Video Series Part 3: 8 Ways to Use Video in Your Marketing Strategy

As a recap, we have been discussing the impact of video marketing on your brand, different types of videos to consider, and who can benefit from implementing videos in their marketing strategy.

Video is an investment — but one with the most legs. When storyboarding a new video, think about where the video will live and how many places you can use the video assets – web, social media, email, digital ads, etc.

Now let’s consider the best options for video to live in your marketing strategy.

8 Ways to Use Video In Your Marketing Strategy

  1. Pitches

There’s no doubt that video is leading the way as an innovative means of engaging prospects and customers. Brokers can use video to sell space allowing prospects to picture their store, restaurant or employees there. Developers can use video to sell their vision to a city and/or partners. Apartments/Condominiums/Senior Living Communities can showcase what it’s like to be a resident. Shopping centers and retailers can show the overall experience customers will have onsite – how many brands they can shop, benefits of being able to try things on, the best restaurants, excellent service, etc.

  1. Blogs

If you could choose text or video for the same subject, what would you choose? As we mentioned in Part 1 of this video blog series, 43% of people say video is more memorable than text (18%) and images (36%). But do keep in mind, videos should be supplementary to your blog post writing and not an entire blog post translated into a video (that’s why we decided not to turn this blog post into an infomercial). “Vlogging” has also become increasingly popular for companies and influencers to stay current and connect with their current fan base and prospective customers, and it can also drive customers back to your website to learn more.

  1. Email Marketing

Using the word ‘video’ in the subject line of an email increases open rates by 19% and click-through rates by 65% (it must have worked because you opened and clicked through). Video in email has the ability to drive attention where marketers want it to go and effectively deliver the message they want to convey to the viewers they specifically want to target. Videos are a strategic move to increase engagement by encouraging viewers to go to a website and social channels as well. And here’s a tip: Add social share buttons at the beginning and end of your video to bring in more views.

  1. Website

One of the best ways to capture and then keep the attention of someone who lands on your webpage is with visually stimulating content. And the obvious solution… video! The video types best for a website platform are testimonials, product demonstrations, company profiles, culture videos, vlogs, and Facebook Live posts. According to Visually “video content can increase conversions by 80% or more”, meaning more subscribers, followers and/or buyers after they watch your video.

  1. Speaking/Exhibiting Opportunities

Have a CEO or a Project Manager who doesn’t mind being the face of what’s going on? Supply them with a video at their next engagement and their audience will be 65% more likely to remember what they said 3 days later. (source: Brain Rules) The power of pairing visuals with words is truly worth the investment.

Types of Video: Speaking/Exhibiting Opportunities

  1. Social Media

Think about it…when you log into social media, what captures your attention the most? Video. According to TechCrunch, Facebook has over 8 billion average daily video views with an estimated 100 million hours of video watched per day. That’s a ton of video! What’s even crazier is Facebook found that viewers, on average, only watch the first 10 seconds. How do you create engaging content in only 10 seconds? This is where GIFs come into play.

River Oaks Shopping Center

Creating your own GIFs can be beneficial as you control your brand and encourage engagement with viewers only watching for such a short period of time. As seen in Part 1, our video accounted for video accounted for 76.35% of all impressions for Coconut Creek’s event marketing efforts. Photoshop has the capability to create GIFs by uploading your images and making frames from layers. Just choose the number of times you’d like it to loop and voila!  

  1. Digital Ads

Imagine shopping for a pair of shoes, and as you navigate throughout the internet, a video ad pops up of those exact same shoes being worn. Maybe you visited a careers website and are later served a video showing a tour of the exact job and location you were interested in. Would this capture your attention? We recently incorporate video into our digital advertising program for valued client, Grand Boulevard Town Center, and in just two weeks the video ads generated nearly 326,000 impressions operating at an 81% completion rate!

  1. Television Spots

Television spots are another medium to integrate video into your marketing strategy. When we film national television spots for our client Tanger Outlets, we produce a storyboard prior to filming. After the video shoot, we are able to capture so much more than just the video alone. For example, our production team is able to pull clips of the video and the social team translates those images into social media content, digital ads, and so much more. By creating a storyboard upfront and strategizing each video, you are able to determine the best ways to optimize your use of video and effectively utilize your resources. Repurposing this content, whether into still images or GIFs, allows for brand consistency, greater opportunities for reach outside of video postings alone and ultimately more engagement and impressions with your audience.

