Maximizing Your Digital Marketing with Video

Recent studies have shown that more than 90% of video marketers find video is a crucial part of their marketing strategy. And while marketing captures several types of inbound and outbound efforts, video is particularly effective at driving the needle for digital marketing. Today, we plan to dive deep into what is digital marketing and how you can maximize its results with video.

What Is Digital Marketing?

To quote the basic definition, digital marketing refers to any marketing that is done in digital channels. This includes several subsets of marketing, like SEO, PPC marketing, content marketing, affiliate marketing, social media marketing, email marketing, online PR, and native advertising. A lot of people whose work revolves around these tactics might not have “digital marketing” in their job title, but the work they do contributes to an overall digital marketing strategy.

Why do you need a digital marketing strategy? Firstly, the business world is moving towards becoming digital day by day. While some businesses may be able to cling on to their brick-and-mortar shops and traditional marketing efforts, the average company in 2021 just can’t make that work without involving digital elements. Having a digital presence is important, and digital marketing helps to make sure that your online efforts work in your favor.

Secondly, digital marketing provides benefits that traditional marketing often doesn’t. It typically helps you connect to a wider and more targeted audience than you’d be able to do with print, out-of-home or even broadcast efforts. For these reasons, a lot of companies that call themselves more traditional still include digital marketing in their strategies.

How to Use Video in Digital Marketing?

Within the context of digital marketing, video is useful you can use video as the medium for just any of the tactics we mentioned above. For example, video can be used in your email marketing strategy, elevate your SEO strategy and your social media strategy, etc.

What we typically refer to as a “video marketing strategy” just means involving video in a considerate and deliberate manner in your comprehensive marketing plan.

Let’s discuss a few examples to talk about how video affects each one of your marketing efforts.

Content Marketing/SEO

While content marketing and SEO are two distinct entities, we’re combining them here because video’s advantages for content marketing affect SEO as well. In 2021, video is the most valuable player of content marketing. In a 2020 report, video was the most widely used type of marketing content, defeating longtime favorites like infographics, email, and blogging.

It is possible to use videos in many places throughout a content marketing plan. Just posting a video is also content marketing. Video marketing is a part of content marketing because posting a video is ultimately sharing new content. However, video can also be mingled with other content types, the most common option being to embed video content throughout your blog posts. Viewers often admire the option to watch something alongside (or in place of) the written content, and search engines tend to reward video-supported posts with better rankings.

Social Media Marketing

Had you been paying attention to the social landscape over the last few years, you would have noticed that virtually every platform is leaning towards video. “Older” platforms like Facebook and Instagram have started introducing new video features and often prioritize video content in their algorithms. Options like TikTok and Instagram’s Reels feature are the representation of engaging video content. Being the second largest search engine after Google, YouTube also continues to dominate the online space.

• All this is to explain that your social media plan should include video content. The way the social landscape is moving, those who don’t start experimenting with video content will keep lagging. If you need to see the statistic before giving in to this concept, here are a few:
  According to Animoto, more than 90% of brands got a new customer because of a video on social media.
• Tweets with video receive 10 times more engagements than Tweets without video on Twitter.
• In 2020, 14-15% of all Facebook content was video.
• According to Animoto, YouTube replaced Facebook as the #1 platform that influences consumer behavior.

Benefits of Video in Digital Marketing
Apart from the specific benefits, we shared for social media marketing and content marketing above, videos deliver many quantifiable benefits for businesses. Here are some of the benefits you can expect to experience after launching a successful video marketing strategy.

Increased Website Traffic
Brands that invest in video marketing are more likely to experience boosts in website traffic. According to Wyzowl, more than 80 percent of marketers admit that videos have helped them increase traffic to their website, and more than 80 percent of marketers say that video has increased the time people spend on their website. This is a significant percentage when you consider what it takes to attract even one additional person to your site every day or to increase that person’s activity time on your website even by a few seconds. Each touchpoint gives the consumer more details about your brand and what you have to offer to them.

Lead Generation
A report by Wyzowl’s also found that more than 80 percent of marketers admit that video has helped them in lead generation. This again is a big deal. It’s easy to be impressed by statistics like these without taking time to reflect on what they mean for a business, but every new lead is a prospective source of revenue for your business. The dynamic nature of the video is basically responsible for this success of video content. It’s easy to get a consumer to watch a couple of seconds of a video, which gives you a better opportunity of attracting them than you’d have with text posts or static images.\

Brand Awareness
Video is among the most crucial tools marketers have at their disposal to increase brand awareness. Consumers who are not aware of your brand are not likely to spend much time reading your brand’s content or engaging with your text or infographic content.

What are they likely to do then? Watch a few seconds of a video, because it’s interesting and enjoyable and is on track with the way we tend to consume content online today. If you succeed to keep their attention beyond the initial few seconds, even better; they may click through to your website, follow your social media account, or just be more likely to view more content in the future.

If they don’t make it past the initial few seconds, you’ve succeeded in capturing their attention, they may remember your brand’s name, product, or industry in the future. Awareness is the most crucial step in attracting a consumer, and video is probably the easiest way to make that happen.

The best way to examine these benefits for your brand is to get started with a production project and track the KPIs that your digital marketing efforts are focused on.