September 2

To Capture Your Audience, Focus on Video Marketing

Your customers today don’t just want to read about your product. They want to see it. And hear it.

If you’re not yet producing video content as part of your business’s digital marketing plan, you’re missing a huge opportunity.

How huge? Consider this:

What’s on the tube?

If you’re wondering exactly what people watch online, a better question would be: What aren’t they watching?

Chances are, the next time you need help with something — replacing your car’s tail light, easing your lower back pain, cooking an omelette — you can easily find a video to guide you.

And of course, viewers look for a great deal more than that. The Internet is full of explainer videos, tutorials, customer testimonials, product demos, and the list goes on. Consumers watch videos to find out more about a business’s product or service, to get buying advice — in short, to learn.

Business owners around the globe have come to realize that, quite simply, video is the most effective way to convey their message in the digital marketing arena.

Seeing and hearing someone speak to you on your screen registers in a way that’s more memorable than a typical text article. It sticks in your brain longer. No wonder more than 1 billion hours of video are watched on YouTube every day.

Or put another way: People have spent more time watching YouTube videos about unboxing on their mobile devices than it would take to watch “Love Actually” 20 million times, according to Google.

Draw them in

By now, it’s clear that video marketing should be a priority of any business owner — whether a video is the focal point of a web page, or if it’s a companion to an article with text and images.

So how do you make compelling content that your audience will latch onto?

  • Hook them quickly. Remember that a typical Internet user has a short attention span. If you don’t pound them in the first few seconds with something they can fixate on, you may lose them.

  • Tell a good story. Research suggests that a message will capture people’s attention and hold a spot in their memory if you tell a story that in some way resonates with them emotionally.

  • Give your audience useful, engaging information. One of the ways you can succeed at marketing online is to consistently provide content on your website that informs your customers and prospects about topics that you want to be known for. 

  • Keep it short and simple. The best-performing videos are about a minute to two minutes long.

  • Make it mobile. Be sure your website and its video content look clean and professional on smartphones and tablets. The majority of users prefer viewing videos on their phones, and that’s not likely to change.

Stay social

Producing the content is one thing, but knowing where to post it can be just as important. 

So part of your overall strategy needs to focus on researching where your customers and prospective customers are spending their time. Facebook? YouTube? Instagram? Videos have found their way to all corners of the web, and to all forms of social media — Twitter and LinkedIn have their share too.

And when you’ve got a handle on what platforms those users are most commonly visiting, it’s important to understand the viewer behaviors that are unique to each.

Sure, Facebook receives more than 8 billion video views each day, but about 85 percent of those videos are watched without sound. Meanwhile, approximately 60 percent of Instagram Stories are viewed with the sound on.

But for all the differences, a common thread running throughout most social media platforms is that video is the most preferred type of content — so not surprisingly, businesses primarily look to social media sites when deciding where to post that content.

Consider working with the experts

Of course, not every business owner has the time or the in-house resources to pull this off.

But that’s no reason to sit this grand opportunity out. The attention (and growth potential) that video marketing can bring your business is too vast to ignore.

That’s why companies like Blue Cow Marketing offer video-production services to help you spread your message and capture your target audience in a way that they’ve undoubtedly come to expect.

Blue Cow produces videos for social media promotions, corporate training, small business stories — whatever type of content you need to make your mark on the online map. Engaging in this effort will help consumers more easily learn about your business, helping you to gain credibility and trust. 

When you consider that videos are projected to account for more than 82 percent of consumer Internet traffic by 2022, it stands to reason that at any given time of day, a surging flood of customers — or potential ones — will have their eyes locked on a video. It might as well be one of yours.

About the author 

Shaun Whynacht

Shaun, our Founder and CEO was bitten by the entrepreneurial bug at a young age and he knows firsthand how much love and determination gets poured into running a business. After spending more than a decade touring all over Canada and learning business tactics from a wide variety of industries, Shaun not only developed a passion for marketing, he’s also honed some very unique abilities to stay current and adopt new skills and technologies in this ever progressive world.

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