Video Marketing: What’s all the fuss?

Is it worth using video marketing for your SME, local business or non-profit organisation? The short answer is yes. The longer answer is, what are you waiting for? Many business owners have been reluctant to create their own videos, and this for valid reason. As Wyzowl’s research suggests, it could be lack of time (23%), not knowing where to start (16%), the perception that it’s too expensive (10%), or they just don’t see the value.

It may be time to reassess your position.

Video marketing is fast and furious

Video marketing is a widely researched topic and the results are compelling:

  • 87% say video generates good ROI
  • 86% say video generates leads
  • 81% say video directly increases sales

If your business isn’t using video for marketing yet, then you’ll soon find yourself at a real disadvantage.

Video is the best way to be seen

Statista’s digital advertising report says video is the fastest growing type of digital marketing. Naturally, this means that the competition to grab customers’ attention through this medium is increasing daily. Thing is, even with all the noise from your competitors, marketing with video outperforms marketing without it.

For instance:

  • emails that contain video content boosts click through rate (CTR) by 65% (campaignmonitor)
  • two thirds of people say they prefer to watch a short video to learn about a product or service (wyzowl)
  • 84% of people say they’ve been convinced to buy by watching a brand’s video (optinmonster)

To put this another way – you know all those articles you’re putting on your blog and the text-based posts you’re publishing on Facebook, LinkedIn and other social media? Well, most of your customers (and leads) don’t bother to read them.

Because we all love a good story

Visual storytelling is one of the secret weapons in a marketer’s arsenal. Stories create rapport, build trust, pique interest, and compel action. According to Think With Google, people are twice as inclined to watch videos that speak to what they’re passionate about.

Take a look at this promo video for Groomeroo, a family-run dog grooming business near Billericay in Essex. “It was important that we were able to show the very real love for animals and the training and experience that is the foundation of this business,” says director-producer, Lee Mancini.

Groomeroo – Small Business Award Winner

from Lee Mancini

The marketing power of the documentary

According to Wordstream, the most popular video marketing content is explainer videos (72%). Other popular kinds include promo-videos like the above, product demo videos, video testimonials  and, believe it or not, documentaries.

Whether used to inform, educate, or inspire, the documentary is a highly engaging, authentic and easily accessible way to do this. Simply put, a documentary’s power lies in getting people to become emotionally invested.

For example, “HiS is a beautiful documentary that lifts the veil on the ever-growing and disproportionate number of suicides amongst men in Britain. Produced and directed by Lee Mancini it explores the heartfelt and often tragic stories that drive many of the volunteers who work for this suicide prevention charity in Kent, as well many of the men whose lives have been saved by the charity.”

Watch the trailer:

Video marketing: is it worth the effort?

Including video in your marketing drastically improves your chances of generating leads, creating awareness of your business and products, persuading people to purchase, growing revenue faster, and achieving a better return on your marketing investment.

If you don’t know where to start, we can help.

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