Should video be a part of your marketing strategy?

Editor’s note: This post comes from our Constant Contact UK office. You can view all posts from our UK team here. Or connect with us on Facebook and Twitter.

If a picture says a thousand words, then imagine what you can do with a video in a marketing strategy. With more people watching more online videos than ever before, beginning your foray into video creation could help your business increase conversion and build new connections with your customers. Lights, camera, traction!

Here’s a rundown of the ‘how, what and why’ of adding video to your content marketing plan.

What’s all the buzz about?

Adding online video content to your marketing strategy is the business trend du jour. A recent study from Demand Gen Report found that in 2014 the use of videos for B2B marketing increased by 8%. The reasoning is simple: people like watching videos. Each day more than 100 million internet users press play. And that data is the tip of the iceberg.

Data from comScore shows that just over 45% of internet users viewed at least one video per month. And research from Forbes has found that 75% of executives watch work-related videos online at least once a week. What this means is that video content gives your business an opportunity to share information with your target audience via a medium they are increasingly receptive to and that’s great news for your conversion rates. According to the Online Publishers Association, 80% of internet users recalled watching a video ad on a website they visited within the previous 30 days. Of those, 46% took some sort of action after viewing the ad: searching for more information, visiting the advertiser’s website or purchasing the product featured in the ad.

What should you use your videos for in your marketing strategy?

This is the million dollar question. The type of video content you produce depends on a huge range of factors. Whether you want to showcase your products or not. Whether you want to add humour or not. Whether you want animation or not.

The key thing to remember is that it’s all about engaging your target audience. That’s a phrase that’s bandied about all too often these days, but – truly – you have to produce something that your target audience will value. If it feels too salesy, it definitely is too salesy.

Here are some quick ideas for integrating video into your marketing.

1. Introducing your app

Most apps represent novel fixes to complex problems. Sometimes it can be hard to find the right words to explain them. That’s where videos come in. Showing your app in action can be far more illuminating than using words and getting tongue-tied.

2. Showcasing a product

Likewise nothing will help your customers get under the skin of your wares like a product video. Show your products in action. Give them an identity. Humanise them with animation to give them a bit of personality.

3. Tutorials

Your business exists because it solves a problem. Expand on that by thinking about other problems that your target audience face and create short tutorials on how to fix them.

4. Reporting the news

People are busy. They want information fast. What if you managed to create a daily or weekly fifteen-second summary of the relevant news in your industry? You could become a total hit on social platforms like Instagram, Vine or Snapchat.

In fact there are endless opportunities to create something fun with these channels. Fifteen-second recipes to promote your cooking utensils. Time-lapse footage showing the gardens of your hotel changing through the seasons. You are limited only by your imagination.

What are your experiences with video content? Tell us in the comments.

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