Make video part of your strategy!

In the relentless scrolling that characterizes our media consumption, video is most likely to prompt us to stop and take a closer look. It’s like when, at a party, in the chaos of chatter and suddenly someone starts telling a compelling story and you, almost without realizing it, become hopelessly captivated. Similarly, the target audience you want to reach with your messages may also decide to momentarily stop their online browsing to turn their attention to you. How to convince them? By learning how to integrate inspired, well-crafted, and relevant content into your video strategy.

And it’s not just about getting your audience to give you some time, taking them away from enjoying other content. It’s about getting them to share your point of view and to find a match between your story and the viewers’ story, so that they continue frictionlessly along the marketing funnel you’ve created for them.

Why companies need a video strategy

A successful video strategy can significantly improve the customer experience and, in the long run, generate excellent business results. That’s why companies can no longer do without it.

1. Engagement

Videos have the power to engage and inform like no other content. When companies create videos that provide accurate information to address their customers’ problems or enact stories that can inspire and entertain them, they also improve their overall experience. 

Educational videos, product demos, and hands-on guides can simplify complex concepts and smooth the customer journey. In this way, by helping customers better understand their options, companies build trust and increase the chances of conversion. Product videos, in particular, can show a product’s features and benefits more effectively than text or static images alone. If customers see how a product works in a context of use, they can also imagine how it fits into their lives and are more enticed to complete the purchase.

On the other hand, by showing their world, their story, values, and projects brands create an emotional connection and invite the audience to participate in a common narrative. In this sense, video marketing provides a unique platform for storytelling. When customers feel a strong connection with a brand, they are more likely to become loyal advocates. Word-of-mouth referrals from satisfied customers can greatly increase sales and financial results.

Video content is inherently more engaging than text or static images. Customers are more likely to prefer watching a video than reading a long product description. By using video in marketing campaigns, companies can persuade customers to explore their offerings, stay longer on their sites, and interact on their channels. This increased engagement often leads to higher conversion rates and better financial results.

2. Personalization

A video strategy that incorporates automation and data analytics tools enables companies to create highly personalized content for different audience segments. Tailoring videos to the specific needs and preferences of different customer groups improves the customer experience. Personalized videos can provide relevant product recommendations, address specific pain points, and make customers feel valued. An advanced level of personalization not only improves customer satisfaction, but also increases the likelihood of repeat purchases and strengthens brand loyalty.

When viewers feel that a video directly responds to their particular interests and needs they are more likely to watch, like, share, and comment on it. Bounce rates are dramatically reduced and this increases the amount of time viewers spend on your website or social pages. Personalized videos can suggest related products or services based on a customer’s past behavior or preferences, creating opportunities for cross-selling and upselling.

Customers are more satisfied with their interaction with a brand if they receive content from it that is in line with their wants and needs, and on the other hand, satisfied customers are more likely to leave positive reviews.

When ads are tailored to individual preferences, viewers tend to perceive them as less intrusive or irrelevant. Personalization is an important differentiator within a crowded marketplace because it positions the brand as a trusted source of information and solutions and in doing so instills trust.

Finally, personalization enables companies to allocate resources more efficiently: by focusing on the specific needs and preferences of target audiences, marketing efforts become more cost-effective and yield greater return on investment.

3. Optimization

Optimization is about working on various aspects of a video to improve its performance, visibility, and user experience (videos posted on websites, social media, or video sharing platforms, such as YouTube).

Video optimization includes several key elements: quality and resolution; compression and file size (to achieve faster loading times and smooth playback on various devices); title and metadata (keywords, video descriptions, relevant tags, and categories to increase video detectability); thumbnails; video length and content; format and compatibility (different platforms have specific format requirements that must be adhered to for seamless playback); transcripts and subtitles (to improve accessibility); hosting and distribution (different platforms have unique algorithms and requirements); SEO and keywords (to improve the ranking of the video in search engine results); engagement metrics (e.g: analyzing viewing time, click-through rate, and viewer retention helps refine future video content and strategies); mobile (a very large proportion of viewers now prefer to access video content on smartphones and tablets).

Video optimization is an ongoing process that requires monitoring and progressive adjustments to stay abreast of changes in algorithms, audience preferences, and technological advances. By optimizing videos, companies can improve their online visibility and engagement, and boost their overall video strategy. Well-optimized video content can lead to higher conversion rates and have a direct impact on a company’s bottom line.

A well-executed video strategy where the creation, optimization, and multichannel distribution of engaging, informative, and personalized content has been carefully planned can significantly improve the customer experience. By harnessing the power of video marketing, companies can foster growth and build stronger, more profitable customer relationships. This improved experience, in turn, can lead to greater customer satisfaction and loyalty and higher conversion rates, all of which positively impact a company’s bottom line.

