Look around, video is everywhere! No matter your company, industry or department, video is the answer to truly connect with your audience and transform your brand’s content.
So, what is video marketing? Video Marketing uses video to promote a product or service, attracting prospects and converting them into loyal customers. Whether you’re B2B or B2C, the full force of video marketing tackles a wide array of challenges across every department within your company. Think of video as a diverse, and multi-purpose visual communication tool! The shift from traditional media to online video isn’t a recent one, and since the beginning of online video, the list of data-backed benefits keeps growing, and growing!
Start off by thinking about the goals you want to achieve. Do you want a higher clickthrough rate on your site? More products purchased? To increase your presence on social? Start by creating videos for your department making sure to define specific goals. Eventually, you’ll have a strategy that fits into an even larger company-wide video strategy plan.
According to eMarketer, an average of 56% of digital budgets will be allocated to video // Companies agree that video is extremely beneficial, and if money could talk, it would say the same.
Sure, video is entertaining, but even more important, it’s impactful! Once you determine what you want to achieve with each video by defining realistic goals for those videos, your desired outcomes will fall into place. Here are some examples of what can be achieved with video across diverse company departments.
No, going viral shouldn’t be your only goal! By setting SMART goals, you’ll avoid ambiguous video objectives. By sticking to SMART goals, you’ll see real and relevant business results that hit your targets.
From a marketing perspective, your videos should align to customer’s stage in the sales funnel. No matter your stage in the funnel - awareness to loyalty - there’s a video that can help achieve even your goals. If you can think of it, you can use video to achieve it!
While aligning your video to the funnel, it’s also important to consider the following points:
Awareness stage: Attention-grabbing Videos, Company Brand Videos, Educational/Advice videos, Product Demos
Consideration: Tutorials, Product Comparison Guides, Expert Guides, Explainers / Vlogs / Webinars, Social Proof
Purchase: Explainer Videos / Webinars / Advice / Product Demos / Customer Stories/Company Culture /FAQ Videos/ Instructional Videos
Loyalty: Thank you videos / Customer Delight Videos
Think broader than creating just one video. Ideally, you can create videos to guide your customer through every stage of the buying journey. When done effectively, you can expect a 49% increase in sales with video!
95% of our purchase decision making takes place subconsciouslyVideo converts because video connects with the viewer. Since purchase decisions are mostly made based on emotion, when done right, video marketing taps into this personal aspect of the buying process for people across all ages. Video drives sales and action because it supports your call-to-action in a way text alone can’t always do. What are you waiting for, build up those conversions!