The Importance Of Video Marketing

Advertising is a critical part of our industry. Over the years, we have used billboards, television, radio, direct mail and newspaper advertising to get the word out. Our advertising’s goal has been to let potential customers and the entire market know about the services that the industry offers and that clients need. The vehicles to put the word out have continued to grow and change through the years.

Here are some interesting facts about YouTube that will prove that posting videos on your website are worth the time and energy required. Consider these facts:

• each month YouTube has 1.9 billion active users.

• 1 billion views each day are of learning and education videos.

• the educational/learning category on YouTube is growing by 70% each year.

• 85% of online adults now view themselves as regular YouTube users.

Most important, videos will almost certainly make your business more money. Wyzowl statistics show that 63% of businesses are now using video marketing. 83% of those think they are getting a good return on investment (ROI). As the old saying goes, “a picture is worth a thousand words”. If photos encourage engagement, imagine what videos will do. It is interesting to note that after three days, most people remember 65% of what they learned from a video compared to only 10% remembering what they read. Videos build trust with customers and encourage sharing on numerous social media platforms. In addition to using videos on social media sites, use videos to make your email campaigns more memorable.

Priit Kallas, Founder & CEO of DreamGrow Digital believes that it is essential to create and use video content in marketing to promote business. Kallas suggests the following eight reasons why beginning video marketing immediately is certain to benefit your company:

1. “Video Boosts Conversions and Sales. First things first. Videos can make you some serious money. Adding a product video on your landing page can increase conversions by 80%. Video can also lead directly to sales. Studies show that 74% of users who watched an explainer-video about a product subsequently bought it, so better start crafting your exciting product videos now!

2. Video Shows Great ROI. Even though video production is not yet the easiest nor cheapest medium, it pays off big-time. Besides, online video-editing tools are constantly improving and becoming more affordable. Even your smartphone can make pretty decent videos already.

3. Video Builds Trust. Trust is the foundation of conversions and sales. Building trust should be a goal on its own. The whole concept of content-marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. YouTubers have become the most powerful social media figures to promote your brand. Promotional videos can foster trust as well. Some consumers are still skeptical about buying products and services on the internet because they fear fraud and cheating. Effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.

4. Google Loves Videos. You are 53 times more likely to show up first on Google if you have a video embedded in your website. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine rank. Make sure to optimize your videos on YouTube for Search Engine Optimization (SEO). Write interesting titles and descriptions. Add a link to your website, products, and services. Give potential customers the way to take the next step and explore the world of interactive videos, to further encourage actions.

5. Video Appeals to Mobile Users. Video and mobile go hand in hand. 90% of consumers watch videos on their mobile device. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger. The growth of mobile video means brands need to be sensitive to the personal way each of us experiences our smart phones.

6. Video Marketing Can Explain Everything. Are you launching a new product or a service? Create a video to show how it works. Animation can bring concepts to life that no text or live video can. Animated videos are a perfect combination of entertainment, nostalgia and simplicity. They work.

7. Video Engages Even the Laziest Buyers. Today’s life is too busy to have time to read long product descriptions or dig deep into services. The modern customer wants to see the product in action. Video marketing can capture a wide audience, and it works on many levels, even the laziest ones. Make sure you target not only the eyes but also the ears of the potential client.

8. Video Encourages Social Shares. Social networks, too, encourage video content with their new features. YouTube is the second most popular social network in the world. However, in a social media context, video marketers must remember that people share emotions, not facts. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.”

Clearly, using video marketing is a powerful tool to generate exposure and sales. Used properly these videos will become an essential part of your promotional campaign. Jason DeMers, Founder & CEO of AudienceBloom, states, “One of the most common questions business owners ask me about YouTube for marketing is, ‘what types of videos am I supposed to post?’ The prospect of coming up with ideas for entertaining and engaging videos that also help to accomplish a business goal can be overwhelming. As you create and promote a number of different types of videos, you will start to learn which types work best with your audience. Following are some ideas to get you started:

• Tutorials: Show your viewers how to perform a task.

• Product demos: Demonstrate common uses for your product(s).

• Customer testimonials: Interview a satisfied customer, or share a user-generated testimonial on your YouTube channel.

• Behind-the-scenes videos: Take your viewers on a tour of your office or workspace, or introduce them to your staff or co-workers.

• Live presentations: Speaking at a conference or trade show? Record and share it with your YouTube viewers.

• Commercials: Take a look at other ads to see what YouTube commercials should be like.

• Product launches: Share the release of new products with your YouTube viewers.

• Statistics: To establish yourself as an expert in your field, share industry-related statistics, data and research via a simple slideshow-like video.

• FAQs: Compile a list of frequently asked questions and respond to them via video.”

DeMers offers a compelling conclusion: “As you invest in a YouTube marketing strategy, remember to focus on the content of your video before you even think about marketing it. With 300+ hours of video being uploaded to YouTube every minute, the playing field is large and crowded, and your videos need to really speak to your audience to succeed. Once you’ve created a video you are proud of, promote and distribute it via all your channels, and consider investing in paid promotion for your best videos.”

It may be particularly useful to assemble a focus group made up of your most connected customers and dedicated employees to determine the best videos. Once you have chosen those videos the focus group deemed effective, use every vehicle available to get them out prominently in your community. It may be worth considering hiring a professional media specialist to help produce the videos. Another cost-effective alternative might be to contact your local community college media department to obtain the services of an eager creative student. The more the videos are seen, the greater the ROI and brand awareness for your business.

Cover Photo : Front Page Tech

About Ellen Tuchman Rothmann

Ellen Rothmann has 30 years of experience in sales and marketing and utilizes these skills to support and facilitate seminars for Tuchman Advisory Group (TAG). Prior to her role with TAG, she was VP of Operations for Richard Wolffer’s Auctions that specialized in sports and entertainment memorabilia. As an Account Manager for K101 – a San Francisco Bay Area radio station – she worked with small businesses to build unique and profitable advertising and promotional campaigns for her clients. Growing up in the dry cleaning business, Ellen worked in numerous capacities at Tuchman Cleaners. She also held sales positions at Apparelmaster and Tuchman Cleaner’s Home Carpet and Drapery businesses. Rothmann earned her B.A. in Marketing from Indiana University. She lives in San Francisco with her husband John, they have two sons For more information contact Ellen Tuchman Rothmann, President, Tuchman Advisory Group. e-mail: ellenrothmann@yahoo.com