Why Video Marketing is Underrated and How to Use it to Your Advantage
Video, an online marketing platform that has seen a sharp rise in use and effectiveness, is an often overlooked means for driving relevant traffic to your site – and generating interest in your campaign. An effective video initiative can also bolster your other marketing strategies.
Galactic Café, developer of the recent narrative-driven game The Stanley Parable, got it right.
Galactic Café sent customized preview builds of The Stanley Parable to well-known YouTube users who participate in Let’s Play videos. These users have a tremendous following that tune in for their first impressions of new games.
The developers engaged these YouTube users directly through dialogue in the game. The result: Plenty of organic, viral interaction about the videos that boosted traffic for these YouTube users’ Let’s Play video as well as sales for Galactic Café.
A recent B2B Benchmark Survey revealed more than 90% of marketing respondents used video on a site, second only to the learn more/contact us option (nearly 100%). Video topped white papers and case studies (84%) and even live demos with company representatives (just less than 80%).
We’ll discuss ways to blend video marketing into your online presence, and how easy it is to measure engagement and see results from it. With the proliferation of mobile devices as our primary means of Internet access, and bandwidth and speeds increasing with fiber-optic Internet, it’s prime time for video.
1. Crunch the numbers
Video content is easily subject to behavior analytics. Because video content is also tagged with keywords and ranks in Google search, you can use a video-hosting site such as YouTube to track interaction. Online retailers such as Amazon and Dell report an increase of as much as 35% when video is incorporated.
Video product reviews on Amazon nearly always appear at the top of Google’s rankings.
Takeaway: Video content is also easy to share via social networks, and software developers have prioritized video integration in site creation.
2. Reach customers on a deeper level
Our draw to video is subliminal, too. The concept of fusiform facial area suggests the brain processes categorical data about a person by facial recognition. Basically, the idea is that a person’s face is a factor in how they understand and process the message that person delivers verbally.
Takeaway: A face, a voice, and most of all, emotion, convey what language alone cannot.
3. Grab attention
Words and images are static. Page viewers are increasingly scan readers. It takes notable effort to read a 300-word blog post, especially compared to a simple click of a video play button. When visitors hit that button, it gives you the chance to actually talk to your prospect. It’s your window to their home.
Takeaway: Video is an extension of the personal connection we wrote about above, but with a familiarity of having “met” you through your video.
4. Let your followers sing your praises
Happy customers are gold. You can harvest recorded testimonials at a tradeshow, and it’s best to get as many as you can – aim for at least three, maybe as many as 12. You can also hire a video crew to hold a one-day shoot. Know what key messages you’re looking for when you edit.
Takeaway: The Q&A approach will put your testimonial subject at ease, and will allow you to direct the conversation toward those key messages you identified.
5. Go forth and conquer
A marketing video on your site is just the beginning. Start a YouTube channel. Incorporate video on landing pages. Post them to social media and your blog page. They’re easily shared through these channels, and the more a video is shared on quality sites, the better your Google page rank.
Takeaway: You’ll reach exponentially more potential clients with a well-made, well-placed video than with nearly any other means of marketing.