Why Video Needs To Be Part Of Your Marketing Strategy

why video needs to be part of your marketing strategy

Everywhere you look, people are watching video content. On their phones, tablets, laptops and TV. It’s been a fixture of our lives for so long, but now the technology to play it means that we can watch videos form pretty much anywhere. This is an unmissable opportunity for marketers to get their message in front of potential customers. In comparison to other marketing channels, online video is up to 600% more effective, according to Diode Digital.

As a marketing tactic, video has moved from a nice to have, to a must-have.

A Vital Part Of A Content Strategy

Google is the undisputed leader of search engines but do you know what the second most used search engine is? It’s not Bing or Yahoo, it’s YouTube. You can’t afford to neglect this platform when it comes to your content marketing strategy.

Video can encompass a lot of content including product information, reviews, case studies, webinars. They don’t just have to live on YouTube either. You can use video on landing pages, blog post and emails.

An industry study by Smart Insights found that:

  • 92% of marketers consider video an important part of their content strategy.
  • 88% said that video results in a positive ROI.
  • By the end of 2021, the average person will spend 100 minutes watching online each day.

This is further backed up by research from Impact that showed that video generated 1200% more shares than both text and image put together. Even the mention of the word ‘video’ in the subject line of an email increased open rates by 13%.

How Do You Measure The Effectiveness Of Video?

When it comes to video, you are looking at engagement figures when it comes to generating results. This can be in the form of views, comments, likes and shares. A well-produced video with an optimized description will do very well in terms of SEO.

On YouTube, the following factors should be looked at when assessing the effectiveness of your video content:

  • Views: Total number of times the video has been viewed.
  • Shares: How many times the video has been shared on social media.
  • Audience Demographics: This will tell you if you are reaching your target audience. YouTube will tell you the locations, gender and age group of your viewers.
  • Traffic Source: How do people find your videos? This feature can show if the traffic came directly, through a search engine, or a referring site. You can then adjust your campaign.

Key Takeaways

Video isn’t going to go away any time soon. In fact, it is only going to increase and become the marketing channel of choice.

People use video to both entertain and inform. If you are yet to incorporate video marketing into your overall then you are risking your competitors getting the jump on you and targeting your ideal customer. Don’t feel that you have to produce Hollywood movie standard content. There are tools out there that let you produce good quality images with little experience or budget.

With over 9 years of search marketing experience, Sandra is cross skilled between PPC and SEO. Her experience in search spans across different verticals including Technology, Retail, Travel & Automotive.