With consumers blitzed with more content over less time, video has become a fast and easy way to communicate, whether it’s a one-minute video media release, or a marketing campaign promoting your brand.
It’s also proving very effective, with research from marketing automation platform Hubspot, highlighting that:
• A video in an email generates a 200-300 per cent increase in click throughs
• Mobile video consumption rises 100 per cent annually
• 90 per cent of people regard videos as helpful in the decision-making process.
Look, to be fair, video marketing isn’t exactly a new idea, and it is arguably the progeny of 20th century marketing darling, television advertising. That said, video marketing is big business. In the US, for example, the spend video marketing will reach $US5.4bn ($AU7.29bn) and account for 35 per cent of total online advertising spend.
Video makes your message easy to consume
By any measure, video is simple to consume. Whether it’s a research-based pitch or an interesting customer story, using a video is a valuable way to engage with clients. It’s an effortless medium for them to engage with your message, and in the age of Facebook, Twitter and LinkedIn, it’s easy to share.
Video makes it easy to connect with an emotional response and build trust
For services, such as financial planning, you’re talking to your clients about their wish to be financially secure. Often this means tapping into people’s emotional connection to finance, whether they’re looking to secure improved financial security for their families or a more comfortable retirement.
Video marketing can help your business reach out to clients by telling them a story. It allows you to provide something that’s interesting, yet feels less like a sales pitch. Alternatively, a video can help you demonstrate the lighter, or more engaging, side of your brand. Take this cleverly scripted video used by GE to support its quest to be identified as a diversified brand. It works because it’s short, sharp, to the point and very funny. Any brand that is prepared to poke some fun at itself is clearly in a good place in my book.
Likewise, a video can be educational. This is perfect for a financial planning outfit. With a video, you can provide content in an easy to digest format, which helps explain to a potential client exactly how financial planning can help. Above all, good video content, like the written word, can help you build trust.
At the end of the day, video is a great way for consumers to engage with your business, particularly small businesses. Hubspot points to a whopping 80 per cent conversion rate for people visiting a landing page, which includes video.
Moreover, with smartphone technologies improving at warp speed, you don’t have to be Steven Spielberg to create some valuable content that will resonate with your prospects and customers.
