Harnessing the Real Business Benefits of Video Marketing

//Harnessing the Real Business Benefits of Video Marketing

Harnessing the Real Business Benefits of Video Marketing

Can video help you make a bigger, better impact on social media? Yes, it can. Here’s some insight. 

According to a study by Demand Metric https://www.vidyard.com/blog/b2b-video-marketing-benchmark-report/, 71% of markers say video tends to convert better than any other medium. There’s a wealth of statistics out there about why using video drives big marketing and sales wins, and we’ve covered plenty of them in previous posts. But what about the direct business benefits? And what’s the best way to ensure you actually achieve your video marketing goals?

Here are just some of the ways video marketing contributes to a better bottom line, plus some advice about how best to make it happen.

  • Using video for content marketing improves Search Engine Optimisation, SEO. According to Comscore on-site video can improve your chances of achieving a page one Google search result by a factor of 53
  • Video supports sales, helping your business connect with more prospects, close more sales and build better relationships. It makes sense because while facts tell, stories sell.
  • Videos capture people’s attention better than any other medium, which matters in a world where the airwaves are incredibly crowded and advertising pops up absolutely everywhere.
  • Video engages employees, suppliers and other internal stakeholders, bringing about better communication, facilitating education and driving loyalty. It lets you create rock solid on-boarding, training, communication and collaboration, and share executive decisions and other vital messages with employees in a way that resonates with everyone, whatever their role or capabilities.
  • Video drives better levels of consumer engagement, with viewers 10 times more likely to engage, embed, share, and comment on video content than text-only blogs and social posts.
  • Video helps you resolve customer service and care issues better and transform the customer experience into something truly special.
  • Video embedded in marketing emails can double your click-through rates.
  • Pictures plus sound equals a strong emotional connection, something almost every business wants people to experience when thinking about and dealing with their brand.

It’s easy to pin down vital things like how much of a video people consume, whether or not they re-visited it or parts of it, whether they shared it with friends. Video has an inbuilt feedback loop, which makes measuring crucial metrics like click-through rates, drop-off points, number of views and re-views easy.

Take a look at our social media video that we produced for Bear Grylls Survival Academy, within the first day this video reached over 30,000 people with over 100 individual shares with immediate new clients for BGSA.

5 ways to take full advantage of all this positivity

With the cost of creating and producing quality video falling thanks to a sharp ongoing increase in demand, it’s a better value medium than ever before. So how do you make the most of the opportunity?

  1. If you want viewers to take action after seeing your video, make sure you include a call to action tailored to what you want them to do: apply for something, give you data for your database, check out an item of content on your site, register for an event, whatever
  2. Never forget to consider the wants and needs of your end consumer, the person you’re making the video for, and put them first.
  3. Remember you’re a consumer, too. If you don’t find your video fun, interesting, useful, inspiring or entertaining, your audience probably won’t, either.
  4. Bear in mind not every subject is suitable for video – it’s no good trying to force a square peg into a round hole and using video just for the sake of it. There has to be a genuine business reason.
  5. To get the most out of video marketing, it’s wise to make video a natural part of the way your business works, integrating it fully rather than treating it like an ad hoc one off or add-on.

While you can learn how to make videos yourself, and it’s entirely possible to create them using a smartphone,  you really can’t beat a professionally made film created by people who know exactly what works best in a video context, and who have the experience to make it happen quickly, smoothly and to the best possible quality. Your business is worth it, your employees are worth it, and your customers are most definitely worth it!  And that’s exactly what we do – let’s talk.


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