Cut through the noise with video

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Video is a powerful marketing tool. There is no stopping the rise of video consumption, and when it comes to marketing, it is an effective tool to engage your audience.

Consumers are busy and every day they are flooded with promotional messaging, so they need content that is easy to digest. That is where video comes in; it is engaging, entertaining and a quick way to get a message across.

According to HubSpot, 78 percent of people watch online videos every week, and 55 per cent view them every day.

No matter the size of your business, video is a valuable supplement to your written content and an important asset in your digital marketing strategy. And it does not have to be expensive. Pause for a moment and make sure your strategy is making the most of the medium.

What are the benefits of video?

Video marketing uses videos to promote and market your product or service, increase engagement on your social channels and educate your customers.

By integrating video into your content plan, you can remain competitive and use it as a tool for accomplishing your goals.

HubSpot Research found more than half of consumers are interested in watching videos from brands they support. Many of today’s consumers want to be entertained with content that is fun, eye-catching and easy to consume.

Even small businesses with tight budgets can find a way to start making video content because it doesn’t cost nearly as much as it used to. The smartphones in our pockets can shoot high-quality videos.

In fact, there is a demand for rawer and more authentic video. According to HubSpot Research’s study, consumers prefer lower quality videos that are authentic over high-quality videos that feel artificial.

How do I make my videos count?

Adding video to your website is a good starting point. Google’s algorithms are increasingly prioritising websites with video content.

YouTube is the most widely used platform among video marketers. By uploading videos to a third-party platform like YouTube, then embedding them on your site, you avoid slow page load times caused by self-hosting.

When uploading your content, make the most of SEO to boost your site’s ranking on relevant searches. Use compelling and relevant titles and descriptions with keywords. And do not forget about the tags and filename.

Remember to leverage your social channels. Facebook is another leading video platform, where more than 4 billion video views take place every day. Whether you upload video to your Facebook business page, use Facebook Live or Stories, or create a targeted video ad, make sure your story comes through on a small screen.

Add captions

Remember, most Facebook videos are watched with the sound off, so use captions where needed.

Video can also provide a boost to your email marketing. People’s inboxes are in overdrive and having the word video in your subject line can break through the noise and spark their interest. It is shown to boost click-through rates and lower unsubscribe rates.

But use videos wisely. Make sure they are relevant to your target audience and add value to your email. Most email providers do not support embedded video, so create an enticing graphic to represent the video and link it to the page your video is on.

Creating a video for your brand certainly requires a bit of time and effort. But you can get started with photos and video clips you already have on your website and social media, or even use stock imagery.

Video is becoming an essential supplement to all-important text-based content. It’s time to set a marketing plan in motion that includes video.

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James Heffield
James Heffield
Director of Bay of Plenty marketing and public relations consultancy Last Word. To find out more visit www.lastwordmedia.co.nz or email james@lastwordmedia.co.nz.

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