In recent years, video content has become increasingly popular with both viewers and marketers alike. A well-thought out video can capture the essence of your brand unlike any other form of media. It tells a story about your business, informing the audience of who you are and how they will feel about your product or service. Along with a clear strategy for reaching objectives, video can be a powerful asset in your overall marketing mix. Here are 5 reasons why you should include video in your marketing plan.
#1 High Quality Video = High Engagement
A video that is well produced should be to the point, visually interesting and informative. Many businesses over-estimate how long their video should be. However, adding length does not necessarily add more value if the audience does not stay engaged. Working with a video agency to develop a script will help ensure that your video remains clear, concise and interesting. Everything from the visuals to the sound design play a role in keeping your audience engaged.
You will also want to have a target goal in mind during the planning stages of creating your video. This will shape the message of your video and allow you to track the success of your campaign. As with any type of marketing, not every piece of content will generate immediate results. However, tracking and measuring your video results against your objectives will allow you to continuously improve your content. Testing your video on different platforms and making small changes to headlines, content and landing page design will help you determine what will reach the most engagement.
#2 Educate Your Audience
Are there aspects of your business that your target audience needs to know before meeting you? Video is a great way to build awareness and teach your audience key things before scheduling an appointment. Videos that are educational and helpful in nature also have better organic reach across social media. You can show off your expertise in your field by sharing best practices and helpful tips. In certain industries, such as tech, “explainer videos” are an important tool to show audiences what your process looks like.
#3 Clone Yourself
Client meetings can fill up your calendar and waste time, especially if the client is not a good fit. Video campaigns are an effective tool for capturing leads – a landing page with a video is up to 80% more likely to convert. When a potential lead watches your video, they get a clear picture of what you have to offer. If they take action by calling or filling out a form, it is much more likely that they understand your business and are interested in your products or services. This can easily replace a cold call, email or first meeting – freeing up more of your valuable time and increasing your close rate.
#4 Bring Your Service Online
If you currently hold group classes that are taught in-person only, then the last couple of years have most certainly been disruptive. Even before the pandemic, online course platforms such as Udemy and Skillshare were becoming increasingly popular. Being able to present these offerings online will not only insure you against future disruptions, it will also allow you to offer your courses to a wider audience beyond your geographical location. This is a great way to build your brand presence into new regions. As an added perk, bringing your offerings online creates an additional passive revenue stream.
#5 Engage Your Community
Videos that involve other members of your community are extremely effective and lead to greater reach and organic sharing. Create a list of local suppliers, community members and neighbors that will benefit from your video. Reach out to any local suppliers to see if you can tag and have them share your video on social media. Chances are, they will be happy for the cross-promotion. If you host events or live music at your business, you can reach out to those groups to see if they would like to be present for your promo video. When you engage your community and involve them in the process, you create added value to your video production without any additional cost.
Video is an important part of marketing strategy that tells a unique story to differentiate a brand from its competition. High quality video production that is tailored specifically to your business will give your audience a clear picture of feelings and emotions tied to your services. With proper planning, video is a highly effective way to share your vision.
-Sara E. Jones, CEO & Co-founder, RadBot Video
P.S. Need help with video marketing ideas for your brand? Download our free guide here.