On Marketing: Why bother with video? It seems complicated

Of all marketing tactics available to marketers, video is the most impressive, tantalizing, and intimidating.

I have a colleague who assesses the marketer’s viewpoint on what makes a quality video with this delightful and convicting analogy — everyone wants Tom Hanks, they’ll settle for John Cusack, but can only afford Gilbert Gottfried.

The truth is, we see a major broadcast commercial and love it and want our business or brand depicted the exact same way. We engage with a video partner who then right-sizes our expectations. We mutter things like, « I had no idea how expensive it was to do video, » and we end up with something that passes as our original idea. Maybe. If we’re lucky.

Allow me to drip in a few data points that showcase why video matters — a lot — from a marketing standpoint.

Why video marketing matters

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Over 800 million different people visit YouTube each month.

As a result, YouTube is the second largest search engine to Google. And yes, both Google and YouTube are part of the same business.

Video impacts monthly website traffic by adding two or three times as many visitors each month. From a website perspective it positively impacts the « time on site » stat — doubling it in many cases. Video also attracts search eyeballs, with one study reporting organic traffic from search engines for video content increased traffic 157 percent over the norm.

59 percent of senior executives prefer video over text.

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Video is a must-do marketing tactic — the people have spoken! Your customers and your prospects want videos of your business.

But, back to that expense issue, right?

There are some reasonably priced ways to create great video content that is as professional as it is affordable.

Start your research by learning about kinetic typography and a style of video called an Explainer. If you have something simple for your audience to understand, a well-crafted script and cool words bouncing around a screen to a nice beat may be all you need. It’s professional, slick, and accessible. It’s also simple, which your accountant will appreciate.

Consider a simple slideshow video, too. You can even weave some B roll footage in there amidst the still images, too. Even adding voiceover will make the video nice without breaking the bank.

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If you prefer live action video, that’s where the price verges on Tom Hanks territory. There are firms out there that are fair and deliver solid quality, but depending on the complexity of the live action you desire it can get pricey. There’s a reason, too — it’s not just that someone is looking to make a lot of money at your expense. There are lighting setups, audio setups, rigs, location scouts, space rentals, and even casting if you’re getting really fancy.

I hope you begin thinking of video as possible and not intimidating.

And now, a message from the Department of Irony — of the research I did for this column none of the data found, or insights gleaned, came from a video.

Weird!

Or is it?

Text is still predominant, to attract eyeballs and searchers to content online. So, for video content to be discovered, great copy on your website and search engine optimization are still important. Video’s role is to compel your customers and even casual searchers toward engaging with your business or making a purchase.

Bottom line — video is great. It’s a wonderful medium for introducing or explaining a product or service. Plus, people love to watch video, which the data backs up. If you want to further your reach and deepen your engagement, video is the key to elevating your marketing and improving the perception of your business.

Action!

Josh Gordon is an award-winning marketing communications professional and President of Full Spectrum Marketing, a full-service advertising agency with digital roots based in Kent, Ohio and Wooster, Ohio. You can reach Josh at [email protected]

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