Video marketing is on the rise and it shows no signs of stopping. In this digital age, it is critical for businesses to keep up to date with marketing trends, to ensure that they don’t fall behind. Right now, videos are revolutionizing the way brands market themselves. According to Cisco, video will account for 80% of all internet traffic by the end of 2019. It doesn’t suffice anymore to just have videos be a small part of your marketing plan: it should be a key aspect of your plan.
What is Video Marketing and Why Do We Need it?
A marketing plan includes a variety of different communication elements from visual to print and even social media. With the ever-changing digital landscape, marketers have seen a change in the way they communicate brand messages to their audience. Video marketing is a real-time form of marketing that increases customer engagement by using storytelling, colors, movement, sounds, imagery, etc.
What sets videos apart from other forms of brand communications is its ability to tell an impactful and meaningful story. Whether the video is 10 seconds or 5 minutes long, if executed effectively, the message will resonate with the audience. A photo can say a lot, but a video can make your customers feel a lot more. It attracts people’s attention and makes a brand stand out from their competitors.
In terms of ROI and sales, videos can substantially increase a company’s conversion rate. According to HubSpot’s Research, more than 50% of customers are asking to see video content from their favorite brands. If you are not producing what your audience wants, you are missing a huge marketing opportunity. Some examples of video marketing include:
- How-To Videos
- Animated Videos
- Personalized Messaging
- Event Livestreaming
Who Can Benefit: B2B Video Marketing
Can every type of business benefit from video marketing? The answer is: if you have a purpose, a story, and a smartphone, you can do video marketing. There is a misconception that all videos need to be created equal, i.e. with fancy equipment, big-budget, and long filming days. Many successful marketing videos have been filmed in one take, with just an iPhone camera. How you tell your story and resonate with your audience makes all the difference.
B2B companies seem to have the hardest time jumping on the video marketing bandwagon. They may be marketing to other businesses, but those brands are still considered their customers. B2B brands need to create content for their customers in order to increase brand awareness and engagement. Videos are a great way to provide important industry information that will help position your brand as an authority figure in the industry. Companies look to authority figures for guidance, tips, advice, proper policies, etc. It shows that the company is up to date with current trends and customer needs.
Manufacturing brands are a perfect example of an industry that can benefit from implementing videos into their marketing strategy. Here are some of the benefits:
- Tell your brand’s story. You don’t just sell a piece of machinery or tools. You sell a purpose.
- Easy way to distribute educational information, while your customers are on the go.
- Recognized as an authority figure in your respective industry.
According to Wyzowl, 77% of consumers reported that they’ve been convinced to buy a product or service based on a video. Create a short video describing how to use your product or how it will benefit a specific industry. This is the perfect opportunity to stand out and sell your story.
With every great strategy, there will be challenges. For video marketing, these may include:
- Expensive equipment
- Lack of videography knowledge
- Not enough time/resources
- Effective creative execution
- Lack of good, entertaining content
The great thing is that we live in a digital age that provides us with a variety of tools to conquer these challenges. As DBC’s very own Co-Founder, Gerard Rogan, tells the team every day, we will adapt and overcome!
Video Marketing in the Foreseeable Future
Video marketing is here to stay and should be implemented in every marketing strategy. Experts say, moving forward, it may be more effective to focus on video marketing over other forms of branding communications. It has also been noted that storytelling in “micro-moments” will remain an important benefit of video marketing. With the average attention span of most people being 3 seconds, shorter, meaningful videos will be more impactful for brands wanting to connect with their audience. Video is also becoming Search Friendly. Google has announced that there will be video previews in Google search results. AI has the capability to use voice recognition to search for a video, as well.
With all of these changes coming our way, it is important to stay up to date with industry trends and to engage with your audience. Hiring an experienced marketing agency, such as Dreamweaver Brand Communications, to help you with your marketing strategy can make the process all the smoother.