If you haven’t started using video marketing as a consistent component of your campaigns, then you are likely behind your competitors. Thanks in large part to social media, video content consumption has been on the rise for several years and is now crucial to your paid campaigns. Not just ANY video either. Marketers, business owners and entrepreneurs are looking for new ways to engage their viewing audience with a variety of video tactics and are developing content that is tailor-made for their specific audience. Paired with a streamlined follow-up strategy, video is guiding customers right into the sales funnel and having a big impact on businesses’ return on investment (ROI).
An agency like Strategic Marketing will help you to finetune your video marketing strategy, backend logistics and creative development to make sure you are getting the best results from your content. Below are some things to consider when developing your video marketing strategy.
Creating Video Content
From interviews and explanation videos to webinars and entertainment, if you can think it – you can make it. Make one of every style if you want! Your video content should showcase your brand while being relevant to the viewer. The more you cater to your ideal audiences’ interests and needs, the more success you will find with your video strategy. Make sure to opt for “suitable” instead of “salesy.” Be mindful that your video brings something of value to the customer and is not just about your product or service. There is a time and place for every kind of video. From shaky behind-the-scenes clips to professionally shot drone footage, it’s about what you are evoking with your content. Here are some tips to get you started:
- Develop a library of clips that you can reuse and reorganize to keep your content fresh.
- Work with a professional to shoot quality footage worthy of your brand name.
- Tell a story – not a sales pitch.
- Choose the best thumbnail. This is the first thing people will see prior to ever clicking your video.
- Stay relevant and relatable to your ideal audience.
- Use people (if applicable). A smiling face can be the connection between the buyer and your product.
- Use “supers” to support your audio since many watch videos with the sound off.
- Research budget-friendly video software. You may be able to start with some simple clips.
- Above all, invest in your content as it will be inextricably tied to your brand identity.
Video Marketing Platforms
Not sure where to put up your new video marketing footage? Luckily, pretty much every platform offering advertising is set up for video. Facebook, Instagram, YouTube, and many others are beefing up their ad formats to include a variety of ways you can present your content. This is where it gets tricky. Each type of format is going to come with different costs, audiences, and responses. Campaigns have a myriad of targeting parameters and audience segments, which is great – if you know how to use it. Products and services are unique for each business and results can differ depending upon each variable. This is where working with a company like Strategic Marketing can help you to keep your campaigns straight, on budget and optimized for performance. An agency partner can help you to realize your campaign goals with a flawless execution.
If you don’t plan on using video in your paid campaigns, then posting video organically can generate some traffic as well. Post the video to your business Facebook page or YouTube channel and share the links in places where your customers would find it. Most of all, make sure you are leveraging video on your website where people can engage with your product right on the page.
Driving Leads Through Video Marketing
Success begins once you can translate your video views into revenue! By using targeted messaging and strong calls-to-action in your content, you can drive people to your website, product page, or sales funnel. The easier you can make the transition from video to sale for the viewer, the more results you can generate. For example, it is more likely for a viewer to hit a button under the video to navigate to your site than it is for them to type in your full URL into the search bar to find your product. Creating a frictionless sales funnel will help you to convert more people, faster. Make sure you are driving leads to precise pages relevant to what they watched and provide a clear path for them to follow. Busy pages full of links or pages that do not load are bound for failure! If you think you can improve, Strategic Marketing can help you develop clean sales funnels that maximize your ROI.
Have a common thread across all of your marketing efforts. Simple branding elements can help you stay on track while creating your content. Make sure you stay within your color schemes, add your logo and stay consistent with your story. From there, the more places you put your video marketing content, the more chances it will be seen. And seen again. And seen some more. For example, tying video into your email campaigns can boost your open rates by 19%. Just add “video” to your subject line! By nature, marrying the different tactics increases the frequency a customer sees your ad while also cultivating a sense of brand consistency – an element perfected by the high-end brands with padded marketing budgets. Try your content across all of your marketing efforts. After the initial launch, you can see which platforms yielded the best results and you can finetune your strategy from there. Don’t be afraid to switch creative if it is not resonating with your audience the way you imagined!
