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How Video Production Can Be a Versatile Marketing Tool

Although video marketing can be considered its own separate campaign strategy, the process of video production can play an integral role in other marketing strategies you may already be employing. Whether it’s search engine optimization and content marketing, social media marketing, email marketing or any of the other marketing strategies out there, videos can be beneficial to your campaign and help to increase your return on investment. Here are some instances of how you could use videos in new and existing content:

  • Product or service demos
  • Training and how-to videos
  • Customer testimonials
  • Repurpose written blogs
  • DIY and instructional videos

Boost SEO

One of the most important marketing strategies for many businesses to utilize is search engine optimization (SEO). SEO can be a cost-effective way to boost your brand’s online visibility and get customers to find you when they’re searching the web. Video has consistently been a factor in SEO, but it will be even more essential in 2018. Recent studies have shown that Google is placing more emphasis on video content by increasing the number of videos that appear in search engine results pages (SERPs), on both mobile and desktop devices.

One way that Google shows video in the SERPs is through the video carousel that appears at the top of the page, which is most prevalent on mobile devices. Since Google is shifting to favor mobile-friendly content and websites over others, factoring video production into your SEO strategy could provide the extra boost in SEO you need to increase your organic ranking. Just remember to optimize your content and website pages to be mobile friendly.

Another tactic for establishing a dominant presence in the SERPs is to utilize rich snippets. Rich snippets are search results that show more information aside from just a title and description, such as an image or video thumbnail. According to Moz, rich snippets will have a significant impact on how search engines will rank results in 2018. Whenever possible, incorporate schema markup into the code on certain pages of your website that contain videos, and the more the better. This will tell search engines what your content means, allowing them to return more informative and visually-appealing search results to users. All in all, video production can provide a substantial increase in user engagement, page visits, site retention and be valuable to your overall SEO and content marketing strategy.

Grow Social Engagement

Your business should have a strong social media presence to connect with your target audience, and video production is a great way to increase engagement and generate more followers on your social platforms. Studies have shown that users are drawn to video more than other forms of content. When consumers are on social media, they expect to see more entertaining and personalized content, compared to more traditional marketing channels that speak to a wider audience. Because of their popularity, social media platforms are changing the way users consume video by making it a dominant feature within the landscape of many platforms.

Facebook and Instagram, for example, have a feature that enables you to stream live video while simultaneously interacting and chatting with other viewers. Utilizing this feature as a business allows you to seamlessly connect with your target audience and retain their attention, which can be difficult to accomplish in today’s fast-paced society. YouTube has also taken advantage of the live video feature and has redesigned its mobile app to be more accommodating to live streaming. There are also added features, such as location tags and live chat replay, that make it easier to connect with those in your community. Twitter, a social media platform often used for news-related content, drives engagement through the use of native videos. Informative video content, such as brand announcements, promotional messages and educational videos, are great for sharing on your company’s Twitter page and will engage more of your followers.

Whichever platform you choose to post video content to, remember to make it optimized for mobile viewing, as the majority of videos shared on social media are done so on mobile devices. This article from provides valuable insight and a breakdown on the best ways to use video on each social media platform. Overall, utilizing video production in your social media marketing efforts can maximize your reach, increase your brand’s following and ultimately, provide a higher return on investment (ROI).

Why Video Production is important

Whatever type of marketing campaigns you are currently running, whether it’s SEO, social media marketing or content marketing, video production can help you win the attention of your target audience while increasing overall brand awareness and recognition. Incorporating videos into other marketing strategies, such as email marketing, can also have a positive impact on campaign performance and ROI. Producing quality videos for marketing purposes can help you reach more consumers and increase web traffic and conversions.

Strategic Marketing knows the importance of video marketing and production, and as a full-service advertising and marketing agency, we have the capabilities to make it work in synergy with existing marketing strategies. To learn more about how your business can benefit from video marketing and production, contact us today by calling (561) 688-8155.