Video is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts – especially your social strategy…
Before we start, let’s define the term video marketing:
Video marketing is using a visual recording to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers and reach your audience via a new medium.
So, why use video?
According to digitalmarketinginstitute.com, video is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms. Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) across many channels.
We agree completely with this statement, but at The Creative Café, we also believe that video is the most powerful medium to engage with people at an emotional level. We have a saying that brands need to engage emotionally and the creative is the initiator of this engagement.
Video is a creative resource and using video correctly allows brands to engage with their audiences at a totally different emotional level.
Video puts a face to a name and allows an audience to see the genuine nature of your business and offering. Business and marketing departments commonly categorise themselves as either a B2B or B2C focused company. But we do not do business with business, we do business with people. People like buying from people. If they have confidence in you, that hugely increases their likelihood to buy from you. In our previous blog, we explain the importance of relevant, informative and educational content, and how to create and publish this information. Video is the top shared content on social media and is absolutely dominating social platforms. So, if you have not yet incorporated video into your content and social marketing strategies, you are most likely falling behind.
Why marketers need video
1. Informing and Educating
97% of marketers claim that videos help customers understand products. (Hubspot)
For the most part, marketers today are no longer taking a pitching type of approach. The reason? There’s simply too much choice out there. According to global research and advisory firm, Gartner, buyers are already 57% along their purchase decision journey before making contact with service providers or suppliers. To this end, marketers in many fields need to approach audiences with a value-based offer instead of a “sale.” And videos excel at giving customers a really up-close look at a product, service, or even an influencer or teacher.
2. Search Engine Optimization
Over 80% of all traffic will consist of video by 2021. (Cisco)
Search engines love videos because they see them as high-quality content. As such, using videos in various types of content as well as on your main web pages can work wonders for your SEO – as long as the videos themselves are optimized properly as well. This means incorporating the right keywords, a solid meta description, and also a strong title.
3. Staying Competitive
81% of businesses are now using video for marketing. (Hubspot)
Videos are amazing for getting all sorts of messages out there. By using storytelling and unique types of media, you can easily catch people’s attention and hold it while they’re actually entertained. Furthermore, depending on how it matches your product, using animated or illustrated explainer videos can simplify complex messages and be customised for different audiences. Animation evokes emotions that resonate with the viewers. It sparks conversations and makes your audience want to follow the story.
4. Getting Personal and Building Trust
57% of consumers say that videos gave them more confidence to purchase online. (digitalmarketinginstitute.com)
Trust is the foundation of conversions and sales – and building that trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Mark Schaefer, the Executive Director of Schaefer Marketing Solutions states: “The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.” Video does it all. Video content is likely to engage us and ignite emotions. Video assists in building trust and establishing relationships.
5. Boosting Conversions
90% of consumers claim a video will help them make a purchasing decision. (Social Media Today)
Wyzowl claims that 74% of people who get an opportunity to see a product in action via an explainer video will buy it. And landing pages are great places to place videos too – supposedly boosting conversion rates by up to 80% (just be sure to keep auto-play off so as not to scare the customer away with loud noises).
Another reason why video is great for conversions on websites is that they actually keep people around for long enough to browse the site. This is especially true for those who aren’t big readers (a good rule of thumb is to assume that people’s eyes could be tired from looking at a screen all day). Supposedly people stick around for some two whole minutes longer if there’s a video to watch.
Additional source: digitalmarketinginstitute.com
Tips for video marketing:
Stay true to the brand. For videos to connect with their target audience, they need to be authentic, entertaining, informative and inspirational. Producing poor-quality explainer videos will only serve to undermine sales.
Storytelling will be more important than ever. People can read through a list of facts or instructions in an article, but present that in a video and you will lose your audience. The flow of the presentation and the emotional connection with the viewer can make or break a video.
Video is rocking email campaigns. Incorporate your videos into your email marketing campaigns. An introductory email that includes a video receives an increased click-through rate of 96%! That’s a great way to stand out from your competition and get your message across.
To see just how powerful the outlook is for video content, have a look at this infographic created by One Productions.:
If you would like to know more about our emotionally charged, creative video productions and how we can assist you in engaging with your targeted audiences at a different level, give us a call or drop us a message by clicking the link below:
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