Apart from creating your videos, the most important part you will need to do is monitor the performance of your new assets. The results you see from your content will tell you what to do next. Perhaps you need to switch creative, put your video on a different platform or maybe toggle some campaign settings to adjust who sees your ad. Robust reporting and thorough monitoring will help you to optimize your campaign to reach the highest ROI possible from your video marketing efforts. However, just tracking the campaign is a full-time job and you have a business to run! Working with a partner like Strategic Marketing can ensure that every aspect of your video marketing campaigns is being tracked and reported back to you with the appropriate suggestions for improvement.
Video marketing to online shoppers is perhaps your best chance to capture the attention of your audience. Although there are simple tactics you can incorporate into your marketing routine, your best bet would be to work with an agency partner who can help you develop your video marketing campaign from concept and creative to monitoring and reporting. Strategic Marketing has the technology, experience, and creative eye needed to help your business boost ROI through robust video marketing strategies. Get started with a free evaluation by filling out the form below.
There are a variety of forecasts for the future of eCommerce in 2021 but the one thing we all know for sure – it’s booming. The convenience and ease of online shopping has prompted a surge in online purchase habits from consumers. Coupled with the pandemic, 2020 has seen some of the highest-recorded numbers for online activity and these numbers are still growing exponentially.
As more and more consumers move away from in-store experiences, they are looking for equal-quality online shopping experiences. Previously, the direct-to-consumer space was taken up by cheap razors and makeup samples. Today, even the most luxurious brands are making the shift to eCommerce to provide their luxury goods online. Here are six trends to look out for, so your business can be prepared to navigate this shifting consumer environment.
The Role of Artificial Intelligence
What better way to execute a rich online buying experience worthy of comparison to an in-store experience than through the use of Artificial Intelligence (AI) and Augmented Reality (AR) technologies? Be ready for future online shopping to include an AI associate to provide a personalized shopping experience! Using past purchase histories and browsing behavior, these AIs will be able to make recommendations and offer a personalized online shopping experience. To support businesses, AI technology and algorithms will be able to analyze data to help you find the best channels, placements and times to advertise your products. Using trends, customer behavior and other customer data, AI will help boost return on investment (ROI) from marketing efforts.
Rise of Mobile Shopping
This one is a no-brainer for the future of eCommerce. Shopping done through mobile devices has continued to increase year after year as people turn to more quick, convenient purchasing behavior. Plan to have mobile shopping dominate a whopping 73% of all eCommerce sales by the end of 2021. What does this mean for your brand? It means your website and eCommerce platform should be optimized for mobile and be easily navigable by a user. Customers are not just shopping online, but they are also researching the products. Make sure that the mobile version of your site addresses any important product features, benefits, and possible questions that a consumer may have prior to making a purchase.
Adoption of Dynamic Pricing
A correct pricing strategy will have a dramatic impact on the overall success of your business. But how do you decide on where to price your product? Dynamic pricing allows you to stay competitive by serving different prices to different audiences in real time. This achieves a testing environment where you can analyze the results from the various pricing models and identify which one yielded the best outcomes. The best products don’t generate enough sales if they are not priced correctly. An investment into a dynamic pricing tool can help you achieve the optimal balance between perceived value and appropriate cost so you can have the highest return on investment.
The Black Sheep – Bitcoin
Most eCommerce businesses offer almost every imaginable payment method for their customers to use. In fact, limiting these options for a buyer can take sales right out of your cart and put them into your competitor’s. However, providing several payment options is a costly factor of running business as many of these merchants charge steep transaction fees. Cryptocurrencies such as Bitcoin offer some relief to eCommerce shops by having more affordable transaction fees and other small benefits. Recently, Overstock partnered with a cryptocurrency platform to add Bitcoin as a payment method. Is it possible that we will see a rise to this new currency in 2021? The jury is still out on this one!
To stay relevant and competitive, brands need to think about the sustainability of their products and processes. Green consumerism is the growing appeal of eco-friendly products and companies to consumers. Customers want to see purpose-driven brands who take pride in “green” efforts. Many people are searching for sustainable products due to effects it has on the earth. If you have portions of your business that you have streamlined, reduced your carbon footprint or participate in any green initiatives, do not be afraid to promote them. Make sure to advocate where your company stands, as about 65% of consumers are interested in buying products from green-sensitive brands. There are some easy ways to adopt a more sustainable business model such as switching to online-only receipts or adopting eco-friendly packaging.
