10 Ways videos can help digital marketing agencies see real business growth results

People are consuming more and more video content. According to a recent study by Cisco, video content is expected to account for a whopping 82% of all Internet activity by 2022. What is even more astonishing is that this growth has occurred during the last five years. Video content has grown by over 15 times since 2017.

With numbers like this, Videos now play a vital role in digital marketing strategies. Marketing agencies are increasingly specialising in converting this traffic into real business results.

Social media platforms are now becoming increasingly sophisticated. They have achieved the objective of attracting most eyeballs surpassing TV viewing. The next stage is to monetise the traffic, where marketing agencies see an opportunity. 

Here are ten ways digital marketing agencies can make most of their videos and drive true business growth:

1. Use videos for both branding and performance objectives

Videos have traditionally been used for branding. This is because they were used as an online version of TV advertising. With increasingly sophisticated platforms and changing customer behaviour, digital marketers should use videos for branding and driving sales.

When creating a video, let the content tell a story about your brand. While doing it, make it easy for people to buy as the next step. Platforms like Instagram have ads where a "shop" button can be shown along with content. Use these kinds of CTA features smartly.

2. Optimise videos suitable to the platform

Each platform is optimised for a certain type of video. A large number of YouTube users have started watching content on smart TVs. This means the platform is great for high-quality long-form videos.

On the other hand, Instagram and Instagram Reels are optimised to be viewed on mobile devices. Depending on what devices viewers view the content, the format, quality, and orientation of videos changes. Optimise accordingly.

Editing your videos after shooting them also helps to make them look professional and optimised. You can use an online video editor to add transitions, special effects, and many more features to give your videos a professional touch.

3. Build engagement with users

Gone are the days when brands are abstract entities that communicate only to customers. Customers can only communicate with brands through their complaints channel. 

These days, customers want to directly interact with the brand to clarify questions, give feedback, and demand a certain level of service.

Many brands do this by having their customer support division monitor the comments and respond accordingly. This ensures that the brand intends to be interactive and value customers' opinions.

4. Create brand identity

A classic reason brands create video marketing material is to create a brand identity. Videos are entertaining and make for popular viewing. Well-made video advertising can be a powerful marketing tool given the short duration they run for.

Consistency in messaging allows viewers to associate the brand with the values it represents. Repeat viewing of the message takes the user a step closer to trusting the brand and buying their product. 

5. Be known for a social cause

People these days have become much more socially conscious. The increase in sales of products made with sustainability in mind is an example to prove this. Because of this increased awareness, brands that are responsible drive more sales. 

Identify a cause that aligns closely with the brand values and make it a part of video advertising. Allow your potential customers to know what your brand stands for. This builds trust and increases the possibility of a sale.

While doing this, make sure that the company stays true to what is advertised. Not being honest and genuine drops sales as quickly as a social cause can increase it. 

6. Use all the features of the ad platform

When a mature platform provides advertising tools, they already think of ways to convert ads to business results. The easiest way to drive more sales or meet your specific business objective is to use the features well.

For example, Google Ads has specific formats to drive leads and subscriptions, and Facebook allows platform purchases. Video ads must use these features to make the most out of the investment that produces them.

7. Measure results diligently

Another feature all of the online advertising platforms provide is rich data that track how your video ads are performing. Next time, pay attention to this data to build customer profiles so similar audiences can be targeted.

Use data like what day and time attract the most views to your video and boost visibility during those periods. You can access data that shows how many views result in a sale-related action. This can guide you on how much budget to set for your video ads. Invest in analyzing data for your videos.

8. Run experiments

Experienced marketing agencies work like financial advisors. Don't spend all your video ad budget in one go. Experiment with various formats and audiences and measure results. Use the most optimized digital assets and target the audience driving most business.

9. Build incentives for online users to buy your product

We have seen how prevalent video content is on the Internet these days. The big downside of this is competition. Even if you create the most engaging video content for your brand, people may not be compelled to buy from your company. 

One way digital marketing agencies try to work around this is by creating incentives for viewers to buy their products. It can appear as offers or discounts. Anything that makes your viewers feel they get preferential treatment can boost sales.

10. Pay attention to return on investment

One metric that all digital marketing agencies must pay close attention to is the return on investment (ROI). Video ad production costs money. If it is done on a large scale with paid actors, the cost increases.

When deciding how much to spend, always have a well-calculated estimate of how much sales the video can drive. Optimise to sell more than what it costs to produce the video. This may be an obvious thing to say, but several marketers fail here.

Conclusion

Video advertising is now the centrepiece of any digital marketing agency. The agency needs to invest in a strong creative department for videos to drive sales. Apart from this, today's world demands investment in data analysis and social media expertise.

Hopefully, these tips will give you a good starting point to make the most of your video marketing strategy.

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