9 Tips for Boosting Your Digital and Video Marketing Campaign
Standard marketing we were used to in the past no longer exists in the marketing industry today. If you want to stay competitive, you have to keep updated with your customers' needs, while being present on social media continues to be an essential asset. That's why following the guidelines we offer can help you take your digital and video marketing approach to new heights.
The marketing world is no longer the traditional marketing that Don Draper showed us in MadMen. However, one thing remains: you need to be where your audience is. In campaigns today, this means you need to be where people are spending most of their time: the internet. In fact, as of January 2021, the internet had 4.66 billion active users worldwide–that's almost 60% of the human race.
Having a digital presence is so important that all large businesses have a website, and in 2021, 71% of startups and small businesses had one–that's a big jump from the previous 50% in 2018. All these numbers mean that you better boost your digital and video marketing campaigns today, or you’ll quickly become a thing of the past.
Digital marketing is all your marketing efforts in the digital world: email and video marketing, pay-per-click, social media, content marketing, SEO, the list is long. To showcase its importance, a 2021 Gartner survey found that digital marketing hit 72.2% of all marketing budgets.
Online video and marketing was the highest growth category in the survey, with an anticipated doubling of investment between 2016 and 2021.
Now that you understand the pressing need to improve your digital and video marketing campaigns, get ready for nine tips that you need to consider if you want your digital and video marketing campaigns to skyrocket your business.
1. Social Media and Live Streaming
Whether it's Facebook, Instagram, TikTok, or any of the many other social media platforms there are, if you're not on them, you might as well not exist. Social media is still far from the Meta world that Mark Zuckerberg wants us to live in. However, that's not to say it's any less consuming for its users.
Live streams used to be something with a relatively low participation rate. However, from 2019 to 2021, the industry grew 99%, and it's an industry that is expected to reach $223.98 billion by 2028.
Be part of this new trend by learning how to go live on TikTok. This is not only a way to get more viewers but also to show your audience that your brand has a real person on the other side of the screen. In fact, 80% of consumers prefer to watch live videos from a brand rather than read a blog–it's the human touch.
Besides live videos, you can also use social media ads with the help of our native marketing tool—make your ads look less, well, like ads! This way, your advertising content will match the editorial flow of the platform your target audience is on.
Since everyone now spends their time on social–actually 83% of all internet users use social media–one of the best tips you can follow is to make social media a cornerstone of your digital campaign strategy.
2. Embrace Video Marketing by Adding Subtitles
Human beings are visual beings. According to Foundation Inc., YouTube is the world's second-largest search engine and second-highest ranked site. This means that if you want to be part of what people are looking at and searching for, your video content needs to live on Youtube.
Whether it's a how-to video to attract new customers or a thank-you video to delight your current customers, video is a powerful tool. In fact, HubSpot found that adding a video to your landing page can boost conversion rate by 80%!
Don’t forget to add subtitles to your videos. Whether your viewers have hearing difficulties or are watching videos over a particularly crunchy meal, subtitles are an absolute must to build on the exposure of your video campaign.
3. Visual Content, and Reporting, is Key
If something's evident in the digital marketing world, it's that visual is a buzzword for a reason. People want to see it, to believe it; this goes not only for the content you share with your audience–videos, graphics, infographics, even memes–but also for how you present your reports and metrics to your team.
Learn more on how to create impressive reports to help you share, discuss, and get the most out of your marketing efforts with Piktochart. Their templates can drastically help you understand the success of your campaign so you can hit the ground running next time around.
4. Stick to the Fundamentals of Digital Marketing
Inbound marketing is always a strong strategy. It's where businesses focus on attracting, educating, and empowering their future customers with quality content that their ICPs are searching for.
Inbound marketing aims to provide quality and valuable content for each stage of the buyer's journey: awareness, consideration, and decision. This marketing strategy helps customers feel like they’ve made the decision themselves to invest in your product, instead of feeling like it was pushed down their throats through outbound marketing—or cold sales strategies.
