By Robyn Sachs, President & CEO of RMR & Associates

In 2021, it’s more challenging than ever before for businesses of all sizes to stand out from their competition. This is precisely why marketing and branding have become essential aspects of any successful business operating plan. At the same time, video marketing has become one of the best and most effective strategies for helping brands connect with and grow their global audiences. Let’s take a look at video marketing and how you can use it to grow your business.

Building brand awareness

If your brand or business is just getting started, you have a long way to go before your company will be a household name. However, video marketing represents one of the best ways to build brand awareness and get your name in front of the people who are most likely to buy from you.

Videos — from silent pictures to sitcoms and TV shows to blockbuster films — have always been a leading form of entertainment. Therefore, by leveraging video marketing, you can entertain and indulge your potential customers with a form of media that they’ve always loved. Plus, you can go about it in a fun and exciting way!

It’s well known that videos can increase brand awareness when businesses use them to show their fun, adventurous and innovative sides. That said, don’t forget to use your logo and branding in your videos to help consumers remember your company.

Enhance your SEO efforts

Every time you create a new blog post or add a page to your website, each time you publish a new video on YouTube, Vimeo or any other video-hosting platform, you’re creating a new piece of real estate that can be indexed and found by search engines.

Although improving your SEO rankings is about many other factors, such as meta-descriptions and tags, the more pages you have containing videos, the more likely you are to be found and displayed in a user’s search results when they use search engines like Google or Bing.

It’s also vital to optimize your video headlines and descriptions using keywords, just like you would with a web page or blog post.

Improve conversion rates

If your current marketing goal is to attract new customers and compel them to purchase, then creating fun, engaging videos is a perfect way to do just that. According to some estimates, adding videos to your emails can help boost click-through rates by as much as 200%-300%.

When created in a fun and engaging manner, videos have a way of capturing viewer attention, which makes them much more likely to respond to your CTAs positively.

Give consumers what they want

Many consumers start their journey with a search on Google, Bing or Yahoo. In other words, they are already looking and searching for information online. These people need solutions to their problems and answers to their questions. Therefore, when you create videos that answer their questions or solve their problems, consumers are more likely to see your brand as a trusted source of information.

This is why it’s essential to create video content that not only sells your products or services but that also informs and educates your audience. Essentially, the more knowledgeable you are about your industry, the more likely consumers will trust you. And the more they trust you, the more likely they’ll be to purchase your products or services.

Video marketing in 2021

Today, it’s more challenging than ever for brands to stand out from their competition. However, by leveraging video marketing, you can increase brand awareness, enhance your SEO efforts, improve conversion rates and prove to consumers that you are the best brand to buy from in today’s digital marketplace.