Digital Video Powering Inbound MarketingThe world of marketing and advertising has changed. It’s moved away from marketing to the masses who are trying to block out your message, to ‘inbound marketing’ where you get yourself discovered by people already learning about your industry.
Inbound marketing provides businesses with a more efficient way of allocating marketing resources than traditional marketing and advertising. It’s also allowing smaller firms to compete against firms with bigger advertising budgets.
The most effective inbound marketing campaigns have three key components – Content, Search Engine Optimisation and Social Media. Digital Video is being used by businesses to drive all three of these component’s effectiveness.
The most effective way to generate remarkable and emotionally engaging content is digital video and motion graphics. As the old saying goes, a picture is worth a thousand words and a video is worth a thousand images.
In a world where most consumers receive irrelevant and overtly ‘salesy’ content, intriguing and engaging content makes a consumer stop, view and think. Digital video is helping brands to achieve attention and awareness, as it brings to life their content in an engaging and intriguing manner, which consumers want to view.
Businesses are harnessing digital video to gain an edge on competitors in organic search engine results. Video is one of the biggest benefactors of Google’s Panda and Penguin updates, which rewards high quality content.
Google’s algorithm has placed more emphasis on video due its popularity amongst users. The chances of getting a page one listing on Google increase 53 times with video (source: Forrester Research). Video results are also more likely to get clicked on, with a study by aimClear finding that videos in universal search results have a 41% higher click through rate than plain text.
The key to social media for brands is their ability to engage with the audience and this is increasingly being done through visually compelling content, which video helps deliver.
Social video is being used to add to the social experience of the viewer, whilst delivering a branded message. It is enabling brands to share their message in a manner that the audience will listen to and engage with.
When used strategically, social video on can help brands drive a number of their social media objectives, including generating engagement, increasing brand awareness and evoking a brand’s personality.
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