People love videos, and because of it, the best marketing strategy for your company might be to let your video do the talking.
Truthfully, people are more compelled by visual images and verbal messages than long, sometimes boring text, and videos are excellent in marketing. To test this, if you ask around, I’m sure most people will tell you they would much rather watch a short video about a product or service than look at motionless images and/or read text about it.
Why are videos excellent in marketing? Probably because they feel like less work, peak people’s interest, and engage more senses. They also make messages more memorable, which is a key to success for a marketing strategy, and they have the ability to present more information in a shorter period of time.
Companies who successfully manage to fit pages worth of product information, how-to instructions, product demonstrations, and interesting promotional information about themselves into short videos (20 to 60 seconds is optimal) reap great benefits from doing so. As a result, their most likely customers and targeted prospects are easier to reach. They’re also more receptive to their messages and calls to action as well.
Keys to planning and making your video
- Determine your Call-To-Action. Once you’ve decided to spend the time and money necessary to make a video, its key to success may be determined by its Call-To-Action. Be sure to educate yourself and your team on what characteristics make a successful Call-To-Action and incorporate them into your video so it will have the best chance to produce the results you desire.
- Focus on your target audience. People make purchasing decisions based on what it is about a product or service that will benefit them. Also, marketing presentations are usually much more interesting if they are presented in a way that focuses on the needs or interests of viewers. While the background of your company and its values may be admiral, it is best to focus less on that and more on how your company’s products or services can help your prospects. Also, and this is highly important, people’s attention spans now seem to be shorter than ever. An effective strategy is to keep videos between 20 and 60 seconds. If you have more to say, make another video or direct them to another way to get more information.
- Set goals to evaluate performance. Goals provide a target, and hitting a target usually produces desired results. For example, having a goal for how many people per week should see your video and then successfully hitting those targets could pay off greatly. Once the time and money is spent to produce a video, consistent focus on its number of views should be maintained. Also, video marketing is a trend showing no signs of slowing down. In fact, it continues to increase. Chances are, after your company makes its first video, it will continue to make more. Performance data helping you evaluate the success of your videos might pay off well in the future.
- Determine how you will distribute your video. You’ll probably put it on your website, but unless your website gets plenty of traffic from your most likely customers, it may not get enough views there. Videos in point of purchase displays (POP displays) are highly effective in retail locations, and videos in emails improve open and response rates. Video brochures, video mailers, and videos in sample boxes (video boxes) are highly effective, and these approaches are excellent for targeting recipients. Also, sharing your video on social media is a good idea. Regardless of the methods you choose, ensuring your video is distributed sufficiently can dramatically effect how much success you have with it.
Let your video do the talking
Video content is the new superstar in marketing. The combination of audio and visual in videos has a phenomenal effect on viewers and is essentially unbeatable for presenting messages.
Also, people respond well to videos and they’re exceedingly versatile. As a result, smart marketers now use video marketing as a foundation for success in business and companies regularly use them for sales, fundraising, educating, training, recruiting, branding and many other purposes.
To learn more about video marketing or any of the products we offer to help companies succeed with it, contact us today.
Having owned an advertising magazine in Utah, I’ve worked in marketing for over twenty years.
I started writing for MediaFast in 2014. The first time I held one of their video brochures, I thought something like, “Wow! This blows away our magazine and any other print advertising I’ve ever seen. This is like a TV commercial, and I’m holding it in my hands. Amazing!”
Since then, video brochures, video mailers and video boxes have become leaders in marketing performance. It’s a privilege to write about them. I also love MediaFast—with its top-notch product quality, industry leading customer service, and all of the wonderful people I get to work with.