A well-developed digital marketing strategy attracts customers and leads across a range of platforms. But once your product or service is out there, you need to develop strategies that stick. Returning customers are more likely to become loyal customers that share your content on social media and mention your business to friends. One viral video might make a name for your business, but quality video marketing content ensures your popularity isn’t short-lived. Here are a few strategies that will help you build quality video content for your business’ site.
1. Optimize User Experience
Once someone makes it to your site, you need to amaze them with convenience and relevance. User experience specialists provide developers with the human behavioral information they need to build sites that are intuitive. Content managers work alongside marketers to ensure that relevant products are displayed to the right consumers at the best time. When customers find what they need and when check-out is intuitive and easy, customers return and tell their friends.
The key to an optimized user experience, especially mobile experiences, is loading speed. Investing in digital marketing services, to optimize your website’s user experience is crucial to the success of your business.
2. Killer Content
Knowing what content your target audience is most likely to enjoy and share is essential. Viral videos don’t always guarantee conversion. Understanding why customers visit your site, learning what they interact with the most, and keeping data on what posts they typically share helps to build killer quality content.
Perhaps your target demographic is most interested in informative pieces that explain processes like mortgage applications in a friendly way, or maybe your target audience is more likely to respond positively to quick videos with fast music and few words? Regardless of the content style your audience prefers, be certain to make it consistent and valuable.
3. Brick, Mortar, and Video
More businesses are learning that their retail customers enjoy browsing products online. Customers like to arrive at brick-and-mortar locations with product knowledge that allows them to make a quick purchase. Others simply buy online and pick up in the store. Fluidity between physical location and virtual presence is becoming an expected norm, especially among millennials. Providing video content that simplifies the in-store experience will assist in getting more people in the door.
4. Events and Webinars
For business’ that provide services, or for those that have little to no need for a physical location, offering web events and webinars is a way to build value for virtual customers. Offering a webinar allows you to register participants. Through this process, you will garner valuable lead data. Once registered, your participants will be encouraged to ask questions about the information presented and share their thoughts and experiences. These interactions offer greater insight into customer behaviors and preferences which can be used to tailor future webinars and services for your most enthusiastic customers.
Web events are an additional means of gaining customers but in a more fun way. Web events like challenges or streaming video feeds of live events are highly shareable. Whether it’s a music performance, an influencer monologue or even a sight gag, your organization can showcase entertaining, user-friendly material.
There are other strategies digital marketers can use that engage potential customers and secure loyal customers, but these are a good start.