Few advertisements on the internet are as compelling as pushing play on a video. When it comes to content, there’s no substitute for video, so why shouldn’t your small business use video, too?
You don’t have to be a big company with a big budget to make video content that works. Videos come in all different shapes and size these days, and what your small business will get in return is well worth the initial investment.
Unlike other types of online content creation, video production isn’t a common skill set most small businesses have at their disposal. Video production and editing don’t have to cost an arm and a leg, but if you’re not sure how to do it, it’s best to bring in a team that specializes in this type of content. This may cost more upfront, but the investment will definitely pay off.
Organizations that are currently using video marketing are growing 50 percent faster each year than those that don’t. Video does more than look flashy on your website; it offers different analytical tools and insights about your customers that can’t be obtained from written or image-based content.
Video marketing complements consumers’ natural purchasing process. Thanks to the proliferation of information on the internet, most buyers are 90 percent of the way through the buyer’s journey before they contact a vendor. Video can play a roll throughout the buyer’s journey, working in broad strokes at the top of the funnel, as well as the bottom.
Work smarter, not harder, right? That’s what video marketing is all about. Small businesses can expect increased engagement and more actionable insights from detailed analytics from video content that works hard so you don’t have to.
Small Business Needs Video Marketing
Competition online is stiff. You need content that stands above the crowd and can be heard (literally) through the noise. Video content consistently outperforms other online content types. In fact, 51.9 percent of marketing professionals worldwide say video is the type of content with the best ROI. And that’s because consumers can’t look away.
In one eye-mapping study, researches found that video results in a search engine command more attention than other listings. Video commands attention, and with the right video content, small businesses can make a big impact with video marketing on YouTube, Facebook, and other sharing platforms.
Consumers prefer videos to white papers, case studies, and live demonstrations, because they’re more convenient when searching for complex information on the go. Video can showcase how something works, document other users’ experiences, and even break down complicated features so consumers feel more at ease before making a purchase.
Another good reason small businesses should be using video marketing is that video content will boost other areas of your intent marketing strategy, from better SEO to higher conversion rates.
There’s never been a better time to incorporate video marketing into your marketing plan. By 2017, video will account for 69 percent of all consumer Internet traffic.
So, what are you waiting for? Video production costs have reduced significantly, and with new platforms like Vine, Snapchat, and Meerkat, video content can be done spontaneously and at virtually no cost.
How Does Video Marketing Work?
Lights, camera, action!
There’s a lot that goes on behind the scenes of content videos, including factors that can determine how well they perform on search engines and social media.
Video content should first and foremost address the interests, needs, or desires of your target audience. When and where you distribute video content will depend on what you want that video content to do: drive awareness, educate consumers, subscribe to a channel, and so on.
Once you’ve published the content, video analytics tools will allow you to track how well the video performs in your niche audience. You can track click-through rates, how long people watched the video, and at what point they decided to take (or not take) action.
These tools will help you create better, more targeted content for these consumers in the future, and with our help you can use videos to optimize your online marketing efforts with great success.