As the world is trying to deal with the corona pandemic, many businesses, organizations are facing challenges on transitioning their operations partly or entirely to an online process. Securing business continuity, keeping up with sales and avoiding revenue loss all require ingenuity and innovations. This has made business owners, and marketers find creative ways to engage customers and keep their businesses afloat.
The role of the post covid19 marketer has also become more challenging. Today marketers (and business owners) must decide what type of content to engage their audience and what kind of medium to best reach everyone. This apply to both online and offline. International brands are already practicing this reality and there is a lot we can learn from what they are doing. Gone are the days where brands talked about how lifestyles are improved by using their products. Instead now they talk more about value their products bring. They are also practicing more empathetic messages that are thoughtfully crafted.
Today marketers are also more socially conscious to issues that are sensitive, and try their best to eliminate anything that may bring harm later on. Taking a stand for social, racial, political and ecological justice has also become the new norm for most marketers.
Online consumer consumption of social media is also shifting towards change. Today everyone is online, everyone is working online. This has made people crave information and is essentially looking to feel connected. When looking at online consumers, they are more interested in brands and products that are offering value (compared to what they already know). But instead of giving rich, meaningful and value added content, many marketers and brands are still committed to the traditional marketing approach. Today the internet is filled and continue to be bombarded by just “noise”, which does not truly stand out in the eye (and the ear) of consumers. Although consumer thinking, behavior, buying patterns will surely change over time, their thirst for quality information will not change. So the challenge is up to marketers and business owners to become creative and innovative in how they communicate.
As a video marketer, I have had the fortune of seeing how trends change over time, yet the clients who come to me are more comfortable and concentrated on traditional marketing. Having worked with clients who adapted to change and who came to me with innovative ideas, and having witnessed their success (compared to others), I can clearly see the difference as a marketer. I have been advocating the power of video marketing since 2015, but in these difficult and challenging times I can clearly state that video has become the most important, attention grabbing, client centric, and result driven medium available today. I already talked about building client relationships during Covid19. Here are my suggestions for you to consider improving your video marketing during Covid 19 to clearly stand out from your competition.
Streamlining a Real Time Marketing Approach
Video have the power to strike a deeper connection and connect with a strong emotional responses. This is what make video mre memorable than any other medium. So aim to create frequent video content. Seize micro moments that has value (to your audience) and make these videos entertaining despite not having any marketing potential. The aim is to engage or start a conversation and make these videos as authentic as possible.
The Potential of Video SEO
The second real advantage of video marketing is the potential it has on SEO (Search Engine Optimization). Google is giving more prominence to video and video has a 41% higher click through rate when embedded on a landing page. It also boost search results when you have a short video explaining the same thing a text post might take longer times to read through. So make sure to include the keywords and search terms on your video titles, descriptions, captions, and transcriptions as much as possible. Also make a note to create custom thumbnails that also have your keywords and search terms.
This pandemic has uprooted the old ways of doing business. The new normal most people talk about (when related to marketing) is how well businesses and brands connect, establish relationships between consumers. The new normal is how we build credibility and most importantly how we establish trust. Businesses and brands are becoming more and more compassionate to social, political and environmental causes. They want to show that they care, they want to share that they too belong in the circles their consumers take up a stand. What other effective medium than video can really cement empathy and compassion? NOW is the time to show this and become involved with causes that inspire your consumers… and once you build trust it stays.
Video remains the most effective medium to plan your marketing strategy. If you don’t know how to get started on this then Check out my blog How To Get Started With Your Own Video Marketing Strategy. The next thing you want to do is to build on your youtube channel. Youtube is the second largest search engine next to Google. Here are 10 Tips on how to grow your youtube channel.