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Unlocking the Power of Video: Why Multimedia Marketing Wins

Video is one of the significant tools that content marketers can use to reach their audience. If you’re an author, an entrepreneur, or a small business owner, tap into multimedia! It will give you an immense advantage for cutting through the clutter and delivering a message to your consumer.

Statistics show that video is a key element in today’s content marketing landscape–and that it’s successful. 70% of marketers use video in their promotional strategies, and more than 82% of marketers indicate that video content marketing has proven to be successful.

Here are nine quick reasons why using video is good marketing.

1- Video creates an experience that stimulates multiple senses. A full-sensory experience engages the prospective buyer on a deeper level, tapping into memory more concretely and creating a stronger brand relationship and top-of-mind awareness.

2- Video boosts landing page conversion. Put a strong video on your website and increase your conversion metrics. Unbounce reports that using videos on landing pages raises conversion rates by up to 80%.

3- Video is an easy avenue for creating humorous and/or emotionally-evocative content. People love to laugh, and they love to feel. A brand relationship is built on emotional appeal, rather than on transaction. Emotion is proven to lead to higher awareness and conversion.

4- Videos allow for clearer and more explicit solutions to be explained. At the end of the day, content marketing is about offering value. When your audience is looking for step-by-step processes to relieve a pain point, video allows for teaching that goes beyond just visual.

5- Video leads to higher engagement on social media and blogs. It’s reported that audiences are 10 times likely to engage with video content than copy-only blogs or non-multimedia social posts.  

6- Video makes your brand different. Consider your competitors. There are a lot of voices clamouring for your audience’s attention. Differentiate yourself by delivering content uniquely. Cut through the crowded landscape.

Differentiate yourself by delivering content uniquely. Use video to cut through the clutter. Click To Tweet

7- Video improves your SEO. In fact, Marketing Tech Blog reports that an optimized video increases the chance of your brand being on the front page of a Google search engine result by 53 times.

8- Video is shared easily and often. Statistics show that multimedia elements are shared more often than copy alone. Especially when videos are short, they are easy for an individual to consume and then share within just a few minutes.

9- Video means better email click-through rates. Email marketing is effective, but there’s no point in writing good copy if it will never be read. Pop in a video and change that! The use of video in emails has been shown to double click-through rates.

When thinking about using video in your content marketing plan, consider these important elements.

1- Goals. What is the desired outcome of this video, and how does that short-term video goal play into your longer-term overall business goals? Some examples of a video goal could be:

  • Build brand awareness.
  • Foster empathy.
  • Build your authority.
  • Tell your audience about a special deal and convert.
  • Simply to add value, add value, add value.

2- Target audience. What are their needs, their values, their pain points? Be sure that the video specifically hits on the content that your unique audience wants to learn and engage with. If the video isn’t made for them, it’s futile.

3- “Call to action.” Once someone watches the video, what do you want them to do? If you’re hoping for a sale, a share, or a comment, be explicit in the ask. Know what you hope for from the watcher, and let that be clear in the way the video is scripted or presented.

4- Shareability. When you equip the consumer to share the content, your job is that much easier. Set videos up for easy sharing in order to multiply the eyes on your content and create buzz. Make the share function one-click, and even consider incentivizing the share.

I hear many authors and marketers say that creating videos feels daunting. “Sure, I can write a blog,” they say, “but I don’t know how to shoot a video.” The truth, though, is that video is easy. There are awesome resources and technologies out there–not to mention, your phone.

Don’t hold yourself to a standard of perfection. We’re not talking Hollywood-quality film here (although high quality certainly never hurts!). You can start small and simple.

Here are a few video ideas to spark your own:

  • Use Facebook Live or Periscope.
  • Use your iPhone to record a short tour of your office, home, or staff.
  • Sit at your computer and record a weekly how-to video.
  • Make an FAQ video.
  • Do a spoof or show bloopers from a video shoot gone bad.
  • Put together an online Bible study or learning curriculum.
  • Shoot short testimonial videos with satisfied fans, readers, buyers.
  • Work with a videographer to spend a couple days shooting a lot of video at once, that you can then use for months to come!

Remember, it’s not all about churning out content. It’s about strategically using the content you already have. Take your hottest blog content and turn it into a video. That’s a killer place to start. From there, experiment and see how other marketers are using video. Be alert to its prevalence and take note of what works and what doesn’t. You can’t afford to ignore it!

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  • This is a wake up call to those of us that are still camera shy!