What you should know about Video Marketing
For companies of all sizes, video marketing has become an integral component of a successful marketing plan. Consumers like to interact with businesses that offer visual appeal and engaging content in today’s digital age, and video marketing delivers both.
Videos are a practical approach to conveying your brand’s message, highlighting your goods or services, and establishing an emotional connection with your target market. Businesses can use video marketing to boost brand recognition, lead generation, and conversion rates.
Video marketing is now easier to use and more economical than ever because of the prevalence of social media and video-sharing websites like YouTube, Vimeo, and TikTok. In this piece, we’ll look at nine little-known but unforeseen advantages of video marketing.
Improving SEO
Your efforts at search engine optimization (SEO) can be strengthened by video marketing. A Forrester Research study found that videos have a 53 times higher chance of ranking on the first page of search results than text-based content. As a result, you may raise your website’s rating and increase traffic by making videos that are search-engine friendly.
When it comes to combining SEO and video marketing, there are several strategies you can use to maximize the benefits of both. For example, you can optimize your videos for search engines by including relevant keywords in the title, description, and tags. In addition, you can embed your videos on your website and share them on social media to increase visibility and drive traffic.
Increasing Engagement
Engagement with your audience can also be increased through video marketing. 40% of marketers claim that helping customers understand their products and services is the main advantage of producing video content, according to HubSpot. It is more likely that people will act and make a purchase by making exciting videos that highlight your goods or services.
Building Trust
Building trust with your audience can also be facilitated through video marketing. For example, you may position yourself as an authority in your business by producing videos highlighting your skill and knowledge. The videos can be personal to the customers’ specific needs and requirements, therefore encouraging them to become more loyal to business activities. By doing this, you can increase audience trust and the likelihood that they will choose your company over rivals.
Creating Emotional Connections
Additionally, using video to engage your audience emotionally might be beneficial. You may establish a stronger connection with your viewers by making videos that tell a story or elicit a feeling. This can foster brand loyalty and raise the probability that people will suggest your company to others.
Enhancing Brand Awareness
Brand recognition can also be improved with video marketing. You may make a more lasting impression on your audience by creating videos that embody the character and values of your brand. This can assist your company in becoming more well-known and top-of-mind to your audience when shopping for goods or services in your sector.
95% of the 528 respondents said video marketing has helped them raise their brand awareness, demonstrating the direct advantage of utilizing this marketing strategy.
Increasing Social Shares
More social shares can also be achieved through video marketing. Social video generates 1200% more shares than text and image material combined, according to Brightcove. You can enhance the possibility that your audience will share your material with their followers and expand your reach by making shareable and valuable films for your audience.
Improving Conversions
Conversion rates can be raised with the aid of video marketing. Wyzowl reports that 84% of individuals said watching a brand’s video persuaded them to purchase a good or service. You may boost the likelihood that your audience will take action and purchase by making influential films tailored to your audience.
Saving Time and Resources
Time and money can be saved by using video marketing. You may reduce the time you spend on content creation while still providing your audience with valuable and exciting content by producing videos that can be reused across various channels and platforms. Moreover, video marketing can decrease the need for customer support by offering how-to and educational videos that address frequently asked issues and concerns.
Improving Customer Retention
Moreover, video marketing can increase client retention. You may boost client retention and lower churn by producing films that demonstrate your goods or services and offer suggestions and guidance on using them successfully. Additionally, video marketing can foster a feeling of community around your brand, increasing the likelihood that customers will engage with and return to your company.
Video marketing has several advantages besides raising brand recognition and engagement. Businesses can boost their SEO, establish credibility, forge emotional connections, increase social media shares, boost conversions, conserve time and money, and increase client retention by utilizing the power of video. Businesses that adopt video marketing will prosper as it continues to gain popularity.
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Importance Of Case Studies To B2B Business
Ratings, reviews and word-of-mouth play a very important role in B2C consumers’ decision-making. In similar ways, B2B clients bank on case studies when evaluating potential vendors they will work with.
Case studies are a collection of a business’ previous work that serves to exhibit their problem-solving capability. You can showcase various analysis and solutions that you have done for your previous clients.
More than just listing out your capabilities, case studies present actual numbers, details about the problem, and the value your business delivered. Including clients’ reviews or testimonials can also enhance the reliability of the account and act as a social proof to your services.
As a B2B business, here’s why case studies deliver value:
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Showcase your services
Case studies can give potential clients a clearer idea of what you can do and achieve beyond your specified job scopes or products and services. This is also done by adding a layer of realistic and contextual background to the information you are presenting.
Overall, case studies would help your potential clients go through their consumer journey, which for B2B businesses, often centres around vendor evaluation. By providing enough information and content, you would make your capabilities more apparent and make it easier for them to do their due diligence, giving them greater ease and all the more reason to choose you over others.
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Increase your credibility
Case studies offer greater credibility as they are written around real-life experiences and proof of your work, not just hypothetical anecdotes. With real, measurable performances and results, you are able to back the ‘promises’ your business makes with concrete evidence.
In addition, case studies can act as industry peer reviews where your clients can see how you solve similar problems that are particularly relevant to them. By incorporating direct quotes from your clients, you can benefit from this ‘word-of-mouth’, which is significant in boosting businesses’ credibility.
Such quotes convey your previous clients’ satisfaction with the results, because not only did they use your services in the past, but they are also pleased enough with your work to be included as a case study. These client relations can also serve as leverage to your business, especially if you worked with well-known clients whose apparent success can easily vouch for your performance.
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B2B storytelling
B2B storytelling might differ from the usual emotional and people-focused B2C storytelling, but many of the traditional storytelling principles still hold. At the core, you would want to explain the process of service delivery. You can show your thought process, the factors you considered and how you ultimately achieved the final solutions.
Furthermore, your previous customers can act as the subjects of the story, with whom your potential clients can identify and resonate. Instead of being all formal and filled with “hard facts,” you could insert some components of the emotional and experiential journey. By asking accurate questions that really speak to their concerns and challenges, they might see themselves in your previous clients and recognize the value that they can get by working with you.
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Content marketing
Case studies can certainly bring many benefits as a part of your content marketing strategy. You would be publishing original content that are specific to your business and cannot be easily replicated by your competitors.
While putting together a case study can require great effort, the main case study can be reused and repurposed in other forms such as: tips, interviews, articles, presentations or trivia facts, over an extended period of time. Together, using case studies as part of your content strategy can increase brand awareness as well as search engine optimization (SEO).
Things to watch out for when putting together your case studies:
- Don’t make it about you
Yes, you are essentially showcasing your capabilities, but you should shift the focus away from what you did to save your customers, to what you did to support them. Place the focus on them and how they successfully thrived with their efforts as well.
By positioning your customers as the hero of the story, you would empower them by making them feel and look good, a positive response you would want for your marketing strategy. Moreover, recounting the story from your customer’s perspective will definitely lend greater weight to your customer reviews and the overall case study.
- Clear delivery of the message
While you want them to stay interested, you have to be direct and straight-forward in conveying your points. You should present your information in ways that are easy-to-read or easy-to-digest, which is done by using attractive visuals, design and simpler language, instead of jargon-heavy big chunks of text.
Including clear infographics and headings/sub-headings can definitely help readers grasp the flow of the case studies (before and after; from problems to suggestions to results) better.
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