Photos and videos always look like a good idea. Literally. They’re extremely visually pleasing. But when it comes to getting pretty with online content, small brands understand the appeal and yet continue to say it’s ‘down the road’ in their own outreach strategy.
In a world where Instagram and YouTube are ruling the web, it’s no longer an option to decide the relevancy of multimedia in marketing. Even with copy-driven social tools like Twitter, there is an expectation to go the extra mile to grab the attention of your audience. It may seem like you only get 140 characters to share in each update, but there are also in-stream photos and, very recently, videos that you can upload directly to the site from your account.
But for the sake of example of cross-promotion friendliness amongst all online platforms, let’s consider YouTube. According to Nielsen, the web video giant is reaching more U.S. adults age 18-34 than any cable network on television. A key demographic to the shaping of our economy, the millenials are turning to web media to educate themselves.
YouTube wouldn’t be so popular, though, if it weren’t for its acquirement by Google years ago. Sure, it was off to the right start but when the most powerful search engine on the planet wants to make something popular, it usually works out. (Judge Google Plus all you want. There are an incredible number of users on that network every day.)
That is why when you create content on YouTube, you are 53 times more likely to appear on the front page of Google search results. Just for using their video platform. Search engine optimization isn’t just about hiring the right agency that says they can boost your site’s rankings. It’s about creating value in a space where people want to see it. Simple as that.
In online media, you need a balance of tools: some for discovery and others for retention. Your main goal is to gain views on your website. That’s where the business happens or at least moves the conversation in that direction when observing online. You should be clear about what people should do when they land there, but then you need to actually get people there. And that’s why your discoverability assets are so critical.
Social media and content creation tools are not just fun places on the internet where people hang out. They are the top of your sales funnel. The social funnel within your sales funnel, let’s say. So guiding your target customer through those spaces as they get to know you and build a relationship with the brand is your ticket to building the business with digital. 
The critical component to this? Reaching the visual learners of the world, which, by the way, is a growing percentage among the demographic we talked about earlier. The ones whose noses are in their phones all the time. They’re checking photos. They’re watching videos. They’re discovering. All in the time that it takes to load an app.
In an age where technology barriers to entry are no longer a “thing” and visual content rules, it’s your opportunity to stop putting off a more personal marketing experience for your customers. Learn more about this simple, yet strategic approach to marketing online at my upcoming video content marketing seminar. Use the code “metro” for a 10% discount. Prepare to pull out your smartphone and learn how to use it.
