Video content is a beneficial tool for any marketer. It’s a worthwhile means of sharing your brand’s message with your audience in an engaging, informative and visually stimulating manner. Video can be especially beneficial for demand generation content. Demand generation refers to the aim of targeted marketing programs to drive awareness around and interest in a brand’s products or services. Here are three reasons why video can be so important for demand generation content.
Video Content Can Be Benchmarked
Many video content platforms feature analytics that help to measure how well that video content is performing. YouTube Analytics is perhaps the most prominent example given how predominant YouTube is among video content sites. The data read by analytics tools such as this can include the number of times a video has been viewed and how long that video was viewed for. Video analytics tools are particularly useful for measuring audience engagement, but it can be difficult for brands to assess the impact of their video content when compared with content produced by their competitors.
Enter benchmarking, a great way for companies to measure just how effectively their marketing plans are progressing against competitors in their relevant industries. Many platforms feature benchmarking analytics, including Google Analytics. Benchmarking is particularly effective when it comes to video content given how prevalent and effective video marketing has become. By making use of benchmarking analytics, a brand can ascertain what metrics are important to creating an effective video marketing strategy. Plus, a brand can assess industry standards in order to find out what elements of their strategy need to be improved.
Video Can Improve Existing Technology
Biju Muduli explains how marketers have a lot to deal with when it comes to producing video campaigns and mentions the almost overwhelming amount of technologies and data insights available to them. The amount can be so overwhelming that it can at times be hard to know which tools are necessary for the creation of an intelligible video strategy. Muduli explains that, by adding video to their current marketing technologies, marketers will be more able to “focus on the creativity that’s driving video content instead of the execution and analytics reporting details.” They will be able to create, optimise and keep track of campaigns from within one application, while also having just one dashboard on which they can collate all necessary information across various campaigns. As Muduli specifies, “it is essential that video be scaled, delivered and measured with just a few clicks.”
Quality Over Quantity
The quality of both your leads and your content go hand in hand with each other. Being at once an engaging, immersive and compelling means of marketing a brand, video content can represent the type of marketing quality that results in leads that are more qualified. This is why brands should harness the power of video content when formulating their marketing strategies.
Video is a powerful tool to make use of within the multifaceted field of marketing. It’s particularly beneficial when used as part of content strategies that are aimed at building awareness around a brand. It can be easily benchmarked, it’s effective in improving existing technologies, and it’s great for producing high-quality content.
The coronavirus pandemic is shaking the global economy, impacting the confidence, shopping behaviour, and social activities of consumers everywhere. With millions of people around the world under lockdown or ordered to stay home, a recent survey by McKinsey appealed to consumers’ concerns about the disruption to their daily lives and their overall outlook of the future. The survey tracked consumer sentiment throughout several countries including the USA, UK, Australia, and South Africa.
A snapshot of the global sentiment revealed that Japan has the highest level of concern about their economic recovery, with only 6% of respondents having a positive outlook. China, which is making great strides in the battle against the outbreak, had the most positive attitude towards the situation, with 53% of respondents anticipating economic recovery.
Even though people tend to spend less money on discretionary purchases during the crisis, the survey observed an uptick in spending in certain countries, most likely attributed to panic buying and stocking up on essential products. Online shopping increased globally as physical stores shut down and people are ordered to stay home, however, this trend has not come close to offsetting the overall reduction in spending.
In South Africa, confidence levels about the economy are low – only 28% of respondents are optimistic about an economic rebound. Consumers say they are planning to cut back across all spending categories during the April lockdown, except on groceries and home entertainment.
Consumers also revealed which shopping channels they plan to use when purchasing goods during the crisis, divided between online and in-store: with home entertainment, books, magazines, and newspapers likely to be consumed online while they’ll likely go in-store for groceries, food takeaways, household supplies, personal care products, skincare and makeup, footwear, accessories, jewellery, furniture and appliances, fitness and wellness apparel, alcohol, and tobacco.
With more time spent at home these days, it’s no surprise that South African consumers project considerable behaviour changes. The table below shows how they were planning to allocate their time to home activities that will help them get through the tough days ahead.
Spend less time
Stay the same
Spend more time
Cooking at home
Texting, chatting, messaging
Using social media
Reading news online
Watching movies or shows
Watching live news
Watching video content
Reading fiction/ non-fiction
Playing video games
Reading physical newspapers
Online shopping for groceries
McKinsey’s report shows that the coronavirus pandemic is causing disruption and uncertainty in all aspects of daily life, from work and finances to socialising and travel. By sharing these stats on how people are adjusting their shopping and online habits, we hope you’ll find some useful insights that will help you connect with customers and keep your Search and Display, and Social marketing strategies relevant during the current turmoil.
SEO is extremely important to your website. When implemented properly, it can help to ensure that your site ranks high on Google’s search engine results pages (SERPs) and is therefore more noticeable than your competitors. However, there may come a time when you need to make significant changes to your website, and those changes could have an impact on the success of your SEO. If you’re considering making a change to your domain name, then first consider the possible effects of this move.
