Mark Richardson: What is Online Marketing? – Linkedin

What is online marketing? Simply put, online marketing is a form of marketing that takes place entirely online.

In an age where most people use social media to connect with others and stay informed of the latest trends, it is important that marketers understand how to use this channel to reach their audience and encourage action.

Importance Of Online Marketing To Your Business

In recent years, the internet and social media have grown tremendously in popularity. According to the Cisco Visual Networking Index (VNI), an estimate of the global internet traffic, mobile internet traffic and video market share in 2022 is as follows:

  • Global Internet Traffic: 827.7 billion monthly active users
  • Mobile Internet Traffic: 721.1 billion monthly active users
  • Video Market Share: 54.4% (projected from 66.2 million hours of video content)
  • Annual Recurring Revenue: $8,000-$16,000 per user

The rise of mobile internet and video in particular means that marketers must now consider these platforms when planning digital marketing strategies. However, this is not a simple task, as not all video platforms are created equal. As a business owner, you need to consider the following elements in order to maximise the video marketing opportunities available to your business:

Elements Of An Effective Video Marketing Plan

A business owner or marketer who is just getting started with video marketing might not have the budget for expensive tools, training courses or the hiring of professional advertising agencies to get the results they need. In that case, they should consider investing in basic equipment such as a camera, computer and internet connection in order to build a solid foundation. When developing a video marketing plan, there are several key things to consider:

Target Audience

It is always a good idea to start with the end goal in mind. In the case of video marketing, this might be getting a certain number of people to take a specific action (like subscribing to your email list or making a purchase).

The first step is to define your target audience. Research suggests that consumers normally prefer shorter videos (between three and five minutes). Keep your videos short and snappy so that viewers do not lose interest.

Production And Marketing Materials

A business owner or marketer who is just getting started with video marketing might not have the budget for expensive tools, training courses or the hiring of professional advertising agencies to get the results they need. In that case, they should consider investing in basic equipment such as a camera, computer and internet connection in order to build a solid foundation. When developing a video marketing plan, there are several key things to consider:

Videos Should Be Short

Videos that are too short may not be able to hold the audience’s attention for the entire duration. This is why most videos targeted towards adult audiences are between three and five minutes in length. If you want to inspire action, you should aim for longer videos (between six and ten minutes). However, keep in mind that your video’s length is not always indicative of its effectiveness. Research suggests that consumers prefer shorter videos (between three and five minutes) as they think it is easier to “skim” and “process” videos of this length. Therefore, videos should be short enough to be interesting but not so short that they become a chore to watch. Your video’s purpose is to entertain or educate your audience, so keeping this in mind will help you make the right decision about video length.

Use Of Sound And Music

The inclusion of sound and music can greatly enhance the effectiveness of your video. This is why most videos targeted towards adult audiences include some form of background music. However, you should not use overly dramatic or loud music as it may distract from the content. Instead, find music that compliments your video’s theme or message.

Branding

Whether you are a professional marketer or someone who has just gotten started, branding is an important aspect of video marketing that should not be overlooked. Create a brand identity for your company and make sure all associated materials (such as logos, fonts and colors) match.

Captions

Since videos are often shared and enjoyed on social media channels with captions, you should take the time to write the ideal captions for your video content.

Find the words and phrases that best convey the message you want to get across and use them consistently throughout your blog posts and videos.

Metrics

While developing a video marketing plan, you should establish metrics to gauge the success of your efforts. The most basic metrics would be to determine the number of views you receive from each video. However, you should look into metrics such as the following:

  • Video acquisition: How many people did you reach with a video marketing campaign and what is the conversion rate?
  • Broadcast rating: How did your video fare on social media platforms like YouTube and Instagram.
  • Brand awareness: How well did your video increase the brand awareness of your company?
  • Web traffic: Did your video increase the number of people visiting your website?
  • Sales: How did your video drive sales (e.g., purchases, leads, etc.)?

Once you have an idea of what to measure, it is easier to establish specific goals and target measurements for your video marketing effort. This way, you can determine (with some certainty) whether your efforts were successful or not.

Anchor Text

The anchor text of your links (the words or phrases that you use to link to other websites, social media accounts or emails) can have a great impact on the success of your video marketing campaign. Research suggests that using keywords in the anchor text of your links can increase your search engine traffic by 10% to 20%.

Therefore, when creating your video marketing plan, you should include a list of keywords for your links. Ideally, your anchor text should match the following:

  • The video’s content (e.g., what you are trying to promote)
  • Your desired user path (e.g., someone reading your article on our site should be directed to a page explaining your product)
  • Video keywords (e.g., video marketing, digital marketing, etc.)
  • Video categories (e.g., marketing, branding, etc.)
  • Video modes (e.g., watch video, re-watch video, etc.)
  • Video platforms (e.g., YouTube, Vidyard, Facebook, etc.)
  • Video types (e.g., how to, explainer, etc.)
  • And, optionally, the brand name or slogan you want to associate with your content (e.g., Mark’s Kitchen, the best kitchenware store online, etc.)

As you can see, this is a lot of information. However, with a little bit of effort, you can put everything in place and get the results you want. And remember, the more you put in place, the more you can enjoy the benefits of a successful video marketing program. So, make sure you have everything ready before you start running your plan. This way, you can get the most out of your video marketing efforts and avoid wasting any time or money on unnecessary tasks.