When it comes to promoting your business, one of the most versatile tools you can use is video. Why does it work? To understand its strengths, look to the Swiss Army knife — a handy survival tool, known for over a century for its usefulness and adaptability.
Much like the Swiss Army knife, video provides workable solutions that can help you tackle everyday problems.
It’s a multi-purpose tool that allows you to promote your business in more places — and with greater impact — than any other form of media. That’s why video in your pocket provides you with a lot of practical options to get your message across.
A common sense approach to using video
As a medium, video continues to evolve, with increases in bandwidth (the amount of data that can be transmitted) contributing to a rise in its use. Plus, as it’s gained popularity, marketing platforms have prioritized it, which, in turn, has widened its influence across more channels.
Video benefits both businesses and consumers — and this has grown significantly, too. It’s accessible and seamlessly integrated across all kinds of digital marketing channels. In short, it’s an extremely valuable tool in your marketing toolbox.
Video can deliver a lot of bang for your buck. It’s as simple as that. It allows you to communicate with your customers in a more direct way than any other medium.
Consumers not only prefer it when making buying decisions; they’ve also come to expect it.
Video can strengthen the impact of your other marketing efforts and you can use it, with excellent results, to:
- Attract new customers
- Build awareness and interest in your business
- Boost engagement with your content
- Communicate complex or abstract ideas effectively
- Hold your prospects’ attention longer
- Increase conversion rates as consumers are more likely to buy.
How and where to use video
Video can help your customers learn more about the products and services your company offers—and in all kinds of ways.
Here are just a few of the more common places, or channels, where you can use it to make your business stand out, and engage with your customers on a deeper level:
- Your website
- Social media
- Online advertising
- Broadcast advertising
- Cinema advertising
- Email campaigns
- In-house marketing
- Trade shows and special events
- Sales presentations.
How can video deliver maximum impact for your business? Well, that depends on what you want to accomplish with it.
You can embed videos on your website to increase the amount of time visitors spend on your site, which also improves your site’s SEO (Search Engine Optimization) ranking.
You can also post videos to your social media channels to boost engagement and drive more visitors to your website, and you can include them in your email marketing campaigns to capture your readers’ interest and improve your click-through rates. It’s win-win, really.
Have you considered uploading a recruitment film to your company’s LinkedIn or Indeed pages, too? Or maybe you haven’t yet thought about the power of placing an ad at your local movie theater to attract new employees.
You could also run a GoogleAds video campaign to promote a sale or event. The possibilities are endless.
Choosing a Video Style
Now, consider the different video styles. Choose a style that is practical for your business, useful to your audience and, communicates your message in the most convincing way.
This style uses real people, footage, and photography to humanize your business. It’s the most popular style used today. It works well for thought leadership and testimonial, as well as how-to videos, when you’d like to show your product in action.
When you need to deliver a story that communicates complex or abstract ideas, an animated style is a great choice. Animation also works well for an explainer video that promotes an intangible product, such as software.
This style simply adds motion to abstract objects, text and other elements of graphic design. It can be used to communicate ideas clearly in a minimalist style. It works well for a promo or simple explainer video.
A Word about Types of Video
When to outsource your video project
You can produce your projects in house or outsource them to a media production company; you’ll probably want to do a little of both. For everyday use, such as social media, videos shot with a smartphone or by a novice may be fine, but for more professional videos, you’ll want to consider using experts.
Where to turn
A media production company will have professionals with the expertise, equipment, and specialty software to see your project through from start to finish. They can also advise you on the platforms where your video will have the most impact.
What to consider
A poorly made video can work against what you are trying to achieve with your content marketing strategy. Talk with media production experts about creating video content that supports your larger marketing goals and meets your business objectives.
There are times when a professionally produced video is essential. For example, broadcast advertising. In this case, your final project must be optimized to meet industry standards.
Map out a plan
If all this sounds a bit overwhelming at first, don’t worry. You can start small and, with a little forethought, build up content as you go. Video use will only continue to grow. It’s more important that you start.
Review your current marketing strategy. Think about how you might introduce video elements that expand on the content you already have — say, on your website or social media — to make it more effective.
Use it to promote your business on an advertising platform you haven’t used before, such as YouTube, to expand the ways audiences can tap into your content. Consider the different channels that we touched on earlier.
Video has staying power. More and more businesses are opting to bring it on board to meet their customers’ expectations. People prefer it and stay engaged with it longer, and, most importantly, video converts viewers into customers more than any other form of media.
Video captures attention, draws your audience in, and increases engagement with your content—allowing you to communicate with your customers in the most direct, compelling, and impactful way.