The Importance of Using Video in Your Marketing

Marketers are increasingly using video as an effective means to increase brand awareness, boost engagement, and drive conversions. They use videos for YouTube, landing pages, emails, recorded webinars, social media, and more. Video also helps promote products and services and builds lasting relationships with customers.

According to research by HubSpot, 81% of businesses are using video as a marketing strategy. And 78% of people watch online videos weekly, with 55% viewing them daily.

If your business hasn’t started using video as a marketing strategy yet, it’s certainly one you must add to your marketing program. Not just because everyone is doing it, but because it’s an effective and versatile digital marketing tool.

What is Video Content Marketing?

Content marketing is the creation and digital distribution of informative, educational content delivered with the goal of converting a target audience into customers or increasing client engagement rates. It’s not a one-time thing but rather an ongoing coordinated effort that spans numerous channels and content types.

Written articles and posts are one form of content marketing, but so is video. And video has grown into one of the most powerful ways to distribute your brand’s message. When done well, video is effective and efficient, easily shareable, and highly versatile.

Why You Should Use Video in Your Marketing

One of the great things about video marketing is that it has become easier to do effectively. Sure, it takes a bit more effort than writing some words on a page and adding a few photos. But the benefits make your efforts worthwhile. Here are just a few of the reasons why you should be using video marketing for your business:

Video Builds Trust

While building trust shouldn’t be your only goal, the level of trust people have in your brand impacts conversions and sales. Content marketing is supposed to help you create relationships with people that builds trust.

Some consumers remain skeptical about online marketing because they fear being cheated. But video content can create a personal connection that cuts through those negative aspects of digital marketing.

Most Popular Format on Social Media

By far, video is the most popular form of content on social media. Interestingly, video content on social media sites is generally discovered as opposed to being sought out. People will search for a video on Google or YouTube to figure out how to do something, for example. But on Instagram or Facebook, they are more likely to click on a video while scrolling through their feed.

Catches the Viewer’s Eye

Content marketing is highly competitive. Consumers are presented with an overload of content competing for their time. Video content has proven to attract more attention than other forms of content because it is so simple to consume. People are incredibly busy, and many may not have time to read long posts or descriptions. The preference for video is one of the most important reasons for using this medium in your content marketing efforts.

Excellent Lead Generation Technique

Nearly two-thirds of marketers claim that video content is more effective at generating leads than blog posts. And many consumers use videos to help them make purchasing decisions. Any old video won’t do, though. You’ll need to create and post engaging videos that prompt visitors to hit “play,” continue watching your content, and then take action.

Easiest Way to Explain Concepts

If your business offers a product or service (most do), video is the most effective way to explain or demonstrate how it works. 98% of consumers admit that they’ve watched an explainer video to learn more about a product or service.

Encourages People to Share

How many times have you clicked on a video that a friend or colleague shared? Cat videos aside, most social media platforms and websites are equipped with buttons that allow the easy sharing of content. And users are likely to share your videos, giving your business even more exposure.

Helps Boost SEO

Search engines have an incredible number of website ranking factors. But many of them relate to how well your website’s content engages visitors. Few things can keep a visitor on a page longer than video content. When you produce videos that are relevant to your audience’s interests, this can improve your SEO efforts and search engine rankings.

Traffic-Generating Machine

Video posted on sites other than your own (YouTube, Facebook, LinkedIn) can drive traffic to your website in droves. Video content can generate more traffic than other forms of content, particularly when posted on social medial channels.

You Can Use Video in a Variety of Ways

Marketers have a ton of options when it comes to using video content. This means it’s simple to find a video that meets your marketing objectives. You can add videos to your website, post them on social media, and include them in email messages. Here are a few of the different ways you can use video to promote your business:

• Educational Videos– Educational videos are short, informative, engaging pieces that give users desired instructions (how-to’s), industry updates, or explanations of important concepts.
• Product Videos – Create product launch and demo videos that feature your company’s new or best-selling products.
• Company Culture Videos– Company culture videos give you the opportunity to showcase your organization’s personality and values. You can shoot videos of company events or something that represents your overall brand.
• Testimonial Videos – Post social proof with customer and employee testimonials that can help establish trust.

You Don’t Have to Be a Video Expert to Get Started

There’s a common misconception that video marketing costs a fortune. This is far from the truth. You don’t have to create a Hollywood-style production to reach your target audience. And, in fact, you shouldn’t. You’ll get the results you want when your video efforts authentically represent your brand’s voice.

If you don’t already have video as part of your content strategy, it’s time to start. At Too Darn Loud Digital Marketing, we help your brand get seen and heard consistently with our results-driven solutions, which include high-quality video production and marketing. Contact us today to learn more about how our services can help your business persuade, convert, and inspire its audience.