How to Effectively Integrate Video Content in Your Marketing Strategy


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Video marketing is the current trend, bolstered by social media platforms such as TikTok and YouTube, which are putting video at the center of our everyday lives. 

In business, the benefits of making website landing pages more interactive and integrating video into more traditional marketing campaigns have been discovered. Video content has never been more popular, so it’s time to get in on the action!

Before you start putting out video content left, right, and center for every item in your pipeline stock, take a moment to clarify your motivations and what you hope to achieve. This will help to inform the content you make and ensure it’s all high-quality stuff that’s actually going to be interesting to your potential customers. 

Not sure where to start? We’ve got a few pointers to help you on your way.

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Start With Your Purpose

Your marketing strategy should prioritise the communication of your company’s overall purpose. For example, a company developing inventory tracking apps should make clear in its messaging its aims to simplify how businesses manage their stock. Their main service goes a long way to fulfilling this purpose, but their marketing must communicate this to the masses.

Think creatively about how your video marketing can demonstrate your company’s purpose and fulfill your goals. This could be to help customers make more informed choices, present the real people behind your business, or something else entirely! Details can be useful, but being too specific can leave no space for imagination. 

Establishing some aims will be helpful later down the line, informing the choices you make to ensure your video content is hitting the mark and succeeding in what it set out to do. 

Create Engaging Content 

We all get bored of seeing the same adverts over and over, so make sure your video marketing is varied and exciting!

Can you provide step-by-step tutorials, Q&A sessions, or collaborative videos making the most of influencer marketing? You don’t always have to be trying to sell a product directly or announcing a sale – creating good content should be an integral part of your inbound marketing strategy.

Bear in mind that audiences have short attention spans too. A video of less than a minute long is watched the whole way through by 68% of viewers, but a 20-minute video is only finished by 25%. So, keep your marketing videos short and make sure the critical, eye-catching information is nearer the beginning.

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Quality Is Essential

There are few things worse than watching a poorly made video. With the mass availability of video content, not only can everyone have a go at making it, but everyone’s also a critic. There really is no excuse for bad lighting, dodgy sound quality, or shaky cameras. Make sure you think about your set-up before you start filming, animating, or creating to ensure the end result is the best it can be.

Quality also needs to extend to the content you’re including. If it’s not original or enticing, it’s going to be easily overlooked and scrolled past. 

Start putting together an SEO competitor report to find out what others are already doing and what seems to be missing. Fill those gaps in the market with valuable content, and you could boost your position in search engine rankings and drive traffic to your site.

Share It Everywhere

Just as your marketing strategies extend across a whole host of channels, so too should your video content. Video content is particularly suited to social media at present and can boost your SEO for your company’s web pages. It can also be integrated into your email newsletters by linking pictures or gifs to online videos. 

Videos can be a great way to link up all your channels. From your social media, you can direct potential customers to various products, pages, and services, and likewise, from your website, you can direct your customers back to your social media to develop your relationships and build loyalty to your brand. 

Create content destinations that are easily accessible and use effective calls to action to keep customers on your page.

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Keep Your Eye on the Audience

Audience response can make the biggest successes out of the smallest campaigns. Keep track of engagement metrics to see who is responding to your video content, who you are missing altogether, and how your videos affect their opinions of your company. Utilizing this information can help to improve future video marketing campaigns continually.

Look out also for positive stories and feedback. Potential customers are far more likely to be convinced by a recommendation from a real person and their experience. Encourage customers to create video reviews or show others how they use the product, tapping into the current user-generated content marketing trend to amplify your brand. 

Experiment With It

Video content is all about creativity! It’s an opportunity to try out methods of marketing you haven’t touched before and engage your audiences through entirely new ideas. Can you partner with local artists to create something really special? Bring the customer behind the scenes of your company? Create a challenge that could go viral?

Recognize the perks and unique benefits of using video within your marketing and make the most of it. Like other marketing methods, there are some areas where video content will particularly thrive and reach audiences you never knew you could. It’s just waiting on you to take the leap and try it out.

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Lights, Camera, Action!

If you want to engage with the customers of today, you need to utilize video content across your platforms. It can communicate just as much as a well-written blog post and present your company with more depth than posters and images. 

53% of people want to see more video content in the future, so why not make sure it’s yours they are watching? 

With our help, you’re well on your way to a successful marketing strategy that engages viewers and draws them into your business. Create high-quality content that captivates and reflects the viewer, fulfilling the aim of your marketing strategy, and you’ll see your business thrive. It’s time to set the stage and start videoing! 

Nick Shaw
Nick Shaw has been Chief Revenue Officer (CRO) of Brightpearl, the number one retail-focused digital operations platform which encompasses sales, accounting, logistics, CRM and more, since July 2019 and is responsible for EMEA Sales, Global Marketing and Alliances. Before joining Brightpearl, Nick was GM and Vice President of the EMEA Consumer business at Symantec and was responsible for a $500m revenue business.


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