Does your business need video marketing?

Contents · 3 sections

1. Does your business need video marketing?
2. Traditional vs. digital marketing
3. The future of video marketing

Does your business need video marketing?

If you’re reading this, you’re probably as convinced as I am that marketing is what really makes or breaks a business. Literally every part of your business depends on your marketing strategy (good or bad). You may have the most amazing product. You may have dreamed up a one-of-a-kind service that could make the whole world a better place. None of it matters until potential customers find out about it.

But marketing does more than spread the word. It also shapes your company’s reputation. It makes your product recognizable and brings in more sales once customers see its value. In this article, I’ll take a quick look at the past, present and future of marketing in general and video marketing in particular. Grab a pen and start taking notes, because every minute you don’t spend thinking about your marketing is a minute wasted.

Traditional vs. digital marketing

Marketers love this fight. Raise the question, and they’ll pull out their best weapons and start firing arguments about which kind of marketing is better for you and your business. Don’t be surprised if the answer leans heavily toward whatever kind of marketing they happen to sell! Here’s a quick definition of each:

Traditional marketing

Traditional marketing covers the classics: TV and radio ads, trade shows, newspaper and magazine ads, flyers, telemarketing and so on. Here, the company “starts the conversation” with the potential customer. It’s also called “interruption marketing,” because it interrupts whatever you’re doing to grab your attention (without asking) and point it at whatever the company paid to promote.

Digital marketing

Digital marketing covers modern channels like search engine optimization (SEO), blogs, YouTube, social media and content creation. Here, the potential customer “starts the conversation” with the company. Their attention is earned naturally, without interrupting what they’re doing.

Which one is better?

The trouble with most business owners (and most people, for that matter) is that they cling blindly to the familiar and resist anything new. Their logic: if it has worked so far, it will probably work tomorrow. That would be perfectly true if the world weren’t changing at the speed of light. Traditional marketing relies on TV, magazines and newspapers. But how many of us still watch TV? How many of us still buy printed newspapers and magazines?

The other big problem with traditional marketing is targeting, or the lack of it. There used to be something called the mass market. Forget it. It isn’t coming back any time soon. Today’s market is a web of tiny niches woven together into a colorful rainbow of individuals rather than a gray mass of people. You’d better start using your brightest crayons, or you’ll be swept into the corner by someone who already does.

The new reality is virtual. It may sound absurd, but it’s true. Relying on traditional marketing today is like looking for customers on a deserted island. There’s no one there. The ship has already sailed. Online marketing, on the other hand, gives you unprecedented reach. There’s nowhere it can’t take you. Want to know where your potential customers live now? Their new address starts with www.

“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”

Guy Kawasaki

The future of video marketing

Now that we’ve covered the basics, let’s move on to modern online video marketing strategies and how to put them into practice. These days everyone has a smartphone, tablet or other device with a camera, so it’s no wonder that online video is the future of content marketing. Whether it’s YouTube, social media or viral video, here’s how to get the most out of your online video strategy:

Tell a story

Consistency matters in business, and your video strategy is no exception. Don’t fall into the trap of posting a video every now and then. Plan a complete video campaign, then break the content into bite-size pieces that are easier to digest and work better when spread out over time.

Maximize by minimizing

Everyone is busy, and with so many online channels fighting for our attention, it’s no surprise that micro-video apps have popped up that cap every clip at under 10 seconds to keep it short, sweet and to the point. Use this format to get your message across without boring your audience.

Be useful to your customers

Many business owners believe that giving away their “secrets” will hurt them. In reality, it establishes you as an expert in your field, which builds trust in your company and your brand. Tutorials, tricks and tips always go over well in online video.

Don’t forget the point

Many small startups get so caught up in chasing attention that they forget the most important part of any video: the call to action. Keep it short and clear. A simple image of a discount code or a sale announcement at the end is enough to show viewers what to do next.

What marketing strategies do you use in your business?

 

http://blog.hubspot.com/marketing/video-marketing-statistics