Include Video Marketing In Local Marketing Solutions
Van Glass, Design & Marketing, Arlington Texas
May 5, 2016
There are many reasons you should include some aspect of video marketing in your Local Marketing plan. Videos are more than just cute kittens and fails. Video is quickly becoming a preferred medium for local marketing teams to communicate with prospects and customers online. Literally hundreds of thousands of videos are added to the internet each day and they are making a huge impact on how companies market their goods and services online. Discover why you should consider adding video into your local marketing efforts.
Videos are informational as well as fun – Fresh video content can help keep prospects engaging with your brand, especially if you add in a little humor. With video, you can highlight the major features of your product while also sharing the personality of your brand. Video is the perfect way to give your customers the information they want or need while also keeping it interesting and fresh. Videos better hold your audiences attention. Instead of only reading multiple pages of text (like this) videos give your customers the power to visually look at your information, goods and services. Videos explain most subjects in half the time of text.
This is your chance to engage directly with your audience so they stick around and learn more about your brand and company. The more engaging your video, the better the opportunity you have to engross them into your brand environment and encourage them to become an active customer. You can more easily persuade people with video – It is one thing to outline the many reasons that someone should buy from you. It is, however, quite another to actually see your product in action. Using video is your best chance to really show off all the features your product has. Video enables you to do your best to explain why people should care about and engage with what you’re selling.
Videos expand your reach to anyone – Thanks to computers, smartphones and tablets, the power of Google, and the invention of YouTube, people expect to be able to access any content, anywhere, and at any time on any device. So, make sure your video is accessible to them regardless of where they are. You need to create and optimize a company YouTube channel and post quick informational videos.
You should also add videos to your website. Create compelling video ads. Having videos available through multiple platforms will help ensure that you can reach people anywhere. Real decision makers don’t have time to read lengthy text like this page – It’s a bit harsh, but true. The decision makers in most companies will not invest the time to sift through hundreds of pages on a website, or read a long white paper. They want the important information put in front of them in under two minutes so they can quickly digest it and make a decision. Video can get your point across quickly and engage potential customers who otherwise wouldn’t have taken the time to call or schedule an appointment. If you’re a little skittish about creating a video for your company, we can help! We’ve got tips to get you started shooting your first video, and tons of tutorial information to help you along the way. And remember, your videos don’t need to win a Golden Globe, they just need to deliver your message to the right target audience at the right time. Today, video is really driving content marketing. But if you want to grab its full potential, you may have to do more than just make one. Online videos have become ubiquitous today and local businesses who ignore it do so at their own peril. With online videos and streaming videos quickly becoming the primary means for people to satisfy their information and entertainment needs, local businesses and marketers that fail to include it in their local marketing strategies will do so at their peril.
It is reasonable to say that if we were four or five years in the future, you would all be watching this website instead of reading this page. Be aware; by 2017 video will account for 70 percent of all consumer internet traffic according to computer equipment companies like Cisco. We are hard pressed to find any indicator that doesn’t suggest rapid growth. Very few would deny that video is the future of content marketing and sharing your businesses story online. In fact, some studies suggest that almost half of companies today are making use of the medium – a figure that’s predicted to rise as more and more realize the possibilities. Advertising Guru Nielsen says that 65% of marketers expect video to dominate their strategies in the near future. It’s not difficult to see why. When it comes to potential reach, video is peerless. You may be shocked to comprehend that YouTube gets over one billion unique visitors every month. That is more than any other channel by far (except for Facebook). Half of all Americans view at least one online video a week. That’s a weekly audience of over 150 million in the United States alone. Well done videos can help bring the world to your door and give you a slice of this audience. We’ve all heard or seen the successful stories of videos that have gone viral. A recent ad campaign from Volkswagen saw three of its videos viewed a combined 155 million times.
If numbers like these seem out of reach for companies without 12-figure revenue streams, they at least demonstrate that video is highly shareable. If you engage viewers they will share the video with others. They will also spend more time on your website and more time interacting with your company. For almost any sort of social media project or SEO campaign, video is, by far, one of the best tools in the toolkit. Video is engaging and sharable as discussed earlier, and, in an age of information overload, it’s vital for local marketers to offer content that is easy to digest; if not, your prospects and customers may simply just move on. If it is true that a picture paints a thousand words, then one minutes of video is worth almost 2 million works according to some researchers. Axon Research found seven out of 10 people view brands in a more positive light after watching interesting video content from them. But is video really possible for local businesses? Absolutely. Production costs have fallen significantly in recent years and you no longer need to be a technical whiz to work out the mechanics of its use. Apps like Twitter’s Vine, with its six-second maximum clip length, have dramatically increased and improved the opportunity for local area companies on a limited budget to participate. However, if you want to realize a decent return on your investment or time and money, you will need to bear the following in mind. Remember the audience you are trying to reach and make certain the video is relevant to them. If it’s not the most appropriate means of getting your message across, you are probably wasting your time. Do not forget about the involvement of your social media streams and be sure to promote your content across multiple channels. If you want to fully realize any vid’s potential, you have to ensure it’s easy for your prospects and customers to find and share it. Don’t neglect the mobile market either. About 10 percent of all video plays happen on mobiles and that number is only getting bigger. Finally, be creative, not only with the videos themselves but in the campaign strategy you build around them. As my head of marketing likes to say, creativity wins over the cost of production every time. Get that bit right and video won’t just be the future of content marketing, it’ll be the future of content marketyng for you.
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