Tag Archives: video marketing

How Videos Make Your Content Marketing That Much More Dynamic

29 Jun


Society is becoming more visually-oriented as time progresses. Though social media has emerged as an incredibly popular text-based social medium, images are a vital component of Facebook, Instagram, Twitter, blogs, and other platforms. Content marketing featuring embedded video is especially engaging. There is no doubt that videos alone will not suffice for the brunt of content marketing, yet strategically adding video content certainly makes the delivery of the message that much more dynamic.

The Appeal of Video

People are inclined to watch videos because there is little effort required compared to reading text. All you have to do is sit back and absorb the visual and audio stimulation coming from the embedded video on the screen. Though there is a risk the viewer will tune out the message (like many currently do with TV commercials), a captivating video will likely hold your target’s attention. Especially short videos that are a couple minutes in length or shorter stand an excellent chance of making a meaningful impact on the target audience. So don’t attempt to communicate your entire message with a lengthy, in-depth video. Embed intriguing video content between blocks of text and your content will prove that much more engaging.

Video Evokes Emotion

A video that taps into the viewer’s emotion or sense of humor will make a lasting impact. These are the stirring videos that are shared thousands or even millions of times. Invest the time, effort and money required to generate high-quality video content with professional production and a polished script. Such content inspires people to share the video much more than video content that feels simple or rushed. Aim to evoke an emotional response and your video’s message will prove indelible. Perhaps more importantly, evoking such a response will persuade the viewer to share your video content on social media, through email and other means. This is exactly what your organization needs to maximize your content marketing push and build momentum through viral content.

An Important Piece of the Overarching Content Marketing Plan

The aim of creating videos to spread your message is to connect with target clients, enhance your overarching message, and inspire people to share your video. The beauty of incorporating videos into an expansive content marketing plan is that each component reinforces one another. Those who find your written content to be interesting will be inclined to click your videos and vice versa.

It is also important to note that some forms of media appeal more strongly to certain target audiences than others. A portion of your audience will find text-based content to be engaging. Another part of your audience will be compelled to take action after watching your videos. Some will find text-based content combined with embedded videos to be an especially powerful combination. In the end, a multi-layered approach to content marketing ensures you connect with as much of your target audience as possible.

Establish Your Organization as an Authority

Organizations sometimes find it difficult to use text-based content to establish themselves as industry authorities. The beauty of video content is that it presents the opportunity to put the organization’s authority figures on display. Feature your organization’s leaders in your video content and it will make a powerful impact. Take a moment to consider how a prospective client will respond to a video that features a prominent individual from your organization. A company leader’s presence establishes rapport and persuades the viewer to consider your organization as a legitimate authority in your niche. So be careful when scripting and producing your video. Seize the opportunity to strategically highlight your organization’s “rain makers” in your videos and the content will make an engaging and lasting impact that leads to long-lasting business relationships.

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Driving Sales With Digital Marketing

22 Jun


In spite of its demonstrated success in other industries, building products manufacturers have been slower to adopt digital marketing as either a complementary strategy alongside print or as a stand-alone strategy. That view is slowing changing as companies focus more of their marketing budgets on digital products such as content creation, SEO, website optimization, video, and more. The trick is to deliver what your audience wants to know without being pushy or aiming for the quick sale.

1. Be Helpful, Not Salesy

The first rule of digital marketing with a goal of increasing sales is to provide helpful information – without pushing for the sale. This helps to build a relationship of trust and establishes your business as one that is an expert in the field.

2. Be Entertaining

This doesn’t mean to pull out the jester hat and do tricks. It means instead of posting dry and boring content that explains concepts in a lackluster way, seek to make everything readable, interesting and informative. Your visitors should be able to easily relate your information to their own situations and come away having learned something.

3. Embrace Video

Video is a marketing medium that is just now reaching its stride. As a platform, video provides a method of entertainment as well as a medium for offering step-by-step instruction. It’s an engaging way to deliver all types of content. As a bonus, videos can be easily posted to different social media sites.

Digital marketing is a flexible, versatile and engaging method of driving sales for any industry. The building materials sector can use the above tips to get started in this exciting endeavor.

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3 Digital Marketing Trends to Watch for in 2017

9 Dec


2017 is right around the corner which makes now a great time to assess your digital marketing strategy. Because digital marketing evolves on a continuous basis, it’s vital to be in the know concerning the latest trends and upcoming features. Here’s what to expect during the year ahead.

  1. Mobility Continues to Dominate

Whether a potential customer is attempting to multi-task during downtime or simply browsing online for pleasure, the chances are very good that their activity is taking place on a mobile device. Convenient and powerful, our reliance on smart phones and tablets demands that websites tailor their marketing strategies so they effectively reach people, even if they aren’t grounded to a stationary computer or lugging around a laptop.

  1. Changing Algorithms are King

Unlike those unchanging formulas that you might remember from math class, algorithms are ones that regularly undergo a revolutionary change. This means that any marketing strategy used must contain elements that work seamlessly together rather than components that can only stand solidly on their own.

  1. Video is Expected

Have you been sitting out the video craze, hoping that it will fizzle out so you don’t have to engage in it? If this is your approach, you’ll want to swiftly change it in order to keep up in 2017. One compelling reason: videos are one of the most shared elements that wind up on social media which means they can quickly make your business a popular topic of conversation. Quick and entertaining bite-sized pieces can also alleviate questions and concerns your visitors might have in regards to implementing the services and/or products your business provides.

At ER Marketing, we constantly stay on top of the latest digital marketing trends so you don’t have to. Let us create a robust marketing plan for your business so it thrives in 2017. Contact us today to lay the groundwork for a better tomorrow.

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3 Tips for Using Video to Market Building Materials

21 Jul

Film Industry

Video can be a highly effective element in your digital marketing efforts. Why try to tell your customers about your building products when you can show them? Technology is also driving the trend in video. With more and more customers accessing the web through mobile, video has become increasingly important.

To get the best results, keep these video marketing tips in mind:

  1. Choose the right length for the medium and the customer.
    Videos that are too short may not provide enough information. When videos are too long, there is a risk of prospects getting bored and navigating away before they are finished. Videos intended for prospects new to your brand should be short. Experts say that videos for Facebook should be two to three minutes. On YouTube, you can gain traction with videos anywhere from one to five minutes in length. To reach customers further down the sales funnel, try in-depth videos that thoroughly explain the value and applications of your products
  2. Get to the action quickly.
    You only have seconds to gain prospects’ interest. Instead of starting with a long introduction, consider jumping straight into the action. Begin with an arresting visual or a surprising fact about your product. By drawing people in quickly, you get the chance to keep them watching and convince them to check out your brand.
  3. Use a mix of video types.
    How-to and explainer videos can show your customers how your products perform in the real world. Testimonial videos allow your prospects to hear for themselves what your happy customers have to say about your products and services. Product showcase videos allow your customers to get a better look at what you are offering than they can get with still photos and text descriptions. By including a range of types of content, you can give prospects more of the information that they are looking for.

Video gives you a chance to connect with busy professionals who don’t have the time to read marketing materials or who prefer to get information in an audio/visual format. By adding this type of content to your marketing mix, you can reach a wider array of prospects and show them just how your products can work for them.

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