Why Small Businesses Need to Embrace Digital Marketing

Almost half of all businesses don't have a digital marketing plan in place. Is your company among them?

If so, you need to make some moves. Small business digital marketing is essential for scaling your business in 2018. Advertising is on its way out, and digital marketing is taking the world by storm.

Want to learn more about digital marketing for small businesses, and how to create an effective online marketing plan? Read on to learn more about the importance of digital marketing strategies for small businesses.

It's the Way of the Future

83% of businesses report that their digital marketing tactics are working to grow their business. There's no denying that we live in a digital economy today. Smartphones are so pervasive that people spend 24 hours per week staring at their phone.

In the twenty-first century, you'll find people on digital outlets more than anywhere else. In the past, car passengers would certainly read bus stop benches as they zoomed past on the highway. Now, they stay occupied by the phones in their pockets.

Same goes for other popular forms of advertising, like newspapers, for instance. Every major news outlet has an app now, so people turn to their phones to get the latest news. It's easy, digestible, and usually free.

Even magazines are turning more and more toward digital publication. You'll find fewer places to place print ads in 2018. Those ads won't get beneath nearly as many people's eyes as digital strategies, either.

Connect with Your Ideal Client

One of the most potent uses of digital marketing strategies is to connect you to your ideal client. Digital marketing offers ways to market directly toward the exact demographic you're trying to target. Traditional advertising methods don't allow this direct targeting method.

Here's a social media marketing example. On Instagram, you can find hashtags that your ideal clients are searching on the app. Once you see these hashtags, you can begin to use them on your posts to reach that demographic.

Here's another example relevant to content marketing. By writing a blog and hosting it on your website, you can attract organic leads that are interested in what you have to say.

With some light research, you'll be able to find the questions your client base is asking online. From there, you can even tailor your blog topics to answer those questions directly. With some search engine optimization, this can land your potential clients right onto your website.

Your Small Business Digital Marketing Plan

Digital marketing is the only way to scale your business in 2018. As old traditional advertising methods die out, small business digital marketing has become a much stronger alternative. It's also the best way to reach your target demographic directly.

Want to learn more about how to dive into online marketing for small businesses? We can help there.

We specialize in inbound and video marketing, two of the most significant branch of digital marketing today. Get in touch to find out how we can help you scale your business!


types of video marketing

How to Effectively Use Different Types of Video Marketing (Part 2)

How to Use Video Marketing for Consideration Stage

The beauty of using video here is that they’re highly successful in moving viewers to action. This is especially important for growing your email list. Giving a clear call-to-action in your video that directs users to the next step will have a tremendous impact on your conversion rates.

Here’s how to put it to use:

#1 Video on Landing Page

Landing pages that include video can increase conversions by a whopping 80% (Source: Hubspot)

#2 Webinars

Webinars allow you to showcase your expertise and knowledge in a given area. You can dive deeper into topics and give people a chance to ask questions for further understanding. It also bolsters your lead generation as each participant must register before joining your broadcast

#3 How-to’s and Instructional Videos

YouTube and live-streaming are ideal platforms for how-to and instructional videos.

#4 Promote Your eBook

eBooks are ideal sources for product comparisons, how-to’s, or giving detailed instructions. Shoot a video that promotes your eBook and shares how viewers can opt-in to get their copy

#5 Mini-Video Series

Consider repurposing your popular, evergreen, or long-form blog post into a mini video series that you can distribute on social media or use as a lead magnet. Repurposing content fills your content calendar, giving you ample material to share with your audience.

Decision Stage

Your prospect is now closer to making the financial decision to solving their problem. Through your email nurturing tactics, they’ve been cultivated by your content (whether blog posts, videos, infographics, etc.) and perhaps ready to make the purchase. Nurtured leads make 47% larger purchases than non-nurtured leads (Source: Emma). Your video marketing strategy is about to pay off big, but we’re not finished yet!

The content used to help close the deal will be different from the content leveraged in the previous stages. Your focus here is to make the sale, so it’s vital to create a smooth transition to the transaction.

How to Use Video Marketing for Decision Stage

Videos will help get the job done. Hubspot also shares that after watching a video, 64% of users are more likely to buy that product online. You’re using the right tool to convert leads into customers.

