How to Implement a Video Marketing Strategy

Did you know that companies that use video receive 41 percent more traffic than companies that don't? Or that social media videos generate 1,200 percent more shares than text and images combined? It's clear, more brands are incorporating video into their marketing strategies. This medium transmits lots of information in a short amount of time, helping you target profitable leads and drive revenue. It even serves as a powerful SEO tool, bringing more customers to your Web pages from search engines. Here's how to implement a video marketing strategy of your own.

Where to Use Video

Online video has been described as the "future of content marketing." You can use it across a wide range of platforms: embed it in your blog posts, for example, or share it on social media. A video can say as much as 10,000 words for every 1,000 words written down, so it's a quick and easy way to broadcast information to your customers. Research shows that 90 percent of all information that's transmitted to your brain is visual, and videos are processed 60,000 times faster than text.

The Popularity of Online Video

The amount of video on the Internet is staggering. More than 8 billion videos — that's a total of 100 hours of video — are viewed on Facebook every day. A further 10 billion videos are viewed on Snapchat. This trend isn't going away anytime soon, either. Experts predict that 80 percent of all consumer traffic by 2020 will be video.

What Topics Make for Good Video Content?

You can make a video about almost any topic. Most marketers use this technology to advertise their products and services online, though you could create an instructional guide or a product review. How-to guides and tutorials, product reviews and commentaries are among the most popular video types on YouTube, the world's largest video-streaming platform.

How to Create a Video Marketing Strategy

First, decide on the type of videos you would like to create. If want to generate more leads to your online store, videos that showcase your products are a good call. These should be short and snappy — research shows that audience engagement plummets the longer a video lasts — solve customer pain points and focus on your product's best features. 

Perhaps you want to create a product demo video with useful techniques on how to use the item. Again, these should be short enough to maintain a customer's attention. Twenty-seven percent of consumers said product demonstrations should last between 30 and 60 seconds, while 14 percent said these videos should clock in under 30 seconds. 

Other video marketing strategies include asking customers to share your content on social media platforms like Twitter and Facebook. This can expose your brand to a wider audience and result in an influx of new leads. Remember to create a video publishing schedule, too, where you can plan content over a series of weeks or months.

Consumers love videos. Four times as many customers would watch a video about a product rather than read about the item, while 74 percent of millennials find videos useful when comparison shopping. If you want to boost sales, improve customer engagement and enhance your search engine rankings, use this medium in your next marketing drive.

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