Video is increasingly becoming an important marketing tool. According to a study by Wyzowl 81 percent of the companies questioned already use video in their marketing mix, as compared to 63 percent in 2017. And it goes down well with the users. On YouTube and Facebook more than 500 million hours of video are viewed every day in each case. Companies are now faced with the question: What is the ideal strategy for their own marketing if they want to profit from this trend?
Boom driven by technical progress
In the past it was always the high cost of video production that stopped companies getting involved. But since it has been possible to use digital cameras to make high-quality videos the financial input required for a video production has been reduced considerably. Today even most of the mobile phone cameras available can provide HD-quality recordings, and so literally any employee can make an acceptable video. Thanks to this simple technical innovation B2B video marketing has also become a viable option for medium-sized and small companies.
With fast broadband internet video has become commonplace. The monthly number of active Facebook users alone was about 2.23 billion in June 2018 and the average number of videos viewed every day is over 8 billion. Facebook offers many different options for placing videos and targeted advertising. But even if the user structure reveals a younger public, the use of targeting in Facebook in particular means that older, internet-using target groups can also be reached. In this way companies can place their video material in a highly targeted fashion. Additional facilities for publishing video material are provided by YouTube, Instagram, Vimeo and Dailymotion. But a video on a company’s own website can also attract large numbers of clicks and can be an eye-catcher at trade fairs and events. Furthermore video content can be integrated in a company’s own marketing via a link or QR code and it is ideal for use in social media marketing. Videos have already become well established in the mailing sector and go down well with users.
Defining goals and messages
If you decide to use video in marketing you should first consider what your aim is. It makes sense to concentrate on one core goal and a small number of messages so as not to dilute what your video is saying with too many topics. For example, videos can provide meaningful and effective support in the following areas:
- Arousing interest in a product and promoting sales
- Generating leads
- Enhancing the image of companies, brands, products, services or individuals
- Increasing customer loyalty/customer dialogue
- Recruiting new personnel
One thing is essential in every video: a call-to-action should always be a firm component. After all, your efforts will be to no avail if you don’t tell the user what to do once he’s viewed the video.
Choosing the story
Nowhere is a good story as important as in moving image formats. The user wants to be informed and entertained – and he needs a good reason to choose one specific video from the wealth of those available online. Put yourself in the position of your target group and just think what topics could be of interest. One simple possibility is to post tutorials from your specialist area. This type of video with simple instructions on certain topics is becoming ever more popular. But you don’t have to give away any secrets. The aim is rather to establish yourself as an expert, to win trust and in particular to offer users added value with useful tips and tricks. One positive side-effect of tutorials is that they are ideal for series.
Marketing as an obligation
When you’ve made your video you’ve taken the first step and now you have to market it. Your target group will only very rarely come across it by chance. It’s beneficial if you place it on as many channels as possible. In addition to YouTube and Facebook you should also not neglect Instagram, Vimeo and Dailymotion. And then you should consider video search engine optimization (SEO). In other words define keywords which are suitable for a Google search. Specifically this means you should create terms which fit your video and which can be used in a targeted fashion in the title, description and markings of your video. The Google Adwords tool will help you here. Google will take up these keywords and thus enable your video to be located in the search – not only on YouTube. But marketing can also means initially advertising your video for a charge on YouTube or Facebook. And when marketing don’t forget your employees. Ask them to share the video with their acquaintances and friends.
Expanding digital marketing with video
Video will continue to boom. Companies should therefore consider whether and how they can jump aboard this trend. If a video offers added value to a target group either by entertaining or arouses interest in a topic, product or company, potential customers will look at the content more closely. Video can therefore turn out to be a valuable module in the digital marketing mix. In the next article we will show you what content is suitable for videos and what the corresponding formats look like. This follows shortly.