Video Marketing

Video has become an integral part of consumer research and web surfing. YouTube receives one billion unique visitors each month. There are informational videos, tutorial clips, and plenty of videos that push the limits further than their television counterparts. While they all serve a different purpose, they share one common denominator: the content is short and compelling. More than that, video marketing will get more people to your website.

Forrester Research Group says, “Video is 53 times more likely than text pages to appear on the first page of a search engine.”

What’s New with Video?

Outbrain predicts that branded video will be the big talk at SXSW 2015, “There was no shortage of spotlight on content producers at SXSW this year, but very little branded video content or their creators were highlighted in a meaningful way. As The Social Network and House of Cards producer Dana Brunetti said during his SXSW chat with Randi Zuckerberg, this third category of content (after “user-generated” and traditional content producers like movie studios) is still in its infancy, but expect that to shift in a big way in 2014 as more dollars flow into video and brands become more practiced at creating and distributing high-quality, high-profile video content.”

Theguardian.com asks in their article Why online video is the future of content marketing? “If it were five years in the future, would you be reading this article or would you be watching it? As online video continues its inimitable rise, it’s an interesting question to ponder.”

How to do Video Right

You have to know who you are speaking to first and foremost. Speak to your audience understanding what will motivate them to make a purchase. Business owners should stay away from anything offensive, political, or that would otherwise turn off existing or potential customers. Your content should align with your company’s core values, mission, and vision.

Get creative! Rather than hire actors to praise the food and service at your restaurant, film real customers genuinely enjoying a meal. Try mixing videos and stills of your product, employees, location and anything that you believe will interest your potential customers. Add a personal message from you or one of your employees. Video testimonials or recommendations are incredibly powerful, too.

Keep it short. Most videos should be 30 seconds or less! End with a call to action. Make it easy for customers to find you, and distribute your video in every way possible.

Need help? Not sure where to start? Fletcher Consulting can help you from concept, through production, editing, and distribution.