There’s a decent chance that you’ve never attempted video marketing, and it’s understandable to have reservations. Getting a video marketing campaign off the ground can be an incredibly complicated task that requires a lot of specialized talents and a pretty hefty financial investment. But it can also be one of the wisest decisions you make for the sake of your company. If you’re curious about video marketing, here’s everything you need to know.
It Can Dramatically Improve Your Engagement
Getting a user’s eyes on your advertising is important, but a huge number of viewers won’t do you much good if those views aren’t turning into sales. Fortunately, the high cost of video production is offset by some truly exceptional conversion rates. 80% of users questioned in a particular survey said they’d rather watch a video rather than read, and that trend is supported by cold financials as well. Over 70% of marketers say that video marketing provides them with higher conversion rates than any other form of advertising media. Even putting the word “video” in a subject line can improve your engagement and click-through rates.
It Pairs Well With Directed Landing Pages
One big mistake that businesses make when they’re first testing out a video marketing campaign is to not fold it seamlessly into their existing content. To a large extent, that’s simply because they don’t know better. By placing a landing page on your video, you’re creating a direct path from the consumer to the checkout counter and providing them with the extra information they need to make an informed purchase. Including a landing page on your video could improve your conversion rates by as much as 80%. That’s on top of the conversion advantages that video offers over more conventional print-based advertising.
But It Needs a Delicate Touch
Video offers a more vivid and direct connection with customers than print media, but it’s also much harder to create video content that feels professional and polished. There are simply too many cooks in the kitchen, and having an experienced and directed guiding force is necessary for creating video content with persuasive messaging. This is where cost-benefit analysis can really come in handy. While a poorly made video might not tarnish your reputation, it will cost you time and money – and bringing in a professional agency can help with short-term conversion while also helping you craft your brand identity in the long run. You can’t underestimate the value of a compelling message and strong production values when you’re trying to make your name synonymous with the sector your business operates in.
It’s All About Telling a Narrative
Storytelling is an integral part of the human experience, and it’s at the heart of any good video marketing campaign. One of the reasons that video works so well is that it allows viewers to connect directly with the creative forces behind the project, and it often lets them see themselves in the people who are already using the product or service being pitched to them. Unboxing videos, testimonials, and video customer reviews may be inherently simple forms of video marketing, but they’re so effective explicitly because they develop a human connection.
The first question you need to ask yourself when planning a video advertising campaign is “What am I offering that my viewers can’t get somewhere else?” The second question you need to ask is “How do I convey that message to them?” Video offers one of the most straightforward methods for conveying that answer. And while it might cost a bit more overhead, bringing a video marketing agency like VisCap Media onboard can add whole new dimensions to your public image.