advantage by recording a heartfelt video message from your CEO, explaining the importance of the product you’re selling and why it will benefit your customers. You can then upload this personalized video to YouTube, Facebook, or other platforms, increasing the odds that your target audience will see it.
Or, consider using an interactive tool, such as a virtual tour, to show prospective customers what your business is all about.
Interactivity is also important when it comes to video content, especially regarding marketing automation and social media. To engage viewers and encourage them to take action, use video content to present a case study on a product or service, include an FAQ section with responses from an industry expert, or offer a coupon or special offer.
These are just a few examples of the many ways video content can be used to engage with customers. The important thing to keep in mind is that no two videos will ever be the same, so you’ll have to find a way to stand out among the masses.
Keep Your Marketing Materials To The Point
Marketing materials, such as sales brochures and pamphlets, are still very important. However, thanks to the convenience of digital marketing, people are less likely to get lost in a sea of paperwork. They can easily navigate a website, download a PDF brochure, and consume video content in the form of an infomercial or a narrated YouTube walkthrough.
The point is that people have shorter attention spans than ever before, so you need to keep your marketing materials to the point. For example, if you have a sales brochure for a company that provides office equipment, consider editing it to make it more multimedia-friendly.
Although they may seem like mountains of documents, marketing materials can be quite the opposite when done right. The key is to put yourself in your customer’s shoes and ask, “What would make this material more valuable?”
Use Personal Branding To Your Advantage
Finally, take the time to build a personal brand. As we’ve discussed, video content is the ideal medium to do this. Create a brand voice and design strategies around how you will communicate with customers through video content.
Since you will be the one delivering the content, you get to define your own professional persona. And what better way to do that than with a video?
Consider how much more compelling and interesting a video interview with you than an interview with any other subject. You can use this as a way to highlight your unique experience, something which may be very valuable to your prospective customers.
To succeed with video content, you need to put yourself in your customer’s shoes and ask, “What would make this material more valuable?” You can then craft a video interview strategy around the unique answers you get.
So what did we learn about innovative online marketing? Video content is the key, so don’t shy away from broadcasting your thoughts, feelings, and answers to questions to your audience.
Since video content is so critical to any online marketing campaign, make sure to invest in the equipment, software, and talent needed to produce awesome video content.