The following ways show how:

#1 Gather Customer Testimonials

User-generated content and sharing testimonials are incredibly useful in boosting sales revenue. It builds trust with your audience and shows that what you have, works! Compile your customer’s social videos into one, compelling marketing video to share with your list

#2 Live Demo

Show prospects how your products work live and in living color by hosting a webinar or live-streaming video on social media. Outline the benefits, features, and how people use it as their solution. Allow an opportunity for participants to ask questions for immediate response.

#3 Share Your Story

Storytelling is a powerful strategy for pulling your audience in and connecting them with the vision of your brand.

#4 Product Videos

Create an extensive video for each of your products and services. This can be evergreen content that you can use forever that highlights the details, advantages, and how viewers can purchase.

Final Key Pointers

Video marketing is a powerful tool in the inbound marketing box! By honing on your video strategy, you can significantly boost brand awareness, get more eyeballs on your content, grow your leads, and increase revenue. The key is ensuring that you’re leveraging the different types of videos appropriately to move your audience effectively.

Use this blueprint as a guide to creating your video marketing strategy. Be consistent and patient with your results. Regularly test your outcomes to discover what’s working best with your audience and what needs to be modified. In due time, you will experience the desired growth in your business with video.

Ready to ramp up your video marketing? We are equipped to help you get in front of your audience and achieve results in your inbound marketing. Reach out to us here and let’s chat!


types of video marketing

How to Effectively Use Different Types of Video Marketing (Part 1)

It’s been established that video is one of the most effective ways to promoting your brand in an ever-evolving digital age. YouTube consumption rises 100% every year, and marketers are taking full advantage of using this tool to get in front of their audience, bring awareness to their brand, and leads viewers to take action.

The key to an effective video strategy is ensuring that your content aligns with each stage of the buyer’s journey.

You see, your marketing will attract different prospects who are at different phases in your sales funnel. You may have a visitor who is ready to invest in your service yet another who merely wants information. It’s essential to create content that suits these needs at each stage that moves them to the next step in your funnel.

The ultimate goal is to convert prospects into buying customers. Video marketing is a top tool in inbound marketing to help you achieve this objective.

In this guide, we’ll outline the three stages to the buyer’s journey and how to effectively use different types of video marketing in each phase for maximum success in your strategy.

Awareness Stage

In the awareness stage, the prospect is in the discovery process of your brand. They understand they have a problem and begin researching ways to resolve the issue. As a result, they land on your content as the solution. Your prospect is merely looking for educational material that will help them quickly overcome their pains and challenges.

Your goal in creating video content for the Awareness Stage is to do just that build awareness of your brand. Here, you’re positioning your company as a resource, expert, and solution in the industry. It’s where you let your audience know what you offer so buyers recognize what you do and how you can help them.

Therefore, you want to engage your visitor in a way that encourages them to indulge more in your content by focusing on their pain points, not your products or brand.

How to Use Video Marketing for Awareness Stage

Here are the typical content types that work best in the Awareness Stage using video:

#1 Social Videos

Social promotion is an excellent medium for building a following and community around your brand. It’s also a tremendous asset to getting your video content in front of an engaging audience.

There are three types of videos to consider when posting on social media:

  1. Sharing videos from your YouTube channel – an excellent way to feed your followers with valuable content while increasing views
  2. Uploading organic videos directly to social media – you’ll obtain greater reach with your audience using natural videos (Source: Social Media Today)
  3. Live-streaming video – apps like Facebook Live, Periscope and Instagram Stories are generating massive engagement on social media. It is an excellent tactic to build exposure to your brand fast

#2 Add Video in Blog Content

Search is still the #1 source for content generation and the perfect platform to create quality rich-content that educates your audience while increasing visibility of your brand. Add videos to enrich website-experience and keep people on your page longer (improving SEO)

#3 YouTube

As the second largest search engine, building your channel is smart towards growing brand awareness. Be sure to optimize your videos for better ranking.

Consideration Stage

Good news! Your prospect has warmed up to your brand, and you’re now viewed as a credible source. They’re also clear on their goals, are committed to addressing it, and now looking at options on how they can handle their issues. At this stage, they’re actively looking for content related to solutions.

