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Video Marketing: Essentials

Video is one of the most effective storytelling mediums there is. The combination of visuals, sound, and motion is a powerful one that can convey information with great efficiency, and that the audience can immerse itself in much more easily than just words or sound alone. Given these advantages – and the way YouTube and social media have democratized the ability to distribute video content – it’s no wonder that video marketing has become one of the most popular ways for businesses to communicate with their customers and market their products (according to a study conducted in 2012, video is the second most popular type of marketing content across all channels).[i]                                                             

Video marketing is an incredibly effective way to achieve a number of marketing goals, for both B2B marketers and companies looking to reach consumers. Let’s take a look at some of the goals video marketing can be used to achieve.



Email Marketing

  • 88% of B2B marketers report that integrating videos into email marketing improves campaign performance.
  • Including a video in an email increases click-through rates by 200-300%.[ii]


B2B Marketing

  • 75% of executives watch work-related videos on business websites at least once a week.
  • 59% of executives prefer to watch a video than read text.
  • After viewing a marketing video, 65% of executives visit the marketer’s website, and 39% contact a vendor.
  • 50% of executives look for more information after seeing a product/service advertised in a video.


Website Marketing/SEO

  • Of all the content included in Google’s general search listings, video appears the most. Videos are displayed in over 70% of Google search results.
  • Businesses that use video see 41% more traffic from search engines.[iii]
  • According to one video marketing firm, video drives a 157% increase in organic traffic from search engines.
  • Landing pages that include a video increase conversions by as much as 80%.
  • Websites with video have an average conversion rate of 4.8%, compared to 2.9% for those that don’t.


Branding/Customer Outreach

  • 4 times as many consumers would rather watch a video about a product than read about it.
  • After watching a video, 64% of consumers are more likely to purchase a product online.
  • 40% of shoppers say video increases the chance they’ll purchase a product on their mobile device (mobile makes up more than half of YouTube watch time).
  • 90% of consumers say that product videos help them make a decision about what to purchase.
  • Enjoyment of video ads increases consumer purchase intent by 97%, and brand association by 139%.
  • 75% of people who view an online ads will interact with at least one online video every month.
  • 92% of mobile users share videos with others.[iv]
  • 70% of marketers say video produces more conversions than any other type of content.



Tips for Creating Video Marketing Content


As the statistics above show, video marketing is an incredibly effective tool that can be used for a number of marketing initiatives. But like any type of content, there are plenty of “do’s” and “don’ts” when it comes to creating videos. Just as an effective video marketing campaign can improve consumer attitude toward a brand, a poorly made video or poorly thought out campaign can do the opposite; 62% consumers are more likely to have a negative perception of a brand that has published a poor quality video. Given that creating even a short video requires a fair amount of time and resources, businesses should only start producing video content once they have a firm strategy in mind, and know they have the capability to produce videos that are up to expected standards of quality.

With that in mind, here are a few tips that will help businesses get started with planning out a video campaign.


Define your objectives:

Video marketing can be used for just about any type of marketing campaign, but that doesn’t mean that every video is effective for every kind of marketing initiative. A video created to entice consumers to buy sneakers is going to look very different than a B2B marketing video encouraging industrial plants to buy work safety gear. In order for a piece of video content to be effective, it has to have a clearly defined objective (increase traffic, advertise a product, build brand awareness, etc.) and a clearly defined audience (national vs. local, consumers vs. business).


Keep it short:

In almost every case, shorter videos are better. When it comes to online video content, viewers are spoiled for choice. There are millions of videos they could be watching, and if yours doesn’t grab their attention and give them a reason to keep watching within the first few seconds, they’ll move on to something else. After one minute, 45% of consumers will stop watching a video. After two minutes, that number increases to 60%. As such, the ideal length for most marketing videos will be between one and one and a half minutes – long enough to present all the information it needs to, but not so long that most of the audience has stopped watching before it’s finished.


Educate your viewers:

Video content is an incredibly effective way to educate viewers about your business, its products, and its philosophy. Rather than just filling your video’s run time with product descriptions and slogans, take the opportunity to educate the public about whatever it is they most need to know about your company and your brand. If a consumer is watching your video, it means they are interested in engaging with your business; the more information you give them to care about, the deeper their engagement will be.


Make a series:

Making just one video is not enough to enjoy the full potential of video marketing. The more videos you produce, the more chances your video content will be seen, and the more people will spend their online time engaging with your brand. Make videos for new promotions, new products, and to introduce your online followers to different aspects of your business and your industry. Once your audience is trained to expect more content, they will be excited to see what comes next, and will keep paying attention to your brand even when there isn’t a new video available that instant.

"The combination of visuals, sound, and motion is a powerful one that can convey information with great efficiency, and that the audience can immerse itself in much more easily than just words or sound alone."

Not sure what kind of video to start with? Film an interview with the owner, CEO, or another senior member of the company where they talk about what makes your business special, and the put the highlights on your homepage. Or create a photo slideshow of your company’s products, or the staff at work, and use text or narration to fill in relevant information. The possibilities for video content are nearly endless. Now it’s time to discover how to make it work for your business.



[i] http://contentmarketinginstitute.com/2013/04/video-content-b2b-content-m...

[ii] http://blog.hubspot.com/marketing/video-marketing-statistics#sm.0001sx3o...
[iii] http://blog.hubspot.com/marketing/top-video-marketing-statistics#sm.0001...
[i] http://blog.hubspot.com/marketing/video-marketing-statistics#sm.0001sx3o...

[iv] http://www.insivia.com/50-must-know-stats-about-video-marketing-2016/


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