Inbound marketing is not only a critical factor in digital marketing, but it's also more cost-effective than outbound strategy. In fact, inbound marketing leads cost 61% less than outbound leads. Meaning more quality leads with less investment. The secret to great inbound marketing? SEO.
5. Don't Forget to Build for Voice Search
"Alexa, what's the future of search engines?" "Siri, what’s SEO?" Voice search is here to stay. Embracing it as people are still getting used to it–and it isn't a go-to strategy for your competitors—yet—can help you take the lead.
People don't want to waste their time typing; they want to quickly call out a name and get an answer right there and then. We’re tired of screens. A whopping 40.2% of Americans used voice search features in 2020–and this number is only expected to increase.
Optimizing your content for text and voice SEO today will help your marketing efforts tomorrow. It means creating content designed to answer how we search for things using voice, not how we type—there’s actually a big difference.
Lastly, by improving voice search and voice command content, you're also widening the accessibility of your brand and content.
6. Email Marketing isn’t Going Away
Although many look at email marketing and newsletters as an annoyance or straight-up spam in their inboxes, any marketer will tell you that it’s still massively important. Don't believe it? Email generates $42 for every $1 spent, meaning it is one of the most cost-effective options available with a 4,200% ROI.
However, it's essential to know how to create inbox-worthy content and enrich each segment of your mailing list with relevant content.
7. Focus on Retaining Existing Customers
Any marketer knows that gaining new customers costs more than retaining existing customers. Depending on the study, obtaining new customers is anywhere from five to 25 times more expensive than keeping a current customer happy.
It makes sense, after all. To acquire a new customer, you need to find them, educate them, and convince them to pick your product or service over potentially tens or even hundreds of other possibilities on the market–no easy task.
Instead, you need to provide value to retain customers, letting them know they're essential to your brand. This essentially means you need to switch from an AARRR framework to the RARRA framework—prioritizing retention over acquisition.
There are many ways to do this, but a simple method is directly engaging with users within your product. More importantly, keep testing your product and services to ensure that you are still solving your existing customers' pain points.
Happy users tell their friends and colleagues about your product, and they're more likely to leave positive reviews. They’re also much more honest when providing feedback to improve your products and services and, ultimately, strengthen your brand.
8. SEO is your New Best Friend
Search engine results pages (SERPs) is where digital marketing and traditional marketing have one thing in common—location, location, location. Digital real estate.
Search engines like Google have become so essential in everyday life that it’s now a verb. "Let me google that"—a powerful testament of search engines' importance.
Understanding this importance is the first key to realizing SEO's power. Without search engine optimization, you could miss out on the market share you deserve.
9. Tell your Story
Marketers have realized that the world doesn’t have an attention-span problem, but the way we’re delivering content isn’t engaging enough. Through powerful storytelling, new and old customers feel emotionally connected with brands. They can feel a sense of belonging, which makes reading, watching, and listening to marketing campaigns completely different from passively consuming an ad.
The critical thing to understand is that these differences are more on storytelling and brand identity than on the pain point-solutions.
For example, Coca-Cola is not entirely different from its cola-based competitors. Nonetheless, they have a storytelling and brand message that goes beyond the product itself. They don't advertise their drink as the best or the better tasting cola-based beverage on the market, not even that their price is the best one. Instead, they sell happiness.
Closing Out Top Tips for your Digital and Video Marketing Campaign
Getting paying customers and subscribers is genuinely a challenging task in any marketing campaign. However, thanks to the super digitalized world that we live in, not upgrading and learning the ropes of digital and video marketing can break your strategy.
Following these nine tips can bring your digital and video marketing strategy to brand new levels. Take digital marketing seriously, improve your visual content and end-of-the-funnel strategy, and see revenue growth that fills your soul and your quarterly charts.
Start boosting your digital and video marketing campaigns today, and let us know how you get on!
Ray Slater Berry is the creative director for his B2B SaaS content agency: DSLX, and has been working in social media, content marketing, and SEO for nine years. He specializes in the tech, innovation, design, and product sectors. He is also a published psychological thriller author with his first novel, Golden Boy.