There is no doubt that digital video has become a major player in the marketing world, but surprisingly, many businesses are still not using it as a part of their marketing strategy. If you’re on the fence about whether or not to put the time, money, and effort into incorporating video into your marketing efforts, you’re likely asking yourself one or more of these questions:
- Does video marketing really work?
- Does my business need it?
- How can I make it ‘go viral’?
You’ve got questions, we’ve got answers.
4 reasons to include video in your marketing plan
Google loves video. Several years ago, Forrester Research published a study that demonstrated it was 50 times easier to get a webpage on the first page of a Google SERP (search engine results page) when it has a video. While that number has most likely lessened over time, the fact that Google’s search algorithm loves video has not changed.
People love (good) video. In fact, a survey by Animoto reports that four times as many consumers would rather watch a video about a product that read about it. But it’s important to be careful – 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.
Video drives engagement. You’ve heard the old adage that a picture is worth a thousand words? There may be something to it, because 73% of all U.S. adults are more likely to make a purchase after watching an online video that explains the product or service.
Video contributes to bottom line growth. According to Aberdeen Research, businesses that use video grow 49% faster year-over-year that those who do not. To that same point, ComScore found that consumers are 64% more likely to buy a product/service from a retail site after watching a video.
Adding video to your online marketing campaigns
Are you currently using video in your marketing campaigns? If you’re running commercials, the answer is yes! The key is to keep the momentum going online, because that’s where “virality” happens.
Today, many viewers watch live video while on social media. By making your commercial not just an ad but an opportunity for a social experience, you can take advantage of this behavior.
Here are a few tips to help you transform your commercial into a social experience that will drive engagement, boost branding, and give you solid ROI on your video spend.
Get on Twitter: If you do not already have a business Twitter account, it’s time to sign up. Reports show that Twitter-supported TV campaigns deliver a 50% greater ROI than TV-only campaigns. Further, Twitter reports that 95% of the public social conversation around TV happens on Twitter. So while Facebook may be your main focus, it may not be the best channel to connect commercials with social media.
Utilize Hashtags: Include a hashtag related to the campaign within your commercials as well as some calls-to-action to continue the conversation on Twitter, Facebook, or Instagram. Find other popular hashtags related to your brand or industry and jump into the conversations there in an attempt to attract more followers.
Strategize for a second screen experience: When building your commercial, be sure to take into consideration its life beyond the TV screen. Here are some important questions that must be considered from stage one:
- Is there any opportunity to continue the commercial’s storyline online?
- How will you get your audience to take their TV experience online – offer a free download, more video, a coupon, and/or a social media contest?
- What will the landing page look like if you’re sending them to a webpage?
- How will you capture their information and track leads?
Go both directions: While driving traffic from the commercial into the digital world may be your main focus, it shouldn’t be your only focus. Try sharing some snippets of the commercial on social media before it kicks off. This will engage your audience online and keep them engaged when they see it offline as well.
The bottom line
Digital video is a powerful marketing tool and should be a part of your marketing plan. Integrating a social media component into your video can effectively extend the life and reach of your video.
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside Maine.
At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference to each client’s unique marketing and business objectives.
With Ethos, you get more than a Maine advertising agency. You get a long-term partner whose goals are your goals.