Thought Leadership Monday Mashup: Advertising & Marketing Videos


In more ways than one might imagine, marketing and advertising underscore why inbound marketing has been a go-to method of marketing for years now. If you are looking into video as a marketing strategy, but need a bit more clarification, read on.

Video Marketing solidifies your online presence whilst building deep and meaningful relationships with your customers. It adds a personal touch to your brand whilst increasing your conversions!—Lilach Bullock

Why video marketing is working right now.

First and foremost, inbound marketing seeks to add value to customers' lives, propose reasonable solutions to their problems, and make sure that content is entertaining all the while. Blogs, eBooks and other content marketing generally seek to educate users and inspire them to learn more.

While every content marketing campaign should inform with an intelligently mapped out content strategy, in order for your videos to catch on, they need to be both engaging and targeted to the right people. Period.

Tough Love Moment—Your videos need to be both engaging & targeted to the RIGHT people. Period.

[click to tweet]

A video that's engaging but targeted to an uninterested audience will be just as hampered from the start as properly focused yet ultimately uninspiring videos. You need both boxes checked to successfully attract customers. In fact, more of the customers viewing your videos prior to your first call or their first purchase, they are better qualified to move to the next step of the purchasing process.

That's probably why 93% of B2C marketers use video for online marketing, sales, and communication while 96% of B2C companies have or plan on incorporating video into their content marketing soon. Another reason that such a high percentage of all marketers are embracing video is that it's an effective means of enhancing everything from lead generation and brand awareness to online engagement and user-generated content.

Affordability meets wide applicability with video marketing.

Marketing and advertising videos marry education and entertainment while boasting a few other advantages over their outbound marketing brethren (e.g., the TV ad). The video marketing used within a comprehensive inbound marketing approach allows for more nuanced targeting and customer segmentation.

Videos can attract a different audience, one that might not want to take the time to read a white paper or an article.—Brick Marketing

Video marketing enjoys two additional game-changing advantages over purchasing TV ad time slots—video marketing is much more affordable. Secondly, video marketing assets can benefit from and work with your other inbound marketing efforts.

The affordability advantage is obvious—small businesses can rack up ad impressions more affordably and efficiently by incorporating marketing and advertising videos into their inbound marketing strategy versus splashing out money on TV ads that may, or may not, be seen by their target audiences.

Wide inbound marketing applicability.

On the second point—video marketing can engage your followers on social media, entertain your blog, and email marketing campaign subscribers, while keeping them abreast of the latest news. Or used in a more targeted fashion on YouTube—used to entice potential customers in the direction of your products based on their online behavior, current location, or demographic profile.

You know that just the concept of video marketing is hot right now when simply adding the word "video" to your email marketing campaign's subject line increases the open rate by about a fifth—plus more videos were viewed on smartphones and tablets in 2015 than ever before—and over 90% of these mobile video viewers make it a point to spread the love by sharing videos on social media!

When you engage with your fans on Twitter and Facebook, it makes them all the more likely to notice when you have a new video up… and share it with their friends.—Megan O’Neill

Adding a video to your website has also been shown to increase your chances fifty-fold (that's one more than 49) of obtaining page-one status on the main search engines like Google and Bing. At the same time, deploying branded videos via your social media marketing campaign can increase customer engagement and get more people checking out your products and services.

Lastly, YouTube is the second-largest search engine (after Google, which owns YouTube) and the third-most-popular social media site in the world, why wouldn't you want to promote your brand with advertising videos? Better yet, you can market specific products to receptive audiences in your area to ensure that your marketing dollar efficiently translates to boosted sales.

YouTube allows you to target your video advertising efforts around demographic groups, interests, topics and even keywords for better results. All of this ensures that your videos are more relevant and engaging for potential customers who tune in—fostering customer engagement and trust.

Not to mention how customer engagement and establishing a mutual trust are two of the most critical overriding factors for success in video marketing campaigns.

Why is that?

When customers feel like you have their values at heart and their core interests in mind, they're likely to trust your brand more, be engaged while watching your videos and consequently become brand advocates.

More than 150 million people view videos online every year, most of them ripe to hear your business’s pitch if you produce and market your video effectively.—Vern Marker

While engagement and trust are cornerstones of any video marketing campaign, realize that you can achieve both in a variety of video marketing contexts: Explainer videos can, believe it or not, come off as entertaining—and webinars, done right, can be just as captivating as brand-building micro videos. Start creating today.

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Suggested Links

How to Video Marketing: Tips for Start-Ups

Interactive Design and Online Video Marketing Strategy

Trends in Video, Mobile and Social Media Adoption

The Top Ten Best Practices for Corporate Video Production

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Topics: Video, Thought Leadership, Marketing, Inbound Marketing, Advertising, Video Marketing

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