Content in this phase needs to be incredibly informative and help the prospect gain clarity on how to solve the problem they are experiencing. In the Consideration Stage, you’re also focusing on capturing qualified leads by leveraging compelling lead magnets to get them in your sales funnel.

******

Stay tuned for part 2!


Video Marketing

How Can Health Care Providers Incorporate Video into Their Marketing

When looking at some social media sites, you will come across everything from 'homemade' cell phone videos of patients and procedures, to just a slideshow of still (stock) photos with generic music in the background.

If healthcare professionals want to capture potential patients attention, they need to be effective with their presentation style.

It's common for someone to ask a friend for a recommendation to a dentist or doctor and word-of-mouth is the absolute best advertising. The crucial point is when the person getting the recommendation goes to search out the care provider to find out more information. The health professional only has one choice for a first impression when potential clients get to their website or social media page. Using quality video content is one key way of creating a positive impression (no pun intended).

Going to the doctor is a not-so-pleasant experience for some people, so they need reassurance that they are in the hands of professional and caring people. A quality video will portray precisely what the potential patient needs to see to feel comfortable picking up the phone to call for an appointment.

Here are some critical facts about video marketing:

  • 70% of marketing professionals report that video converts better than any other medium
  • The average internet user spends 88% more time on a website with video than without.
  • 64% of consumers are more likely to buy a product after watching a video about it. - Forbes
  • A successful video campaign is just one aspect of an overall marketing and relationship-building strategy. As a health professional, you are an absolute expert in your field, having spent hundreds of hours studying and learning your art. The one thing that is not taught in medical colleges is how to market yourself. This is where you need to seek out a professional who has spent their time studying their field of marketing. Partnering with a consulting firm that has a successful track record will benefit your practice immensely.

Here are some areas where videos can be successful:

  • A promotional video that explains who you are and what you do. A smiling, confident face goes a long way in making someone comfortable. If you have a team practice, then that video should show you as a team.
  • A virtual tour that shows what your facility looks like, highlighting any new technology along with anything that helps make the patient experience that much more comfortable. You can even include short clips of some simple procedures; something that sets you apart.
  • Patient testimonials that communicate your practices value, expertise and professionalism. Word of mouth is the best advertising and having real people give favorable testimony will go a long way to building confidence in a potential patient.
  • Stand out from the competition by adding a video to your business listing in online directories
  • Partnering with a professional consulting firm makes it simple to accomplish these goals.

Some of the other, finer points of videos in marketing include:

  • Using videos to drive traffic to your website/social media. Search engines love video, and with proper video SEO, you can use video to drive lots of traffic to your site.
  • Use targeted keywords when titling and tagging your videos
  • Create a variety of videos, each focusing on a different search term
  • Use multiple video sharing sites to increase links back to your main website - Lifewire

As pointed out earlier, video is just one aspect of a successful marketing program. Tying in all of the other tools available with professionally produced videos will ensure that your practice attracts new patients and continues to grow.

You can download our free e-book "Video Marketing Road Map" to give you an idea of what we can help you accomplish in your practice. You can contact us for more information or with any questions.


4 Tips for Creating a Strong Video Marketing Series

4 Tips for Creating a Strong Video Marketing Series

Many people think of marketing videos as one-off commercials or testimonials. They will hire a video marketing agency to shoot a few specific pieces and then move on. However, this is overlooking a massive potential to build on the success of their video content.

More and more companies are discovering the value of an informative half-promotional video series that shares exciting information on a regular basis with their customers and website visitors. A video series has the potential to become a popular monthly or weekly event for people who are involved in or curious about your industry or the content you've chosen to provide, creating a compelling video marketing strategy.

Here are a few tips to building your series:

1. Choose An Engaging Topic

Pick something, anything, in your industry that your customers are interested in. While you may be tempted toward product highlights or service descriptions, go for something that more directly connects to your target audience. How-to's, day-in-the-life, and customers stories are more likely to be the kind of content you're looking for.

When choosing your topic, also consider how long each video will be and what kind of attention span you're preparing for. We can use two parallel examples to give you a good idea of the concept:

2. Be Casual and Genuine

Connect with your future viewers through the camera as if you were speaking to them in your living room or personal workshop. Being casual and friendly with your customers allows you to invite them to your video content.