Using video within a marketing strategy: some data 

With the ability of video to deliver timely messages to a vast audience, to emotionally engage audiences, and to deliver information effectively, it’s no wonder that companies of all sizes are designing increasingly comprehensive and accurate video strategies.

Want further confirmation of the crucial role played by video throughout the consumer journey?

Here are some facts.

Attracting your audience

When it comes to attracting new customers, nothing beats video content. By combining images, sound, graphic effects, and animation, the narrative becomes dynamic and compelling, and far more powerful than simple static images or daunting “walls of text.” This is confirmed by the 84% of marketing professionals who use video to generate leads, according to Wyzowl.

Also according to 85% of marketing professionals surveyed by Animoto, videos are the most effective tactic for attracting attention online. They are also the preferred way for consumers to explore new brands (from which they later decide to buy). Google also comes to the same conclusion, with even more resounding numbers referring specifically to Youtube: more than 90% of people use videos to discover new brands or products.

Engaging new contacts

To engage new contacts, all that remains now is to focus on developing authentic connections, through social media channels or email marketing to strengthen the relationship with your audience. Video is great at this stage because it is perceived as authentic by viewers, who actively use it to learn more about your organization. Employ it to solidify the foundation for lasting engagement by avoiding making viewers feel compelled to make a purchase. Wyzowl research also supports these claims:

• 86% of marketers acknowledge that videos have helped them increase traffic to their website.
• 83% of marketers say that videos have increased dwell time on their website.

Cultivating potential customers 

Now that your videos have attracted attention and converted your leads into customers, it’s time to enrich a relationship that is still very young and very fragile. At this stage, your goal is to keep the connection with your customers vital and reassure them that your products and services are the solution to their needs. Avoid 1990s advertising posturing by insisting on exclusively promotional messages and instead, use your videos to solidify the relationship with your audience by focusing on authentic content. Sincerity and “selfless” engagement pay off, you’ll see.

• 94% of marketers say videos have helped increase users’ understanding of their product or service. (Wyzowl)
• Viewers can memorize as much as 95% of a message when they get it via video. (Social Media Week)

Conclude sales and negotiations   

Through video, viewers can observe your product or service in action and resolve any doubts about its real-life application. An effective video strategy answers potential questions, overcomes possible objections, bridges the gap between interest and purchase, and helps close sales by supporting the sales team in the final stages of their negotiations.

• More than half of buyers say that online videos helped them decide which specific brand or product to buy. (Google)
• While 84% of people say they were convinced to buy a product or service by watching a brand’s video, 78% of business professionals say videos directly helped increase sales. (Wyzowl)

Promoting loyalty  

Many companies forget to interact with customers after the first purchase. What they should do instead is promote their loyalty by ensuring a seamless post-purchase experience. Through video at this stage, the brand must make itself ready and provide all the insights needed for customers to get the most out of their new product or service. A video strategy will then have to manage all touch points in a way that supports the goal: to build the relationship and nurture trust. Once again, statistics capture the success of video content:

• For 93% of consumers surveyed by Animoto, videos with post-purchase instructions and tips are extremely useful.
• 43% of marketers contacted by Wyzowl say videos have reduced the number of support calls they receive from customer service agents.

A future-friendly video strategy 

In a world where the customer’s journey is now primarily digital, the imperative to make video an integral part of your marketing strategy could not resonate more loudly. The power of video to engage, inform, and emotionally connect with your audience is unmatched. It’s not just a trend, but a fundamental shift in the way companies communicate and connect with their customers.

By designing and implementing a video strategy, you not only adapt to changing consumer habits but also gain a competitive advantage. Videos offer a superior experience because they can deliver complex messages in a simple, engaging format. Whether you want to increase brand awareness, increase the number of conversions, or foster customer loyalty, video is the tool that can help you achieve these goals.

In addition, the data-driven insights provided by video analytics allow you to continually refine your strategy. You can tailor your content for specific audience segments, measure engagement, and adjust your approach based on real-time feedback.

There is only one conclusion: if you have not already adopted video as a central element of your marketing strategy, now is the time to do so. Video isn’t just an option, it’s a necessity. It is the key to capturing attention, building trust, and achieving outstanding results in the expanding digital marketplace. Your audience is waiting to be engaged, informed, and inspired. What are you waiting for? Make video part of your strategy!

Babelee

Copywriters, video creators, digital marketers and developers: this is who we are! Young, passionate, geeky and very keen on media and technology. Fancy to meet the team? Contact us or submit your cv, we love talented people.