Video Slays!: The Impact of Video as Part Of a Marketing Strategy
Tuesday, May 01, 2018
By Len Marks Photography

Video Slays!: The Impact of Video as Part Of a Marketing Strategy

It’s hard to refute the significant impact video has had on personal, professional and product marketing in the past decade. With increased access to tools for creating, editing, posting and viewing videos, it seems that video has become the fastest growing segment of digital marketing. And it’s no wonder why- video provides a flexible way to share messaging, train others, illustrate benefits, create community in an easily digestible format that hits multiple senses; making it a more engaging and memorable.

In fact, video is so impactful that James McQuivey, a digital marketing expert, estimates that 1 minute of video is equivalent to 1.8 million words. And, according to HubSpot, 80% of customers remember a video they’ve watched in the last month- proving that information contained in a video is more likely to be retained. Done well, video can provide a personal touch, social bond, or feeling of community which may create a sense of trust, reliability and relatability.

Just as important as making video marketing part of your strategy is making sure that video is produced and edited in a way that elicits excitement, intrigue or urgency. In other words, you want your video to create viewer action. Whether that action means further investigation into your business or product, purchasing a product or service, sharing your message with others, or whatever your campaign goal, professional videos must be purposeful and clear. Do not compromise quality in professional video.

It is important to communicate with your video marketing production expert every step of the way, from campaign goals to branding and storytelling to strategy. An expert in video marketing will help to develop the graphic story that will create the best chance for overall success. This is typically a different skillset than graphic design, traditional marketing or standard video production.

Ultimately, good, well-planned video is a successful and impactful marketing format because it elicits emotion, creates action, is shared and is retained. HubSpot research indicates embedding videos in landing pages can increase conversion rates by 80% and 90% of customers report that product videos help them make purchasing decisions. This research clearly indicates an urgency for businesses to include video as part of their marketing strategies. Contact us to discuss how consulting with a video marketing expert can increase your visibility and take your business to a new level.

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