Most modern consumers have been tuning out television and radio commercials for their entire lives and have become resistant to the 'radio announcer voice.' Instead, stay as genuine as possible, up to the point of keeping a few 'bloopers' in to show that you're a real person. This will make you inherently more relatable to them, and they will want to learn from you because you're not an actor hired to speak empty lines.

3. Innovate with Every Video

Don't let your content go stale, make sure you are covering the new and interesting ground with every new video. This is what keeps viewers coming back and sharing with their friends. You want your viewers to be excited wondering what you will show next, then fulfill that anticipation with another installment of high-quality content. Strong content themes are great, but you want to avoid posting similar topics that share content too close together.

4. Keep the Formula Consistent

Once you've got a hooked viewership, they are coming back to see you almost as much as the content you create. This means staying yourself and maintaining the video layout and style is essential.

Feel free to improve, of course, but don't stray too far. The formula is, in fact, the glue of your video series. It gives you a way to hold on to viewers even if you run out of good variations for a single topic. This means that if you started as, say, a camping survival guide, you could transfer into segments on wilderness sports like rock climbing by merely introducing your viewers to it from one video to another.

The Right Formula

Strong video marketing skills rely on a combination of content, charisma, and responsiveness to your audience. Make sure to read the comments on your videos and invite viewers to leave feedback. Anytime you have anew idea for your series, just run it by your videographers and let the cameras roll.

For more information about video marketing or to schedule a consultation, contact us today!


4 Unique Ways to Boost Website Traffic Using Video Marketing

One of the most common challenges businesses face in digital marketing is driving visitors to their web pages (Source: Hubspot). Traffic generation is the start of any successful inbound marketing campaign; the more quality visits you have, the more opportunities created for lead conversions and sales.

Video marketing has proven to increase website visitors, foster engagement, and elicit users to action. Video drives a 157% increase in organic traffic from search engine results pages (SERPs). This is huge considering search is a top tool for consumers to locate brands and find solutions to problems.

If you’re seeking ways to drive more people to your web pages or want to amplify your video marketing, here are four unique tactics for boosting website traffic using video in your digital strategy.

 

#1 Leverage Video in Your Email Marketing

A video is the fastest way to communicate quickly with your audience. And since they increase engagement and conversions, it makes sense to use video in your email marketing campaigns to create optimal results.

Your email strategy is crucial to converting leads into customers and customers into raving fans of your brand. It’s a top channel for increasing revenue, therefore, using tools that improve list engagement is vital to your overall business goals.

Use the following tips to leverage video in your email marketing and promote traffic generation:

  • Reduce customer service cases by creating FAQ videos versus text. Add the video in your email message and mention the full-length website or blog post link for more detailed instructions
  • Repurpose a favorite blog content into a video series, using each subheading as a new video. Create an email campaign around this topic, sharing a video daily over a period. Include the blog link in each email for recipients to obtain the original article
  • Using the word “video” in your email subject line has been proven to increase open-rates
  • Share customer testimonials with your subscribers. It’s an excellent way to foster trust and get new leads to do business with you
  • Practice email segmentation to send personalized, tailored content to your recipients that speaks directly to their needs and interests. This is one of the best ways to increasing open-rates, clicks and shares

 

#2 Include a Video on Your Landing Pages

Videos are persuasive and authentic. It draws viewers into your message, quickly building trust and establishing common ground. This is why videos are ideal for your landing page content.

How does this relate to traffic generation? Wordstream notes that having a video on a landing page makes it 53% more likely to show up on the first page of the SERP for your keyword. Many consumers are experiencing your brand for the first time on search. Introducing your business via video creates trust and ways for people to connect with you.

Do a split test of your landing pages, having a video on one and full text on the other. Measure your results to discover which is producing favorable outcomes concerning traffic and lead conversions. In the video, be sure to state a clear call-to-action that tells viewers to opt-in and what they can expect in return.

 

#3 Post How-To Videos on Social Media

Another way of boosting website traffic using video is through instructional content. How-to videos perform exceptionally well on social media. Typically, these videos need to be short (about 30 seconds long) to keep your followers engaged. Doing product demonstrations or illustrating how to achieve a specific result on your audience highlights your brand as an authority and go-to source in the industry.

