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How to use video marketing to engage and convert your audience?

video marketing

At a time when we are inundated with video content, whether in short form, long form, or in the shape of streaming, not understanding and acting upon the importance of video marketing is akin to shooting yourself in the foot. Platforms like YouTube, TikTok, and other streaming entities are reporting record numbers, which can only mean one thing: we are in the era of video. Marketers, whether seasoned professionals or newbies, can utilize this content to their benefit and take their game to the next level, utilizing every video marketing strategy. This is a guide on using video marketing to engage and convert your audience for optimal results. 

If you think video marketing is a fad that will pass over quickly and video content marketing is only relevant in the passing, here is a figure that will show you how much this ‘fad’ has grown. In the US alone, digital video marketing is an industry worth $135 billion. Now, that is a big pie, and you, with your video marketing strategies, can easily capitalize on this and get a big piece. 

But first, let’s take a look at what video marketing is. 

What is video marketing?

Using video content to market your brand to create awareness and drive leads for revenue generation: this is what is at the heart of video marketing. In this day and age, video marketing is crucial; gone are the days of written content, blogs, and even infographics. If the digital age slaughtered anything, it was our attention spans, and the fact that short video form content on TikTok is the most popular format for video marketing and our attention spans have shrunk down to less than 15 seconds is damning, to say the least. 

However, that doesn’t mean you cannot use video marketing strategies to your brand’s advantage. Let’s look at how you can use video marketing to engage and convert your audience.

Video marketing for engagement, conversions

Video marketing can be a powerful tool to help you engage with your audience, build a robust online presence, and get leads and conversions from said videos. Here’s how you can do all that. 

Start with a video marketing strategy

The first thing you need to do is devise a video content marketing strategy. Start with your marketing plan, and look at your product or service, your audience, and how your audience wants its video content. For example, video marketing for youngsters can be a headache since trends go through a very quick cycle of boom and bust. However, this boom period can become your most valuable period, where your videos can ‘go viral’ and generate engagement, business leads, and conversions. The primary thing in all of this is a video marketing strategy, which will define each video move and essentially guide the campaign through its entirety. 

Embed ‘quick explainer’ videos in your blogs

Blogs are still important, especially from the point of view of search engine optimization (SEO). However, that does not mean that videos cannot improve content. You can include short explainer videos in your blogs in your overall content strategy. This does a lot of things: it helps give your content more relevance and engages the audience on a whole new level, but most importantly, it increases the chance of a business lead being generated. People might not go through the complete blog to click on the link, but a video is a different story. People will gladly sit through a video; if they like what they see, they may buy it. It’s as simple as that. 

Invest in good production material

Whether it’s scripts, cameras, or anything that can help you make content, invest in the best of it. Marketing is all about the message, but if the medium isn’t right, it will never have its intended effect. Invest in good production materials: good, catchy scripts bound to skyrocket engagement and good production tools that will depict your videos as quality production. These are all you can do to catalyze your video marketing campaigns and build a community around them. While the ‘five minutes of fame’ archetype is stronger than ever, quality content still maintains a strong support base and gets engagement no matter what. A good example would be YouTube channels that post less often but boast an incredible production quality; their engagement is always reaching new heights. 

Share videos on social media platforms 

If a video on YouTube Shorts garners millions of views and generates hype in terms of engagement, imagine the results you can get from a platform such as TikTok. Much like income, videos can generate streams of engagement and business leads on all platforms, and this is what you should be doing with your video content marketing. In order to drive the most engagement and maximize lead generation and subsequent conversions, try sharing the same video content on all your social media platforms. This will multiply different channels and boost your engagement numbers to the max, not to mention the encouraging effects your business leads will get. This is a simple trick as video marketing goes, but one that carries a lot of effectiveness.

Use strong, effective CTAs

Much like all other content that is supposed to interact with users and bring in leads, your videos should end with an effective and strong call to action or CTA. A CTA in a video can be in the form of a simple ‘subscribe, viewers!’, more complex ones, wherein content creators integrate CTAs in the video. All of these make for incredible conversion potential, where a single video can bring in a lot of business leads and generate revenue. It is all down to how the CTA is shaped and delivered; nowadays, with both streaming and video content getting saturated with players trying their hand at this cash cow, simple CTAs won’t get you anywhere. The same effort that goes into creating the video content and video marketing strategy should go into crafting the perfect CTA. 

Gauge results, implement feedback

You won’t craft the perfect video content on your first try; let’s just get that out. Finetuning and implementing feedback as the strategy and video marketing plan proceeds is imperative and can help you gain an upward trajectory for results. So, once you have the results of the video marketing campaign, gauge them against your parameters and the goals that were supposed to be achieved. Factor in these results and gather feedback from users over the video. Once you have these two, you can finetune subsequent campaigns and improve them. It’s a cyclical process that will yield you the best results, that’s for sure. 

The bottom line

Video marketing campaigns and video marketing, in general, can be used to boost engagement and drive conversions. However, going about it by winging it will not get you those results. You need to devise a video marketing strategy and create content that resonates with your audience and boosts engagement and conversions. By following the tips discussed in detail beforehand, your video marketing campaigns will wreak havoc on your competitors and make your brand the talk of the global village. 

Purpose Path: video marketing done right

Trust the experts to deliver results and to give your business the edge it needs. Video marketing is no different; while everybody appreciates indie production, it still needs quality, structure, and strategy. If all of this seems too much to plate, fret not: Purpose Path is here. We take our motto of ‘no bullshit marketing’ incredibly seriously. Get used to excellence as we craft the perfect video marketing strategy for your business, designed around one thing and one thing only: results. We deal in results, not words, not assurances or promises. Results are the only thing that matters, and if your business needs the boost professional video marketing offers, Purpose Path is your go-to. Sit back, let us do the heavy lifting, and watch as those conversions pour in. You’ve never known excellence like this before!

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