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Why You Need a Video Marketing Strategy

Posted by Chris Finan on July 29, 2016 at 1:40 PM

Video marketing strategyThe numbers behind online video's rapid rise are staggering. If your company's neglected its video marketing strategy, check out this quick overview, and you'll definitely want to reconsider that position.

According to Syndacast, 74 percent of all online traffic will be video in 2017, and 52 percent of marketers name video as the content offering the best return on investment due to its natural shareability. As video creation proliferates among brands, the costs become more reasonable every day, allowing marketers to leverage video in a number of ways — from incorporating new digital technologies to developing advanced advertising strategies — to increase engagement and spur conversions.

If you want to learn more, read about these top features of successful, branded video content:

Behavior-Based Remarketing

Similar to the retargeting and remarketing opportunities provided through other marketing channels, video remarketing allows brands to market videos to consumers based on specific behaviors, such as their video viewing history, their engagement on YouTube and other video platforms or their past video channel subscriptions. These details filter a potential audience, so you can display your videos to the most relevant consumers.

If you're paying for video views, this method controls costs and maximizes value. Instead of presenting interior painting videos to every stranger on the internet, you can target the consumers who actively seek out interior paint-related content.

Calls to Action

Videos miss a big opportunity when they fade to black at the video's conclusion. Brands should create engaging, clickable calls to action to drive conversions and other action steps. According to Tech.Co, video-based buttons can encourage viewers to visit your website or subscribe to your video channel.

Lightbox Ads

Lightbox ads utilize display ads without automatically imposing your video on users. With a Lightbox ad, consumers can activate the video by clicking on or hovering over a display ad, which then expands and plays a video. It's a great way to maximize engagement for interested parties, and consumers who don't want to watch won't be annoyed by a video that autoplays on the page.

Shoppable TrueView Overlays

As Marketing Land points out, TrueView overlays dynamically drive traffic and conversions related to specific products. These overlays can display a product for sale in an online store, powered by Google Shopping. Make sure the overlays are related to the video content, whether it's a tutorial of the product or a problem-solving video using the product as a means to an end.

TrueView also works for mobile consumers and can drive consumers to a nearby store location where the product is available.

Today's video marketing strategy encompasses more than simply making and publishing videos. For brands willing to innovate, it's the perfect time to start creating video content.

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Topics: Video Advertising

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