Produce a series of how-to videos to edit for social media. The goal is not to sell your product but demonstrate its uses, so viewers understand the benefits and features. You want to boost your credibility and the value you bring to newsfeeds.

Additionally, address common problems in your niche. Show followers a better way of reaching a result by demonstrating the process on video.

 

#4 Optimize YouTube Videos for SEO

YouTube is the 2nd largest search engine, boasting 1.5 billion logged-in monthly users. With only 9% of U.S. small businesses using this medium to reach their audience, there is an excellent opportunity to separate your brand from competitors and get in front of your consumers. This is a unique channel to increase website traffic using video because viewers are more likely to follow instructions from video than other sources.

The key, however, is leveraging YouTube SEO tactics to boost visibility.

Here are a few pointers to optimizing your video content to rank on YouTube:

  • Optimize your title by including your longtail keyword. Make it descriptive by mentioning the benefit viewers will gain from the video. If feasible, try to have your keyword as close to the beginning of the title as possible
  • Create a full description, naturally sprinkling your keyword throughout. Be sure to add your website or blog post link to access your content easily
  • Encourage engagement in your video. Ask viewers to subscribe,like, and click. These are key ingredients to improving your overall video SEO
  • Make your video awesome. Follow an outline, so you hit on your major key points and avoid rambling. It’s important to get to your topic quickly to keep people on your video...another factor for SEO
  • We can help you create amazing videos that get in front of your audience, captures attention, and entices viewers to take action. Reach out to us here to discover how we can help amplify your video campaigns.

 

Conclusion

Implement these tactics to being increasing website traffic using video marketing. Not only will you experience a surge in site visitors, but you’ll also notice a boost in engagement and conversions. The benefits (and results) are too compelling to ignore!


video marketing strategy

How to Create a Strong Video Marketing Strategy

Did you know there are more than 2.08 billion users of smartphones? That's right, and you need to be connecting with them via video marketing. If you do not yet have a video content marketing strategy in place, here is a look at five simple steps you can take to get started.

Step 1: Define Your Strategy Purpose

Before you set off to develop a comprehensive video marketing strategy, you first need to define its purpose. Do you want to educate viewers about your products? Are you looking to entertain them? Ultimately, you want to steer clear of anything that pressures them into buying your product or service. When you define your content strategy purpose, you can then create content that centers around this objective.

Step 2: Choose Your Topics Wisely

You want to choose video topics based on the viewers' needs. If there are already a ton of videos being shared about an item you want to focus on, you must come up with an angle that causes your video content to differentiate itself positively.

Step 3: Hire a Professional

This step is straightforward --if you don't know how to create a quality video, don't attempt to. Instead, hire a professional video content marketing specialist to do it for you. This person can help to make sure to include a variety of relevant aspects of your video marketing strategy.

Step 4: Let Viewers Know There is More Coming

At the end of every video, there should be directions for subscribing to the channel to see future videos. This will attract viewers and let them know that you intend to publish more videos soon.

Step 5: Always Include the Option to Share

Even more important than a subscription option is the ability to share your videos. You want viewers to share across a variety of platforms, which increases your brand awareness and attracts even more consumers to your company website.

 

To learn more about effective video marketing, contact us today.


Video Marketing Best Practices

A Crash Course in Video Marketing Best Practices

Video Marketing Best Practices

Video marketing has become one of the most important tactics for businesses today. Majority of B2Cs have already started producing videos for their brands. Data shows they see impressive returns on this investment.

In some cases, conversion rates increase 80 percent after adding videos to landing pages, an EyeView Digital study found.

Results aren't guaranteed, however. You need to follow video marketing best practices and avoid common pitfalls if you want to be successful. One of the biggest mistakes brands make is by creating a video with no clear audience and, thus, no real purpose.

The first thing you need to do when you're embarking on a video marketing campaign is to make sure you understand your audience.

 

Look at the Numbers

Use data to hone your audience targeting. Even if you already have a buyer persona, it's a good idea to flesh out details with customer data you've collected. There are some places you can check, depending on the digital marketing channels you use, like Google Analytics, email marketing and automation tools, YouTube Analytics, and social media.

