Why video content is essential in your digital marketing campaign

Why video content is essential in your digital marketing campaign

In today’s market, it is safe to assume that the majority of your target audience is online in some form, regardless of your specific business.  Not only do you want to reach that audience but you want to successfully connect with them.  Doing so is vital in turning someone from a potential customer to a paying one. 

Forbes noted a study done by Market Force, a consumer intelligence solutions firm, that found “78% of respondents said the posts by companies they follow on social media impact their purchases.”  With stats that high, you need to make sure you the content you are providing your followers is on point and connects with them in a way they prefer.

There are a variety of online platforms that you can use to connect with your audience but none may be as important as producing video content.  Another study, reported by Cisco estimates that “video will account for 80 percent of all IP traffic by 2019.”  To take advantage of that traffic, you must create video content that is of value to your customers.  They do not want to see fluff just for the sake of new content.  Instead, give them something that peaks their interest or leaves them wanting more information.  Some ways to use video content include:

Raise awareness of a social issue

  • Give viewers a behind the scenes look at your company
  • Provide an experience viewers wouldn’t otherwise get
  • Promote a new product line or upcoming event
  • Introduce company players to the consumer 
  • Provide tutorials or other guides to help your customers

Video allows you to impart emotion, tone and graphics in a way that text content cannot do.  Since video is arguably the most shared type of content so you want it to be a solid representation of your company and what is stands for.  When creating content, make sure the overall message resonates with your brand.  Going viral for a video that has nothing to do with your business or worse, sends a negative message can have lasting, detrimental effects on your business. 

When creating content, make sure it is part of your overall marketing strategy.  There should be a specific end goal in mind – brand awareness, generating leads, sales goals, etc. – and the video should be a means to meeting that goal.  Also, remember that with the improvement of smart phones and other technology, it seems also too easy to create a video.  However, for optimal content, make sure you invest in quality production. 

Most people connect on a visual level, which is why creating video content is such an amazing opportunity.  If you do not provide your customers with this type of content, you are leaving out a huge part of any successful digital marketing campaign.