Your Best
Eight Seconds By Brien Sonzogni
I
t’s safe to say that marketing has changed drastically in the last ten years due to the advancements and opportunities of video marketing and social media. However, the concept of being a “marketer” means you’re more of a polymath (a person of wide-ranging knowledge or learning) than anything else. Sadly, our attention span has decreased from twelve seconds to less than eight seconds in the last fifteen years, making it difficult for you to capture your audience’s attention. Whether you’re a viral, green, influence, or guerilla marketer, one thing is certain: attention-grabbing videos add value and impact to your marketing strategy. Video content is the present and the future of marketing. The concept of content marketing is based on creating trust and long-term relationships by providing users with interesting and useful information. According to Mark Schaefer, Executive Director of Schaefer Marketing Solutions, selling shouldn’t be your primary focus. “The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content,” he said.
Google Loves Video Marketing Even when you try to avoid the inevitable, Google is a dominant force that’s here to stay. So, let’s use it! Videos increase the time spent by visitors on your site, and the longer exposure builds trust and signals search engines like Google that your site has great content. For example, your business is fifty-three times more likely to show up first on Google if you have a video embedded on your website. Since Google owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
Mobile Users Love Video Video and mobile go hand in hand. 90 percent of consumers watch videos on their mobile devices. 70 percent of YouTube watch time occurs on mobile devices. Since people like to watch videos on the go and the number of smartphone users is growing, the video audience keeps getting bigger and bigger. Consumers continue to highly value video content as part of their buyer journey. While viewers most commonly use videos as a starting point to build their knowledge about a product or service, videos have also acted as a “tipping point” for an overwhelming majority of consumers—a decisive factor that convinces them to buy or download a product or piece of software. 24 Southern Utah Business Magazine :: Fall 2021
