We thought the pandemic was behind us – it is not. As the world continues to try to find new ways of doing business, it is more important than ever to stay on top of marketing efforts to help us communicate with existing customers and convert prospects to new fans.
Here’s a look at 3 hot marketing trends you can’t ignore and (spoiler alert) video is key.
A Video Journey
Video continues to be the preferred tool. In fact, 80% of marketers say video helps increase sales. That’s not new. What is? Using different types of videos at every stage of the buying process. Let’s say a customer is considering your product or service. Here at CK and CO, we like the educational, consultative approach of explainer videos. Or a big picture brand video that gives the viewer confidence your organization is top notch. As you start to have conversations, using customer testimonials is very effective. As you get further into the buying process “how to videos” and case studies come into play. The key thing to remember is one video cannot do it all. And please, avoid talking heads.
Blog vs Vlog
In 2020, a HubSpot study found “60% of people read a blog at least once a week.” So, keep writing. Be sure to link other credible content that adds to your story. We do have a suggestion that could level up your brand – turn that blog into a vlog (video blog). Get in front of the camera and use the same content but with the added punch from visuals. You can also add in short video clips from others to illustrate key points. A quality vlog that can entertain and educate will help attract people to your site, allow you to engage with your audience, increase brand awareness, and show your expertise in a unique way.
Vlogs are great tools, but it’s important to keep in mind that video can’t always replace written content and, like we said earlier, you’ve got to keep writing – Google, unfortunately, can’t watch videos. This means Google is unable to index vlogs in the same way as blogs. To ensure your company’s content ranks in the search engine and continues to attract new people to your site, you’ve got to include written content in your marketing strategy. So, the argument here isn’t whether you should be blogging OR vlogging, but how you can incorporate both into your overall strategy.
At CK and CO, we are creating more and more short videos for social media to really grab attention. Often these clips are pulled from larger pieces and focus on one topic or message. A call to action at the end of the video sends viewers to additional content, if desired. If you are using multiple platforms, there are ways to coordinate your posts on all the outlets using tools like Hootsuite and Buffer, or if you need a more robust marketing program you might want to check out HubSpot. Be sure to customize posts so each one is unique to the social media platform. This past year many companies hired Chief Customer Officers to manage social media. If your organization doesn’t need a full-time person, maybe a strategic marketing firm can help with decision making and execution.
We think, and statistics show, video marketing is the most important trend. Think about all the mobile devices where people access your content. Most people have at least two if not three mobile devices. People would rather watch a video on their device than read teeny, tiny print. Video also provides you with the option of being able to demonstrate your product rather than just talk about it. You can show how your product stacks up against the competition – maybe with a side-by-side comparison.
These are just 3 of the many trends that top the list in 2021. As we move closer to 2022, now is the time to develop a strategy for using or expanding your video marketing. What assets can you create and leverage for a variety of different audiences?
Video is key. It allows you to bring your customers voice into the conversation, lending more credibility to your company. And, take it from us, video works – regardless of where it is watched. Mobile device or desktop. Your website is 53X more likely to reach Google’s front page if it has video. That’s because people often find video more interesting than print.
Above all, don’t forget to think about the production value. Do you need something highly polished or simple, but well done? Want to know more? Let us think with you.