Use of Video in Marketing
As marketers, our job is to conceive of and deploy strategies that help build awareness and drive sales for our clients’ products and services. We do this through a variety of strategies and tactics: advertising, PR, media relations, SEO, and more.
But, what frames all of these strategies is content; content that is relevant, helpful, and consistent across all tactics. Strategically developed and disseminated content is what will ultimately drive customers to action and to choose your brand.
What is your content? Your content is anything and everything your company produces that interfaces with your customer base. It’s the messaging on your website, the blogs your CEO produces, the eBlast you put out to your database, the media hit repurposed on your social platforms. And, it’s the videos you produce to tell the world about your brand.
Importance of Video Content Strategies
The integration of video content is a strategy that provides value to your key audiences and caters to your customers’ fast-paced, digitally driven lifestyles and their demand for relevant and easily consumable information. It is a powerful way to tell your brand’s story and communicate its essence, build relationships, and differentiate your company from the competition. I have seen the powerful impact of using video and I view it as probably one of the most effective forms of communication today; it can do just about everything. It can entertain, inspire, educate, explain, announce, invite, entice, reveal, share, and demo.
Here are some thought-provoking stats from Forbes:
- Video is projected to claim more than 80% of all web traffic this year.
- Adding a video to marketing emails can boost click-through-rates by 200-300%.
- Embedding videos in landing pages can increase conversion rates by 80%.
- 90% of customers report that product videos help them make purchasing decisions.
- 64% of customers are more likely to buy a product online after watching a video about it.
- According to HubSpot, 80% of customers remember a video they’ve watched in the last month.
Jason Hsaio is the chief video officer and co-founder of Animoto (animoto.com), an award-winning online video maker that makes it easy for anyone to create a professional-quality video. He was a guest not long ago on the Ingrate & Ignite podcast and shared with my listeners some amazing strategies and insights into how every company can and should “catch the video wave,” how to integrate video into social media strategies, and the how video content is one of the best ways to show the authenticity of your brand. Take a listen here.