Improving Video Marketing Efforts


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what is video marketing preview

Video content has started prioritizing with some of the most popular social media platforms. This type of content also tends to be quite dynamic and shareable for many audiences. Many other benefits come with video content, making videos very powerful tools companies can use to target more potential customers. In fact, according to research, video has been incredibly effective for companies in reaching target audiences and improving their engagement rates at every stage of the buying journey that they go through. Over 90% of companies have reported higher customer acquisition rates because of video content, and over 75% have stated that the return on investment (ROI) for video content is better than any other type of content they create. However, the key to truly perfecting and optimizing video marketing efforts is for companies first to understand how they can use video content.

Buying journey

The key to creating video content that will convert potential customers is knowing what potential customers are thinking about at every stage of the buying journey. Knowing that information also allows companies to create consumer-focused promotional campaigns, which are essential for success in today’s marketing industry. Creating video content that’s going to cater to the interests, pain points, and needs of the target audience means that the company has to understand what type of video content potential customers want to see, when they want to see that content, and then making sure that all of it happens. For example, a potential customer that’s just learned about a business and its solutions will appreciate a video explaining how the company’s solution can solve a pain point they have. However, potential customers that are toward the end of the buying journey and are ready to make a purchase are going to want to see videos featuring customer reviews or testimonials about the product they’re thinking of purchasing.


There are many ways for companies to start sharing their video content, given the number of popular social media and general video platforms, including Facebook, Instagram, Twitter, TikTok, and YouTube. The company’s content for the target audience may be much more successful on one platform than another. That means companies must figure out different distribution options, not just sharing their video content on a single platform, hoping it will work. Companies also have to track the performance of each type of video they share on every platform. The more information a company gets about the performance of its video content, the more informed the decision-making process will be for any future videos.

Ronn Torossian is the Founder & Chairman of 5W Public Relations.

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