I worked on my first marketing video back in about 1991 or 1992 when I was a product marketing manager for ICL (used to be the biggest UK Computer company). We crafted a lovely product video showing the product features and benefits in which my hand was filmed typing on the keyboard of an early PC.
Lots of huge filming equipment was needed and it was like an epic film production that took ages to complete. Once complete we sent it out on huge VHS tapes in a nice box to our prospects. At that time it was considered to be at the bleeding edge of marketing and our customers and prospects loved it – it worked back then and it definitely works now.
Clearly this was all before the advent of Youtube and Vimeo and our world today in which video is prevalent and expected. Cisco predict that by 2017 (next year) 69% of all internet traffic will be video, Youtube receives more than 1 billion unique visitors per month and Facebook announced that video viewing doubled in volume from 4 billion to 8 billion in one year. Which all tends to suggest that whatever size of business you are, video as part of your promotions strategy is a must not a nice to have. Here are a few reasons why video is important in your marketing strategy:-
- Most people prefer to watch a short 1-2 min video than to read product literature or text
- You can reach out to a wider audience with video than might typically look at your website
- Video appeals to a wider range of senses than text or images alone and therefore typically has a stronger brand impact
- Video technology and production has become far more cost effective for even the smallest business
- Video content is good for your SEO (Search Engine Optimisation) strategy with Google and other search engines and helps your website become more visible
- Video content if done well will last for a long time
- Video in an email can increase open rates by 19% and click through rates by 65%
- Video tends to appeal to all your customers and prospects, Animoto research shows that 96% consumers find video helpful when making purchase decisions online.
So whatever your business, video content needs to be part of a strong integrated marketing strategy but it doesn’t need to cost an arm and a leg. If you are clear about what you want video to achieve for your business and plan carefully how you are going to use it and deliver it, you will deliver a return on your investment.
Build a good brief, research local video production companies, get plenty of quotes and negotiate prices. Always choose to work with the company you trust most and can deliver within your budget rather than the cheapest (video quotes can vary hugely). Most importantly before you start any video marketing strategy think about who you want to watch it and what they want to learn not what you think they want to see or what you want them to see.
I learnt a lot from doing that first video back in the 90’s but I have to say it is a great deal easier and cheaper to do marketing videos now and that is why it should be a key part of any marketing strategy.
By Emma Muir, managing director, CMO centre