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Marissa Baurys
Posted by Marissa BaurysJanuary 30, 2018 12:44 PM

If there’s one thing we need to get comfortable with as marketers in 2018, it’s that video is king. Its importance in the digital world is only growing, and by 2019, video will account for 80% of global internet traffic.  With a statistic like that, it’s hard to deny you should be budgeting for video content now. We understand video production can be a big investment, and you certainly don’t want to cut corners - in today’s marketing environment, consumers have come to expect the highest of quality from brands producing videos. Your iPhone camera just can’t deliver the quality they’ve grown accustomed to.

Video can be expensive, yes, but the cost is offset by the versatility of the asset you create. You can use it to improve so many aspects of your marketing mix, reaching trade and consumers alike. Keep reading to learn how you can make an impact with just one high-quality video.

Use it on your website

Website design is an essential aspect of your brand’s aesthetic. If your website is built strategically, it will communicate your brand’s mission, personality, and value proposition through consistent branding and storytelling. Video is a powerful tool for modernizing your website and telling stories that would otherwise be copy intensive and mundane. You can use a high-quality video to retain website visitors and encourage them to seek more content from you. Since 43% of people want to see more video content from marketers, satisfying this demand will keep people coming back to your website for more.

Use it to attract new contacts and engagement on social media

If you’re looking to grow your blog subscriptions or contact database, you’re probably familiar with advertising on Facebook. Did you know that video can help lower your cost per conversion? Social video generates 1200% more shares than text and images combined, so your investment will generate virality and engagement that will improve the delivery of your Facebook ads. Just keep in mind - 85% of Facebook users watch videos with the sound off, so the visual aspects of your video must be engaging enough to stand on their own.

Use it to tell a story

No one knows what makes your brand your brand better than you. Sometimes, it can be difficult to translate those unique narratives and attributes into words. It can be even more difficult to motivate people to acknowledge those words, consume them, and appreciate your story. But with video, you have the power to share your story visually in a way that fascinates your audience. For example, let’s say you want to explain to your customers how your water conservation practices are unique. Suppose you create A) a fact sheet on your drip irrigation equipment and how it is used and B) a video bringing your audience into the field to show the equipment at work.  59% of executives say that if both text and video are available, they prefer to watch the video version. In this content matchup, video will always reign supreme. 

Use it to connect with trade audiences

B2B marketing is often written off as the more rigid, less entertaining sibling of direct to consumer marketing. While professionalism and industry speak are important in B2B marketing, it’s important to remember to appeal to the attention span of your trade audiences. Video can quickly and visually communicate your value proposition to a trade audience that is often overstimulated by messaging from sales teams. In fact, prospects who view videos of a product are 85% more likely to buy. Use high-quality video in your next tradeshow booth, sales presentation, or trade blog post, and you’re sure to see an increase in engagement.

Video is a multipurpose strategic investment. If developed with the right equipment, stunning visuals, and (most importantly) a good story to support it, a video can be used time and time again. Don’t let the cost of video development intimidate you – start small with just one and watch as your marketing efforts are elevated.

Topics: Marketing Trends, Tools, & Insights, Website

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