Future of Ecommerce – The Aesthetics
The old downside to online shopping was that you couldn’t see, hear, feel or smell the product as you would be able to on the shelf in the store. This means that the practice of using imagery to convey exact product specifications is becoming of optimal importance. People want to see exactly what they are buying and not be surprised when the item arrives in the mail. By using bold, bright visuals, brands can highlight important product features while helping to educate the customer on their product. Consider switching out the old reel of product images to 360-degree virtual images or even videos to showcase your products. This visually pleasing approach should be site wide, and not just on your product pages. Your website should be as captivating (if not more) than your in-store experience.
Overall, the theme of the future of eCommerce in 2021 seems to be fine-tuning the customer’s online shopping experience to rival (or exceed) the in-store shopping one. Streamlining, improving, and remaining current all seem to be the direction of the booming eCommerce business. As more and more brands join the eCommerce bandwagon, customers will have access to millions of brands at their fingertips. This means you will need to be thoughtful, creative, and innovative enough to stand out from the competition. The right marketing team will help carry your eCommerce brand to success using multichannel strategies and a creative eye. When the difference between a sale and no sale could be as simple as the right imagery or as complicated as a new website, Strategic Marketing can help you navigate the complex eCommerce space and maximize your return on investment. Strategic Marketing is a full-service agency ready to assist you with all your eCommerce and business needs.
In order for a business to stand out, it has to capture the imagination of potential customers. People come in contact with advertisements on a daily basis and are saturated with marketing messages. It can take a bit of trial and error but it’s possible to build an ad campaign that really stands out from the competition and talks to consumers. Here are five of our top recommendations to be successful at creative advertising:
Use a Headline to Grab Their Attention
When you only have a second to grab the attention of potential customers, every moment counts. A powerful headline that makes a statement is an effective way to attract consumers. When developing creative advertising it’s important to ask “Who am I trying to attract and what would get their attention?”
Once you’re able to identify your audience and what’s important to them, you’ll discover the most effective ways to reach them. Encapsulate the idea in a short, bold statement that expresses something specific about your company and value proposition. Just remember to keep it concise and to the point.
Visuals That Make a Statement
Another great way to achieve a double take is by using strong imagery that has a layered meaning. When crafting the concept for an ad, make part of the message obvious at first glance and pair it with something that is more subtle. This will disrupt the viewers thought pattern and allows your brand to communicate meaning in a fraction of a second. The most effective ads are the ones that intrigue the consumer into wanting to know more. When paired with an attention getting headline, imagery can have a powerful impact on potential customers.
Take Advantage of Social Media
Social media is a constant in the lives of most people and it is a quick and effective way for consumers to share your advertising message. Social networks make it easy for blogs, images, and videos to be shared and disseminated to a large audience. Create buzz about your next promotion or event by posting it online. Users will usually react or share relevant content, so make sure your post is something they can get excited about!
Guerrilla Advertising Works
Guerrilla advertising is an effective way for businesses to achieve maximum impact on a low budget. Guerrilla marketing is about finding unusual ways to advertise your service or product. It is a creative advertising strategy that works because it surprises consumers, creating a memorable experience for them. When developing your guerrilla advertising plan make the concept easy for potential consumers to understand and participate.
Sponsor Something Unusual
Have you noticed how almost everything in a major city is sponsored by a company? Next time you’re in a public space take note of what is sponsored. There are many unexpected sponsorship opportunities to take advantage of, such as a city’s bike sharing program or stadium cups at the local ball park. The key is to think about creative ways to capitalize on sponsorship.
Take Your Brand to the Next Level with Strategic Marketing
Strategic Marketing is a full-service advertising agency, offering over 25 years of experience. We’ve helped businesses across many different industries establish powerful branding strategies within their relevant markets. Through various traditional and digital marketing tactics, our specialists can determine the most effective strategy based on your goals. Whether you’re looking to launch a new brand or update what you already have, we can help get your brand noticed. Contact us today by visiting our contact page or calling (561) 688-8155 to learn more.