Video marketing is now one of the most effective ways to build trust and increase brand engagement by getting more people to buy the service or product. For most brands, the concept of video marketing is not new. But, many have yet to develop a video marketing strategy that effectively engages their audiences.
The power of video is rapidly increasing, and brands that do not use video miss a big opportunity to engage with their target audience. Informative and engaging video content can help brands increase their brand awareness and sales and help make strong customer connections.
As per Wyzowl’s State of Video Marketing 2020 Research, in 2020, 92% of marketers revealed that video is a crucial part of their marketing strategy. This has grown from 78% in 2015, which signifies that the importance of video is only increasing.
Incorporating videos in marketing is necessary but using videos in an appropriate way is essential. It can help brands improve their website performance, increase traffic and conversion rate.
Focus on the Customer
The marketing strategy of a brand should transcend a transactional relationship – the focus should be on growth. Using videos to demonstrate how to use specific products, answer customers’ questions, and highlight customer reviews, are ways brands can better engage with consumers.
Brands can actively engage the customer and eventually build loyalty. It creates trust with the customer, who will ultimately develop a liking and may refer the products and services.
The Importance of Authenticity
Customers today want more than just products and services – they want to connect with a brand. They want brands to make loyalty and rewards programs more attractive. Most brands haven’t gotten the memo yet, with only a handful actively focusing on creating loyalty and rewards programs.
Customers want to be associated with brands that can demonstrate empathy and deliver a unique, personalized experience. A robust video marketing strategy can promote loyalty and rewards programs. When brands create a video that customers are interested in watching and taking action on, they have effectively succeeded at engaging their audience.
A well-executed video can demonstrate all the features and benefits and of the brand. The message gets conveyed in a straightforward and convincing way that draws in the audience and significantly increases the chance of customer engagement.
Content Flexibility is Key
Videos play a crucial role in a customer experience strategy, but it is also known to be resource-intensive. With a modular approach, brands can adapt and repurpose certain elements of videos that can support scalability in a cost-efficient manner.
Creating videos in this manner provides brands with maximum versatility. They can combine creative assets and certain scenes in multiple ways, creating a range of video experiences by weaving them into stories targeted for different moments throughout the customer journey.
The Power of Personalization
Personalized video marketing is an incredible tool as it marries two popular strategies -customized marketing and video marketing strategy. With personalized marketing, brands can use the most videos to leverage personalization and increase engagement, conversions, click-through rates, and so on.
Today, most businesses are up-to-date about their customer preferences and likes and dislikes but still, blast out cookie-cutter communications which are unlikely to resonate with the recipients. With an established relationship, it is more effective for brands to personalize messages based on the customer’s profile, interactions, past transactions, and current behavior.
A personalized video-powered experience combines extensive data and video to create experiences relevant and unique to that individual, and it is also a great way to retain existing customers.