4 Ways to Use Video Outside of TV Advertising
What comes to mind when you think of videos for marketing? For most, their first thought is of a TV commercial, but in reality, videos can be used in ways that will garner a much better return on your investment. They also provide an incredibly impactful way to communicate your brand story. There are a multitude of digital marketing channels available to you for video promotion, but let’s talk about the top four.
1. Your Website
This may seem like a little bit of a no-brainer, but a lot of people forget to use their websites to their full potential. Plus you don’t want to fall behind the technology wave, and online video now accounts for 50 percent of all mobile traffic. While video anywhere on your website would be beneficial, there are a couple of places where it is especially helpful. The first way you can use video on your website is to include it on the landing page for a new product, app or service. This is a great way to introduce that new item to the public, and shoppers who view a video are 1.81 times more likely to make a purchase than non-viewers. Secondly, it’s useful to post your video on your blog because then you can use it to push both organic and paid traffic back to your main website. The longer you keep people on your website, the better chance you have of making a sale and enhancing audience engagement. Sites that include video have, on average, an extra two-minute dwell time compared to sites that don’t.
2. Social Media
Speaking of organic traffic, social media is one of the first places you want to use to promote that awesome new video. Videos are often the most memorable form of content for your audience which means they are more likely to remember you when the time comes and they need your services. Not only are pictures and videos more likely to catch your audience’s attention, but they will also get more engagement. Visual content is more than 40 times more likely to get shared on social media than other types of content. The more engagement you get the better because when it comes to social media, it means more people are seeing what you can do for them. This passive form of lead generation helps you use your time more efficiently.
3. Paid Advertising
As much as you might not want to hear it, paid digital advertising really is an important piece to your marketing strategy. And with algorithm changes from companies like Facebook and Google, the need for digital advertising is only going to increase. This is a great place to incorporate video into your strategy. The digital video advertising market in the US is expected to nearly double by 2019. Part of the reason for this growth is the ongoing shift toward mobile viewing. A lot of the reasons why video works so great for paid digital advertising falls in line with why it works well in social media, but with an added bonus. Paid social leads to 25% more conversions than organic social. Combine that with the increase in engagement you will already see because you are using video instead of text, and you are getting a lot more bang for your buck.
4. Events and Presentations
We have all sat through that presentation, whether at a meeting or conference, that felt like the speaker had been replaced by the teacher from Ferris Bueller’s Day Off. It’s not fun. Presentation skills aside, visuals can make all the difference to your audience. And when you consider that a picture is worth a thousand words, that means a video is worth a million. Condensing the information that would take you half an hour to present into a three-minute video leaves you the time to create a better and more interesting presentation. This creates a more satisfied and engaged audience.
These are just of few of the ways you can use video to tell your story. By embracing and incorporating video into your digital media strategy, you set yourself up for more success and a wider audience reach.