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The latest video marketing stats speak for themselves.

According to a survey by Wyzowl conducted in December 2017, video usage is on the rise, with 81 per cent of businesses using it as a marketing tool.

Of those that already use video, 99 per cent will continue to do so, and 65 per cent of those who do not use video say they plan to start in 2018.

Indeed, video is and continues to be a central part of our lives. Wyzowl asked respondents how much video content they watch each day and the average was 1.5 hours. Staggeringly, 15 per cent said they watch more than three hours of video on a typical day.

Of marketers surveyed, almost all respondents said that video helps users understand their products or services, 76 per cent emphasised it helps boost sales and increases website traffic and nearly half added it reduces support queries.

The survey also shows how much consumers love video. Where both video and text are available on the same page, 72 per cent of those questioned preferred video to learn about a product or service. In addition, 81 per cent have been convinced to buy a product or service by watching a brand’s video.

So, using video content as part of your wider marketing strategy can engage customers and make you some serious money, but there are other reasons to jump on the video bandwagon too.

Companies that use interesting, informative video content to promote their products and services build trust with potential customers, giving them a reason to spend longer on their websites and return again and again.

Google loves this because it demonstrates there is good content to be found on your website, so there are search engine ranking benefits. Video creator platform Moovly says business that have a video embedded on their website are 53 times more likely to show up first on Google.

Also, note that Google now owns YouTube, which has more than a billion users – almost one third of all people using the internet. This has led to significant increases in the value of video content to a good search ranking.

Video also encourages shares on social media helping to drive shares and raise awareness of your brand. YouTube is the second most popular social network in the world, with more than 500 million hours of video watched on the platform each day. On Twitter, 82 per cent of users watch video content each day, as do half a billion Facebook users.

The power of video
Here’s an example. Recently I decided to buy a new tent for a trip to Cornwall later in the year. I admit, I know absolutely nothing about tents, but my friend said to be careful, as many of those available to purchase were poor quality.

After shopping around online, I became a little overwhelmed by the sheer number of retailers and tent options available. However, eventually I settled on Eurohike because of the high-quality, informative videos showcasing their various models.

Hosted by ‘Alpine Dan’, these demonstrate each tent’s features and give potential customers a very clear idea of their size and layout. Eventually I settled on the Eurohike Hampton 6, check out the video here. It was slightly over budget, but I was able to convince my wife by showing her the video.

What can I put in my business videos?
By now, you ought to be convinced that using video content in your marketing strategy is a good idea! But what kind of videos should you produce? This will depend on your type of business, what you sell and who you are targeting, but here are a few ideas:

  • Demonstrate a product
  • Tutorial – explain how to do something
  • Customer case studies or testimonials
  • Expert interviews
  • Coverage or promotion of an event (e.g. trailer or after movie)
  • Culture videos (e.g. employee interviews or office trips

Whatever you choose to do, remember that although video content is a great medium, the web is cluttered, and competition is stiff. They key is thinking outside the box, being creative and above all being original. For more ideas or detail check out this blog on Smallbiztrends.com.

Some general tips include creating and uploading videos regularly to encourage people to subscribe to your YouTube channel and build a loyal audience, add a personal touch where appropriate, incorporate music (although bear in mind that on Facebook 80 per cent of the videos are viewed without sound – remember to use captions if needed) and share your industry expertise.

What should I do with my business videos once I’ve created them?
Producing great video content is all well and good, but if nobody watches them you have gone to all that time and expense for nothing. You could seek to:

  • Place videos on the websites of national newspapers, leading trade magazines or relevant blogs.
  • Market videos through social media and video sharing platforms to reach targeted audiences.
  • Incorporate videos onto your website or blog to improve SEO, drive traffic and communicate with users.
  • Share links to videos with existing or potential customers via targeted e-newsletters.
  • Get videos listed with the major search engines and use SEO strategies to achieve the best possible ranking.

Manage keyword advertising on sites such as Google and Yahoo! to promote videos.

Make sure you give each video an interesting title and clear description. This will increase the chances of them being found and viewed. Add calls to action to allow users to share them easily.

You are not alone

If you don’t want to produce videos yourself, there are plenty of companies that can help from conception, planning and filming to editing and video marketing. Midnight has its own integrated video production department and you can see examples of our work here.

Jim Round, Content Manager
Midnight Communications

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