Marketing’s communication sphere has never been more crowed and complex than it is today. Communicating with current and potential clients takes place in numerous ways and through a variety of channels. Research has shown that there is one communications medium that far outshines the rest…video.
Video ranks higher than case studies, blog posts, webinars, and infographics when it comes to the type of materials used in both business and consumer marketing. Video has the ability to experience how a product works. When it comes to video testimonials, it allows facial expressions and voice intonations to show exactly how happy users are with your services. A video of a loyal customer touting the services offered by your company is far more effective than a paragraph of text on your website.
Video allows you to differentiate your company from others in the same industry. It’s quite likely that you offer many of the same products as your competitors, maybe even using the same equipment. However, what can set you apart is the quality of your employees.
That’s where video provides you an opportunity to highlight experienced and talented employees. A video of a quality employee instills confidence in your clientele, it “puts a face” to the company and humanizes your firm.
Video can also be used to explain a process. Years ago Schlitz Beer promoted the fact that they “steam cleaned” their bottles. The truth is every beer company steam cleaned their bottles but, because Schlitz said it first, people believed it. You can use a video to do the same thing.
Retailers like Home Depot have successfully used video to help consumers with projects around the house. For example, a video on the Home Depot YouTube channel explains how to replace a garbage disposal. Once the consumer views the videos they are more likely to purchase the needed supplies at their local Home Depot rather than another home improvement retailer.
At Westamerica we understand the power of video. We created a video for Big Brothers and Big Sisters of Orange County. In it we were able to tell a story that educated viewers on the goals of the organization and the struggle of the children that the organization is trying to save. The video helped the organization exceed their stated goal of $30,000 for the campaign.
Besides helping others, video content also improves your search rankings. YouTube is the second largest search engine in the world, next to Google. And, because Google owns YouTube, videos have a tendency to show up on first page results when potential customers are searching for a product or service.
Video on Facebook is far outpacing every other form of advertising on the platform. Due to the increase of mobile devices video has become the largest growing medium.
Video is not just for consumer marketing. Forbes reports that more than 80% of B2B, C-suite, executives are watching more online video today than they were a year ago. And these executives watch videos before making purchasing decisions. An impressive 65% of these executives visit a vendor’s website after watching a video. Forbes also found that C-suite executives are very social with more than half of senior executives sharing videos with colleagues weekly. Younger executives are also very willing to share and view videos using social media.
When you see the research and examine the statistics related to the use of video, you realize the impact that video can have in your marketing mix.