2024 is on its way to wrapping up (ok… we know there’s still a while but December doesn’t count and let’s be real, half of November doesn’t either right?), and there’s no shortage of evidence of change in the marketing landscape over the last year. Despite changing trends, innovative technology and evolving social platforms, one element has remained at the forefront: video.

Businesses of all sizes, ages and stages are continuing to realise and recognise the critical role that video plays in their marketing strategies. As we move through a new season and towards a new year, the proof is in the pudding – every business needs a video marketing strategy. Let’s be clear about why…

It’s what the people want

It’s no secret that our attention spans are getting shorter, more things are demanding our focus, and the online marketplace is increasingly saturated with content and information.

With this in mind, businesses need to adapt by offering a quick, simple and engaging way to convey their messages. Video is just the thing. Studies continue to show time and time again that video is preferred over text and still imagery. By using clever, catchy hooks and providing relevant information in a concise way that cuts through to key messaging and content, businesses are able to stand out against competitors and capture audience attention.

It’s more engaging

Video is not just the preferred format of content, it’s also the most engaging. Whether the video content on offer is a promotional video, a product demonstration, behind-the-scenes or a testimonial, video content encourages higher interaction than still images and standalone text.

Engaging content leads to longer watch times, increased shares, and subsequently better performance with complex algorithms. When content appears more frequently and in front of more eyes, it’s not rocket science that an increased likelihood of conversions will follow.

It improves your SEO

Ahhh search engines, the enigma of the online realm. Optimising SEO can be a complex task, understanding keyword combinations, competitor performance, the whole thing can be daunting at best! BUT, search engines do favour video content, meaning that incorporating video into strategy can boost your businesses ranking.

Through the optimisation of video titles, descriptions and tags, your business can improve search visibility and rankings, drive more traffic, and ultimately reach a larger audience.

So, how should you build this video strategy?

We’re so glad you asked…

Define your goals.

You already know the importance of clear objective, we’re not here to reinvent the wheel. Understand if your business is trying to generate interest or awareness, improve loyalty or increase lead conversions for example. These goals will inform the style of video content that you create, and how you distribute and publish it.

Know who your audience is.

Understand who your target audience is. We always recommend developing a persona. Know what their interests are, their demographics, when and how they consume content, then tailor your strategy accordingly to their preferences.

Create quality, compelling content.

The video production process isn’t to be rushed. Quality is key. Do not underestimate the power of a well planned and carefully crafted piece of content with a strong narrative. Consider investing in professional video production, especially for promotional videos to be used on websites. For social media content, make sure that you’re using a mobile phone with a high quality camera and utilise tools and software that supports in the creation of visually appealing videos. We love CapCut!

Distribute strategically and analyse performance accordingly

Don’t waste a good video on a poor execution strategy. Use data points gathered through earlier stages (especially persona preferences) to understand what platforms to share on. Each platform has nuances, so tailor your content accordingly.

Track the performance of your content across platforms over time, and refine your approach based on the data. Track metrics that align to your goals (e.g., engagement metrics) and optimise your strategy based on what resonated.

Then… rinse and repeat!

Don’t forget to frequently revisit your strategy to refine your approach, stay on top of trends, and move with the times! The online world is constantly evolving, so we’d recommend sitting down every 3-6 months to keep things on track and to continuously set your business up for success!

If you need support in developing your video strategy or with the development of professional video content, reach out to our team here! It’s our bread and butter, and we want to help you work smarter, not harder.

TLDR;

Your business needs a video marketing strategy because video is how people prefer to receive information, it has a higher rate of engagement and subsequently a higher likelihood of lead conversion, and it improves SEO rankings. It’s a no brainer, right?

Get cracking in that video strategy, and set your business up to thrive in the new