Here is some of the data you should be looking at:

1. Location

Where does your audience live? Are they spread across the United States, or do you have a concentration of customers in one region (Southwest, Northeast, West Coast) that you can hone your message to?

2. Gender

Do you have an even split of males and females? More males? More females? This will help guide your messaging and approach in the videos.

3. Age

What age group does your brand attract? If you have more Millennials, you may need to take a more casual or humorous approach to get their attention than you would with an audience of Gen Y, or Baby Boomers.

4. Device

Are your customers coming to your website on a desktop device, a smartphone, or a tablet? This might seem inconsequential at first, but it offers important insights on the environment people are in while watching your video and how long they will spend watching it.

5. First time or returning visitors

Is your audience mostly first-time visitors, who are discovering your brand for the first time? Or are you getting a majority of returning visitors? This breakdown has a huge impact on your approach to video marketing because these groups expect very different information.

 

Learn what they want

To get a sense of what your customers want from a video -the type, the tone -try to glean some insights from what you already know they like.

Identify the content that's generated the most audience interest in the past. Conduct a content drill down in Google Analytics to see what pages and posts have:

  • The most visitors
  • The lowest bounce rates
  • The lowest exit rates
  • The best time-on-site metrics

Look for any common threads among these articles. Is there one topic that consistently performs well? Do you see a difference in results when content has a conversational or formal tone?

Then, evaluate which types of content attract the most visitors:

  • Blog articles that tell them how to do something or explain a process
  • 'About us' section to learn about the team
  • Product pages to look at your inventory

These are clues about what your audience prefers and the information they are most interested in.

 

Conduct Competitive Analysis

Identify a competitor with a target audience similar to yours, who you think is creating compelling videos. Do some sleuthing to find out what is working for them, and if they have any ideas, you can borrow as you launch your video marketing strategy.

Here are two ways to do this:

1. Look at social metrics on the website

Some companies posts videos on their websites and the data on these pages can be useful. See if they have social media icons that show how many times the posts have been shared, and find the most widely-distributed video. This is a good indicator that viewers liked the content enough to pass along. Take note of the title, the type of video, the length, the tone, and the content as examples of what your audience enjoys.

2. Look at YouTube

If competitors post videos on YouTube, you can look at their Channel and see which videos are the most popular. Find the videos with the most plays, as well as Likes and comments.

Again, find any common denominators in their most-successful versus least-successful videos. Are they longer or shorter? Animated or live-action? Featuring one person or featuring multiple people?

This should paint a clearer picture of the likes and dislikes of your audience (or at least a demographic very similar to your customers).

 

Ask your audience

The most straightforward way to make sure you understand your audience is to ask them questions. Conduct customer interviews to learn about:

  • What they like
  • What they find useful
  • What they want more or less of
  • The information they still want from you
  • The information they wish they had when making a purchase decision

Once you have gathered all of these insights, you should be armed with plenty of data to make videos tailored precisely to your target audience.

Do you want to learn more about creating videos that will help your brand stand out? Contact us to talk about a strategy that can help your business drive conversions online.


Why You Need An Inbound Marketing Agency

 

With inbound marketing being the most effective strategy for growing your brand online, it is crucial that your business is focusing on and adequately executing each of the incoming components to achieve optimal results. They must be fully operating to reap the rewards of generating quality traffic, leads, and sales for your business.

However, this can prove challenging for some brands. Not having the time to create ongoing content, overwhelmed by all the different strategies and how to manage them, and unsure where to begin in online marketing are all common obstacles that some businesses face with implementing inbound marketing. If any of these hurdles hit home, hiring an inbound marketing agency is your solution.

In fact, check out these four reasons why your brand should strongly consider an inbound marketing agency to help improve your online strategy:

Leverage the Experts

Online marketing techniques are always changing. What works today in SEO, for example, may not work tomorrow. Instead of trying to keep up with the trends, leverage the expertise of an inbound agency that knows of the latest marketing techniques. They know what’s working in online marketing and what’s not. Use their knowledge to your advantage so you can focus on what you do best in your business.

Enhance Your Content Strategy

The key to a solid content marketing strategy is aligning your content with your ultimate business goals. If you consistently find your team struggling with content ideas an inbound marketing agency will help you get a clear picture of the brand's goals and target audience so that you’ll never run out of ideas of what content to share.