Your domain name is an integral part of the identity you give your website when you create it. It’s this identity that will hopefully distinguish your site in a significant manner from the multitude of other websites that are currently online. Creating a domain name is, therefore, an important step in making your site recognisable online.
That being said, you might find that your domain name needs a change at some point. There are several reasons why this might happen.If your business is undergoing a process of rebranding and is changing its name, then you’ll need to change your domain name in order to match that new branding. Another reason might be that your current domain name hasn’t helped your site gain a sufficient amount of traffic, so a change might spark a little more interest amongst members of your intended audience.
Alternatively, the nature of your specific industry might have changed to the extent that your current domain name seems irrelevant, inappropriate or unhelpful when it comes to distinguishing your product or service within the relevant marketplace. You simply might not even like your domain name. Lastly, you might want to change your domain’s extension. It’s possible that you bought a domain name with an extension that wasn’t too well-known and you now have the opportunity to acquire a better one.
Whatever the reason, if you do feel a change is necessary then make sure you think it through beforehand. This is because changing your domain name will affect your SEO rankings. A change to your domain means that all links on your website will not work anymore. As a result, Google will not be able to categorise these ‘dead links’ and your content will subsequently not be ranked.
There are, however, a few steps you can take to minimise the negative effects of changing your domain. Firstly it’s imperative for you to create a thorough backup of your current website. Your next step before making the change is transferring your website to its new domain. Last, but not least, you have to inform Google about the changes you are making. Google will then update the domain and your listing will be up to date.
No matter your reason for doing so, changing your domain name will definitely affect your SEO rankings. As you’ve seen, however, there are ways of mitigating the negative effects of making that change. Follow the right steps and your new website domain will hopefully find itself gaining traction at a steady rate on Google.
Video content is an especially beneficial and versatile means of engaging members of your organisation’s target audience. In fact, it has proven itself popular amongst South Africans and is deemed a necessary tool. The Media Online notes the relevance of YouTube and how, as of November 2019, 42% of South African’s watch videos on their mobile phones. Meanwhile, South Africa Today highlights the need for more diverse forms of content, one of them being video, and also recommends the regular use and promotion of video content across social media channels. There are various reasons why video content is such a useful avenue for businesses to promote themselves. Here are three of them.
Video content is concise
One great thing about video content is its effectiveness in delivering information to viewers in a quick and concise manner. With one click of a play button an audience member can be given all the information he or she needs in a short space of time. The trick is to say exactly what you need to say about your product or service in the sufficient amount of time. If it’s Facebook you’re advertising on, then your videos can only run for 10 to 30 seconds, while on YouTube they can run for 30 second to a minute. If you can effectively promote your brand in that amount of time, then you’re on your way to piquing peoples’ interests.
Videos can tell vivid stories
With video content you’re able to use more than just words to convey a message to your intended audience. With striking visuals that tell a compelling narrative, you’ll be able to grasp a viewer’s attention with greater ease and more immediacy. Of course, time is once again a factor in your storytelling, but if you manage to tell a story that’s both visually exciting and relevant to your brand and audience in a limited amount of time, then you’ve done your job properly.
Videos are great for user experience
A concise piece of marketing with striking sounds and visuals already has a chance of engaging and appealing to members of your audience, but there are other ways in which video content is great for user experience. Firstly, once a video appears in front of an intended viewer and they click on it, they’ll immediately be immersed in the experience of it and won’t have to do anymore searching or scrolling to receive the information they need. The content is right there, being played in front of them. What’s more, videos are easily accessible on multiple devices, so a user’s experience won’t be affected if he or she is watching on a laptop or a smartphone.
A well made video advertisement will go a long way with consumers of your brand’s products and services, not least because video content is so easily accessible on a variety of devices and across numerous platforms. Provide your audience members with a piece of marketing material that immediately grabs their attention with striking visuals and sounds. Also make it concise enough that they receive all relevant and necessary information. Do all that, and you’re well on your way to increasing your audience.
As an agency that is deeply rooted in digital we felt it important to share our thoughts and tips around what to do digitally in a time where COVID-19 is having a grave impact on the well-being of people and businesses. We are facing challenging times with the economy expected to take a huge knock. As experts in digital marketing, we’re constantly questioning, learning and updating our clients on how best to represent themselves within this complex and shifting social climate.While online behaviours have and will continue to change, due to the evolving circumstances around COVID-19, there remain consistent human behaviours and advertising opportunities.
Here are a few of our thoughts on how to maintain your digital presence during this time:
If you are in the essential goods space, we recommend building a unique campaign around your enhanced safety measures and the benefits your goods will provide to customers.
If your business is linked to a charitable cause, that should be emphasised through organic content and paid social efforts.
Communicate what your business is doing to flatten the curve across social media
Now is the time for clients and agencies to put their heads together to plan and prepare for what the industry is going to look like after lockdown.
Depending on your industry, there might be a period during lockdown when activity will be paused, however if you have a presence online we would recommend not pausing all activity, but rather reducing spend and being selective on which channels you will be present on.
