In a sense, video marketing has been one of the more popular forms of advertising since the advent of television. When the Internet appeared in popular culture, most websites had few images and video was almost unheard of. These days, however, with broadband access and the desire of many businesses to create a “viral” marketing campaign, more companies are turning to online video as a means of reaching customers.
For example, Diode Digital found that before reading any text, 60 percent of site visitors will watch a video if available. They also discovered video promotion is 600 percent more effective than print and direct mail combined.
According to inbound marketing software company Hubspot, including video on a landing page can increase conversion rates by 80 percent. Additionally, 92 percent of mobile video consumers share videos with others. YouTube reports that mobile video consumption rises every year by 100 percent. Statistically, there is very good reason to get into video marketing.
A well-timed, brief, and carefully produced online video can be an effective marketing tool, and there is little question that video is certainly the way the market seems to be trending.
With the rise in consumer selectivity in viewing, there has been an increased focus on the part of some marketers to hide their sales pitch several minutes into a video that is described as providing “useful tips” or “secret life hacks.” However, these may also irritate and annoy viewers, alienating potential customers.
Thus, if you want to get into video marketing, start with a plan. Understand your audience and identify where video will make sense in your overall strategy. Do not simply create videos that are straight-forward ads for the company. Be relevant with your video productions. If you decide to invest time, money and resources to create and post videos, you want to be sure you will reach your overall goals.
Some videos that are successful in informing as well as entertaining customers include:
• Product demonstrations
• Customer testimonials
• Expert interviews
• Case studies
• How-to and step-by-step instructions
• Live presentations
• Announcements of company news
• Videos that convey company expertise
Behind each video should be a concept that:
• Helps the viewer
• Solves a customer’s problem
• Inspires the customer
• Engages the customer’s passion
• Educates and helps extend the value of all your written content
• Humanizes your company
Videos don’t need to be a costly or extensive. And again, once you look at your overall marketing goals, a mix of video and text or image-based advertising formats will likely be the most successful.
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