To discuss a strategy on the best ways for your company to utilize videos to help increase business, contact Vince.

And now on to the final installment of our 4-part video series: How to Create Effective Videos

Leave a Reply

Your email address will not be published. Required fields are marked *

Hines

AT A GLANCE

Atlanta, Georgia

Owned by Hines, Atlantic Station offers the best of Midtown Atlanta with shopping in 30+ stores, 17 dining choices, the Southeast’s largest Regal Cinemas theater as well as year-round neighborhood and regional events.

Partner since 2016

The Avenue Murfreesboro

AT A GLANCE

Murfreesboro, Tennessee

Need new copy here

Partner since 2013

AT A GLANCE

Miramar Beach, Florida

Owned by Howard Group and Merchant’s Retail Partners

$500 million lifestyle Town Center

650,000 square feet of existing specialty retail and signature restaurants, 170,000 square feet of existing Class A office space, 509 existing and planned full and select service hotel rooms and suites, 500 planned luxury residential units

Flagship Tenants: Publix, Anthropologie, Pottery Barn, Kinnucan’s Specialty Outfitter, Emeril’s Coastal Italian, New Vision Boulevard 10 Theatre

Partner since 2000

 

AT A GLANCE

Atlanta, Georgia

Founded in 2011

National real estate investment manager focused on the U.S. rental housing sector

Invested over $2 billion across more than 23,000 conventional multifamily and purpose-built student housing units located in the South, Southeast and Midwest markets

Disciplined investment approach providing private investors with a fully transparent real estate portfolio

Partner since 2017

 The Bellamy Milledgeville

AT A GLANCE

Atlanta, Georgia

Property management company specializing in student housing and conventional apartment communities throughout secondary markets in the southeast

Build “resort style” student housing properties with an emphasis on technology and safety

15 properties across 6 states

Partner since 2017

Tanger Fall Campaign

AT A GLANCE

Greensboro, North Carolina

Tanger Factory Outlet Centers, Inc. is a is a publicly-traded REIT with more than 36 years of experience in the outlet industry

Operate and own a portfolio of 43 upscale outlet shopping centers located in 22 states coast to coast and in Canada

The portfolio totals approximately 14.8 million square feet and leases to over 3,100 stores operated by more than 500 different brand name companies

Attracts more than 188 million shoppers annually

Partner since 1997

Tanger 2017 Campaign

AT A GLANCE

Greensboro, North Carolina

Tanger Factory Outlet Centers, Inc. is a publicly-traded REIT with more than 36 years of experience in the outlet industry

Operate and own a portfolio of 43 upscale outlet shopping centers located in 22 states coast to coast and in Canada

The portfolio totals approximately 14.8 million square feet and leases to over 3,100 stores operated by more than 500 different brand name companies

Attracts more than 188 million shoppers annually

Partner since 1997

AT A GLANCE

Atlanta, Georgia

Founded in 1992

Real estate development firm specializing in urban retail mixed-use supercenters

Major developments in Atlanta, Denver, Florida, South Carolina, and Canada

Committed to enhancing neighborhoods and communities by investing in what are often considered marginal or transitional areas

Partner since 2015

Stafford Properties

AT A GLANCE

Tifton, Georgia

Commercial real estate firm focused on retail and hospitality industries operating in three divisions: Management, Development and Investment

Renowned for its core values of entrepreneurial spirit, work-life balance, doing what is right, valuing the team, and giving and expecting respect

Property holdings include 1.7M square feet of retail and office properties in the Southeast with an average occupancy rate of 95%

Partner since 2016

South Walton Food & Wine Festival

AT A GLANCE

Miramar Beach, Florida

Founded in 2013

Over 800 wines, celebrity winemakers, chefs, craft beer brewmasters and special guests

Performances by Nashville singer/songwriters and first-class wine and food seminars led by special guests

Benefits Destin Charity Wine Auction (DCWAF), supporting children’s charities in Northwest Florida

Partner since 2013

River Oaks Shopping Center

AT A GLANCE

Houston, Texas

322,000 square foot center owned and managed by Weingarten Realty REIT

One of Houston’s most prestigious and historic specialty centers offering a wide variety of national retailers, upscale restaurants and unique local retailers

Serves some of Houston’s most affluent neighborhoods

Key tenants: Kroger, White House | Black Market, , Ryde, Brasserie 19, J. McLaughlin, Hemline, River Oaks Theatre

