In Justin’s article for this month, he talks about the exploding popularity of businesses incorporating video into their marketing efforts and campaigns. Producing high-quality video content used to be a way for companies to go above and beyond in order to stand out from their competition; however, video marketing is starting to become more of a requirement than an extra. When examining the numbers, it is easy to see why. Forbes hailed 2015 “The Year of Video Marketing,” and it is only continuing to grow in 2016. Syndacast predicts that 74% of all Internet traffic will be video in 2017. Video captivates viewers and immerses them in a way no other type of content can and, as Justin mentioned, video can be used in series to connect with customers at various stages of the buying cycle. Here are five tips for taking advantage of this trend and using video marketing to benefit your business:

  1. Human Connection – One of the main benefits with video content is the deep human connection that other forms of content simply can’t replicate. Videography combines the best aspects of written word, photos/graphics and audio to create a much more captivating experience that can evoke a much deeper emotional connection between your audience and your brand than other forms of content on their own. As Justin mentions in his article, the human brain can process visuals 60,000 times faster than text. It should come as no surprise then that 52% of global marketers consider video to be the form of online content with the greatest return on investment.
  2. SEO Benefits – Most businesses these days understand the importance of search engine optimization and showing up near the top of searches relevant to your business. One of the best ways to improve SEO is by posting original content like blog articles and especially videos. In Justin’s article, he mentions that adding a video to your website and optimizing it properly can increase the chance of a front page Google result by 53 times. Not only that, but videos have a much higher click-through and response rate. People are ten times more likely to share, embed or comment on a video than on text-based articles or posts.
  3. TOFU – In Justin’s article, he talks about creating video content for customers at different stages of the buying cycle and leading them through it. “Top of the Funnel” (TOFU) refers to creating content for first-time visitors and those that may just be learning about your business. TOFU videos should capture their attention and ideally turn them into leads. They should be somewhat general in their focus in order to attract a wide range of viewers. The homepage of your website is a great place for a TOFU video.
  4. MOFU – “Middle of the Funnel” (MOFU) content is commonly used for lead nurturing. Once viewers have been exposed to your TOFU video and have some interest in your products or services, a MOFU video can help expand on that interest and further entice them. These are usually more detailed and should make the viewer want to keep learning more. Email is a good way to distribute MOFU videos.
  5. BOFU – “Bottom of the Funnel” content is typically used to close the deal and make a sale. After you’ve captured their attention and they’ve shown ongoing interest in what you’re selling, BOFU content can provide that final push that causes them to take action, turning a lead into a client or customer. These videos are much more detailed and often times personalized. Email is a good way to distribute BOFU videos.

If your business needs help incorporating video into your marketing efforts, give us a call at 701-478-1111 and ask to speak with a marketing advisor or visit Our video department and team of strategists would be happy to help.