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Why Video Content is Essential to Your Digital Marketing Strategy

May 5, 2020

Gone are the days when having an online presence used to be an afterthought. The need for having a strong digital footprint is more than ever before. The number of businesses vying for buyer attention is increasing with each passing day. To make your business stand out from the competition, you need to come up with a powerful digital marketing strategy that focuses on critical areas. Content is the nucleus of any digital marketing strategy. Everything else revolves around it.

To engage your target audience, you need to create compelling and thought-provoking content. Earlier this would mean writing impactful blog posts and articles, however, times are changing and they’re changing for the good. More businesses than ever before realize that just posting interesting written content won’t help them tap into the true potential of digital marketing. To drive engagement, businesses around the world are including video in their digital marketing strategy.

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Video content types

Some video content types to consider include-

  • Testimonials

    What’s a better way of marketing your offerings than posting videos of real customers extolling the virtues of your products. Testimonials help build trust which is the key to customer loyalty. Whenever you hold a seminar or any other event, request attendees to record a quick 30-45 second video for your business. Posting video testimonials to different platforms such as YouTube and sharing it to your social media pages will help build brand value.

  • Instructional videos

    Instructional videos demonstrate a process, facilitate knowledge transfer, explain a concept in detail, or show how to do something. Whenever you launch a new product, remember to create instructional videos to ensure that your buyers have all the help they need when using it. Ask an employee to create a video that shows the product in use. If you have a service, record a video detailing how it works.

  • Videos sales letter

    A video sales letter is similar to an online sales letter with the major difference being its ability to provide a richer media experience. A video sales letter can be created with a PowerPoint presentation and audio narration. Video sales letters are usually embedded on landing pages that connect with an ordering device.

  • Behind the scenes

    You need to consider your customer stakeholders, not just buyers. To drive engagement you need to involve them and make them feel a part of your business’s extended family. To connect with your target audience on an emotional level, creating behind the scenes videos that provide a glimpse of your culture and operations. Relatable behind the scenes videos can help you develop your USP no matter how big or small your business.

  • Product demos

    Before buying a product or availing a service, many buyers would want to see it in action. To create value, create product demo videos that show the product in the best possible manner. When creating a product video, there are many factors to consider such as lighting and sound. A video production company can help you cover all the bases and present the product in a manner that encourages prospects to purchase.

  • Answering the million-dollar question: Why video content?

  • Increases conversion

    Video provides clear, actionable information helping buyers make informed buying decisions. Video makes a compelling pitch by cutting through the clutter, helping you get your point across without wasting any time. A study shows that viewers retain 95 percent of a message in a video compared to just 10 percent when reading it in text. In a separate study, 72 percent of the respondents said that they’d prefer learning about a product or service through video. No wonder around 87 percent of businesses use video as a marketing tool. Adding a product video on a landing page can increase conversion by a whopping 80 percent. A study found that around 74 percent of people who watch a product video buy it. It is not hard to figure out why video content clicks. The human brain is designed to transmit visual information. Videos contain moving images and have a low barrier to entry, ensuring that a)-the message being presented is processed quickly, and b)- sticks around for a longer time

  • Builds trust

    Trust is the key to customer loyalty. Impactful video marketing content can generate significantly more trust than blocks of text or infographics. A study shows that more than 50 percent of buyers feel more confident buying a product after watching a high-quality video on the business’s page. Stop trying too hard to sell. Instead, provide your prospects information that they’re looking for. Create videos that ignite emotions. Use promotional videos that address concerns regarding online fraud and cheating.

  • Helps improve Google ranking

    A study shows that having a video embedded on a website can increase the chances of the business ranking first in Google searches by up to 53 times. Videos help increase engagement. Your visitors spending more time on your website is a signal to search engines that it has quality content. To leverage your video content, use interesting titles and descriptions. Provide your visitors all the help that they may need for taking the next step. Link all your videos back to your website, products, and services.

  • Appeals to mobile users

    The future is mobile. A study predicts that around 72 percent of Internet users will use just their mobile to access the web by 2025. Around 90 percent of mobile users watch videos on their mobile devices. Mobile video consumption has grown by a staggering 233 percent since 2013. The number of mobile users is increasing with each passing day. You cannot afford to commit the mistake of entering the new millennium without optimizing your video content strategy for mobile. To engage your target audience, you need to come up with personalized mobile video campaigns. Tell compelling stories through your mobile videos.

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