Make video marketing part of your New Year’s resolutions.
It’s not too early to think of that yet, right? You’re probably gearing up for a swanky holiday party. Or waiting for a plane or train (or automobile) to take off. Maybe dusting off that old Die Hard DVD? We get it: you’re tired and ready for some relaxation before a fresh new start.
That’s great. Sounds nice! But before your hibernation: Think about video marketing for next year’s successful content marketing strategy. True, it shouldn’t be the end-all, be-all method of spreading your brand message—for example, do not repeat the ill-conceived “pivot to video” that transformed the media landscape for the worse—but the simple fact is it’s not going away, either. It’s getting bigger and bigger, and you can easily complement your current content, increase conversions, and raise brand awareness and credibility via smart video marketing, without breaking the bank in 2019.
Before you spike the eggnog, check out those reasons why you should go all-in with video for 2019:
1. Because Video Engagement is Only Getting Higher (and Higher)
The intro of this article already hinted at this, but let’s make it even clearer with this first point: Video is not only here to stay, it’s taking over. By 2022, video is estimated to exceed 82 percent of all global Internet traffic according to Cisco. By 2020, the number of digital video viewers in the United States alone is projected to surpass 236 million—that’s most of the country!—with the number of mobile phone video viewers in the U.S. projected to reach 179 million in the same year.
It’s not just folks binging She-Ra and the Princesses of Power on Netflix, either. According to Google, 70 percent of B2B buyers (who are primarily Millennials) are watching videos to help make big purchasing decisions. Video content such as video case studies, testimonials, and tutorials helps them learn about a product or service by seeing it in action, and it allows them to easily share information with other decision makers.
With more buyers watching video than ever before, now is the time to get a video marketing strategy ready for the new year.
2. Because it’s Easier and Cheaper Than Ever Before
If you’re worried about spending too much on a video marketing budget: don’t be. Of course, large companies with significant brand credibility should absolutely invest in high-quality equipment and studio space, but if you’re still wary about video (somehow), then consider the glut of free editing software and easy-to-access technology out there that has made filmmaking easier than ever before. Sheesh, the cost barrier is so low entire independent movies are shot on smartphones now.
Start with how-to videos, introductions to team members, or explanations of complex processes for your internal teams first to break through the growing pains of video production. Then, upgrade to providing these kinds of assets to your sales departments to educate them (and prospective customers) on your product. Finally, enter the stage with more-polished content aimed directly to your audience.
3. Because Live Video is a Great Way to Engage with Audiences
In 2019, you don’t have to worry about budget. You don’t even have to worry about scripts. While you should have scripted, high-quality, evergreen video content on your site, pair it with regular live video shows on Facebook, Twitter, or YouTube. Live video is very popular, to the point that 80 percent of respondents in a survey said they would rather watch live video than read a brand’s blog, while 82 percent prefer live video to social media posts.
Why? Because people want to interact with brands. They want a (simulation of) face-to-face connection. And they want instant feedback, and to feel part of the conversation. You can accomplish that by hosting tours of your offices or factories, interviewing industry influencers or your own internal Subject Matter Experts, or simply showing off the features of your product, all while answering questions from the audience. Address those asking question by name and you’re sure to build credibility, trust, and retain a loyal fanbase.
4. Because Video Complements and Enhances Other Content
Incorporating video into your static content can boost conversions and lead gen. According to this infographic from Impact, including a video into your email campaign increases click-through rates by a staggering 200 to 300 percent. And according to this case study, adding video to your landing pages for ebooks or white papers can increase conversions by 80 percent.
The picture’s clear: more businesses are using video to enhance every aspect of their content marketing campaign. In 2019, have your email, sales, and video teams come up with streamlined ways to formulate channel-specific topics that can push viewers further down the funnel. Generally, that means short videos that should end with a direct call-to-action or auto-redirect that sends visitors to the next step, whether that’s downloading another piece of content (a product guide, for example) or to a fill-in form for more personal information.
5. Because Video Boosts Sales
Naturally, if video can boost leads and conversions, that loyal customer base from earlier will be much more likely to make a buying decision after watching a video. In fact, 64 percent of consumers were more likely to make a purchase after watching a branded Facebook video. Provide a clear (and clickable) call-to-action at the end of each video and you can guide viewers to where they can find more information or connect them with a sales department rep directly. Personalize a short video (less than 90 seconds), send it to late-stage prospects (in the mid-week morning), and they’ll be even more likely to buy.
6. Because Video is the Best Storytelling Tool There Is
We’re sure “hot takes” will still be a thing in 2019, so here’s one to get the new year started: Books are great, but have you ever seen a movie? Yeah, the written word’s nice, but moving pictures can beautifully transmit messages in a fraction of the time it takes to read a 1000-word article.
It’s just the way people prefer it. According to that same Impact infographic, 59 percent of company decision makers choose video as their favorite way to learn about another company’s products, services, or story. Because, well, you’ve seen a movie before. They’re visceral and immediate. The combination of image, sound, and voice (and brevity!) can’t be replicated in any other medium.
Whether it’s a how-to guide or thought leadership panel, at this point in history—2019! We’re officially in the future now!—video marketing is a B2B necessity. Need help putting your campaign together? Give us a ring in the New Year.