How video will transform your marketing efforts

by / Monday, 19 December 2016 / Published in Blog

Video content was the runaway success in 2016 and its popularity shows no sign of waning. According to Cisco, 79% of all global consumer internet traffic will come from video by 2018. So how can businesses take advantage of the demand for video content?

Here are three different types of video you should be thinking about. Not all will work for your business, but even just focusing on one type and making that work will make a big difference to your marketing efforts.

‘Who-we-are’ video

Also known as an explainer video, this is a useful piece of content to tell people more about your business and what you can do to help them. Keep it interesting: having your CEO talk directly to camera using a script will not work. Think short, snappy pieces to camera combined with snapshots of your premises, your people, your products. Don’t read a script verbatim, instead use talking points: this will make you sound more natural. Make sure your talking points cover how your business can help customers overcome specific challenges. The video could sit on your homepage or a dedicated landing page, acting as the first contact for potential customers. Including a video on a landing page can increase conversion rates by as much as 86%, according to WebDam.

Video testimonials and case studies

According to Social Fresh, customer testimonials have the highest effectiveness rating for content marketing, at 89%. Couple that with the fact that 51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Hubspot) and you can see how effective video testimonials can be. Make sure you select a customer that is happy to participate and will appear natural on camera. Providing them with talking points is a good idea. They are likely to feel more comfortable if they know broadly what they are going to say. This type of content appears authentic to your potential customers as they are hearing directly from your current, happy, customers.

How-to videos

Four times as many consumers would rather watch a video about a product than read about it (Animoto) and a massive 96% of consumers find videos helpful when making purchase decisions. Consumers are hungry for video and particularly video that shows them what a product can do. This is your opportunity to showcase your products in action. Use the video to focus on key features of your product, and make sure you demonstrate any tricky or unique functions. It can be difficult to get across everything your product can do in words, so why not supplement your product sheets with short how-to or tutorial videos? These videos can live on the relevant product pages of your website and will satisfy consumer demand for real-life product demonstrations.

We’ve banged this drum before, but once you’ve created your video content, you now need to focus on promoting it. If you have a customer newsletter, why not add a product how-to video or video testimonial into each issue? Make sure to share any video content via social media channels. Social video (video shared on social media) generates 1,200% more shares than text and image combined, according to Brightcove.

Video’s popularity is not new, but it’s become more pervasive. If you’re not doing video already, it’s time to take your first steps and start innovating.

If you’d like to chat about how we can help you grab hold of the video opportunity, contact Deirdre at +353 (0)21 234 8474 or Sheila at +44 1875 341 583. 

Main image by MsSaraKelly on Flickr

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