Eliminate Paralysis by Analysis

Because there are so much information and plenty of internet marketing strategies you can implement, some companies get stuck in trying to decide which techniques to use, what to do next, or what tools to deploy and so forth. Your inbound marketing agency will know which online tactics and marketing automation tools that are best for your unique business goals and objectives.

Bottom Line, Get Results!

You've spent a lot of money on your websites, yet your pages are not generating any traffic or leads. You're not even showing up on the organic searches in Google! It’s simply time for you to get results. Every day that you wait in trying to figure it out, you miss opportunities for leads, sales, and new customers. Contact us today for a consultation on how you can get to your next level and create the results you deserve!


Camera Capturing a Man for Video Marketing

13 Facts About Video Marketing You May Not Know

Camera Capturing a Man for Video Marketing

There’s an old but true axiom in the marketing world: consumers justify their purchases based on logic, but they buy based on emotion. Your neighbor will tell you he bought that shiny, new convertible in his driveway because it gets great gas mileage, or performed well in crash tests, or its great resale value. The truth is he probably bought it because it’s sexy and tells you he’s climbing up the social ladder.

Creating that emotional connection with customers sells your products and services. And the best medium to sell with emotion is video. Video brings your company to life and shows rather than tells customers who you are, what you value, and why you’re better than your competitors. Study after study shows that consumers prefer a compelling video about a product or service to a comparable print description.

How Do You Sell Wearable Cameras? Rescue a Kitten

GoPro sells wearable action cameras, high-definition gadgets for outdoor sports enthusiasts who want to capture their thrill of victory moments skiing, surfing, and skateboarding. In 2013, firefighter Cory Kalanick got the call to rescue an unconscious kitten in Fresno, California. He was wearing a GoPro camera. That video, heart-breaking and hopeful, made its way to YouTube where it caught the attention of 1.5 million viewers in its first few weeks. GoPro saw an opportunity, edited the raw footage, added its logo, and re-released the result (“Fireman Saves Kitten”) on its own YouTube channel. The video went viral, capturing 5 million views in its first week.

Founded in 2004, GoPro racked up $150,000 in sales in its first year. By 2013, annual sales had shot up to more than $985,000. In 2014, that number jumped to almost $1.4 million, taking the company to an IPO valuation just shy of $3 billion. It would be hard to argue that a kitten put GoPro on the map, but it sure didn’t hurt.

Video Sparks Emotion and Emotion Boosts Sales

GoPro isn’t alone in boosting sales and company image by tugging at the heartstrings. For example, Chipotle’s video (and mobile game), “The Scarecrow,” brought awareness to its sustainable farming campaign with images of animal confinement and toxic pesticides. More than 17 million consumers have viewed the video on YouTube.

And then there’s HelloFlo, which sells feminine hygiene products. The company scored big with a video using humor and heart, “The Camp Gyno,” featuring a young girl who gets her first “red badge of courage,” then helps other girls at summer camp. The video cost about $6,000 to shoot, got 6 million views in its first week and was named ad of the week by Adweek.

By the Numbers

The numbers tell the story: video marketing works because it’s what consumers want. Here are 13 facts about video marketing you may not have known:

  1. Four times as many consumers want to view a product video instead of reading about it
  2. Half of internet surfers want to see a product video before entering a store
  3. Consumers who see a video are about twice as likely to buy a product or use a service
  4. More than half of internet users watch videos all the way through
  5. Half of consumers say they want to see more company videos
  6. Companies which use video grow revenues twice as fast
  7. 52% of marketers say video content has the best return on investment
  8. Two of three consumers want videos of 60 seconds or less
  9. More than 100 billion people are active users of YouTube
  10. Half of all marketers plan to add YouTube to their marketing strategy in the next year
  11. Two of five marketers plan to add Facebook video in the next year
  12. Almost half of consumers watch an hour or more of Facebook and YouTube videos each week
  13. 80% of consumers say video demos help them make purchases

What now?

Video is an essential component of an integrated, inbound marketing strategy. To learn more about the ways you can generate leads and drive sales by engaging marketing content, contact us today.