Why video should be in your marketing toolbox

June 24, 2015 at 12:41 PM

Video is an effective marketing tool that you need to consider using as part of your marketing plan.

It is a great way to engage audiences on screen (whether it’s desktop, tablet or mobile), can bring your website to life, help explain complicated concepts succinctly and give you a presence on video search engines.

The statistics are compelling:

  • Click through rates on email marketing double when a video is included.
  • Videos increase clients’ understanding of a product or service by 74%.
  • Website visitors are 64% more likely to buy a product on an online retail site after watching a video.
  • Real estate listings with videos receive 403% more enquiries than those without.
  • 75% of executives watch work related videos on business websites at least once a week, of these 65% then visit the company’s website.

Three key types of video to consider are “Explainers”, Vlogs and Testimonials.

Explainers explain your product or service, preferably in under a minute – this works really well if you are communicating something complicated or showing a product that is not well known or its usage is not obvious. These videos can also make your site more personal as seeing you in a video is more like meeting you in person. Possibly the best “Explainer” video of all time is Dollar Shave Club’s 2012 Classic, titled ‘Our blades are f**king great’ – if you need a chuckle, check it out here

Vlogs are video blogs, which are a great way to complement your usual written blog posts but can be much more effective on social media and gain increased exposure for your business. Vlogs can be used to cover different topics than your blogs posts – it isn’t simply a case of turning on the camera and reading a post. It can be good to use for something you have wanted to blog about but is a bit trickier to explain. Recently we helped our client, The Go2Guys do just this in a series of vlogs targeted at first home buyers.

Video testimonials can be a really powerful tool to use on your website, they are more engaging for potential clients than written testimonials and are a great way for your current clients to explain why your product or service works for them. Our fab client, The Property Market, does this really well (with a little help from us).

Video may seem like an expensive option, however there are some cost effective ways to do it yourself - just keep these points in mind:

  • Write a script, or have key bullet points to stick to – this will keep you from waffling.
  • Keep it short – under two minutes is optimal.
  • Lighting and sound are key to making even a low budget DIY video look pretty good – the good news is that the best light is natural light but you need to make sure it is falling in the right places. Sound can be trickier depending on what you are going to use to film but if you can set yourself up somewhere with no background noise you are halfway there.

Another cost effective option is a graphic slideshow – also a great alternative if you don’t feel comfortable in front of the camera.

One last tip – don’t get so excited about your video that you forget the principals that should apply to all your marketing efforts – Don’t make it all about you – remember to offer something that is useful for your target audience (such as a marketing trend or a “how to…”), and always include a call to action.

Good luck!

Want to discuss using video as part of your marketing plan? Give us a call!

Tags: online marketing tips marketing plan video how to vlog
Category: Digital Marketing


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