Video can be a powerful tool when combined with search to help teach new and existing audiences about the exciting things your business has to offer. Below are three steps you can take to increase your audience with video and search.
Start with what your audience knows
If you were to poll your audience today – existing and target – what would they already know? What questions would they have?
The FAQs you feature on your website are an excellent place for mining content for video. Look at search queries to see what people are asking about your brand/product. You may notice that many people are using search terms such as, “What is Business X?” or “Does Product really work?” Instead of simply answering these questions on your website, you can create an entire video campaign that helps to introduce your new brand or new product/service to your audience.
Make videos that fit your call to action
What do you ultimately want your audience to do once they’ve learned about your rebrand or new product? These could look like very different objectives. You may be asking existing customers to head to a new website or download a different app (e.g. a health care company merging with another provider). Or, you may be asking new customers to reconsider buying a product from a brand that they previously thought wasn’t for them (e.g. men’s razor companies selling women’s products).
One video won’t fit these varied actions you want from viewers. You’ll need to have distinct calls to action paired with the appropriate video. Create video explaining the rebrand and how customers will benefit, then offer viewers a link to download the new app. Address that your company now sells products for a new audience, complete with a “Shop Now” button to let them know what’s available.
Boost search ads with video
According to a
Google study, ad impact increases when viewers see both search and video ads. They have 45 percent higher ad recall, 43 percent higher purchase intent and 180 percent higher message retention.
When you understand
how your audience is using the Internet, you can create a video campaign that complements anticipated audience behavior. Your goal is to get more people searching for and learning about your brand and/or product, which will ultimately lead to conversions.
Video and search are powerful tools for growing your audience. At Spin Creative, we’re excited to help you leverage video to help meet your goals.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
