In this digital era, almost everyone is online, which is why it comes as no surprise why more and more businesses, big and small, are turning to digital marketing techniques as a way to reach their target audience. In 2016 alone, the digital marketing industry saw more than a 40% growth – and this growth is set to continue throughout 2017 and further.
There are many reasons why digital marketing is continually increasing in popularity. Digital marketing techniques such as social media, allow businesses to connect with all kinds of audience groups across the world, and breaks the boundaries of language, geography and demographics. On the other hand, techniques such as email and mobile marketing enable businesses to entirely personalize their marketing to an individual.
Video content has also seen a massive increase in popularity, with YouTube alone having over 1 billion monthly users. This translates to ⅓ of the internet. Four times as many consumers prefer to watch video of a product rather than read about it. This explains why more and more digital marketing platforms are going video.
Social Media
Social media makes it much easier for consumers and businesses to interact with one another through posts and messaging.
These social platforms have become far more visual over recent years, as visual content is more effective at grabbing the attention of the user than text alone. This has not gone unnoticed by social platforms, which is why they are adding more and more features that focus on and facilitate video content.
Live streaming – Live streaming is a form of content that is now available across a range of platforms, including Facebook and Twitter. Businesses can use live streaming to share exciting moments with their audience, such as product launch events and conferences. Live streaming can also be used to create interactive experiences for the audience. For example, a business could carry out a live Q & A session using live streaming, allowing the audience to send in their questions and have them answered immediately.
Autoplay – Autoplay is a feature that has been incorporated within platforms such as Facebook and Twitter. As users scroll through their feed, any video content they come across will begin to play automatically, without the user having to press the play button. This feature makes the feed of these platforms much more interactive and attention grabbing for the user.
Storytelling – Social platforms have now also incorporated a feature known as ‘Stories’. Facebook, Instagram and Snapchat are just a few examples of the platforms who have this feature.
‘Stories’ are a way for users to share photos and videos with their followers that disappear after 24 hours. These photos and videos are posted in chronological order, allowing a business to assemble their content in a curated form that tells a story.
Email Marketing
Email marketing is a digital marketing technique that enables businesses to connect with their audience in a highly personalised way. It also helps the business ensure their message is delivered to the consumer – 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.
When a consumer receives an email and decides to open it, a business has a limited time to deliver their message or sell their idea to the viewer, before they decide to click off the email.
Short videos are a great way to capture the attention of the viewer and deliver your message, in a quick and concise manner. This can be supported by research that has found that email retention rates improve by up to 95% when a video is included within the email.
Video and email is in fact where the concept for One Minute Wonders was created. We wanted to create short, 60 second videos that a business could add to their email marketing campaigns, in the content or the footer of the email, to quickly and effectively deliver their message.
Website
Through embedding video on the homepage of your website, this content will enable you to quickly and effectively communicate information about your business to the viewers, with visual aids. This is extremely useful for businesses who find it difficult to summarise their business using text alone.
Research has found that including a video on a landing page can boost conversion rates by up to 80%, showcasing why implementing video on your website can help you to achieve maximum results. Not only this, but it has also been found that people spend an average 2.6 more time on a page that has a video, than one without.
These statistics show just how websites are going video.
SEO
SEO is all about improving the search engine ranking of your business, and with it being extremely rare nowadays for a business not to have a website, good SEO is vital to ensuring that your business is found.
In order to achieve a good ranking for your website, you need to be doing all you can to appeal to Google’s algorithm, and video does just that.
Through sharing video content on your website and social media platforms, you are providing people with engaging content that they find useful, ticking a box within Google’s algorithm. As a result, Google rewards those websites with video content.
Not only this, but video content is also shareable. Videos posted on your website can be shared across numerous platforms, creating backlinks. These backlinks tick another box within Google’s algorithm, further helping to improve the ranking of your website.
With more and more digital marketing platforms going video, there’s no time like the present to begin creating and using video within your marketing.
Winstanley
Metal Fabrication
“The best marketing tool we have found, outstripping our website advertising”
Rod Smith, MD Winstanley
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