According to recent research, 94% of video marketers consider video to be an integral aspect of their overall marketing plan. Although marketing encompasses a wide range of inbound and outbound activities. Video is particularly successful in moving the needle in digital marketing. Today, we’ll look at what digital marketing is and what advantages you can get from incorporating video into your campaign.
What Is Digital Marketing and How Does It Work?
Let’s begin with an explanation of what digital marketing is. Digital marketing, in the most common sense, refers to all marketing that takes place across digital platforms. SEO, content marketing, PPC marketing, social media marketing, affiliate marketing, email marketing, internet PR, and native advertising are all examples of marketing subsets. Although many people whose jobs revolve around these strategies don’t have the term “digital marketer,” the work they do leads to a larger digital marketing plan.
In the first place, why do you need a digital marketing strategy? For one thing, the corporate world is gradually becoming more digital. Although some firms will be able to keep their conventional marketing campaigns and brick-and-mortar stores, the average enterprise in 2021 may be unable to do so without the use of digital components. Getting a web presence is important, and digital marketing will help you make sure that your activities online are paying off.
In addition, digital marketing has advantages that conventional marketing does not always have. It allows you to reach a bigger, more focused audience than you do through print, out-of-home, or even televised ads. As a result, even traditional firms continue to use digital marketing in their marketing campaigns.
How to Use Video Marketing
Video is useful in the sense of digital marketing because it isn’t actually a technique in and of itself; rather, it can be used as the platform for some of the strategies mentioned above. For instance, the video will help you improve your SEO strategy, email marketing strategy, and social media strategy, to name a few.
What we often refer to as a “video marketing technique” actually only means integrating video into the overall marketing strategy in a careful and intentional manner.
Let’s take a look at a couple of those scenarios and see how video influences each of the marketing activities.
- Content Marketing/SEO
Though content marketing and SEO are two distinct concepts, we’ve combined them here because video’s advantages for content marketing have an impact on SEO. Video will be the MVP of content marketing in 2021. The video was the most common form of marketing material in Hubspot’s 2020 State of Marketing Study, beating out long-time favorites like text, tweeting, and infographics.
Video can be used in a variety of ways in a content management strategy. For instance, creating a video is a type of content marketing. Since uploading a video is ultimately distributing new content, video marketing is a subset of content marketing. Video, on the other hand, maybe mixed in with other forms of content. Embedding video content into blog posts is one of the most popular choices. Viewers enjoy having the opportunity to watch something in addition to (or instead of) the written content, and search engines prefer video-supported blogs.
- Social Media Marketing
If you’ve been paying attention to the media world over the past few years, you’ve undoubtedly found that video is becoming increasingly popular on almost any channel. “Older” sites like Facebook and Instagram have begun to roll out new video features, and their algorithms often favor video content. TikTok and Instagram’s Reels functionality, for example, are the epitome of entertaining video material. YouTube continues to rule the online world, consistently ranking as the second most popular search engine behind Google.
All of this is to suggest the video should be a part of your social media strategy. Many that do not begin to play with video content will be left behind as the social world evolves. Here are only a few of the many stats on what video can do on social media if you need to see them before you give in to this definition.
- Because of a post on social media, 93 percent of brands gained a new client. (From Animoto)
- Tweets with video get 10 times the amount of engagement as tweets without video. (via Twitter)
- By 2020, the video will account for 15% of all Facebook content. (Source: Social Insider)
- YouTube has surpassed Facebook as the most influential forum on customer behavior. (From Animoto)
Benefits of Video Marketing
Aside from the specific benefits we mentioned above for content marketing and social media marketing, video has a slew of other advantages for companies. Here are a few other advantages you can hope to gain after launching a fruitful video marketing campaign.
- Increased site traffic
Businesses who engage in video ads are more likely to see increased visits to their websites. According to Wyzowl, video has helped 86 percent of marketers boost visits to their website, and 83 percent of marketers believe video has improved dwell time on their website. When you think about what it means to introduce merely one additional user to the web every day or to raise that person’s dwell period by only a few seconds, this is a huge percentage. Each touchpoint provides more detail about your brand and what you have to sell to your customers.
- Lead generation
According to Wyzowl’s research, 84 percent of marketers believe video has helped them create leads. This is, once again, a huge deal. It’s tempting to brush over statistics like these without considering what they mean for a firm. But any additional lead represents a new potential revenue stream for the company. The popularity of video in this field is most certainly due to its immersive nature. It’s simple to get a customer to watch a few seconds of film, which gives you a greater chance of capturing their attention than text posts or static images.
- Brand awareness
One of the most relevant resources available to advertisers for can brand recognition is video. Consumers who have never heard of your business are unable to read or engage with your text or image-based material.
What do you think they’ll do? Watch a couple of seconds of a video because it’s appealing because entertaining. It corresponds to how we’re conditioned to view videos online now. If you can hold their focus past the first few seconds, you’ll have a great chance of getting them to visit your website, join you on social media, or simply view more content in the future.
Even if they don’t make it through the first few seconds, you’ve caught their interest. They might recall your brand’s name, product, or industry later. Marketers realize that creating recognition is the first step in gaining a buyer, and video is arguably the best way to do so.
The easiest way to see for yourself is to get started on a development project. Monitor the KPIs that your digital marketing activities are based on. We’d love to see what you come up with!