Is Your Company Utilizing Video To Market To The Masses?
Video is one of our favorite forms for bringing in new customers and keeping existing customers engaged. There are all kinds of crazy estimates about the percentages of which video will be the main platform of internet consumption by the year 2020. In this write up we will cover the reasons your company has to be using video NOW to keep up with demand and continue to grow your business.
We have been firm believers in the power of video for years. 7 to be exact. While ranking factors and the process of getting videos ranked and viewed has changed, the fact that video consumption has not, and is continually growing.
Jordan Kasteler recently wrote a post on one of our favorite blogs – MarketingLand.com. We like what he made the title of the article – “It’s time for SMBs to go all in on social and mobile video”. We couldn’t agree more. In his article he writes:
Why video marketing is now a ‘must-do’
Sure, most of the marketing sphere is already well aware of the power associated with video content. Consumption and creation are at an all-time high, and according to an April Google-commissioned Nielsen study, YouTube reaches more adults 18+ during prime time than any cable network does.
But if Cisco’s projection that 82 percent of all consumer web traffic will be video-based by 2021 comes to fruition, it’s crystal-clear that the adoption of video has to be a matter of “when” and not “if” for SMBs.
We constantly hear the cry that the barrier of entry to video content is lower than ever for small businesses, which is indeed true. The wealth of video creation apps available continues to widen, while the popularity of live broadcasts, with their lower standards for production value, make it easier for scrappy SMB marketers to feel comfortable experimenting.
By now, we’re all familiar with the top channels available to both produce and distribute video. Through YouTube alone, there are plenty of opportunities for first-timers to test the waters, right? Then why are 39 percent of businesses still sleeping on video, despite visual content being heralded as the be-all, end-all of modern marketing?
Jordan makes a lot of great points in his article. One of the most staggering statistics he gives is that on Mobile devices alone, YouTube reaches more Adults 18+ during prime time than any cable network does! That alone should be enough reason for some larger companies to stop putting so much money into TV ads and start making more use of online video.
We also agree with him that there is no reason that any company needs to be overly concerned or overwhelmed with just the though of making a video. It is extremely easy for any company to put out a quality video now. If your company is smaller and doesn’t have the budget to hire a professional video production company, there’s no reason you can’t do it yourself. There are plenty of online editing sites where you can edit your own video and make it look very professional.
What Are The Components Of A Good Marketing Video?
Before you just “wing it” making your own video, you need to put in just a little thought first to make sure you are conveying the proper message and reaching or connecting with your target audience.
- Understand the video sales formula: Present a hook in the first 2 to 5 seconds, reveal the problem your product solves in the first 20 to 30 seconds, reveal the solution to the problem, introduce the solution for the first time, present solution benefits, and then offer credibility and a call-to-action—and use emotional triggers like shock or humor throughout the video. Conventional wisdom says you have 5 to 10 seconds to grab the audience’s attention, but Vest believes you have 1 or 2. He pointed to the Squatty Potty viral video that grabbed audience attention from the very first frame: a unicorn pooping rainbow ice cream.
- The product or service must connect to the audience and seem useful: Be sure to provide viewers with a clear answer to the question “Why should I buy this product?” Also, give your customers a compelling, easy-to-navigate experience around the video in the landing page, the mobile version, and the purchasing process.
- Broaden distribution and discoverability: Besides ads, how are people going to find your content? Are there fan pages for the product or company? Can you send your product to hundreds of influencers? Vest says VidPow typically contacts 100 publishers for each product it creates videos for, looking for as broad distribution as possible.
Continue Reading “7 Fundamentals to Help Brands Maximize Selling With Video“
He gives some great advice for businesses that want to jump into video. At the end of his article we like the fact he stated that if you are not ready to implement all 7 factors, just start with what you can and then basically fill in the blanks later!
Something else that we feel we should add is that you don’t have to try and make a video go viral from the start, referring to Eric’s first point of a video that went viral because of a unicorn pooping rainbow ice cream. To get started you can just make a video with pictures of your work with before and after shots if you have a service type business, or multiple pictures of your products, and then voice over with a description about how your services or products can help solve your customers problems. Do not drone on about how great you are or how many awards you have received.
We briefly covered why your business needs to be using video, as well as covered a few points about how to structure your video. So get to it, don’t let your competition get ahead of you by getting on the video band wagon before you!
If you would like to learn more about our video marketing services, please feel free to visit our site to find out more 🙂