How can video marketing help to build brand awareness?
A well-designed video will not only build brand awareness for your business, but it can also help you drive traffic. Video content has the potential to increase dwell time on your website, which is a key ranking factor for Google. When paired with a call-to-action, videos can even boost conversions. It is important to understand your audience and where they are on the buyer’s journey when creating a marketing video. This will inform how long your video is and where it will be posted.
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Adding video to your landing page can improve its performance by as much as 72%. This is because video tends to engage the user and keep them on your site longer, which improves SEO. Furthermore, it is a great way to show off your products and services in a short amount of time. According to Sprout Social, 51% of consumers want brands on social media to showcase their product and service in a more authentic way. They want to see customer testimonials and demos, and posts that highlight a company’s personality.
When used in the right place, video can have a huge impact on brand awareness and sales. For example, a product-based explainer video can be very effective at helping users understand a new product or service, and it increases the likelihood of converting a visitor into a customer by 64%. According to Forbes, video is also an excellent tool for guiding the consumer through a purchase, as it can increase their confidence in your brand by 77%.
As a marketing tool, video is a cost-effective method to drive more leads and sales. It can be used in the awareness, consideration and decision stages of the marketing funnel and is particularly effective on mobile devices as it can be viewed on-the-go. Using video in this way can boost conversions, speed up the customer buying process and create more brand advocacy.
Ensure your video marketing strategy includes a mix of formats. Brand awareness videos can be short and simple, focusing on what the brand stands for and why it is unique. Alternatively, educational videos can take a less formal tone to demonstrate your expertise and establish trust. Lastly, a success story video can be powerful because it shows how your product has helped others and evokes an emotional response in the viewer.
If you’re not already using video as part of your marketing strategy, it is definitely something to consider. With a little planning and creativity, your videos can do more than just support the awareness stage of the marketing funnel, but they can drive visitors to your website and encourage them to make a purchase. When executed correctly, your video marketing will deliver on its goals and set you apart from your competition.
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