April 22, 2019 Bryan Jaska

Cut, Print, Check the Gate: Why Video Marketing?

Here’s the thing. If you are marketing your business at all, then you absolutely need to be thinking about utilizing video as a part of your marketing strategy. Cards on the table—I might be slightly biased because making videos for marketing is what I do. However, the good news is that you don’t have to rely solely on my hearty recommendation to accept this very convenient truth. Here are some highly related percentage-based factoids to bolster my position:

  • In 2018, 85% of internet users in the US watched online video content monthly on their devices (Statista, 2018). Oddly enough, this percentage raised to 95% in Saudia Arabia and Turkey.
  • 54% of consumers want to see MORE video content from a brand or business they support (HubSpot, 2018). 
  • 87% of marketing professionals use video as a marketing tool (Wyzowl, 2019). Well, that other 13% of marketers are losers (not an official finding of the study).
  • 73% of consumers say they’ve been influenced by a social media presence when making purchasing decisions (Social Video Marketer Trends, 2018). 
  • Video marketers get 66% more qualified leads per year (Optinmonster, 2019). 
  • Videos engage users for longer periods of time. The average user spends 88% more time on a website with video (Forbes, 2018). 
  • When given the option, 72% of people would rather learn from a video than from text (Wyzowl, 2018). Ironically, that would indicate that I should have made this entire thing a video blog…or maybe that’s not irony. Alanis Morrisette really took certain literary concepts down a notch in the ’90s and the effects are still being felt today, but the important thing to remember is that she did it with a VIDEO.

So then, if we accept it as gospel that you need video as part of your marketing strategy (you do), then the next question becomes “What kind of video marketing should I do?”

That is what I want to talk about today.

First, you (or preferably your experienced and reliable marketing company) should ask yourself the following questions: 

What am I trying to accomplish? Do I want to…explain my product or services? Promote my company culture? Get leads? Increase awareness?  This seems like a basic question, but it’s important to specify your goals, therefore increasing the efficiency of your video marketing.

What is my target audience? Am I looking for customers? Who are they? Am I looking for employees?

What are my resources? Locations, people who are good on camera, customers who are willing to do testimonials, processes or products…it’s a visual medium, so you must be aware of what goes into the final result. 

Where is this video going? Is it going on your website? Are you starting a YouTube channel? Is it going out with your email newsletter or on your social media? Hint: your channel should be intrinsically related to your target audience.

What’s my budget? Am I making Clerks or Schindler’s List….can I afford color at all? Video marketing doesn’t necessarily require the budget of a Super Bowl ad. You can be effective on a budget if your marketing is smart and focused and uses the resources you have available.

Answering these questions will help to inform your decision about what kind of video you need. Generally speaking, your video should be focused on awareness, engagement, education or a combination of the three.

With that in mind, I’ll be rolling out some video marketing options in Part II of this series. Stay tuned! In the meantime, click here to get in touch with me or a member of my team. 

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