Video: The Best Content Marketing Tool You’re Not Using

By Julianne Weinman
Julianne is a ukulele-strumming, dot-connecting social media guru. She loves learning the intricacies of different industries and always "gets her nerd on.”
 

Why video?

From YouTube to Netflix to Facebook and beyond, the world is watching video. We’ve all had a moment or two where you accidentally let an hour fly by watching Tasty videos and a day fly by watching Netflix. Videos are attractive, they steal your attention away – so why not take advantage of them for your company? Harness the power of video marketing and make it work for your business. Given that 59% of company decision-makers would rather watch a video than read an article or blog post, you need to be leveraging this tool in your overall business strategy.

Video assets are great in long form (on your website) and short form (on social media channels, email marketing, etc.). A one-time investment in high-quality video content gives you multiple assets to leverage on social media, in blog posts, on landing pages, in email marketing campaigns and so on, which means multiple sources for ROI.

B2B? Don’t stop reading!

If you’re reading this thinking, “Awesome, but I run a B2B company, why would I need video?” Have no fear! Video is an equal-opportunity, attention-grabbing content asset. Don’t believe me? 96% of B2B organizations use video in some capacity in their marketing campaigns, of which 73% report positive results to their ROI.

But let’s bring it back to your goals.

Entertain and engage your audience:

We’ve said it before, we’ll say it again: Video posts attract attention! In fact, Facebook video posts receive an average of 135% more organic reach than static image posts, and native videos on Twitter receive 2.8 times more retweets and 2.5x more replies.

Grab your followers’ attention and use it to start a conversation – and eventually a relationship. In an era of big-brand loyalty, you need to build customer relationships before asking people to make a purchase. (When in doubt, add in a cute pet to seal the deal!)

Educate potential customers:

“64% of customers are more likely to buy a product online after watching a video about it.” Trying to sell a consumer product? Want to explain how your B2B service helps your clients? Video is the perfect tool. From tutorials on how to use your product to case study interviews explaining your service’s impact, video provides a communication stream we simply didn’t have before. Video helps your prospects better understand your business or product in a way static images and text just can’t.

Gain new clients and business leads:

“Video is 52 times more likely to show up on page one of Google than a text article (most likely due to the lack of established competition).” In the age of Google, no one is making a decision without consulting the internet. Videos on your landing pages not only boost your SEO, but they quickly and efficiently inform your audience as to WHY they need your product or service.

Conversions and lead generation are the holy grail of B2B marketing, so use video marketing to achieve your lead-gen goals.

Create video case studies to demonstrate potential ROI and fully explain your service to decision-makers. Create demos of your software or product to show leads exactly how your product works. Reach your target audience, capture their attention and educate them on your product or service.

So, now you’re probably asking, “Where do I start?” Figure out what’s compelling about your company, your product and your story and get going! Still stuck? Contact our team to talk video marketing strategy.

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