You Can (and Should) Integrate Video Into Your Marketing Campaign

video marketing

Add video to your content marketing strategy

As we move into the second half of 2015, it’s no great secret that well-produced video content is among the most powerful tools for reaching your audience online. In fact, a recent survey by the video hosting company Vidyard found that 70 percent of marketers reported better performance in converting leads with video than with other types of content. Many organizations, however, still fail to effectively implement video into their marketing efforts — in fact, less than 10 percent of marketers are actually making use of video analytics to boost lead qualifications and customer insights.

Don’t be discouraged by thinking that video is too expensive and time-consuming; it doesn’t have to be. The benefits outweigh the costs when it comes to video and your overall marketing efforts. Here are a few things to keep in mind:

Say More with Less

When compared with the written word, video offers a more multifaceted approach to communicating ideas and evoking emotion. Live captured video can show the expression on someone’s face and the subtly of their body language, and motion graphics can be used to highlight key details. Music and sound effects can impact the viewer’s mood and encourage them to become more receptive to the ideas presented visually. This is why studies have found that search engine results that feature a video are much more likely to be clicked on than pages without video. By simply identifying the video player on the page, viewers may become more receptive to the content they are about to digest because they recognize that it is being presented in a carefully-planned, dynamic, and engaging way.

Connect With Your Audience

One of the best ways to foster a relationship with current and potential clients is to create and distribute video content that directly addresses their needs.

One company that uses video effectively to reach their audience is Apple Rubber. Take a look at this Apple Rubber post about their use of video to showcase products and discuss company initiatives. They also successfully infuse their videos with entertainment, which encourages community building and offers more opportunities for viewer engagement.

Before you start producing your own videos, find a way to define your core audience and identify ways to connect with them. Work to create relatable, relevant content that will spark a conversation around your message and encourage a community to congregate around your brand.

Fit in Your Budget

Skip costly camera equipment and produce good-quality video within even the tightest budget by using a smartphone. Video capabilities on today’s devices can deliver a professional-looking video with a steady hand and a little planning.

Visit sites that provide a wide range of advice on piecing together a DIY video production kit without spending more than a couple hundred dollars, as well as tips and tricks for producing a video.

Although you can get higher-quality, professionally-produced videos by partnering with a professional media firm, DIY videos are the perfect way to give video a try and become acclimated to incorporating video into your overall marketing strategy.

Have you had success using video in your marketing? Share with me in the comments.


About Sue Reynolds
Sue Reynolds is the founder and owner of Carmine Media, a web and social media consultancy. She is also the manager of social media and web design in a corporate environment, where she works with businesses and nonprofits to build their web presence and nurture brand loyalty.

One Response to You Can (and Should) Integrate Video Into Your Marketing Campaign

  1. amaraheslin says:

    I totally agree with you Sue. For me, a video somehow connects you to your target market on a different level. It also allows you to bring out your imaginative side, be playful and versatile. An intelligent infomercial or marketing campaign catches the eyes of your target market. Here is an article that I think goes along well with this article of yours:

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