Why Use Video Marketing?

The year is 2020 and video reigns supreme. Studies show that the average person watches 84 minutes of online video content every day, and consumers say video is the number one form of content they want to see from brands they support.

By now, we all know that video is the centerpiece of an effective marketing strategy, but what exactly makes video so great? How can your business use those qualities to their fullest potential?

Here’s our guide for why video marketing is a must-have for your business:

1. Access to the second largest search engine in the world: YouTube.

Gone are the days when you type in a random website url, hoping to find the information you’re looking for.  Everyone knows that the proper way to search the internet is with a search engine, like Google or Youtube. Google ranks all types of web content, but YouTube is strictly video which makes it much more exclusive and much easier to rank in the top results with your content. YouTube boasts 1.5 billion logged in users per month, watching exclusively video content. With a video campaign, you have access to both paid and organic avenues in one of the world’s biggest digital markets. Without video, you can’t be found on this platform. So fix your hair and grab a camera, because it’s time to let the world get to know your business through video.

2. Video posts are more viewed, shared, and liked than any other type of post on social media.

Data shows that video posts reach more people than any other type, making video a vital part of a successful social media strategy. Plus, social media sites like Facebook and LinkedIn favor video posts in their algorithms giving your post better reach and priority both organically and through paid campaigns.

3. Website landing pages with video convert 86% more often than pages without video.

This has to do with the trust factor. Videos are likely to contain people’s faces or voices, or other visuals that communicate directly with the viewer. This gives you the feeling that you know the people associated with the brand, and allows you to trust them, and people only do business with brands they trust. This statistic shows that proper video messaging increases effectiveness at all stages of your marketing funnel. Not only can video reach more of your audience at the beginning of the funnel, but engaging video helps warm leads convert into customers.

4. Video lets you turn everyday emails into opportunities for people to get to know, like, and trust you.

Using video in email signatures is a strategy that Edge of Cinema uses to help our clients put a face to a name and increase the personal connection between our clients and our team members. Seeing and hearing the person behind the email helps clients know who you are and see you as an expert they can trust. This is especially helpful in situations where you are making contact through email before meeting in person.

“Website landing pages with video convert 86% more often than pages without video.”

5. Video testimonials transform case studies into engaging content that creates a positive emotional connection with your brand.

Let’s face it, no one wants to waste their time and money on a product or service that won’t meet their needs. This is one of the biggest fears our clients face when deciding whether or not to make a purchase. People alleviate this fear by reading reviews and gathering recommendations from trusted sources. A video showing a satisfied client with a positive case study creates a trusted third party recommendation that your prospective clients can leverage for their decision making process. When attracting new and returning leads, your marketing needs to address both their rational and emotional decision making. With video, your testimonials are able to deliver your value pitch while simultaneously creating an emotional bond through a third party recommendation.

But there is a second advantage to connecting with satisfied clients and collecting video testimonials.  In our experience, a video testimonial works both ways. A video testimonial can provide an opportunity for us to shine the spotlight on our clients and promote them through our site. It’s another opportunity to deepen client relationships, by working on a low pressure project together, and it gives your clients a good feeling to know that they are a part of your success story.  It’s a positive experience all around!

6. Video lets you run commercials on TV, the internet, and streaming devices.

Recently one of the most popular methods of distributing video content is through new media advertising, like paid ad campaigns on Facebook, LinkedIn, Youtube, and Spotify.  The best part is that these methods of advertising are super affordable. With a couple bucks a week you can rack up thousands of views on your content making this a favorite way to promote content in 2020.

With video marketing, you not only have access to YouTube, but you can also further your reach to television and other markets on the internet like live streaming services. There’s nothing quite like the joy of seeing your commercial on TV or having others recognize you from your TV ad.  TV and streaming services such as Hulu, Roku, and Crackle, are a great way to increase your brand awareness if you can afford the advertising costs. But no matter how long or frequently you choose to run your TV or digital campaign, you can always use your commercials in new media campaigns such as Facebook, LinkedIn, or even on your website.

7. Upgrade your in-person and digital presentations, making them more engaging and effective.

Public speaking is tough. In fact, one fourth of Americans fear it. The good news is that video can make your presentations a whole lot easier. Video gives you additional options beyond a standard slideshow pitch. With a perfectly delivered and engaging video message, you can illustrate a complex idea in seconds, or deliver your clincher perfectly.  Starting a presentation with a video often means your audience will gain a solid understanding of the basics, and will be ready to get into the specific questions that your clients want to know.

8. The immeasurable effect of video marketing. 

One of our clients who started aggressively pursuing their video content strategy reported an amazing side effect that we had not even considered. They told us that as they started creating more video content for their brand, there was an internal boost in morale among their employees. It was as if the process of them creating these videos helped the employees feel more connected to the company.

Here’s my theory as to why this happened. Element Risk did a great job at both creating interesting content that served the purpose of the brand, and at the same time, they included many of their own employees in the process. In effect, they opened a window for the world to see inside their company and see the individuals who made it run. This created a sense of belonging in their company culture. It also gave each employee something they could share with others, their own personal spotlight for a brief moment which made them feel appreciated and part of the team.

There are a ton of great reasons why you need to use video marketing as part of your marketing strategy.  If you need help getting started, contact our team and we can start developing a strategy that works for you.


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