By now you have no doubt heard the buzz that “Content Marketing” will be essential to marketing every product or service in the coming year… but did you know that VIDEO is the most engaging, most effective, and most sought-after tool in your online content toolbox?  A recent Content Marketing Institute survey indicates that 93% of marketers plan to use content marketing in 2014, and 86% of brands will increase their spending on video.  In fact, 86% of ALL online content will be video by 2016, according to eMarketer.com.

Let’s talk about using online video to enhance sales: 90% of users say a video about a product is helpful to their decision-making process, and 64% of users are more likely to buy a product online after watching a video (Comscore).  According to Forbes, 75% of executives watch work-related videos on business websites at least once per week – 65% of those executives will visit the marketer’s website after viewing and 50% will seek out more information after seeing a product or service in a video.

Having effective marketing videos accessible on your business website means that you are reaching and engaging busy executives who are specifically looking for your product or service, but may not otherwise request a sales presentation. Your online marketing video is your opportunity to capture his/her interest and make it easy, even seamless, for them to ask for more info or even make the sale for you.  What other medium has the power and persuasiveness to do that?

If you are not already utilizing online video in your content marketing, odds are that you are losing customers to those companies who do. Businesses that incorporate video marketing into their overall marketing strategy see higher engagement rates, higher click-through rates and higher conversion rates (HubSpot).  Are you taking advantage of that dynamic power, or are you leaving money on the table?

Strategic use of online video will ignite your content marketing efforts and dramatically enhance your ROI, so the time to get started is now.

Customer Perception is Key

Did you know that 93% of B2B buyers use online searches to begin their buying process?  (Source: Marketo)  So whatever online content you are utilizing right now – good or bad, clear or obscure, current or out-of-date  –  will make or break your chances with every new buyer in 2014.

So where do you begin, in order to get the maximum effectiveness out of video within your content marketing strategy?

The best way to determine the effectiveness of your current online video content is to start at the beginning, by putting yourself in your customer’s seat and Googling your company or product.  What content does your customer have to choose from, and how much of it will he/she review before moving on to your competitor?

Here are four of the most important questions to help you determine what types of video content should be at the top of your priority list:

  • Who is your ideal customer, and do you know what kind of content they will deem relevant and useful?

  • Do potential customers understand what your company can do for them? Your key mission?  Your goal?  And where your product or service can take them?

  • How are you differentiating yourself from your competition in your content marketing?

  • Who are your current or past customers with compelling success stories?

Once you have answered these questions, the next step is to choose specific video formats and optimum web channel placement.

Stay Tuned!  Coming Up Next Week:   How To Ignite Your Video Content Marketing Strategy in 2014 – Part 2 of 2

How To Ignite Your Content Marketing Strategy in 2014 (Part 1 of 2) by Danny Gonzales, Owner of Optimum Productions  

Optimum Productions is a leader in the Atlanta Video Production market and specializes in Corporate Video and creating Video Content Marketing.  Our talented staff is dedicated to realizing the vision you have for your video, and delivering the highest quality video production within your budget. Give us a call today, and let’s talk about effective video solutions for your business in 2014!