A Look at The Power of Video Marketing
As a busy video marketing company we know full well that the most common use for a video produced by a business is that of the promotional video. Let’s face it, at the end of the day we all want to drive sales of our product or service. That’s why we come into work each day and that’s why we produce videos for business – to help them increase sales.
The Customers’ Choice
Customers today are choosing the way and the terms in which they engage with our businesses. They are the ones choosing to press play on the video window that pops up on our home page or YouTube. They are the ones clicking share or comment on our videos. So it’s crucial that we create video content that will engage them and encourage this engagement with our brand.
Let me ask you a question, how many times have you visited a website which has a video as part of its front page? Now, when you first land on the page what do you do? Do you instantly start to read the copy? Do you search for a photo gallery? Or do you click play on the video. I’m guessing that 9 times out of 10 you’ve clicked play!
Why We Watch Video
Well, lets face it, watching a video is a lot easier than reading a page of boring product copy! It’s more convenient and relaxing and it’s also a process that we are naturally at ease with. We’ve grown up watching TV, VHS video and recently DVDs and BluRay so effortlessly absorbing and interpreting information delivered via moving screen image is an acquired skillset that we don’t even give a second thought to.
Watching video feels natural and most importantly, we feel in control. We have the power to press stop or pause. When considering video marketing this is a crucial element as the process becomes much more of a partnership in that the vendor produces content and the customer is empowered to either experience that content or to ignore it. It’s this single required customer action (ie pressing play) that helps to create a bond between the brand and the viewer.
Endorsing Your Brand
It’s like producing a poster to promote your product and allowing the customer the option of either putting the poster up themselves, or simply ignoring it. If they choose to put the poster up then they have effectively endorsed your brand and announced their approval to all their peers.
If a customer shares or comments on your video then in a similar way they’ve essentially endorsed your company and signalled to others that “this is a brand that I want to freely engage with.
It’s these elements that gives video marketing its power whether you produce you video in house or engage a video marketing company. Good content helps all brands build a lasting relationship with customers.
When this happens the brand has achieved something much more positive and lasting than good old fashioned marketing comms and advertising. They’ve actually achieved audience and customer engagement and started a relationship that will ultimately drive sales.
This is the power of video marketing and why promotional video in all its guises is one of the most essential tools a business can have to increase its customer base.
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