Video has become a powerful tool for small businesses to deliver educational or entertaining content to customers. Video is consumed on websites, Twitter, Facebook, YouTube, blogs, emails, newsletters and more. All places where your clients are. People more connected than ever and video is being consumed on multiple platforms on multiple devices . It is dynamic and effective in driving website traffic, sales leads and conversion rates. And, it isn't going anywhere. According to a recent Cisco study, "Internet video streaming and downloads are beginning to take a larger share of bandwidth and will grow to more than 76 percent of all consumer Internet traffic in 2018." With stats like those you should expect to see increased use of video in content marketing in the future, and you should think about increasing video in your marketing.
Watching video is an easy way for consumers to take in information. The medium is dynamic, and for many, it is preferable to reading plain text. Videos can be accessed on desktop computers, tablets, smart phones and smart televisions. YouTube statisticsshow that, "Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth."
Many small businesses stay away from using video for content marketing because they think it will be too expensive and too difficult to create. While that may have been true in the past, video production costs have decreased quite a bit in recent years and you no longer need multiple people or the newest technology to create a quality piece. While it is still important to create professional looking video that represents your company and your brand, it may now be as simple as using your iPhone. In August 2014, Google's YouTube acquired Directr, an app that helps small businesses create promotional videos using just an iPhone. The app provides guidance, tools, ideas and help to video makers.
Successful videos created for content marketing need to have value, they need to give customers and prospects a reason to view them. Think of them the way you think of articles or blogs you would write for other content marketing. Focus on specific topics that relate to what you do. Look at your products or services and determine what your customers would watch. Use video to bring the in-person shopping experience online or try a how-to video. Videos allow you to humanize your business and highlight emotion, often times making it an easier way to communicate with customers. When developing your video be creative but remain relevant to your brand.
Videos can be very engaging and highly shareable. You can post completed videos in multiple places where they will be seen by customers and prospects. A good video content marketing plan will be based on a well-developed campaign strategy including placement and promotion.
Since the costs to develop videos have gone down and the potential reach is infinite, small businesses should consider investing in this tool. Look at adding video to your content marketing plan for the upcoming year.
If you would like assistance creating and distributing videos for your small business, please contact us at www.BuddinghAssociates.com.
Pepper Erdmann is a Marketing Manager at Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com.