Thanks to the capabilities of technology and the internet, marketing approaches, strategies and tools have evolved significantly. Where once a marketing strategy was orientated around a ‘brochure’ type website and minimal targeting, it has now evolved to the point where you can alter your website on the fly and provide potential prospects with specific content offerings that reflect where they are in the buyer’s journey.
At the same time, however, the internet has also created a marketing playground that has become crowded with people and noise. Marketers now have at their disposal an array of digital channels through which they can distribute their message to potential prospects.
Consequently, In today’s marketing world, it’s hard to be original, or worse still - to be heard. Customers know that some marketers are regurgitating material; and while there will always be ‘evergreen’ content, we’re entering a time where you need to go a step further to capture today’s prospects.
In the age of the consumer, education and authenticity are king.
And, with the average user reading as little as 20% of your web page, this represents a challenge for your business to make its mark in as few words as possible, or as interactively as possible.
And that’s where video comes in.
This blog will explore the benefits of video marketing and how it can be utilised by your business to capture the fleeting attention of the modern and digitally-enabled prospect.
Why use video marketing?
It’s important to appreciate the value of video marketing: video combines both; interactivity and authenticity to create more expressive content. There’s always ‘talk’ about ‘expressing’ your brand, but words are limited in the sense that they’re static, and highly dependent on someone investing the time to read them. Video on the other hand, is dynamic and less demanding of our cognitive capabilities.
Think about it: when presented with either a book or a movie adaptation of the same book, many will flock to the movie option as it’s easier to digest at the initial stage.
Of course, text-based content still has a role to play. Video, however, gives you an opportunity to convey the personality of your business and what it stands for in an immersive way. The new consumer wants to be able to trust the brands they interact with and to do that, it’s important you let them know that you’re human too, excited about what you do, and perhaps most crucially: excited about helping them.
Videos focus primarily on appealing emotionally to your prospects and talking their language, and come with the added benefit of being easy to digest and placing no demands on the consumer. They’re noncommittal and easily digestible content formats.
With video, you can potentially replace your ‘about us’ web-page, and instead, provide website visitors with an introductory video about your business and a call-to-action button encouraging them to click on it. Not only will people be more inclined to click play and watch, but they will also be able to quickly decide if what they’re watching is relevant.
Also, live video formats such as Facebook Live offer an excellent way to engage with your audience and potential prospects in real-time, effectively showcasing who you are in a unique and intriguing way.
But remember, video is by no means a ‘be all and end all’ approach to your content marketing strategy. It’s important that you know exactly who you’re marketing to and whether or not this kind of format will be something that appeals to them.
In the age of the consumer, to ensure your Inbound Marketing approach is effective and engages prospects, video marketing and video content is fundamental.
In today’s world, the art of attraction lies in providing your customer with content of value - and that means keeping it interesting, educational and valuable. Video content provides that diversity today’s customer appreciates.
By including video marketing in your business’ Inbound Marketing strategy, you can diversify your content offerings, attract more prospects, demonstrate your business’ identity and its expertise, and most importantly, keep people engaged.
If you are looking to improve your content marketing strategy and scale up your content creation to improve lead generation, why not check out our free eBook on Content Creation for B2B Lead Generation?