Is Your Business Missing a Video Marketing Strategy?We were recently chatting with one of our prospects – from an office leasing business – who couldn’t quite figure out what his business was missing. He felt they were doing everything right, but their marketing efforts weren’t bringing in the results he’d hoped for.
They’d set up a a relevant Adwords campaign, optimised their site for SEO, advertised in the local press, utilised all manner of social networks – from Facebook to Twitter to LinkedIn – but were still coming up short. None of these methods truly conveyed their product experience or their customers’ satisfaction.
Then they realised what they were missing: video. Video can effectively portray emotions and experiences in a way that simply isn’t possible with other media. This is a story we’re hearing more and more from our clients. Are you in a similar situation? If you’re using all the channels open to you except video, you’re missing a vital link in your marketing strategy.
Let’s take a look at why video is so successful, what it can do for you, and what it’s done for other brands online…
Why Does Video Work so Well in Online Marketing?
Video is such a powerful marketing tool because it can help convey a much deeper meaning than any other form of media – because nothing’s as easy to relate to as a real live person. Text, static images, audio recordings… none have the depth that video can provide.
It’s a known fact that people prefer to do business with other people, rather than brands. By presenting your business as something with real live humans behind it, people are more likely to be able to relate to what you do, to connect with the people behind your biz, and to have an emotional reaction to you and your brand.
Put simply, videos are the easiest way to make people like you – and that’s important. Very important. Because if people have to choose between you (who they like) and your competitors (who they don’t care about), guess who they’re going to choose? Regardless of who has the best product, if people decide they like you more than your competitors, you are who they’re going to buy from.
Because video enables you to present your business as human, by extension it also allows you to present your business as trustworthy, honest, reliable, professional – and all those other good things that people look for in a brand.
What Can a video Marketing Strategy do for Your Business?
You should now be convinced that video is a great way to market your business. (Because it is.) But how, exactly? Just what can you do with video that’s so much more effective than any other form of marketing?
Testimonials are one of the most powerful marketing tools around. Testimonials from outside sources are infinitely more believable and likely to be trusted than something from somebody within your business. And why are video testimonials so much better than written ones? Because there’s little doubt that video testimonials are not fabricated. It’s very easy for businesses to write up fake testimonials – but that’s much harder to pull off with a video.
Many people will watch a video demonstration or a review of a product before deciding to purchase it, so they can make sure it’s what they want before they part with their cash. The key to remember here is that if people are watching your product demos, they already want what you sell – this is just their way of justifying the purchase. So do your product demonstrations justice, present yourself and your business as likeable and trustworthy, and you’ll probably make a sale.
Adverts are tricky. You don’t want to come across as false or untrustworthy, as is the case with many adverts on the web. But by using the right techniques, it’s very simple to present your brand as honest and likeable in your adverts. Using humour is one of the best ways to attract customers and develop trust in your brand, and entertaining adverts are the most likely to be shared – thus helping you reach a wider audience.
These are just a few of the different ways you can use video to enhance your marketing efforts. There are countless creative ways to use video to your business’s advantage, ranging from animated videos to video spokesperson videos and everything in between.
Brands that Do Video Right
To give you an idea of just how effective video marketing can be, we’d like to share some of our favourite videos from brands around the web…
Red Bull are renowned for their high-octane adventure videos, which have helped elevate their brand from a simple energy drink into one that commands loyalty from its audience. The videos Red Bull produces don’t tend to involve any overt advertising, with the focus instead being on the athletes performing the incredible acts of endurance and skill. This sort of ‘selfless’ marketing – offering up entertainment for free and with an emphasis on giving back to the community – is what builds trust, integrity and a loyal fanbase. Red Bull’s YouTube page has risen by over half a million subscribers since the start of the year, taking its total to almost two million.
Dollar Shave Club
The Dollar Shave Club is a prime example of a brand that’s gone viral thanks to its video marketing. It released this hilarious video just over a year ago, and hasn’t uploaded another video to YouTube since – a testimony to the power of web commercials. Over 12,000 people signed up to the Dollar Shave Club’s monthly subscription service within just 48 hours of this video being released, and with very little else in the way of online marketing (just a few Google ads).
BlendTec is another fantastic example of a successful brand that’s incorporated humour into its online video marketing. In its Will It Blend? videos, BlendTec blends random household objects, rather than what it’s designed for (food). These demonstrations not only show that it’s an incredibly capable machine, but also that BlendTec is run by likeable people with a sense of humour – therefore making people want to do business with them even more. Its videos often rack up millions of views and it has a substantial subscriber base.
It’s true that video is one of the most time-consuming and tech-intensive media streams there is. But it’s also one of – if not the most – beneficial for your business. If you struggle with effectively marketing your brand and want to ramp up your efforts by incorporating video, get in touch today to find out how we can help.
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