How To Target Your Niche Market Through Digital Media In 2014

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Image by: mofetos
By Michael Sterling

According to data released by comScore, 187 million Americans watched more than 48 billion online content videos in July. That’s over 1,300 people a minute. It’s clear that 20th century technology is steadily creeping out the door, making way for newer, more sophisticated, ways of marketing.

It’s not just millenials we need to pay attention to. Our niche market is climbing quicker than we can keep with, and as business owners, it’s crucial to be one step ahead of the digital age.

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100 million worldwide Internet users watch online videos each day, says comScore, and 90% of online shoppers have said they find video helpful in making shopping and buying decisions. In fact, retailers who produce online videos for their products report that they’ve sold a lot more than those who haven’t.

It’s important to realize the digital age, in a way, is like Science Fiction movies. It’s more powerful than we can imagine, and it reaches the entire globe in a matter of seconds. If we want to stay current, we must start thinking outside the realm of reality.

Video Ads Bring Results

You may think that people don’t watch video ads on YouTube, Hulu, or any other video sharing website, but you’re dead wrong. According to Online Publishers Association, 80% of Internet users watched a video ad within the last 30 days, and 46% took some action after viewing the ad.

To be more specific, 26% looked for more information about the subject, 22% visited the website in the ad, 15% visited the company, and 12% purchased the product. One of the greatest strengths video ads do is cater to specific kinds of videos, which makes you more likely to hit your niche market. Be in control of where your ads are seen, you just might hit the jackpot.

Video networks like SpotXChange, Tremor, and Adap.tv (which was just bought by AOL) are great companies which provide video advertising to consumers on computers, smartphones, tablets, and TVs.

Google Ad Exchange is another unique way of getting ad space. Similar to how the stock market works, you can buy and sell ad space on an open forum. Seeing that Google has brought in half of the world’s mobile Internet revenue ($8 billion), teaming up with Google is a great way to enter the world of digital advertising.

Digital Email Marketing

A 2010 Forrester Marketing group survey showed that when marketers included a video in an email, their click-through rate increased by 200% – 300%, as reported by VideoBrewery. This means consumers are more likely to click through to your website when you include a video in your marketing emails, especially if it peeks their interest.

People skip through emails quickly, so if you decide to implement this strategy,  it’s best to say your pitch within the first five seconds. Stay away from newsboy slogans, like “Big News! Big News!” or “Get It While It’s Hot!” Be short and to the point, there’s no use in delaying the message.

Here’s some advice: don’t start your videos with a question. “Are you tired of ____?” or “How many times has ___ happened to you?” are old tactics marketers used in the old days. People today don’t want to be tugged. Start off with the sale, discount, or event. “Save 25% off on ___ today” is a lot more appealing to a consumer in a hurry.

Video Blogs & Interactive Media

One thing to consider is the incentive behind your content. Consumers need to benefit somehow, or else what’s the point? Even if it’s just to entertain them, it’s crucial to keep the customer’s best interest at heart.

One great way to involve them is by posting video blogs which trigger certain topics of interest. The best part is, over time, you will have built your digital library, leaving more options for viewers to click on. Not only can this build a relationship, but it also keeps your bounce rate low – which can give you leverage to ask for more money from advertisers on your website.

Creating PDF downloadable reports are a great way of giving people the chance to read about your history in the comfort of their own home. Not only can this strengthen their trust, but it also brings more productivity to your life, since you aren’t wasting time answering the same questions or updating them with the same numbers.

Video blogs should be kept to a maximum of 2 – 3 minutes. This allow an easy transition from one clip to the next. Internet users love to skip through material super quickly, so why not give them what they want?

*Tip: If you upload your clips on YouTube and embed them to your pages, you also allow an user to do the same should they feel inspired to. Plus, you can keep track of how many views you’re getting. 

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