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.
In 2010 Gartner listed video as one of the top ten strategic online technology trends for 2011. With the year nearly three quarters over, their forecast seems justified. Consumers’ appetite for streaming videos over their desktop, tablet and mobile devices is not abating. Seeing its potential, marketers in general are increasingly joining the online video trend as a way to get their message across more effectively – and to greater numbers.
Subsequently, more than two thirds of UK marketers are expected to have increased their online video ad spend in 2011 (IAB figures). With easier ways to consume video content and faster download speeds the trend shows no sign of slowing. So how can you get video marketing working for your business?
1. Think Personalisation Not Perfection
The stumbling block for most small businesses when considering video marketing is the unaffordable production costs. Ironically, the fact is that some of the most successful online video marketing campaigns have been done on a shoe string budget.
Today’s video consumers are more concerned about watching entertaining, customer focused content rather than expecting the highest of production values. That said, the production costs in most instances are in easy reach of a small business’ marketing budget.
2. Make it Easy to View and Share
Once you have your video ready to go, your next step is to make it available for viewing using a dedicated video player. YouTube provides this service at no cost – but what you may save on the video hosting, you may lose on not having total control of how your video is viewed.
A dedicated video hosting and streaming service can provide you with your own branded video player which plays just as well across a number of desktop and mobile devices. A key component of your video player is giving viewers the ability to share the content with ease via the social networks or by email. Another nice feature is for the player to include a call to action button once your video concludes.
3. Optimise it For YouTube
While you may not want to use YouTube as your main online video player, you also don’t want to ignore the marketing opportunity it offers. Owned by Google, YouTube is the world’s second largest search engine, and regularly features within the first page of search results.
Optimising your video for YouTube can have a significant effect in securing your fair share of the huge number of viewers using YouTube to consume content on a daily basis.
Take a look at some of our recent additions to YouTube:
4. Spread the Word
Use all your marketing collateral to help get the word out regarding your new video. While you may not be able to embed the video into an email (as email clients will simply strip the code), you can include an image of your video which when clicked, takes your subscriber directly to view your auto play video.
Your social media channels are a great place to promote your videos – and unlike email, will enable you to embed the video right into their platform, making it easy to view and share.
5. Monitor What Works Best
Video is a very measurable medium, not only giving figures for the number of viewers, but also providing data for aborted views. This data will enable you to identify unpopular content or if your videos are simply too long for example.
The key here, as with all your marketing activities, is to measure, rinse and repeat, improving as you go. If you would like help to get video marketing working for your business, call your WSI eMarketing consultant on 01454 261111, or get in touch via: Facebook,Twitter, or e-mail.