Monthly Archives: August 2015
Video marketing – the effective way to win more customers

“Video killed the radio star” – or so the Buggles sang. And it’s true. Video has killed not just radio stars but also many forms of marketing. Text was overtaken by text and image: cartoons, glossy photos and striking art and text and image has been almost nullified by video.

Video marketing facts

The facts are clear, the statistics overwhelming:

Forrester Marketing Group conducted a survey in 2010 which revealed that emails with a video link had a click through rate of 200%-300% more than those without. Forbes, the business leaders’ favourite business site, says that 65% of executives visit a company website after viewing a video about the company. No print media, email or newsletter has that level of conversion.

Why we love video

But it’s not just about the slickness of the video, although that’s important. Human beings are omnivores and while you might not think our diet has much to do with our choices, it’s actually key. Omnivores have relatively short attention spans and get easily hooked into movement. That means any human animal will look at something that moves … like a video. That short attention span matters too. If we were elephants or basking sharks, we wouldn’t get bored very quickly, but we do.  That’s why we like:

  • Bullet points
  • Cartoons
  • Fast forward
  • Time lapse.

Because we love information gathered at speed. When you looked at this article, your eyes probably dropped to those bullet points and then went back up to the rest of the text. That’s what humans do.

Put these two facts together and anything that moves and gets information over quickly will make us humans interested, happy and likely to take action. That’s video in a nutshell.

How to use video marketing

One of the simplest ways to achieve these results is to feature company videos on your website. They don’t have to be complex or costly. Explainer videos are simply animated concepts that swiftly and engagingly tell people what your company, product or service is all about. For an explainer video to work it needs two things – clarity about the company, product or service and a great script. What it doesn’t need is a huge budget, a massive cast, the CEO to give a talk from his or her desk or days and days of post-production time soaking up costs.

Explainer videos are a great way to launch your video marketing career and it’s actually simple to ‘cut away’ to a few words from the CEO (if they’re great on video!) or a couple of pull shots of the product or organisation (don’t let the terminology worry you, that’s the videographer’s job!) that can be cut into the explainer to give a real taste of who you are.

So if you’d like 200-300% more click throughs, or if the idea of 65% of business decision makers visiting you site appeals to you, perhaps this is the day to start video marketing?

Video is an essential element of marketing

For many companies, from one man bands to multinationals, video has become part of their marketing mix – essential, attractive and easy to create when you have the right team working with you. For others, it’s still a little mysterious – so if you’re one of those who can see, theoretically, that video works, but can’t quite see how to apply it in practice, we have six key reasons to include video in your marketing:

1 – Video expands your presence

YouTube, Vimeo, Twitter, Facebook, Google plus, Instagram, Whatsapp … what do these channels have in common? They are all video friendly. Snapchat is creeping up fast on the leaders (YouTube has 1 billion unique users!) because you can send 15 second video ‘snaps’ on Snapchat that can only be viewed once so they can’t end up on Facebook – hence it’s the teen market’s secret source of outrageous selfie-movies.

What does this mean for marketers? If you don’t have video, you don’t have access to this huge potential marketplace. Five tweets a second contain a Vine … that’s a lot of people watching a lot of videos, and they could be watching yours!

2 – Google loves video

The world’s preeminent search engine likes high quality video. Really likes it. In fact if your site is not dynamic then it will rank lower than those that are. The algorithms currently prioritise video over text and images. What does that mean for marketers? It means that a video will boost your Google ranking more than a blog post or a photo. But a blog post containing a video and a photo … that’s the triple crown! Search Engine Optimisation is not just about using long-tail keywords, today it means using video to get the top ranking possible for your business.

3 – People love video

Whilst short-sighted marketers focus on Google, astute marketers focus on humans. Google will boost your rankings but that doesn’t get a single customer to act, it just gives them the chance to consider if they want to. Because people love and remember video content, they are more likely to act upon a video than anything else.

4 – Video is quicker

This is vitally important to successful marketing. Life is getting faster, attention spans get shorter, decisions become instant. The quicker that you can get your message to your potential customer the more likely you are to get them to act on it. Fifteen seconds of video that shows how to white water raft or paint a door is more likely to sell activity holidays or paint than pages of literature.

5 – Your rivals are doing it

93% of marketing professionals said in a 2014 survey that they had seen tangible benefit from using video online as part of their marketing strategy. This means that your competitors are already using video, or planning to, which gives them access to all those channels described in our first point, and the amazing thing is they don’t have to ‘reach’ those channels because …

6 – Video leads to social sharing

Making your customers into your ambassadors is a grail for marketers – and video makes it possible. People love to share snippets of video, and so the simple fact that you have video means that you can have millions of people look at, and share, your content. It’s like employing several thousand salespeople, all for the price of one video.

You can’t avoid video

So, powerful, adaptable and enjoyable – video is more than just a marketing tool, it’s a force for social sharing and a tremendous call to action. Contact us now to find creative freelance producers within your budget and create something special.