34 / 38
We are witnessing and participating in an age of
dramatic change in the way consumers interact
with both large and small brands. Traditional
marketing is dying because consumers now hold
the power. They use ad blockers, DVR’s and
satellite radio to avoid being bombarded with
unwanted information. In fact, it’s been said
that the leading marketing trend next year will
be the maturing of the age of ad blocking.
So what’s the answer for 2016?
Content marketing.
More and more companies are realizing that
it’s time to shift our perspective; rather than
interrupting our prospects, we need to meet
them on their terms. Our role as marketers is
now to provide helpful information that solves
their problems or answers their questions in a
manner that allows them to access it when they
are ready, not when we say they should.
Video is the future of content marketing.
Content video marketing means creating a
consistent series of videos throughout the year
and making them available 24/7. The facts
are clear, consumers believe video more than
the written word; so when they are seeking
information, they choose watching a video over
reading a blog or article.
Some of the benefits that early adopters to this
marketing strategy have realized are:
• Consumers get to know and like the brand or
individual small business owner, which speeds
up the sales cycle, because people choose to
do business with those they know, like and
trust.
• When thecontent videoseries iseducational, as
it should be, consumers perceive the business
as not only knowledgeable, but helpful and
interested in solving their problems.
• Most companies aren’t using video yet
so those that do stand out from their
competition and increase their market share.
In order to receive these benefits, here are some
things to keep in mind.
1. Video length matters.
The consumers
of today have short attention spans so you
must hook them in the first ten seconds and
then deliver engaging, meaningful content.
This can be accomplished with short videos
of three minutes or less.
2. Deliver quality content.
Know your target
audience and provide them with new, useful
information. Think about the value add to the
viewer; what does the video help them do.
3. Have a strong call to action.
Give the
viewer a reason to engage further. However,
remember, the savvy prospects of today do
NOT like commercials so the minute a video
starts sounding like an ad, they leave. Build
their desire throughout the video and they’ll
take the next step.
4. Maintain brand integrity.
Content videos
are an extension of a brand, so make sure
the quality of the production meets the
standards of the company brand and that the
spokesperson is authentic and approachable.
Jump Onboard the Biggest Trend in Marketing in 2016
Don’t Miss the
Virtual Boat
SOAR TO SUCCESS
/
NOV. 2015
/
Business Acceleration Strategies