Video Marketing – Say Action to Growing Your Brand.
Marketing practices and trends are constantly evolving. The online landscape for businesses alone has seen a massive change within the past decade, and with that change there has been an increase in how, where, and what target audiences are consuming in the online world. Today, more and more businesses are utilizing video marketing to reach target audiences and grow their brands, but why is video marketing specifically so important
Customers are asking for it! Just look at the numbers. 500,000,000 people watch Facebook videos daily, and 1/3 of the time people spend online in general is devoted to watching videos. From a business standpoint, 90% of customers say video is involved in their purchase decisions, 64% of clients often buy a product online after watching a video about it, landed pages with videos are capable of increasing conversions by 80%, and even mentioning the word ‘video’ in an email subject line increases open rates by 19%.
It’s often said that a picture is worth a thousand words. In the case of video, digital marketing expert James McQuivey suggests that 1 minute of video content is equal to 1.8 million words.
You're Ready. Now What?
The two most common ways to create video are to either hire an in-house videographer, or to work with an outside video production firm. Working with an in-house videographer is a great option because the videographer gets a comprehensive understanding of the company’s vision and goals, but there are several
potential drawbacks to consider before you start accepting resumes. Hiring a videographer means adding another salaried position to your business’s expenses. Additionally, there’s the cost of equipment that you would be responsible for providing to ensure high quality video, and this is all without a guarantee that the videographer has the required skills to produce the right kind of content to fit your business!
Working with an outside video production company can be a solution to the financial drawbacks of an in-house videographer.
Depending on the agreement, working with an outside video production company can be half as expensive as hiring someone in house, and because they provide the video equipment for the job, that takes another financial burden off of you. However, if this is the route you choose to take, its important that you take the time to select a video production agency that takes the time to understand your company, meshes well with your marketing team, and provides high quality video. You don’t need formulaic, boring video that doesn’t do anything for your business. You need video content that’s refreshing, engaging, and excites your audience about your product or service.
Another tip here for hiring an outside video agency would be to, after you carefully select one, agree to a retainer or a package of videos. This drives the cost per video down, and multiple videos can be more impactful than a “one off” video.
Another advantage of working alongside a creative agency can be the other avenues of marketing and content creation they offer, such as social media management, strategy analysis, and graphic design. Using an outside agency combined with in-house marketing team efforts can mold a powerful presence for your brand, launching your business further towards its goals.
Although you may not be the one creating videos yourself, its important to know some best practices when using video.
1. Create content that is consistent. We live in a fast paced social media age. Businesses need to have content constantly flowing for maximum exposure across all channels.
2. Be platform specific. There’s multiple channels that your video could land on. When and why should you use each? Facebook, Youtube, and company website all have unique strengths and weaknesses. Make sure to consult with your marketing team or outside video agency to plan accordingly for how and where your content will get viewed for maximum impact.
3. Don’t skimp on quality. Consumers are exposed to hundreds, if not thousands, of videos daily. They know good quality from bad quality, even if its subconscious, and they will equate the quality of video with the quality of your product or service.
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