Marketing Strategies

Use more video (again)

Video remained a popular digital marketing tactic in 2019, and it’s a must marketing strategy for this year, too.

Stuart Leung, vice president of marketing for vaping brand Breazy, said videos forge stronger bonds with consumers, which, in turn, makes them more likely to purchase a product. Options include tutorials, testimonials and behind-the-scenes footage.

Case in point: Chris Savage, CEO of video software company Wistia, said Wistia has paid close attention to the rise of streaming platforms and has seen more and more businesses take a page from the Netflix playbook, creating longer-form original content to build brand affinity. That’s why Wistia created its own late-night-style talk show, Brandwagon.

“Throughout the series, I talk with some of the top minds in the marketing world to learn the secrets behind some of their biggest successes,” he said. “Plus, we welcome some unexpected special guests and our team even buys a ’91 wagon to transform into the ultimate Brandwagon along the way.”

Wistia used social media to advertise trailers and clips and allows viewers to binge watch the entire show, resulting in a steady increase in brand search volume and an increase in overall time spent with the brand, Savage said.

Livestream

Morgan Lathaen, marketing specialist at printing company Thumbprint, noted livestreaming was on the rise in 2019 and will continue to dominate in 2020 because it is free, takes a short amount of time to produce, reaches a broader target audience, and offers authentic user engagement.

“With that, live content has the ability to generate greater impressions than posts published in newsfeeds,” she added.

Try explainer videos

Another option for video content is explainers. That’s what Raj Vardhman, editor-in-chief of remote work resource GoRemotely.net, said his site opted to do in 2019 to make complex concepts easier to understand.

“The Google algorithm continues to favor websites with video content, which makes these incredibly important both for marketing and SEO,” he added.

Larissa Murillo, Marketing Manager at SEO and website marketing tool Marketgoo, said Marketgoo took this one step further by creating a course for online learning platform Udemy that was more educational than promotional.