Your Guide to Surviving The Future of Marketing
Roll camera….
Action…
Welcome to the inescapable future of marketing – Video Marketing. It is a video revolution that you as a digital marketer have never witnessed before!
A picture is worth a thousand words. If a static image can make so much of an impact, rest assured that a video can create an everlasting impression on consumers – if done well enough, that is.
Projected numbers state that video will command more than 80% of all web traffic by 2019. Yet another statistic states that adding a video to marketing emails can boost click-through rates by nearly 200-300%. That’s a whopping percentage to ignore. More than 87% online marketers have adopted video content as part of their digital marketing strategy. Having a well-laid out video marketing strategy would be the smart thing to do if you don’t want to be left behind in the race to become the most talked-about brand.
If you are still wondering what the fuss is all about, take a look at this statistic from Hubspot.
According to the report, more than 50% of people want to see videos from a brand or a business. Hubspot research also says that consumers prefer watching low-quality videos with authentic content compared to “high-quality” ones that are not-so-authentic.
So, what does this tell you?
You don’t have to necessarily invest in a huge team of people to create a viral video. You’d be delighted to hear that there are affordable video-creation tools (some are even free!) that can help you win over consumers or clients with quality and value. All you need is a smart-phone and the rest can be taken care of quite easily.
As a B2B marketer, there are different kinds of videos that you can use to target consumers or your clients at every stage of their journey, and ultimately influence their buying decision.
Brand videos
One of the more popular type of videos, brand videos help generate brand awareness among a larger audience and establish your brand’s values. Go all out and make sure to showcase how your brand is different from other brands in your space.
For one such impactful brand video, take a look at Volvo Truck’s famous ad The Epic Split.
Van Damme’s marvelous stunt, Enya’s soothing soundtrack, and the sheer brilliance in video direction made a huge impact in creating awareness of their brand, values and their differentiators. The video got 7 million YouTube views, half a million Facebook shares and 20, 000 tweets in just two days of its release.
Wow! Impressive, isn’t it?
Explainer videos
You have been successful in creating awareness for your brand. Now what? It’s time to explain what your product or service is, and how it addresses your audience’s pain point. A short and engaging animated explainer video is a sure shot way to capture your viewers’ attention.
Zendesk’s Insight video does a neat job of piquing consumer’s interest and leading them to the next stage of the marketing funnel.
The simple and neat video is definitely effective!
How-to videos
How-to or Instructional videos are extremely useful in answering consumers’ queries regarding your product or service’s functionality. It is an assured way of after-sales service where your consumers get their doubts or questions clarified. How-to videos help instill faith in your brand and establish loyalty in your consumers.
Case study/testimonial videos
It’s not always about you, is it? What do your consumers or clients think about your product? How did your brand make a difference in their lives? Stories of success and authentic feedback make for a very engaging video.
A clear, concise video (not to mention humorous) listing the benefits of the brand makes this video from Slack a winner all the way.
A video marketing strategy involving these types of videos is not only exclusive for B2C, but equally effective for a B2B space, if implemented wisely.
If you still think the idea of including videos is bogging you down, here is a small checklist on how you can implement video marketing quite easily in the near future.
- Tell the story behind your brand with the help of video editing software like Filmora and Premiere Pro which have fairly economical subscription plans
- Show a sneak-peak into your organization; give a feel of where your product is coming from
- Convert pre-existing webinar content/footage into video shots
- Convert event videos (seminars/interviews) into exciting ‘learning shots’/videos.
With some staggering statistics favoring video marketing’s prospect in the coming years, you shouldn’t have second thoughts about including videos in your marketing strategy.
With a well-crafted video marketing strategy, you will save your organization the budget set aside for marketing.
Virality is waiting… Have you caught the video marketing train yet?
Cut.
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References
https://research.hubspot.com/content-trends-global-preferences
https://www.skeletonproductions.com/insights/best-b2b-videos
https://digitalsynopsis.com/advertising/volvo-van-damme-epic-split/