There are many aspects to modern-day marketing that it seems near impossible to keep up. The shift to digital and online marketing has only made the process of connecting with consumers even more difficult. It also offers new modes of engagement that can greatly benefit you and expand your market in new ways.
While traditional ads and old-school marketing strategies will always be around, you need to start to think more generally about how to develop relationships with your consumers. At its core, a digital strategy is all about using technologies and online resources to reach consumers who can benefit from your products and services.
The basis of any digital strategy is video, and the way to most effectively use video to promote your brand and grow your business is with whiteboard animations and explainer videos. They are easy to do and highly effective marketing products that simultaneously provide valuable information to consumers while cultivating brand loyalty, building consumer trust, expanding your market and, ultimately, increasing your sales.
But why is video so important? And what’s so special about whiteboard animations and explainer videos?
The future of digital marketing and video
Online video content has increased over the last few years. It constitutes an increasing percentage of all the digital content produced online. By 2017, in fact, 69% of all online traffic will consist of video content. There are a variety of reasons for this, but it primarily is due to consumption trends, transformations in user engagement and the value attached to video by search engines.
Consumers want video over other forms of content. Four times as many consumers prefer watching videos about products than reading about them. Almost three-quarters of consumers believe a video describing a service is important. 90% say watching a video about a product helps them in their decision making process.
Mobile video consumption is also fueling this trend. Large-screen smartphones and ever-present WiFi and 4G networks have made watching video on the go easy. Most savvy businesses have developed responsive websites that render seamlessly on both desktops and mobile screens, enhancing the mobile user experience. As a result, YouTube reports that mobile video consumption has been rising 100% every year and will account for 70% of total mobile data traffic by 2019.
Whether responding to these trends or contributing to them, Google and other search engines, long ago recognized the value of video and rank webpages containing video accordingly. In fact, webpages with video content rank 53 times higher on Google search results pages. And Google’s valuation of video is far from arbitrary. Video, due to the higher level of production required, tends to be higher-quality content that users find helpful.
You want to make compelling videos that your audience will find informative and interesting, but you don’t want to break the bank or have to create an entirely new media department to develop new content.
A lot of small businesses and individuals have struggled with this problem. That’s why whiteboard animations have become so popular within the last few years. They use simple but effective visuals to communicate information.
Whiteboard animations often feature the artist drawing the scene that takes place, giving them a fun, light-hearted feel. Whiteboard explainer videos are visually engaging and are a great way to focus on a specific topic or idea, making them an appealing choice for business. Users are much more likely to watch an entire 45 second whiteboard animation video than other kinds of video content. Here is how you can use a whiteboard and explainer video.
There are numerous and free to reasonably priced programs you can use to create your own whiteboard animations. You can also save time and effort by hiring a skilled animator on Fiverr who can quickly create the perfect whiteboard animation for your business. You can also find copywriters here who can create compelling and easy to follow scripts and narratives for your videos.
Explainer videos can be videos of you or someone from your company speaking. These videos can be slide presentation or whiteboard animations.
The topics can be whatever you think will be of use to your audience. You can explain how to use your products and services, or how your company can benefit consumers. You can give tutorials on how to get the most out of your products, or even instructional information on confusing or difficult to understand aspects of your industry that might help your consumers.
Consumers appreciate companies that are considerate and care about their wellbeing. Building those relationships through explainer videos is smart digital strategy because it will cultivate loyalty among your consumers.
Lastly, with both explainer videos and whiteboard animations, you want to make the content engaging to viewers. While most video marketing tutorials are directed at product videos and ads the principals are largely the same. To make your videos compelling look to tell a story and to show the benefits of your products and services. By giving your video a compelling narrative, you’re sure to hold onto your viewer’s attention better and for a longer period of time.
How to reach consumers with your videos
While video content will automatically improve your SEO, you need to actively engage your audience to ensure that you’re maximizing the returns on your digital strategy.
This means getting your videos into your customer’s hands, or on their screens at least. YouTube is one of the primary platforms for disseminating your videos. Over 6 billion hours of video watched on YouTube and the site receives 1 billion unique visits every month. Hosting your video on YouTube also makes it easy to embed on your site and to post on other social media sites, like Facebook.
Posting videos on Facebook, in fact, is one of the best ways to grow your audience. Social media is key to targeted marketing because your videos are likely to be shared and spread to those for whom they’re most relevant. Moreover, consumers are more likely to share or like video content on social media than other types of content. 84% of consumers admit to liking a company’s video in their newsfeed, and 48% say they have personally shared a company’s video on their profile.
Also, if you send out a regular email newsletter, make sure you’re including your whiteboard animations and explainer videos in them. Consumers are nearly 50% more likely to read email newsletters when they have links to videos.