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Using Video to Speak to Consumers
  • 07 September 2017
  • Daniel Vahab

Using Video to Speak to Consumers

More and more small business owners are using video to speak to consumers. By leveraging the latest advancements in technology, you can find new and exciting ways to engage with your target audience on a deeper level.

According to industry trends, businesses are producing and promoting more video content than ever before. Companies publish an average of 18 videos per month and have 293 videos in their libraries, according to a Vidyard infographic. Even if your small business doesn’t have the time and resources necessary to produce this kind of volume, you can still make valuable, genuine connections with your audience through quality, targeted video content you are able to create.

Here are four activities you should consider using video for to help you reach consumers.

1. Marketing opportunities

With the rise of the mobile revolution, customers can now watch videos any time, anywhere—across various platforms. As consumers are engaging with mobile video content on a daily basis, marketers are gaining new opportunities to leverage video ads—which can be displayed before, during, or after featured content. Overall, video provides you with a variety of new, targeted outreach opportunities.

2. Conversions and sales

When videos perform well across social media platforms, consumers pay attention. A 2016 study by Brightcove found that 46% of consumers "have made a purchase as a result of watching a brand video on a social network."

There are a variety of ways you can use video content to boost sales. Many businesses large and small are leveraging video to describe exactly how a product or service works. These types of tutorials share an inside look into your company and can help to pique a prospective buyer's interest, while keeping current customers engaged.

Leveraging video content across social media platforms allows you to interact directly with your customers. Monitor people’s reactions to these posts so that you can tailor future videos to your target audience and the specific platform.

3. User experience

Get the most out of your investment of creating video content by looking for different ways you can reuse video content. Also keep in mind that the optimal length of a video will vary depending on the platform – Twitter users’ attention span will be shorter than someone visiting YouTube or Facebook. While you’re likely to display a video on your main website to give visitors a powerful first impression of your brand, you can then ask yourself: Where else can I use this content to drive a strong impact? You may choose to use a video clip to complement a written blog post or include within a PowerPoint presentation for a client meeting. Use video assets to tell a more comprehensive brand story and provide a more engaging customer experience.

4. SEO ranking

Want to rank higher in Google search results for relevant keywords? Relevant video content that you’re hosting directly on your site (vs. linking off to YouTube) can be a strong ranking signal. Your video should have a meaningful and concise title and file name to help search engines find and index the content. Be sure to populate any and all text fields for video content as opportunities to include additional, powerful keywords, as well as any associated transcripts. An added bonus? Social users tend to like and share video content more than any other media, and this engagement helps to further boost your SEO score.

Are you using video to speak to consumers? Whether you are conducting a product demo or just reminding consumers about your latest promotion, video can be an invaluable resource in your marketing and advertising efforts. Engage with your target audience in exciting new ways, while also gaining enhanced insights into your key demographics.

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