We live in a fascinating time, full of new ways to share our passions using rapidly developing-technology, and when your passion is your business, the possibilities for fun, engaging, and effective promotion are endless! Even five years ago, no one gave much thought to streaming video as a marketing solution becoming so easily grasped by any company – and yet, here we are, with Facebook feeds full of ‘Live’ videos that are sometimes more cringe-worthy than compelling, or Instagram vids that are poorly-lit, poorly-planned, and poorly executed. Come on, future! We expected better.
Don’t forget: with great power, comes great responsibility. Let’s talk about why you should absolutely start using video as part of your company’s marketing strategy, but also explore how to make sure that it actually helps your business engage clients and build your brand.
Is online video marketing actually effective?
It’s super important to focus your promotional efforts on strategies that will bring the biggest returns, and it might seem a bit scary to branch out if online video isn’t already in your marketing toolkit. But let’s look at some facts.
The five most important tactics for business-to-business marketing are:
In-Person Events | Videos | Webinars/Webcasts | Case Studies | White Papers
- Instagram originally had a limit of 15 seconds for videos, but has increased that time because of how engaging and popular video content has become;
- Traditionally, YouTube clips were 10 minutes or less, but you can now find many full length, feature shows and series skyrocketing in popularity;
- Facebook has introduced live-streaming video right into your feed, as well as the ability to re-watch live sessions afterwards.
The reality is online video marketing is shaping the development of businesses and social media platforms, and that’s not something that happens for no reason. For example, Facebook is starting to prioritize video content, with the understanding that we engage with the medium better and find it easier to digest information presented that way. Because of the innate connection that video provides, a well-produced spot will fulfill the need of consumers for a personal and ‘human’ experience with brands. That ability to reach out and speak directly to a potential client with online video can be leveraged by any type of business, and it is an amazing and powerful thing.
For professionals who offer personalized services, like realtors, mortgage brokers, coaches, or consultants, a video is a far-reaching way to introduce yourself to clients, and to help them feel like they ‘know’ you and your business. For companies who might have a hard time developing that connection just because of the impersonal nature of their product or service, online video is the perfect way to bridge that gap. Product demonstrations, facility tours, ‘insider’ glimpses into how the business works, or interviews with employees are all ways video marketing can capture a customer’s attention and tell them your brand’s story.
Why is it important to have well-produced online videos?
You wouldn’t go to a pitch meeting without thinking over what you’re going to say, or show up for a professional event in a disheveled state. Just like a poorly designed website or a clunky print ad is going to turn off your clientele before you ever get a chance to interact with them, a video with bad sound, awful lighting, or with a messy backdrop won’t reflect your business and doesn’t do justice to the story you’re trying to tell.
There’s definitely a time and place for a more off-the-cuff, personally produced video or live stream, but it shouldn’t be the majority of your online video efforts just because it might seem a bit easier.
Looking at all of the components that make up a professional marketing video with a critical eye and taking control of each element is so important to success, but can also be pretty overwhelming.
If you’re not ready to tackle the challenge alone, the Original Ginger team has video production gurus who can help talk you through everything that you need to get started, and then do all the heavy lifting. We can help with everything from the ground up, beginning with topics and scripts and working right through to final edits and distribution- and it’s affordable! Many of our clients take advantage of this by coming into our studio or having us visit them on-site to shoot three videos in a package session: ‘talking head’ style clips or green screen spots, that can be released monthly on their blog, social media, and with their email campaigns. By having new, dynamic content to share over a longer time-frame, our savvy clients are creating a compelling story and giving their own customers more reasons to come back and engage with their brand.
Your business already has some quality marketing tools working for it, and online video won’t replace them. Instead, your new video content will help drive engagement with your social media and email campaigns, will spice up your website and blog posts, and will speak to your potential clients on behalf of your brand.
Give your customers a reason to keep coming back to hear your story – we know you have something to say! If you’re ready to produce an awesome video but don’t have a clue what to do, or you already have the ultimate vision and just need it brought to life, it’s time to connect with us; let’s bring your brand marketing into the future together.
Visit some of our inspirational video projects to see more about what we can do with video.