Partner since 2015

AT A GLANCE

Houston, Texas

Founded in 1954

Commercial real estate firm offering a spectrum of services including property and facility management, leasing, marketing, development, investment sale, construction management and engineering

Strategic presence in 30 markets serving over 20,000 tenants every day

Lease and manage over 190 million square feet

Total portfolio value of over $35 billion

Partner since 2007

Promenade at Coconut Creek

AT A GLANCE

Coconut Creek, Florida

Developed in 2008 and acquired by Hill Partners, Inc. in 2016 when it became a LEED pre-certified development

23-acre open-air shopping center with over 45 brand name stores, local boutiques and restaurants

250,000 total SF encompassing retail, restaurant and class-A office space

Serves 742,000 people within a 5-mile radius

Partner since 2016

New Market Properties

AT A GLANCE

Atlanta, Georgia

Owns and operates 36 grocery-anchored shopping centers across seven states in the Southeast

Wholly-owned indirect subsidiary of Preferred Apartment Communities, Inc. (NYSE: APTS)

Targets centers that have market dominant grocery anchors that maintain a #1 or #2 market share in that particular market

Partner since 2016

Milagros Jewelry

AT A GLANCE

Chicago, Illinois

Non-profit company that works on behalf of Casa Hogar, a home for 120 abused, abandoned and indigent girls, ages 3-21 years, in Jalapa, Guatemala

Gracia Entrepreneur Training Program (G.E.T.) provides opportunities and resources needed to actualize economic empowerment, self-confidence, business skills, relationship and communication expertise to create a permanent shift in the way the girls of Casa Hogar think about each other and their future

Milagros is the product arm of G.E.T. where the girls earn income through one-of-a-kind jewelry sales made of 99.9% pure silver and precious stones handcrafted and sold by the girls themselves

Partner since 2017

Hill Partners

AT A GLANCE

Coconut Creek, Florida

Developed in 2008 and acquired by Hill Partners, Inc. in 2016 when it became a LEED pre-certified development

23-acre open-air shopping center with over 45 brand name stores, local boutiques and restaurants

250,000 total SF encompassing retail, restaurant and class-A office space

Serves 742,000 people within a 5-mile radius

Partner since 2016

Harbour Island

AT A GLANCE

Tampa, Florida

21-story contemporary luxury high-rise multifamily building managed by Gables Residential

Studio, 1 and 2 bedroom apartment homes and townhomes featuring granite countertops, stainless appliances, keyless entry and more

Best-in-class amenities, top-notch security, outdoor amenity deck with bocci court and infinity edge pool, fitness center, spa and treatment rooms, and more

Partner since 2014

Geyer Morris

AT A GLANCE

Atlanta, Georgia

Privately-held commercial real estate development firm

Developed over 10 million square feet of commercial real estate across 8 states

Currently have over 2.5 million square feet in development pipeline

Partner since 2016

Genesis Industrial Group

AT A GLANCE

Manhattan, New York

Privately held energy and infrastructure company with offices in New York, Houston, Texas and Portland, Maine

Family energy business comprised of wealth development knowledge and experience in the energy sector with an investment committee that affords the ability to move quickly

Operated, invested and advised on the acquisition of over $1.5B worth of energy, infrastructure and wastewater assets

Partner since 2017

Gables Columbus Center

AT A GLANCE

Coral Gables, Florida

Contemporary luxury high-rise community managed by Gables Residential.

1, 2, 3 and penthouse apartment homes featuring oversized windows, balconies, and extensive terraces.

Best in class amenities including concierge service, fitness center, penthouse lounge, pool & terrace, electronic vehicle charging stations and more.

Partner since 2014

AT A GLANCE

Miramar Beach, Florida

Owned by Howard Group

$500 million lifestyle Town Center

650,000 square feet of existing specialty retail and signature restaurants, 170,000 square feet of existing Class-A office space, 625 existing and planned full and select service hotel rooms and suites, 500 planned luxury residential units

Flagship Tenants: Publix, Anthropologie, Pottery Barn, Kinnucan’s, Emeril’s Coastal Italian, New Vision Boulevard 10 Theatre

Partner since 2000

Avison Young Client Grid

AT A GLANCE

Toronto, Canada

Founded in 1978

Fastest-growing commercial real estate services firm in the world comprised of 2,200 real estate professionals in 77 offices

Provide value-added, client-centric investment sales, leasing, advisory, management, financing and mortgage placement services to owners and occupiers of office, retail, industrial and multi-family properties

Partner since 2016

Search