Improving Video Marketing Efforts

what is video marketing preview

Video content has started prioritizing with some of the most popular social media platforms. This type of content also tends to be quite dynamic and shareable for many audiences. Many other benefits come with video content, making videos very powerful tools companies can use to target more potential customers. In fact, according to research, video has been incredibly effective for companies in reaching target audiences and improving their engagement rates at every stage of the buying journey that they go through. Over 90% of companies have reported higher customer acquisition rates because of video content, and over 75% have stated that the return on investment (ROI) for video content is better than any other type of content they create. However, the key to truly perfecting and optimizing video marketing efforts is for companies first to understand how they can use video content.

Buying journey

The key to creating video content that will convert potential customers is knowing what potential customers are thinking about at every stage of the buying journey. Knowing that information also allows companies to create consumer-focused promotional campaigns, which are essential for success in today’s marketing industry. Creating video content that’s going to cater to the interests, pain points, and needs of the target audience means that the company has to understand what type of video content potential customers want to see, when they want to see that content, and then making sure that all of it happens. For example, a potential customer that’s just learned about a business and its solutions will appreciate a video explaining how the company’s solution can solve a pain point they have. However, potential customers that are toward the end of the buying journey and are ready to make a purchase are going to want to see videos featuring customer reviews or testimonials about the product they’re thinking of purchasing.


There are many ways for companies to start sharing their video content, given the number of popular social media and general video platforms, including Facebook, Instagram, Twitter, TikTok, and YouTube. The company’s content for the target audience may be much more successful on one platform than another. That means companies must figure out different distribution options, not just sharing their video content on a single platform, hoping it will work. Companies also have to track the performance of each type of video they share on every platform. The more information a company gets about the performance of its video content, the more informed the decision-making process will be for any future videos.

Ronn Torossian is the Founder & Chairman of 5W Public Relations.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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