Thanks to social media integration, Video Marketing has become a necessity for any business. It has gained a vital place in the marketing plans of all companies, large or small, to connect with their target audience, engage with them and ultimately convert into paying customers.
There’s a lot to think about when planning a Video Marketing campaign, but by taking a step-by-step approach you can create an effective video, giving you a real advantage over your competitors.
Editing Room have composed a series of four bite size blog posts, breaking down the process of producing a marketing video. We will be publishing these posts over the coming weeks, so please check back to the website or keep an eye out on our Twitter feed @editing_room for links to the posts.
Need some convincing?
74% of all Internet traffic in 2017 will be video and it’s growing at an astonishing rate. Not only that, studies show that using the word “Video” in the subject line of an email can increase open rates by 19%, click-through rates by 65% and reduce un-subscribers by 26%. According to Twitter, videos and photos get the most retweets.
Some major factors that have contributed to the popularity of videos are:
Facebook’s boosts its video strategy
Last year, Facebook announced that its video viewership doubled from 4 billion views per day to 8 billion views per day in a period of seven months. This staggering growth of video viewership highlights the immense potential of videos!
Facebook launched its picture in picture viewing last year, which lets users watch video while browsing the news feed. Facebook is also testing a dedicated video feed stream to let viewers only watch videos shared by their network. Facebook is pushing the envelope to create more video infrastructure; and so are marketers to take advantage of its potential.
Benefits to Search Engine Optimisation
Videos have a direct impact on search results. It is common knowledge that rich media, which includes video, is favoured by search engine algorithms. To top it off, the fact that Google owns YouTube also plays a role in video’s increased popularity! Google has been constantly adjusting its algorithm to give its users a meaningful experience while searching. To satisfy user intent, they show a variety of results, and not just exact keyword matches. As a result, search results now prominently feature videos among top results.
Easy on the eye, and the brain
There’s no shortage of content out there in the digital world. People are overloaded with information that they cannot process. Videos are a breath of fresh air in a world dying with information overload. It is easier for the brain to process visual content amidst a sea of text. Creating an impact and communicating your message through videos is therefore that much easier.
Users are more likely to share and re-share video than other forms of content. It is a great tool for businesses and professionals to showcase their vision, expertise, products, services, company news and announcements for maximum outreach.
Influence purchase decisions
Whichever stage of the customer journey you are targeting, videos can help. The objectives of educating, entertaining, inspiring or increasing brand awareness can all be achieved through videos. More and more people today educate themselves through product reviews and blog updates before making a purchase decision. A whopping 96% of consumers find videos helpful when they are making purchase decisions online. Moreover, 58% of them consider companies that produce videos to be more trustworthy.
Videos drive traffic and engagement, they convey information better than other types of content and promote trust in the brand and its products. Little wonder then, that video is becoming a critical component of every company’s marketing mix.
Do you want to make a marketing video but you’re not sure what to communicate? Here’s some helpful guidance to help you figure it out.
Start by determining your communication choke points. Choke points are areas of your business that maybe confusing, or hard to communicate to your customers through your usual communication channels.
Use the prompts below and consult with members of your team to complete them. It shouldn’t take more than about 20 minutes to come up with at least 3 subjects to help form a storyboard and begin your Video Marketing journey!
If only our customers would understand the following three things, we would make more sales:
Our salespeople should always say the following three things to our customers:
We wish our customers knew the following benefits of coming to us over a competitor:
These questions are a general guide, which may or may not be suitable to your business. Please feel free to adapt them accordingly – you know your business and your customers far better than us!
Hopefully this has given you a steer in the right direction to Video Marketing success!
We will be publishing the next post in this series ‘Editing your Marketing Video’ very soon, so please check back to the website or keep an eye out on our Twitter feed @editing_room for the link.
Editing room have helped lots of businesses, large and small, connect with their customers through Video Marketing. Following are some of types of videos we have edited and helped our clients broadcast to the world:
Corporate Videos | Branding Videos | Promo Videos | Trade show Videos | Instructional Videos
Product Explainer Videos | Web Videos | Social Media videos | Training Videos