Put your company in the spotlight with video marketing
It's rare for customers to want more communication from a business. That is why it is surprising that 43% of people want to see more video content from companies.
Video marketing is on the rise
Did you know that the consumption of YouTube Videos rises 100% every year? Or that people are watching 8 billion videos on Facebook every day? By 2019, video consumption will account for over 80% of global internet traffic according to CISCO.
Why your marketing plan should include video
People like watching videos, and there is strong evidence that using video as part of your marketing strategy will see bottom line figures improve. People are far more likely to remember watching a video than reading a blog post, with 80% of people recalling a video ad that they have seen within the past 30 days.
Using video to increase social media reach
Video also contributes to success on social media platforms. 92% of mobile video consumers share videos with others, and videos shared on social media generate 1200% more shares than text or image posts combined.
SEO and Video
Search Engine Optimisation (SEO) is something that most companies can improve upon. Content creation is an important part of any SEO strategy, and video can be an incredibly powerful way to draw people in.
Companies who use video as part of their SEO strategy can expect to see an approximate 157% increase in organic traffic! This makes sense when you consider that the world's second largest search engine is entirely video based (YouTube) and is owned by the worlds largest search engine (Google).
Video marketing drives sales
90% of consumers say that product demonstration videos are a helpful part of the decision making process. 64% of consumers also stated that they were more likely to make a purchase after watching a companies video online.
When surveyed, 74% of consumers said that they had made a purchase immediately after watching a demonstration video, and 77% said that watching a product demonstration video convinced them to buy a product.
Getting started with Video Marketing
You don't need expensive equipment to get started with video marketing. Most computers these days have some form of editing software built in, and you probably have 2-5 devices sitting within a meter of you that can record video including:
- Your mobile phone
- Your computer
- An external webcam
- Most digital cameras
If you are using a mobile phone, consider getting a separate tripod and microphone, as this can greatly increase the quality of any footage recorded.
Video Marketing Ideas
Not sure where to start? According to Curata, the three most popular types of video content are:
- Customer testimonials (51%)
- Tutorial videos (50%)
- Demonstration videos (49%)
Obviously, these don't suit every company. If you are just getting started, you aren't going to be able to get any customer testimonials. If you are a consultant, then a product demonstration video isn't going to work (you don't have a product). Have a think about what type of video would suit your company and be useful to your target audience. These could include:
Company Introduction Videos
These are used to build trust, introduce your company to a new audience (including key people like the CEO, or front-line support staff) point out how you are different to the competition and add tangibility to product or services that you offer.
These can be tricky to film and are usually something that it is worth getting professionals in to film.
Testimonials establish credibility. Rather than having to take your word for it, a testimonial gives customers a form of social proof that you are as good as you say you are. 79% of people said that they trust a testimonial just as much as a recommendation from a friend or colleague.
For a customer testimonial video, you want to get stories from a few key customers about how your product or service has benefitted them. While the testimonial videos themselves should be short, you should try and get the person talking for about 30 minutes to an hour to ensure that you get some great soundbites. The more content you have to work with the better.
If you don't have a lot of time for filming, think about the types of testimonials you want from each customer, and prime them so that they give the right type of response. For example, you could ask them how your product contributed to the growth of their business or got rid of a particular issue that was bugging them.
Tutorial/ Demonstration videos
A lot of people prefer to learn by watching. Tutorial videos show people how to use your product or service. When filming a tutorial video, you want to make sure that your product seems easy to use, and that the instructions are clear and easy to follow.
If you have been blogging previously, try taking some of your more popular blog posts and filming a video about them. In many cases, this can just be you talking about the subject in more detail and can be filmed in front of your computer from a webcam.
I'd love to hear about your experience with creating and sharing video content, and if you've had any success with it.