Work collaboratively with your agency to think outside the box around how to use existing channels differently.
As a business, you should receive support on how to explore other ad formats, leverage new features or think differently about existing features.
Post lockdown it would be advisable to re-evaluate your business marketing KPIs. Due to economic and consumer changes, current KPI’s should be re-evaluated to meet new needs, or perhaps new ones created.
To ensure business continuity, consider what is most relevant about your brand, products, or campaigns that can be supported by media right now.
Consider if all your creative elements — tone, copy, visuals, keywords, placements — are appropriate and relevant in this new environment.
Search is not coming to an end, consumers are still Googling and brands still have a role to play in showing up against relevant queries. We suggest scaling down on the level of spend if there is concern around whether your business can afford to show up when it is not sufficiently operational to fulfil this need.
This is a pivotal time to be bidding on generic terms for your business as the user has more time on their hands for research. You want to be there when they are searching your industry terms. Once the lockdown is over you can remarket to this audience.
A lot of your competitors will be taking a back step in terms of advertising, this is the perfect time to capitalise on competitor terms – they could possibly be cheaper.
Consider a search with display campaign – your ad will be visible on the display network as well.
Take this time to build up your audience list. With a smart campaign you can advertise your products across platforms, including display, to stay top of mind.
We recently received some interesting stats from Google around what is happening in the YouTube space. “Average global daily uploads of videos with “At Home” and “Workout At Home” in the title increased over 50% and 55% respectively from March 10 through March 15. Therefore creators are uploading new types of content for people’s changing needs.” Due to this surge in online streaming YouTube has committed to reduce its video quality in order to reduce its bandwidth consumption as the behaviour of content streaming has shifted from evenings to a full day, due to working from home.
YouTube is showing tens of millions of search queries each day related to COVID-19. Consumers remain open to brands, and although they might not show intent to buy now they certainly will consider your brand at a later stage.
SEO & Content
Be selective on what type of communication you put out in the market.
This communication must remain consistent with all stakeholders.
Build messages around support. Ensure your business is contactable despite being closed or having limited staff and that all stakeholders will be able to get in touch in various ways, whether it’s via your website, social or email.
Communication should be relevant to the concerns/issues of customers during this time. This being said, messages can still promote products or services if they are essential or to keep these products/services in the minds of people without a hard-sell approach.
Messages should include a reminder that once things are back to normal, your brand will be available and ready to serve as it did before.
No SEO strategy should be overhauled, but rather messaging and keywords updated slightly to tailor new messages around the current situation. Keep the message relevant to your audience and your strategy shouldn’t suffer.
Do not bombard your audience with messages, rather send updates as and when necessary, with your regular content going out as usual.
If you don’t want your brand showing up for content linked to COVID-19, Corona or Virus, programmatic display has the ability to ensure brand safety and tight targeting.
With a shift in content consumption towards indoor activities, health, finances and business, we do recommend you supplement optimisation with tailored messaging or reworked banners to offer relevant content.
If your business is seasonal, then this might be a great time to give your current customers a sneak preview of what is to come.
An after lockdown promotion can give users an idea of what they can expect in the near future.
A lockdown competition can engage customers to keep them entertained and connected with your brand.
Display is a great way for brands to connect with their client base, wishing for good health and, if they are ill, a full recovery.
Use display to offer prevention tips or curated content that will add value to customers.
Now more than ever with consumers having more time available to them, there will likely be an influx of users engaging on Facebook and Instagram. With these engaged customers, speak to their situation and push social responsibility, empathy and kindness over product and sale.
Facebook and Instagram are strong platforms that invite users to engage with comments. Be more sensitive in the communication you put out on these channels during this time. If you aren’t in the position to handle the possible influx of comments, we would recommend reducing social media advertising over this period.
Competitions and light-hearted social engagement could be seen as a good gesture to keep consumers’ spirits high and their attitude towards you positive.
Leverage this space as a business to show your opinion, and share and promote the content that you agree with.
Host virtual events using LinkedIn Live and LinkedIn Events, where industry experts share information and guidance with the LinkedIn community and your customers. These tools are provided to help organizations of all sizes find success.
Showcase how your business is future-proofing itself for after COVID-19, and users will be interested to know and share this.
In closing, we understand that during this time some industries will thrive due to the nature of their business while others may suffer. Consumer behaviour and sentiment will shift, and as an agency we believe it is crucial for us to work alongside businesses — with the knowledge and expertise we have — to brainstorm for the future, and focus on two things:
What is the business plan/strategy for after COVID-19?
What strategic changes can we, as an agency, support businesses with and put in place now?
So within your marketing roles in whatever industry you find yourself:
Do not hesitate to reach out to your agency whose intention it is to support you during this time
Avoid knee jerk reactions when it comes to media buying and planning that could negatively impact your business
Show kindness to yourself and each other, and know that no idea is a bad one in a time where new ideas are to be explored
Try not to be fearful in taking risks with your marketing ideas. We are all in this together and now is the time to remain empathetic and consider your social impact.