The way brands engage with their target audience has completely changed thanks to the rise of the internet. It’s increasingly common for brands to have several social media accounts as well as their main website as a way of attracting customers. Interest in digital marketing has sky-rocketed because of this as competition is high. Multimedia is one of the best ways of reaching your target demographic, here’s 5 reasons why:
- Videos Hold People’s Attention for Longer
A consumer behaviour survey in 2016 found that when it comes to content, people consume videos more thoroughly – paying more attention to them than other forms of content including interactive games, blogs and podcasts. Videos are still a widely underused form of advertising for many companies, so there’s room to compete for the top spot. The longer the videos, the more informative they are according to Google. A digital marketing agency would recommend creating longer content so you have a greater chance of appearing at the top of the search engine.
- Consumers Find It Easier to Digest
Sometimes consumers are willing to read a lengthy piece of information, a news article or case study for example. However, for the majority of the time, they prefer their information in small, easy to digest bitesize chunks. Multimedia can accommodate a consumer’s short attention span. Infographics, photos and videos are all interesting to engage with, meaning people are more likely to interact with your brand.
- Gives an SEO Boost
Agencies like Red Cow Media encourage businesses to use a variety of multimedia because utilising that type of content is known to improve your SEO. Of course, written content is a vital part of any website, but creating diverse content can assist on-page SEO. It provides additional signals for Google to pick up, so they know the time spent on the page as well as clicks and shares. It’s also useful to have a rich selection of media for aesthetic purposes.
- More Creative Content Looks Appealing
Masses of information can be monotonous on a web page, which is why companies should break up the text with a range of multimedia. If a user clicks onto your website, it needs to be as interesting as possible or they’re likely to click straight off. This would happen if a user didn’t get the information they were looking for straight away. So, as well as needing to be easy to navigate, it also needs to be engaging to reduce the bounce rate.
- It Drives Traffic to Your Website
If your content is particularly interesting and engaging, it can drive people to your website. For example, you may find a small business can dramatically increase the number of footfall it sees just by posting online. A good example of this is Pink Cake Box, a gourmet cake shop in America. They began posting pictures of interesting and unique cakes online and received around 3,000 new enquiries a month from this.
The Benefits Are Endless
Multimedia should be used in online marketing campaigns if businesses want to capture their audiences. It’s no longer enough to just post a wordy blog post or simple tweet, it needs to be brought alive with images and videos to really make an impact.