Marketing is the primary challenge of every business. A brilliant idea will fail if it is not marketed correctly. Online marketing tactics such as search engine optimization, social media marketing have created low-cost alternatives to effectively market a brand using advantages in technology.
As customers increasingly adopt technology in every aspect of their lives, the goal for marketers should be to find the best channels to connect with those people.
Here’s the trick: The ones that adapt faster win. As more and more marketers realize these advantages, the media channels become crowded and customers become blind to marketing. That’s why marketing is a constant game of change, and those who stay ahead of the curve win.
After featured snippets, YouTube videos rank on top. “More and more, Google is favoring YouTube videos in search results alongside web pages,” Johnson of Nomad Paradise says. “If you don’t currently market on YouTube, it’s worth producing video purely for this reason. Your core focus doesn’t need to be growth on the YouTube platform, because these videos are purely for embedment in web pages and search engine ranking.”
Just like you find keywords with low competition to rank for, you can find keywords relevant to your business with few or no YouTube videos and make videos for them. Your videos also need to be optimized. “The first part is the optimization of the title and the video descriptions… The second and equally important part is to use closed captions. Not only will they make it easier for a portion of the population to consume your content, but they will also make your videos rich in keywords. The more keywords, the easier it will be to rank for your desired terms in Google.”
In 2020, video is a crucial medium. Faster network communications make video consumption easier, and platforms are increasingly favoring video content.
It seems that video is one of the major mediums marketers must utilize in 2020, as many of the techniques (including SEO) involve video marketing. This makes sense and will likely grow as younger audiences favor video over text. If you adopt a video marketing strategy for 2020, you will have a lead and can connect with your audience on many platforms.
Other than video, have an eye out for new technologies and trends. Checking which apps are trending on the app stores on a weekly basis is a good start. New technologies are constantly being developed to make life and work more convenient for people. Adapting to change and staying ahead of the curve is key for effective marketing.
As the founder of an online video agency, I see many businesses try to attempt creating video in-house. We get it: professional video can get expensive, and their iPhones/iPads shoot HD footage… so they think it would be an easier and cheaper solution to just whip something up themselves.
Just because the tech is cheaper and more available than ever before, what most don’t fully understand is how much knowledge and expertise actually goes into creating a professional looking & sounding video. From lighting to shot composition, framing, smooth camera movements and clear audio – there’s a lot behind creating professional quality shots, and those shots stand as the very foundation of the video. If those shots are bad, it’s very hard for your business to be perceived as a professional. Bad quality video is actually proven to negatively affect brand perception.
In fact, one of our newest clients recently told me: ’I honestly didn’t think I needed you until our marketing girl shot/edited a video herself, and I needed gravol by the end of it.” I watched those videos, cringed, and thought ‘you’re not the first and you definitely won’t be the last’.
These days, many companies are expecting their marketing or digital managers to be able to just pick up a consumer camera with little to no experience & start producing videos in-house as easily as they post links to social media.
I’ve said it before and I’ll say it again: creative & professional video production is a learned and practiced skill, takes talent, and is honed after years of experience.
From developing a creative strategy, a video then has to be shot, it also has to be edited, which are three entirely separate creative skill sets. None of these areas can be learned overnight, so it’s unfair to ask untrained employees to pick up that ball and run with it – if you want to realize the great potential online video holds.
In fact, it’s so rare for us to receive a videographer application from someone who went to film/digital media school actually have their talent’s honed until at least a few years in the field. For this reason, our creative team, videographers and video editors all have a minimum of 5-10 years experience telling visual stories. It’s an expertise… and proof is always in the end product.
It honestly makes me a little nervous when I see some of our clients try to supplement the professional videos we do for them with their own… in fear someone will (gasp!) think we had a hand in them! Alas, I understand their motivations because online video truly is the now and the future of marketing & advertising for businesses of all sizes. If they wish to supplement with some in-house videos, we offer them guidance and tips to make sure what they do themselves doesn’t destroy the reputation for quality they have developed by working with a pro video agency.
I always beg amateurs to avoid shooting video themselves, because there are trained professionals ready to help… which, when done properly, consistently delivers great ROI and doesn’t put your brand at risk.
Lisa Ostrikoff, Founder – BizBOXTV