How to use video in a digital marketing strategy?

How to use video in a digital marketing strategy?


Videos are rightly increasingly present in marketing strategies. Written content and images are no longer enough to best attract prospects. According to recent statistics, 76% of companies who have integrated videos into their digital strategies have increased their turnover.

According to Adweek, more than 60% of these structures plan to increase their investments in the video design. However, the proper assembly of these media is necessary for successful digital marketing. Here are some tips for optimize your digital strategy thanks to video content!

Defining marketing objectives and controlling your target

Adopting a successful marketing strategy requires starting with a definition of objectives and a study of the target audience. Designing a corporate video for its marketing is no exception to this rule.

You have to work upstream on the expected results and the target to be reached before thinking about the content and messages of the video. You can aim for a variety of objectives when you want integrate videos into your digital marketing strategy. These include in particular:

  • the acquisition of new prospects;
  • the presentation of company products or services;
  • explanation of how to use a product;
  • increasing the conversion rate;
  • the presentation of certain customer testimonials;
  • sharing unifying messages.

The performance indicators are equally important for measuring progress and the achievement of objectives. They make it possible to know whether the objectives set have been achieved. Tools like Google Analytics and Google Tag Manager allow you toevaluate the impact of a video. In particular, they provide information on the number of views, interactions and shares and on the click-through rate.

Properly identifying and mastering your target is crucial for the success of any digital marketing strategy. It is also important to realize the avatar of its target as part of a video design. To this end, we can define his personality, his expectations with regard to the offer and his preferred communication channel.

The message to convey and the right visuals

Videos that must integrate a digital marketing strategy must convey precise and relevant messages. Defining the objective and the target beforehand makes it easy to find the right message. It is important to highlight the customer’s need while ideally highlighting the proposed solution.

Internet users must have an answer to their problem after watching the video. It is necessary, even essential, to play on emotion client. This feeling is one of the keys to taking action. The emotion you want to arouse must be clearly reflected in the message.

Choosing the right visuals and formats produces remarkable quality videos. First it is necessary that the style and type of video adopted are in line with the objective and the target of the marketing strategy. There are five main styles of videos:

  • ads ;
  • explanatory videos;
  • testimonials;
  • product videos;
  • social content videos.

Each type of video has specific characteristics and formats. Then you have to be very creative in order to distinguish itself from the competition. You must bring a special touch that allows Internet users to easily recognize your business.

Adopt appropriate distribution channels

There are many channels for distributing videos for digital marketing strategies. the choice of the appropriate channel must be done according to the objectives and particularly the target audience. The most popular options are websites, social media, the YouTube platform and email accounts.

YouTube and social media are essential in this batch of channels to adopt to develop its marketing on the web thanks to the video. They make it easy to touch tens of millions of Internet users in a few days. You still need to adopt good SEO and optimization techniques on these channels.

The optimization of videos takes into account many parameters. Compliance with the broadcast format is very important. You need a horizontal format on YouTube. Instagram uses the square and Snapchat uses the vertical.

The duration of the assembly is also a parameter ofcorporate video optimization. It must not exceed 2 minutes so as not to lose the user’s attention. Here are some practical tips for using video well in digital marketing strategies.

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