Things You Need to Know About Video Marketing

video marketing

Edan Gelt: Marketers are often hesitant about using video in a marketing campaign. The medium is often perceived as an expensive form of advertising, used for major brands with large marketing budgets.  However, to overlook the power of video and overestimate the actual expense puts any business moving into the future at a disadvantage.

GENERATES ATTENTION

Your target market is viewing videos all the time. Statistics have shown that 92% of all B2B prospects watch online videos on a continual basis and Youtube has more than 4 billion views every day (Bytemobile Mobile Analytics Report).

Smart businesses use video marketing as a tactic to improve consumer engagement by including videos in emails, which increases click-through-rates and enhances conversions when the video is added to a landing page.

According to Twittter, videos and photos receive the highest number of shares. The videos have more impact because they entertain, they have a viral potential, they require little reflection of the brain and can be used to educate on a subject.

One study found that 58% of consumers had more confidence in companies that produce video content.  By 2019, video content will be the driving factor behind 85% of search traffic in the U.S. – AMA

SEARCHABLE

Customers who are searching for your products and/or services will likely search through the listings on Google. 70% of the top 100 search listings on Google are video results. In order to make your site rank higher on the results page, you can share your videos on social media, post them on blogs and embed the videos into your website.

Founder of Facebook, Mr.Zuckerberg has noted that Mobile Devices and growth of video on Social Media as two of the most important trends happening today.

Data backs up this idea: Video ad types will boom 184% from $9.9 billion to $28 billion in ad spend – making them the fastest growing ad type within 2 years.

CONVINCING

Videos offer marketers the opportunity to use both sight and sound to connect with their target audience storytelling. Invoking emotions in your target audience is an effective method that results from showing images, which connect hearts and minds with your product or services.

The general trend will be toward short, digestible videos with a strong story with compelling message.  Most video consumers want short and to the point, they don’t have time for more than a minute or so so a quick hit is all that is needed to determine whether a consumer is interested in investigating your product further.

Snapchat is founded on the short video premise and we are seeing short-form video content infiltrate other platforms like Instagram and Facebook messenger.

MEASUREABLE

One of the most beneficial things about sharing a video on social media sites such as Facebook and Youtube is that you can keep track of the number of people who have actually viewed your video and shared it.  This creates an effective channel to measure the results of specific campaigns and help you determine which videos have translated into effective marketing and increased sales.

COST EFFECTIVE

Videos stay on Google for an extended period of time. Compare that to TV where you pay per placement – one and done.   Native video content usually stays online and reduces your overall spend over time.

To start, you don’t need fancy video equipment or a professional videographer to get in on video marketing.  In fact, a smartphone is enough; the organic quality might actually help you relate better to your target market by just being real.

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What is Retargeting and How Does It Work?

Have you ever looked for something online to later find the thing you were looking for following you everywhere on the web?  I remember the first time this happened to me, I thought it was a coincidence or maybe a “sign” that I really should purchase that skirt, those cool shoes or take my kids to that cool new play zone.

The ads weren’t a coincidence but instead, directed directly at me based on my Internet activity.  The process is called Retargeting and it is one of the more effective digital advertising channels.

How Retartegeting Works

A small piece of code (also called a pixel) is inserted in a web page, landing page, or email.  The user does not see the code but the cookie-based, java-script technology secretly follows the user around the internet and serves up ads based on behavior.

The most unique aspect is that the code can be delivered based on the buyer’s behavior.  If a potential customer visits your site, loaded up a basket and didn’t check out, the item(s) can follow the customer around.  Or if the potential customer just looked at an item on your site, you can still serve up ads.  The code is customizable based on consumer behavior.

Retargeting Ads Edan Gelt
Retargeting Ads Edan Gelt

Retargeting is extremely effective because it serves up targeted ads to a market that has already shown interest in your product or service.  This makes retargeting ads more effective than other digital channels based solely on demographics.

Interested in creating a retargeting campaign?  Reach out on Linkedin.

By:  Edan Gelt, MBA, CMD

With more than 20 years of diverse marketing experience, including more than a decade at Harlem Irving, Edan Gelt has an extensive capability in diverse marketing mediums across various industries, offering insight on marketing strategy, research, public relations, advertising, special events, social media, direct marketing, branding and more.

Edan Gelt holds a Bachelor of Science degree in Marketing from Elmhurst College and an Executive MBA degree from the University of Illinois.