INSIGHTS | Digital Marketing

Lights! Camera! Video Action for your brand!

Video is big. It’s always been big. Back in the day, only big companies with deep pockets could afford to invest in video production for advertising, promotions or public relations.

Video is big. It’s always been big. Back in the day, only big companies with deep pockets could afford to invest in video production for advertising, promotions or public relations.

That has changed. Nowadays, all you need to produce a video for your company is a phone camera (most of which come with a video option).  Push a few buttons and your video can be uploaded instantly to various social media platforms: YouTube, Google, Instagram, Tik-Tok and many others where it potentially can be seen by millions.

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So getting your company into video messaging is easy. Figuring out the purpose and most effective uses for video marketing takes a little thought.

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Should you use video to advertise or promote your business?  Unequivocally, yes. Studies show that using video marketing can raise brand awareness by 70%, increase traffic by 50% and boost sales by 35%.  With numbers like that, video is a no-brainer.

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What are the other benefits of using video in marketing?  Video posts have longer shelf life on platforms. They stand out more than print messages and increase exposure, engagement and understanding of your company and its products. Video posts rank higher with search engines. And they are a great way to connect, person-to-person, with your customers.

How can I use video in my marketing program?   There are many ways video marketing can be used in your business.

  • Customer testimonials. Word of mouth is the best advertising. Putting customers on a video talking about their experience with your company is gold.
  • How-to instruction.  If you’ve got a product, you can do a video showing how to use it. These kinds of videos have long shelf-lives, as customers will come back again and again.
  • Demo videos.  Take a camera and walk your customers through a product, just as you would with a live customer on your showfloor. 
  • Product reviews.  Showcase your own product or do a side-by-side comparison with a competitor’s.  Let your customers see the differences.
  • Explainer videos.  These are similar to demos, but give you the chance to focus on a product and tell the customer how it will add value. 
  • Training video.  Like the how-to, these instruct your customers on how your product works, and the fine points they need to know.
  • Interviews, personal messages, behind-the-scenes videos.  Connect with your customers by talking to them personally, through the video. Showing off your company, its operations and employees, and demonstrating how you do business are priceless in building goodwill and driving return sales.

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