According to recent data, 94% of video marketers regard video to be a significant aspect of their overall marketing plan. While 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 may expect from using video into your plan.
What Is Digital Marketing?
Let’s begin with an explanation of what digital marketing is. Digital marketing, in the most common sense, refers to any marketing that takes place through digital platforms. SEO, content marketing, PPC marketing, social media marketing, affiliate marketing, email marketing, online PR, and native advertising are all examples of marketing subsets. While many employees whose jobs revolve around these methods don’t have the title “digital marketer,” the work they do adds to a larger digital marketing strategy.
In the first place, why do you need a digital marketing strategy? For one thing, the business sector is rapidly becoming more digital. While some businesses may be able to keep their traditional marketing efforts and brick-and-mortar stores, the average business in 2021 will be unable to do so without the use of digital features. Creating a digital presence is essential. Digital marketing can help you make sure that your online initiatives are paying off.
Furthermore, digital marketing has advantages that traditional marketing may not always provide. It usually allows you to reach a larger, more targeted audience than you could with print, out-of-home, or even broadcast advertising. As a result, even organisations that consider themselves to be more traditional use digital marketing in their marketing plans.
How to Use Video in Digital Marketing
Video is important in the context of digital marketing because it isn’t necessary a strategy in and of itself; rather, it may be used as the medium for any of the methods listed above. For instance, video can help you improve your SEO approach, email marketing strategy, and social media strategy.
What we commonly refer to as a “video marketing strategy” really just means using video into your overall marketing strategy in a thorough and purposeful manner.
Let’s take a look at a couple of these instances to see how video influences each of your marketing efforts.
Content Marketing/SEO
Since content marketing and SEO are two distinct entities, we’ve combined them here because video’s benefits for content marketing have an impact on SEO. The MVP of content marketing in 2021 is video. Most popular sort of marketing material in Hubspot’s 2020 State of Marketing Report was video, beating out long-time favourites like email, blogging, and infographics.
Also video can be used in a variety of ways in a content marketing strategy. For starters, making a video is a form of content marketing. Because releasing a video involves eventually distributing new content, video marketing is a subcategory of content marketing. Video, on the other hand, can be mixed in with other sorts of material. Embedding video content into blog posts is one of the most popular options. Viewers love having the opportunity to view something in addition to (or instead of) the written information. Also search engines favour video-supported publications.
Social Media Marketing
If you’re already paying attention to the social media landscape over the last several years, you’ve definitely seen that video is becoming increasingly popular on almost every site. “Older” platforms like Facebook and Instagram have begun to incorporate new video features, and their algorithms frequently prioritise video content. TikTok and Instagram’s Reels feature, for example, are the epitome of engaging video content. YouTube continues to rule the internet world, consistently ranking as the second most popular search engine after Google.
All of this is to imply that video should be a part of your social media strategy. Those that do not begin to experiment with video content will be left behind as the social landscape evolves. Here are just a few of the many figures about what video can achieve on social media . You need to see them before you give in to this concept.
- A video on social media brought in a new consumer for 93 percent of brands. (Animoto)
- Tweets with video receive 10 times the amount of interaction as tweets without video. (Twitter)
- By 2020, video will account for 15% of all Facebook content. (Source: Social Insider)
- YouTube has surpassed Facebook as the most influential platform on consumer behaviour. (Animoto)
Increased site traffic
Businesses who invest in video marketing are more likely to receive increased traffic to their websites. According to Wyzowl, video has helped 86 percent of marketers increase traffic to their website. 83 percent of marketers claim video has increased dwell time on their website. When you consider what it means to get even one additional visitor to your site every day, or to extend that person’s dwell time by just a few seconds, this is a big proportion. Each touchpoint provides more information about your brand and what you have to offer to your customers.
Lead generation
According to Wyzowl’s research, 84 percent of marketers claim video has helped them create leads. This is, once again, a huge thing. It’s easy to brush over statistics like these without considering what they signify for a business, but every additional lead represents a new potential revenue source for your company. The success of video in this field is most likely attributable to its dynamic nature. It’s simple to persuade a customer to watch a few seconds of video. Video provides you a better chance of capturing their attention than written postings or static images.
Brand awareness
One of the most essential tools available to marketers for increasing brand recognition is video. Consumers who have never heard of your company are unlikely to read or interact with your text or image-based material.
What do you think they’ll do? Watch a few seconds of a video because it’s appealing and entertaining, and it corresponds to how we’re conditioned to consume stuff online today. If you can maintain their interest over the initial few seconds, you’ll have a better chance of getting them to visit your website, follow you on social media, or just see more content in the future.
Even if they don’t make it through the first few seconds, you’ve captivated their attention, and they might remember your brand’s name, product, or industry afterwards. Marketers understand that generating awareness is the first step in attracting a customer, and video is arguably the easiest way to do it.
The simplest way to see for yourself is to get started on a production project (either DIY or with professional assistance) and track the KPIs that your digital marketing research is focused on. We’d love to see what you come up with.
