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Amy Post
by Amy Post
on October 14, 2016

Online video is creating a revolution in the way businesses approach marketing. For today's visually driven generation, video is a central part of media consumption, including the process of researching and purchasing new products. Today's consumer is engaged by dynamically presented information. Although the prevalence of video is easy to see in today's media, not all business owners and marketers are convinced it's time to take the first step with video marketing.

Some may see that video is currently popular, but feel unsure that it's a reliable marketing method in which to invest seriously. In other cases, small business decision makers are intimidated by the budget and time investment required for video production, avoiding video entirely as a result. On the other hand, some high-value businesses may worry that video marketing lacks the professionalism and seriousness expected by their clientele, or that their audience doesn't watch video content. 

Perhaps the answers to these objections will give you confidence to begin video marketing if you're hesitant about taking the leap. 

1. They Think Video Marketing is a Trend

Video is not simply the newest gimmick among marketing tools: it's a completely new language, capable of engaging consumers on an emotional level and telling rich, in-depth stories. Today's consumer is incredibly visually literate, spending hours every day engaged with image-rich media. They do not "listen" only to words.

Social media, which has developed into a staple for our relationships and family life, is full of images, gifs, and videos that tell stories and emotionally engage users. Consumers expect no less of their relationships with brands and businesses. They are no longer interested in long blocks of text describing your merchandise; instead, they get excited about products and services presented to them in their own visual language.

If you doubt that video marketing can have a significant impact on your business, consider the constant flow of research confirming its effectiveness:

Video is here to stay in our digital world, and it's an exciting tool for keeping your business's website or social media relevant in your clients' online lives. Learn to "speak" the visual language used by consumers of all ages and they will be drawn to what your company offers.

2. Video Marketing is Too Expensive

If you're handling marketing for a small company, you may not have significant extra resources or man-hours to devote to large video production projects. Maybe the cost of hiring someone to shoot and edit videos, plus the costs of editing software seems like too much to even consider. However, even a few simple, thirty-second videos can make a remarkable difference in your online presence.

Remember that the best way create customer loyalty is to build an emotional connection. Videos are perfect for this, especially if you use your amateur production to your advantage with a friendly, personal, welcoming attitude on camera. A relatable filming style will help clients feel that they know your local business a little better.

Take one or two half days out of your schedule and find out just how easy video production can be. Maybe a brief "About Us" segment is the perfect way to bring video to your social media or website; here's how to get started.

  • •To create a set, take a few minutes to clean a section of your office, a conference room, or a quiet area in your facility that shows off your company's personality. Make sure the lighting is bright and attractive.
  • A script can be written in just a few moments by describing the first three things your customers need to know about what your company offers.
  • Set up your smartphone or camera on a stable surface. Check that you are framed well and make sure nothing distracting in the background is taking away from your message.
  • Practice a few takes to get comfortable hearing and watching yourself on camera, and then imagine you're talking to your best friend about your products and services. It can be awkward to get going, but you'll soon find a natural rhythm.
  • Polish your final product using a video editing software. Many computers come with one installed, and there are free versions available if you're on a tight budget.
  • Add still images of your products and your company's logo. Also remember to put your website and contact information in both the video and the description.

If a video like this still seems out of reach, consider investing in mobile video applications. Chances are you are much more familiar with your cell phone than a high-tech camera and many apps like SnapChat, Periscope, Instagram, etc. are free to download. Until you have the time and energy to invest in a video, mobile applications can help you stay relevant in the meantime. 

3. Assumptions that Customers Won't Watch

Video is now an established part of life online and even the most highly educated, professional consumers respond well to video marketing. A 2010 Forbes Insight study found that senior corporate executives are just as willing to take action after watching a video as they are after reading text.

One possible reason for this objection is the fact that video advertising is often associated with humor and viral content, which can be inappropriate in certain professional contexts. While your business may not benefits from a cute cat video, there are many other stories your target audience wants to know. Another problem may be the interruptive nature of video advertising, which was indeed a problem for half of the executives in the Forbes study. However, these problems come from a misuse of video marketing, not from video content itself. 

So, how can you employ video marketing to effectively reach sophisticated clients? Try these four ideas for reaching high level customers with video:

  1. Consider having your web developers offer both text and video. 59% of senior executives said that they preferred video when both text and video were available on the same topic.
  2. Know where your users go for content. Professionals prefer YouTube for testimonials, product demonstrations, and product reviews, while your business website is the best place for news, insight and expert advice, and presentations.
  3. Streamline the way you bring video content to your customers and potential clients. HubSpot, an all-in-one marketing software, can make your workflow considerably more efficient.
  4. Consider that although video is a new medium for reaching your clients, your company's top level professionalism or serious message does not need to change.

If you haven't adopted videos yet in your content strategy, hopefully, this blog made the enormous potential for any company clear. The overwhelming facts about video popularity paint a distinct picture; video will be paramount for brand success in the future and starting now will give you a leg up on your competition. Whether you're a marketer for a local business, a manager deciding marketing strategies for a large corporation, or simply looking for the most efficient ways to promote your products, it's time to take the leap into video marketing. 


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