The business climate today is all about how to make your marketing message heard above all the “noise” of competing marketing messaging in an age where we are all faced with “information overload” to the nth degree. Business owners are always looking for ways to maintain a competitive advantage and to be able to connect with their customers and potential customers in an effort to create a personal connection.
With the increased usage of the latest technologies, it also becomes a challenge for the business owner to figure out how to use all the technology that is available to increase brand exposure and deepen relationships with customers and potential customers.
Online video is the future, the latest trend, and continues to rise in popularity. Key indicators point to corporations embracing online video as an essential marketing tool. In a 2008 Interactive Marketing study, Forrester Research predicted a compound annual growth rate of 72% through the year 2012 – the most robust of all interactive investments. Online video is expected to grow significantly more than search engine marketing, display ads, and email marketing.
When you see an interesting video on the Internet, you tend to post the link on Twitter, Facebook, or share it by emailing it to friends. They pass it on to their friends and the effect multiplies spreading your message quickly, resulting in massive exposure. This is called viral marketing and carries tremendous power via brand exposure at very little cost. Using video helps others connect with your brand because it now has a face that others can identify with and adds that personal touch that is so important in establishing, maintaining, and enhancing relationships.
Online video is going to increase in popularity according to a study by eMarketer that reported 152 million people were watching online video in 2008. By 2012 that number, according to the study, is expected to soar to 190 million.
Video adds a new dimension to the written word. If one uses videos of themselves speaking their message, they are able to use humor, physical expression, and eye-contact adding a totally new layer of personalization. If one chooses to use an animated video, the element of entertainment is added and with a musical background, adds an emotional effect as music brings out emotions in people.
Using video turns a static website into a dynamic, interactive destination. Video requires the viewer to use more of their senses making your message more memorable.
You can use video to demonstrate a product that will educate your customers, show your product or service in action, save time and money on customer service by being proactive, train clients remotely saving time and money on travel expenses, and expand your target market beyond your local geographical area
Businesses who use video to promote their brand are giving a human face to their corporate website. You can include a short video welcoming visitors to your website, introduce yourself and other members of your company, or record a customer testimonial to show your value to others.
Using videos encourages engagement with your brand and in this day where relationships carry so much weight this is a very important aspect of video marketing. If you regularly provide valuable video content, you will be encouraging repeat visits to your website.
Even though the use of video is increasing and studies indicate it will continue to increase, there are still many industries that don't use video as a common practice. If your competitors don't yet use video, you'll be able to set yourself apart by using video on your website.
In this age where people want instant gratification and easily accessible information, videos provide an easy method of relaying information to others. At the click of a button, you can promote your brand, advertise a special, make an announcement, sell your service, etc. rather than requiring your target market to read text.
When compared to traditional methods of promoting products like text ads, banner ads, and printed promotions, videos are more cost effective and provide a much more valuable and memorable experience for the end-user.
About the Author
Julie Weishaar is a small business marketing consultant who helps her clients promote their brand and increase online visibility with creative marketing solutions using a combination of social media marketing, website promotion, and video. The end result: The company is found where potential clients are looking with clear, consistent, and compelling branding.
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Not sure if this is because I've been expose to too much social media, but I can't read long blog posts or articles on-line anymore. I use to be able to, but now I find myself skimming through as fast as I can, looking for key points.
Video, on the other hand, that's a whole different ball of wax. I'll watch a 3 minute video, which is probably the same length of time it takes to read a 4 page article.
I agree somewhat with sentiment that video requires the viewer to use more of their senses making your marketing message more memorable (sometimes-some really good videos out there may stick-but that doesnt mean it will sell). Ex: Statefarm Commericals. These commericals are sticky, but that doesn't mean it will make me a customer.
Also, as a child, I grew up on video. It was the free babysitter in the Perez household. But I also grew up learning that too much of it destroy yours brains.
So, it's funny to me that marketers are turning to on-line video when we can filter videos better on-line and therefore filter away marketing messages.
But if someone is searching for your product and/or service and they can't find a video that satistifies their search inquiry, they'll keep looking until your competitor's video appears. If you are an SBO and the latter thought doesn't scare you, I'd be afraid for the survivial of your business. Just saying!
Posted by: Angie Perez @AgentKnowHow | Monday, February 28, 2011 at 02:07 AM
Hi Denise. Thanks so much for posting this. I am honored to be included on a site that offers such tremendous value :)
Posted by: Julie Weishaar | Monday, February 28, 2011 at 07:04 PM
Very detailed insight on using video to improve business modeling. Thanks for sharing. It's pretty clear that those who fail to understand and master incorporating some type of video in their marketing plan will be one or two steps behind their competition.
Derek
Posted by: Derek | Monday, February 28, 2011 at 07:15 PM
I think video is great because it allows people to connect with you on a different level than through writing.
I recently was approached to do a talk because the person found a video of another talk I had done and was able to get a feel for me & my style.
Another tool to add to add to your marketing mix.
Posted by: Sandy | Tuesday, March 01, 2011 at 12:22 PM
Video is second only to one-on-one selling because it generates rapport and trust. Online video is an ideal relationship building tool. Studies have long shown that more than 93% of all communication is not based on the words used, but rather the nonverbal signals and voice tonality that goes along with them.
Posted by: web marketing melbourne | Thursday, March 03, 2011 at 02:46 AM
Remember it was stories, they were taken over by the radio, then the TV (video)...until we get the next best thing, we all love a good video! It is never more important (especially in this economy) to keep learning new skills to take care of our families, but also to enrich our lives.
Posted by: Bobbie | Monday, March 07, 2011 at 02:45 PM