Think about the most memorable marketing campaigns you have stumbled across in recent months. A high proportion of these are likely to have included video and there’s a good reason why. Videos appeal to the major senses of sight and sound. They require little effort to ‘consume’ and are extremely easy to share. That’s why many go viral and those that don’t hit the extremes we sometimes see, still get viewed and shared.
A report from eMarketer last year said that the revenue from video marketing in 2013 was up by 40% on the previous year. Video marketing and the revenue from it is set to continue increasing. So much so that content marketing experts predict that: Continue reading →
A few years ago the use of video in marketing was seen as either a novelty or an elite and expensive marketing tool for larger companies. There were those that also thought that video content marketing could only be a useful tool for B2C businesses. But videos are just another way of getting your marketing content out there and more and more B2B businesses are using it.
In fact more than 72 hours of video are uploaded to You Tube every minute and over 4 billion hours of video are watched each month. Yes, some of that will be the cute kittens and ultimate fail videos, but an increasing percentage of those hours viewed are on business videos.
Given the choice of reading a page of text or viewing the same information on a short video people much prefer to view the video – I know I do. In our increasingly busy lives, where we’re watching and reading things on the go on mobile devices and in between meetings, sitting back and letting a video do the work is always going to be the easier option. Continue reading →
Web technologies continue to advance, and with those advancements come increased opportunities to interact with your customers in more sophisticated ways, such as online video. In the past, the costs of hiring companies to create, process and host video made them inaccessible to the average small business owner – but not anymore. You can now have professional video presentations on your website or blog at a price to suit your budget.
The ever increasing popularity of online video proves that many people prefer to watch a video that shows them how to do something than to have to read about it. As a consequence, video delivers a much higher response rate and better informed customers.
Additionally, online video marketing is a great way to attract search engine traffic and YouTube (owned by Google) used in the right way can deliver excellent search results. Video is the ideal medium for viral marketing activity.
So how can you get video marketing to work for you? The following points will help you successfully integrate videos into your marketing mix.
1. Know Your Audience
As with all marketing activities, the first step is to understand your audience. Knowing their likes and dislikes will help determine the content and tone of your video, for example, whether it should be educational or whether it should be a sales promotion. Also, consider where your audience will be viewing the video – if on a mobile device that may also impact what the content should be.
2. Begin with the End in Mind
Knowing from the very start what you are hoping to achieve with your video will help you with the preparation of your content. What is the purpose of your video and what do you want viewers to do as a result of watching it?
3. Integrate Your Marketing
Any video marketing efforts shouldn’t be stand alone, they should be in line with your existing marketing initiative and goals. Your video should be a means to strengthen your existing marketing messages, for example when shown alongside blog entries or Facebook posts.
4. Test the Water
To start with, keep it simple – a short inexpensive video can be just as effective as a big budget production. It would be a pointless exercise to put everything into video only to find your audience isn’t quite ready for it.
5. Review, Tweak, Go Again
As with most online marketing activities, videos can provide useful viewing information and statistics that should be used to determine what’s working and what isn’t – fine tune your video presentations accordingly. Using this data over a period of time will help you find your customer hot spots and preferences.
To conclude, if you are wondering whether video is for you, keep in mind that when people know and understand what you are offering and what you can do for them, making sales is often easier. If you would like to explore how video marketing can help grow your business contact us here.