2020 trends in Digital Marketing continue to point to all variety of Video Marketing trends for businesses. From YouTube to Facebook to web there are a hundred different ways to promote your business with video. With most companies now having a presence on the same social media platforms and interacting with their customers in similar ways, it is really getting difficult for small businesses to find a way to stand out.
Rather than using another block of text that your visitors skim while scrolling through their social media feeds and emails, try using a more effective method such as video marketing campaign to get yourself noticed.
Video marketing is engaging, visual and interactive. Once the province of big-size companies with large turnover and million-dollar advertising budget, video marketing campaign is now within the reach of small businesses too.
According to Cisco’s Visual Networking Index, by the year 2019, the overall consumer Internet video traffic will account for 80 percent of complete consumer Internet traffic, and this does not even take into account of video exchanged through peer-to-peer.
We have been working with YouTube and integrating video in to websites, social media, and email newsletters for awhile now. Working with partners like Sean Cannell and Video Influencers, we also find ourselves being exposed to high quality production, extensive use of other platforms such as Vimeo and Wistia, and a variety of video marketing strategies and tactics that have been helping our small business clients see rapid growth in lead generation and customer acquisition.
According to digital marketing experts, user-generated content will increase engagement and consumer trust and will ultimately drive sales. As a smart marketer, you may be a good storyteller, but customers can sometimes be more effective. The user-generated content can be more convincing and powerful. You should encourage your customers and fans to create appealing content. You can ask them for this by hosting contests, giveaways or by incentivizing involvement.
A video is considered to be the best platform to explain a concept or product to your audience and users. These types of videos are helpful, easy to digest and help people succeed in using your products and services.
Your happy and satisfied customers are your best advocates. So use successful stories to inspire your video content. This will be helpful for your customers. They will learn about the similar success they can obtain with the products or services.
We have always understood the importance of video within your website, especially because you can control the user experience, unlike YouTube where you may be at their mercy. This hasn’t changed, and the most effective video marketing strategies create a shared relationship with these two platforms which becomes your baseline. So most of the time you are going to start by creating your video, uploading it to YouTube, and then sharing it on your website.
Consistent branding and YouTube channel customization occur in 63% of the most effective business-oriented YouTube channels. 61% also embed their YouTube content on their website. This is like having 2 doors to your office and gives people multiple ways to watch the same video.
This allows you to engage your audience more because visitors are 10x more likely to engage, embed, share, and comment on videos than blogs or social media posts. Engagement is key. Plus, YouTube is the 2nd largest search engine behind Google, and Google owns both of them, so there is a definite Search Engine Optimization (SEO) benefit!
Similarly, your Landing pages are a digital storefront designed to push prospective customers through to your home page or your mailing list. Putting a video on the landing page creates an implicit call to action when customers click “Play” to view your pitch. It will keep their attention fixed on your content and make them more interested in your content.
While YouTube is king, and your website is your face to the public, it’s time to see past them on to other platforms as well. Not only can video no longer be contained just within your website and YouTube, but now it’s time to explore using that video content on multiple social media platforms in their native environment.
In 2016 though all major social media platforms are focused on accommodating video, and as video content becomes more common on these platforms they are handling it better than ever. Facebook is big on video. Instagram is big on video. Twitter launched Periscope for Live video and is now HUGE on video. See a pattern?
Unfortunately it’s not as simple as creating a video, uploading it to YouTube, and then sharing it on your website and social media pages. Each social media platform has it’s own user base, demographics, style and rules, and needs to be handled differently.
In utopia, (which as small business owners we hardly ever actually reach), we would market to different customer segments using different videos on different platforms all with the same unified message! Think about it, the mother of a 13 year old interested in Martial Arts is searching online differently than the 23 year old interested in fighting MMA. They are probably using different platforms as well, but ultimately they are looking for the same business! A single martial arts studio needs to market their business to each of them in different ways. Our job is to reach them where they are!
Don’t let it intimidate you though, try and crawl before you walk. Consider the audience you are trying to reach and who your target customer is. Start with your 80/20 rule. Now think of video content that is relevant to them that you could take on your own without much trouble. Maybe it’s showing them a DIY Oil Change. Maybe it’s video from the Kids Karate class. Someone wearing some of your clothes while cheering at a sporting event. Try and be creative, but don’t go crazy. Think value first. Help them solve a problem and further to see past that problem to the feeling they get when it’s been solved. Video allows you to show that much better than print. Up to 93% of all daily communication is nonverbal, and a smiley face only goes so far.
Once you start creating marketing videos, you will be hooked by this exciting and efficient strategy. So, incorporate them into your marketing mix to take your small business to the next level.