Video marketing hit mainstream in 2017, with social media services making it easier than ever to promote video content. Industry stats consistently show that businesses can’t afford to ignore video marketing. Check out these highlights:
- Current trends predict video will account for 82% of all web traffic by 2022
- 70% of marketers say video boosts sales more than any other content
- Social video drives twelve times more shares than other content
- It’s great for SEO — adding video can boost search traffic by over 150%
- Video can triple email click-through rates
- 59% of executives and 80% of consumers prefer video to text
- 77% of consumers say video convinces them to buy a product or service
- Firms using video grow 49% faster year-on-year than those without it
How does video achieve these results?
Why video works
Well, whilst some people prefer to read at their own speed, many don’t. So video marketing can reach a wider audience for a start. Watching a video is easier and more persuasive than reading text, too.
The benefits of video marketing go deeper than that, though. The key driver behind most of these stats is engagement. Video may be more passive than text, but it’s more immersive — and harder to skim through. So on advertising platforms, clicking on a video and watching it to the end is measurable engagement.
Engaged viewers are more likely to like, share and buy. When content is shared to other platforms like Facebook and YouTube, that measurable engagement is good for them, too. So the more engaging your content is, the cheaper it gets to promote, and the more likely it is to drive sales. That’s why it’s worth focusing on creating engaging videos.
So, if you aren’t using video marketing yet, what’s holding you back?
Getting started with Video Marketing
There are, of course, a few obstacles to overcome — notably budget. Professional, bespoke videography and animation aren’t cheap. Even producing a few minutes of video may involve several skilled people working with expensive equipment for a week or more. That can easily cost four to six figures. Big businesses invest that knowing they’ll make even more back — but that’s rarely feasible for smaller firms.
So, at the other end of the scale, we have DIY — which certainly works for many YouTube channels. You can do a lot with the right skills and software, a decent camera, microphone, lighting and script. The trick here is to make your video stand out — that’s where branding assets like the ones described below come in.
Still, those skills and resources aren’t always available — and not everyone likes being in front of a camera. So, what can a small business do to keep up?
Simple — use the cost-effective small business video marketing services I’ve put together to make all this easier for you.
Video Marketing services for you
Let’s start with the basics. Sometimes, all you really need is a short branding clip, or ‘sting’ like the one you see here. These work well either as standalone assets, or as intro clips for longer videos, as used by professional YouTube channels. These are typically animations or live-action clips featuring your logo. If you are creating your own video, transparent text overlays, outro clips and social media call-to-action animations can also help.
Otherwise, you may just want a simple promotional video with text and logo overlays to get your message across. We can either use your own videos, or my extensive library of clips and background music.
More complex messages may need a scripted storyline with a sequence of background clips, images or illustrations and whiteboard-style animations. These are often used as “explainer” videos or video sales letters.
Advanced Video Marketing
Voiceovers and “talking head” videos are popular and engaging, but again, hiring professional voice and screen talent can be costly. That’s where avatar videos can help. These feature animated talking characters, either lip-synced to a script using text-to-speech technology, or using your own pre-recorded voiceover. These characters can really make your video stand out, and their services can be engaged from just £650.
…but nothing says “engaging” like personalised video. Just imagine:
Dave and Gemma both need a service that you provide across the South Wales and Southwest England region. Dave lives in Cardiff; Gemma, in Bristol. One day, both see the same video advert on Facebook — greeting them by name. The ad may even using their own Facebook profile photos. It then goes on to tell Dave that you provide services in Cardiff — whilst Gemma sees a version that says you serve Bristol.
Their names. Their towns. Their profile pictures. Do you think Dave or Gemma could ignore an ad like that?
“A person’s name is, to that person, the sweetest and most important sound in any language.” — Dale Carnegie
Big brands use this technology in web TV ads, but this type of video marketing needs special video hosting. As such, it has long been out of reach for small businesses. Now you can use personalised video to “wow” your customers, too.