The turn of a new year typically triggers action and change; booking summer holidays, making resolutions and setting new business goals. In the world of media and marketing, it’s a time to compile predictions for 2015 and help organisations cope with the ever-changing business world. Staying up to date with the significant trends in the marketing and PR landscape is key for my role as Managing Director of Zoodikers. Mobile marketing, data marketing and even programmatic marketing all feature as the key trends. Despite all these forms of marketing being labelled as the next big movement, the one that resounds with me most is that 2015 will be the year of video marketing.
For some smaller Kent businesses, video marketing may seem a costly and outlandish tool to raise brand awareness, but with statistics showing that videos on landing pages increase conversion rates by 80%, it’s worth thinking again. Video marketing can be presented through a variety of formats; these include videos for products, staff, thought leadership and events, as well as product-specific ‘how-to’ videos. Here are my top three reasons why businesses should invest in video as a very effective form of content marketing.
1) Putting a Face to the Brand
Small and medium sized businesses have the great advantage of being able to build relationships directly with clients. Using a prominent client-facing member of the firm to feature in videos will more than likely encourage clients to watch, as there is a familiarity aspect. Despite small businesses thinking they can’t win against the larger corporations, many customers are still quite traditional and like to know whom they’re doing business with. Video marketing allows you to build a brand presence and give a human face to the brand name. This is a great advantage as many large corporations are often reprimanded as being ‘faceless’ and much more ‘automated’ – so smaller businesses can often use video marketing to differentiate themselves.
2) Fun, Engaging and Informative
Body language, visual images and tone of voice can all be conveyed in a video, unlike written text on websites or in articles. According to Forbes Insight, almost 60% of today’s time-conscious senior executives would greatly prefer to watch a video than read text. This is likely to resonate with your clients too, who probably agree that watching a short video will be less time consuming than reading. The main reason visual content is so engaging is because visuals are processed 60,000 times faster than text and 90% of the information a brain absorbs is visual. Using images and video can help convey your brand messaging, build trust and most importantly assist in the lead generation process. Compelling, fun and engaging videos can sit on web pages and social networks, but should also be used in email marketing campaigns and used to lobby for speaker and editorial opportunities.
3) The Power of Sharing
Going viral is something that many marketers and businesses would love to do, but the formula is never guaranteed. Small businesses are even less likely to go viral, as they often don’t have the same resources as larger, better-known brands. Your business may be regionally based and depend on clients in a specific geographic location, so creating content that spreads globally may not be on your agenda. However if your business is in the start-up phase, creating a company video is great way to share your company’s vision with viewers. A survey by Usurv revealed that UK consumers were 39% more likely to ‘share’ a video than a text based article, so a company video can be an effective way of raising awareness of your business and its unique selling propositions.
The Big Debate: Facebook vs. YouTube
Now you’ve gained a better understanding of how video marketing can provide a positive impact for your small business, you may be wondering how best to use it. There has been fresh debate over the hosting of videos – should they be uploaded on the traditional and original platform, YouTube? Or would they garner more views being posted to your business’ Facebook page?
It really comes down to your target audience. If your organisation operates in the professional services sector and business practice is typically corporate, YouTube would be more appropriate than Facebook and you’ll be more likely to reach your target clientele. However, if your business is directed at the younger (perhaps millennial) age-range and is entirely consumer-focused, Facebook could be the more appropriate platform. The largest social network has recently seen dramatic growth in videos and last November, for the first time, the number of video uploads surpassed YouTube. However, it’s wise to remember that videos hosted on YouTube can still be shared on social networks such as Facebook, Twitter and LinkedIn.
Despite the growth in popularity of videos on Facebook, YouTube still wins in terms of visitors. According to ComScore, during October 2014, Google-owned YouTube had 162 million unique visitors whilst Facebook had 93 million. However, the landscape is constantly changing and Facebook is now a real contender to rival YouTube, so it shouldn’t be ruled out of your video strategy.
Over the past year, smaller businesses have adapted well to the growth of social channels and many are beginning to utilise them to support business growth and goals. I truly believe 2015 is the year for small businesses to step up with their content marketing aspect, particularly with compelling and creative video content.
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About the Author
Featured regularly on BBC TV and radio, and across Kent media, Katie King is the founder of strategic marketing consultancy Zoodikers, a trainer and conference speaker, including the well known TEDx forum.
Katie has advised numerous small businesses as well as major brands, schools, Universities and the Public Sector.
Katie is the South East and East Anglia chairperson for the Public Relations Consultants Association (PRCA), regularly training other marketing agencies on topics surrounding digital transformation.