Video is one of the most influential forms of communication and if used to its utmost potential can be invaluable to the marketing strategy of any company. Let’s just do some math! You’ve heard that a picture is worth a 1000 words right? Well, in one second of video, you topically have 24 frames (pictures). So with this math, 1 second of video is worth 24,000 words and 10 seconds of video is worth 240,000 words! Do these numbers truly convert? Maybe not, but the statistics behind the value of well marketed video sure is impressive.
On the other hand, just like with any form of advertising, if your video isn’t marketed correctly, it’s value starts to decrease tremendously. So let’s talk a little about the available outlets you can use to get your video seen. One of the fasted growing and most cost effective outlets for your video is online video. With in the online video realm you have a few sub outlets that we would recommend to all of our customers. The outlets are social media (Facebook & Instagram), Youtube and on your website.
Social Media
One of the greatest pluses about social media is a lot of companies have given up on this outlet claiming that it doesn’t work, where in fact it does work if used correctly. Why is this a plus to you? Less competition means lower cost per lead. As a short case study, we have a client who currently spends around $10 per click with Adwords pay per click. However, with the engaging video we put together for them, they are currently spending less than $1 per click with Facebook advertising.
Social media holds a lot of key ingredients that marketers should look for when it comes to an outlet for advertising. Let’s compare social media to radio and TV advertising:
Social Media
- Distracted Audience – No, social media is where people go when they have nothing else to do and have free time.
- Easy Actions – Yes, social media allows people to take immediate easy actions with links to your website, landing pages or phone number.
- Highly Targeted Audience – Yes, social media allows you to target your audience by gender, income, interests, location and even those who have visited your site (speak of that, keep a lookout for our video reel on your Facebook feed now that you’ve visited our site ; )
Radio
- Distracted Audience – Yes, most radio is listened to in the car or at work when people are preoccupied with other tasks.
- Easy Actions – No, unless you are someone I don’t want to be on the road with, the listener needs to remember the ad until they get home to look it up online.
- Highly Targeted Audience – Somewhat, you can target your audience by what music or talk shows they like to listen to, but not much more than that.
TV Advertising
- Distracted Audience – Yes, when is the last time you stopped watching your program to take action on a commercial that was just too enticing! Never mind, I’m sorry, you have DVR, you didn’t even see the commercial.
- Easy Actions – No, there is no link you can click on your tv to immediately visit a website. However, in TV’s defense they can display a phone number, good luck remembering it.
- Highly Targeted Audience – Somewhat, just like radio, you can target your audience by what programs they like to watch, but not much more than that.
Youtube
Did you know you can get views to your youtube video advertisement for a low as $0.01 a view? You also have various option on where and when you want to display your video. You can do it in search results, before a video begins or as the following video after a video ends. Just like social media, you have the ability to create highly targeted audiences of those who you think would be most likely to take actions after seeing your video.
Youtube is the second most utilized search engine after Google search, funny that they are owned by the same company. If you are looking to build brand recognition or have a great amount of knowledge in your industry that you could put into “how to” videos, Youtube would be a great place to invest some of your marketing budget.
Website
Out of all the outlets for you video, your website is a must. There is no or little additional cost to put your video on your website so why would you tell potential customers in text what you could tell them visually with video? Studies have shown that by simply putting a video on your website or landing page, it can increase conversion by up to 80%!
Many companies will have a video for each product or service that they offer, which is the first thing that is seen when a person visits that product or service’s landing page. Let’s face it, we live in a lazy generation that doesn’t want to work for its information. Consumers are likely to look for two sources when it comes to gaining confidence in a purchase they are about to make. The first is reviews and the second is video, 36% of online consumers trust video and the information they get there.
If you currently are using email marketing or thinking about using it in the future. Video is an essential tool to getting more leads and clicks to your website from your email campaign. Having video in your email campaign can increase click-through rates by 200% to 300%! In most cases, if you have a consumers email, this means that you have already had some sort of contact with them and they were interested enough to at least give you their email address. Using video to more personally communicate with potential buyers through email can have an exponential effect on your conversion rate and ROI.
Office Video
Using video in your office can help you educate your consumers about your products and services the moment they walk through your doors. Video can also be key to up sale your customers with additional products and service in a way that isn’t taken across as intimidating or pushy. The average person only retains about 10% of what they hear, but 50% of what they see.
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