Mandy Senn
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Video Marketing. It’s all the buzz in the marketing world right now and will continue to be for the foreseeable future. From television to tweets, videos are used in all sorts of ways to effectively promote company brands, products and services.
If video isn’t currently playing a major role in your overall marketing strategy, it’s only a matter of time before you’ll be left behind by competitors who have found a way to leverage this medium to attract more customers and increase their market share.
The Facts:
- By 2019, global consumer Internet video traffic will account for 80 percent of all consumer Internet traffic (Source: SmallBizTrends)
- Social video generates 1,200 percent more shares than text and images combined (Source: SmallBizTrends)
- Including a video on a landing page can increase conversion rates by 80 percent (Source: Unbounce)
- Companies using video enjoy 41 percent more web traffic from search than non-users (Source: SmallBizTrends)
- Video in an email leads to 200 to 300 percent increase in click-through rates (Source: Hubspot)
Why Does Video Marketing Work?
Video Marketing works because video is visually stimulating, can trigger emotions like no other medium, conveys messages faster and easier, is easily shared over multiple platforms, is memorable, and simply put, it gets better results.
Another hugely important reason to use video is that Google loves it! Search Engine People reports that you are 53 times more likely to show up on page 1 of Google search results if you have a video embedded on your website. Since Google now owns YouTube, videos significantly increase your search engine rank.
Can I Afford Marketing Videos?
Yes. You can afford marketing videos. You really can’t afford not to incorporate them into your marketing strategy. From a couple thousand dollars to five-figure budgets, videos can be scaled to fit any budget, large or small. If you have a tight budget for video production, there are ways to lessen the scope of the project, which will save you money. For example, you can write the script, efficiently project manage the production so that you have limited number of film shoot days, and provide video footage, professional photography and/or other graphic assets that you already have on hand to incorporate into the video. Anything you can do in the project planning phase that saves your video production partner time will ultimately benefit your bottom line.
What Types of Video Does My Company Need?
There are a bazillion types of marketing videos. (Yes, I said bazillion.) Some of the most commonly used are company brand videos, product or service explainer videos, customer testimonials, how-to/training, and expert answer videos.
It is important that companies start with a company brand video (AKA “About Us Video”) as this is the cornerstone of any successful video marketing strategy. It introduces customers to who you are, what you do, how you do it, and why they should choose you over the competition.
Another reason a company brand video is the best place to start is because there are so many ways to use it in the effort to market your business. Once produced, it can be promoted as a main feature on your website, incorporated into your trade show display, uploaded to your YouTube channel or Facebook page, showcased in your lobbies or waiting areas, and can be used to enhance your sales presentations during important sales meetings.
After you’ve produced a company brand video that gives potential customers a high-level view of your business and overall value proposition, the next step is to create videos that dive deeper into your specific products and services.
Examples of Company Brand Videos
While there are a variety of company brand video styles to choose from, we worked with the Chattanooga Area Chamber to produce simple, yet effective, brand videos for the 12 Small Business Award finalists.
These videos consist of a narrated voiceover sharing the company’s story, video footage captured by our film crew at each business location, and animated photography provided by the client. This style of company brand video is the perfect example of a cost-effective solution that you can use to jump start your own video marketing strategy.
Mandy Senn is the VP of Marketing for 6 STRONG MEDIA, an award-winning video production and motion graphic design agency. 6 STRONG MEDIA offers turn-key video solutions and production support services for corporate marketing, advertising, training and educational content needs. Learn more at 6strongmedia.com.
