Why Your Marketing & Sales Strategy Needs Video
by Eliza Spain on Apr 19, 2023
Many business professionals understand that a well-executed video marketing strategy can propel business growth. However, there is often uncertainty surrounding the correct approach to implement a successful strategy. Rather than diving into video marketing, businesses may opt to test the waters with sporadic video content that doesn’t always reach their audiences.
Video should be heavily incorporated into your marketing and sales strategies. It's a powerful tool that can help brands connect with their audience, compellingly tell their story, answer consumer questions, and ultimately drive engagement, opportunities, and revenue.
With as many as 91% of consumers wanting to see more online video content from companies, it’s time to start thinking about leveraging video's power to stand out in today’s competitive marketplace.
Whether you are a beginner or an experienced professional, incorporating video into your strategy can significantly increase your chances of success.
More times than not, businesses hold back from the commitment to video marketing because of factors that are often just too hard to look past:
- The cost of producing videos is high
- The post-production process, in particular, is time-consuming and requires a lot of effort
- It's challenging to make changes to video content once created
- Your team is reluctant to appear on camera
Once you are prepared to shift your beliefs regarding these factors, you will realize that the results are worth it. Because the truth is, consumers and buyers don't care if you’re uncomfortable on camera.
They care about purchasing from someone they trust.
But why is video marketing so important?
- 91% of video marketers said video marketing has helped them increase traffic
- 90% said it helped them generate leads
- 87% said it helped them increase sales
- 87% reported increases in dwell time on their website
53% said it helped them reduce support queries [source]
If you're not convinced yet, let's explore the benefits of video, why you need to make it a part of your overall marketing and sales strategy, how to get started, and some high-impact video ideas.
Exploring the Benefits of Video Marketing
Now that we have explored why video is so essential, let's dive into some of the benefits it can offer you.
- Boosts brand awareness: Videos are more engaging than text-based content, which means they can help you get your brand in front of more people and increase awareness.
- Increases website traffic: Videos can drive more traffic to your website, especially if you optimize them for search engines and share them on social media.
- Enhances customer engagement: Videos can help you connect with your audience deeper by telling your brand's story and showcasing your products and services in action.
- Builds trust and credibility: By providing valuable information and showing your expertise, videos can help establish your brand as a trustworthy and credible source.
- Improves conversion rates: Videos can help move potential customers through the sales funnel by providing product demos, customer testimonials, and other compelling content.
- Supports social media efforts: Videos are highly shareable on social media, which can help expand your reach and increase engagement with your audience.
- Provides measurable results: With video analytics tools, you can track metrics like views, engagement, and conversions, allowing you to optimize your strategy and improve outcomes over time.
Overall, video marketing offers various benefits that can help home service companies of all sizes succeed in today's digital landscape.
Now that we've discussed some of the key benefits of video marketing let's dive into some practical ways to help you get started and create compelling video content that resonates with your target audience.
Getting Started with Video Marketing
If you're new to video marketing, getting started can seem overwhelming.
But don't worry–with the right approach, it's easier than you might think!
Here’s what you should keep in mind when you get started:
- Set clear goals: In order to create videos, you must identify your goals and what you hope to achieve.
- Determine your target audience: Who are you trying to reach with your videos? What are their interests, pain points, and needs? By understanding your audience, you can create videos that resonate with them and drive engagement.
- Plan your content: Once you have your goals and audience in mind, it's time to plan your content. What types of videos will you create? Will you focus on product demos, customer testimonials, or educational content? Brainstorm ideas and create a content calendar to keep yourself organized.
- Invest in quality equipment: While you don't need to spend a fortune on equipment, a decent camera, microphone, and lighting can help you create professional-looking videos that capture your audience's attention.
- Hire an in-house videographer: Having a dedicated and skilled video professional team member whose sole role is producing and editing video allows you to capture video in real time. More on this later...
- Keep it short and engaging: Attention spans are short these days, so aim to keep your videos under 2 minutes except when they explain a concept or tell a story that requires additional time. Use eye-catching visuals, music, and storytelling techniques to keep your viewers hooked.
- Promote your videos: Once they are live, promote them on your website, social media channels, and email newsletters. Share them with prospects in the sales process.
With time and effort, you can leverage the power of video to grow your business and engage your audience in exciting new ways.
Now, how do you know whether or not you need to hire an in-house videographer?
We’re glad you asked.
Do You Need to Hire an In-House Videographer?
You may wonder if hiring an in-house videographer is necessary for video marketing. While outsourcing video production is a common practice, businesses may benefit from having an in-house videographer for several reasons.
Let’s explore the ways an in-house videographer can be beneficial:
- Allows for more control over the quality and consistency of video content. By having a dedicated team member responsible for video production, businesses can ensure that their brand messaging and visual identity are adequately conveyed in each video.
- Hiring in-house can be more cost-effective in the long run, as outsourcing video production can be expensive and require additional coordination and management.
- Allows for greater flexibility and responsiveness in creating video content.
With a dedicated team member available to produce video content on-demand, businesses can quickly respond to marketing and sales opportunities and create content tailored to specific needs or events.
Hiring an in-house videographer can provide a range of benefits for businesses, including greater control over quality and consistency, cost savings, and increased flexibility and responsiveness.
Related: The Hidden Cost of Inbound Marketing: What Every Business Needs to Know
Once you have a dedicated in-house videographer, it’s essential to consider what types of videos will best serve your marketing and sales goals.
Essential Types of Videos to Use on Your Website and Sales
If you want to incorporate video content into your website and in your sales process, there are several kinds of videos that can help drive engagement, build trust with prospects, and ultimately increase your revenue.
Let's take a closer look...
Videos for Your Website
These videos are designed to answer the top 80% of questions your customers or prospects have about your product or service. They can be a great way to provide helpful information and build trust with your audience.
- Employee Feature
Use video to introduce your team and showcase their expertise and personality. This can build trust with your audience and make your brand feel more approachable.
- Landing Page
Use video on your landing pages to grab attention, convey key messages, and drive action. LP videos can be especially effective for complex products or services that require more explanation.
- Cost or Pricing Information
Use video to explain your pricing model and the factors that affect pricing. This can help address common objections and make it easier for prospects to understand the cost and benefits of working with you.
- Showcase Products and Services
Create videos that showcase the features and benefits of your products or services. This can bring your offerings to life and make it easier for prospects to understand how they can benefit from working with you.
- Success Stories
Use video to showcase your customer journey and highlight critical touchpoints. This can help build trust with your audience and demonstrate your commitment to delivering a great customer experience.
- Support Claims About a Product or Service
Use videos to back up your claims with real-world examples and proof points. This can help build credibility with your audience and demonstrate that your product or service works.
Videos for the Sales Process
- Prospecting Video
Use video to introduce yourself and your company to prospects. This can be a more engaging and personalized way to make a first impression and help you stand out.
- Schedule Appointment Follow-Up
After scheduling an appointment with a prospect, follow up with a video to confirm the details and set expectations for the meeting. This can help ensure the prospect is prepared and engaged when meeting with them.
- Post-Appointment Follow-Up
After an appointment with a prospect, follow up with a video to recap what was discussed and reinforce key messages. This can help keep the prospect engaged and moving forward in the sales process.
- Proposal Review
Use video to walk through a proposal or presentation with a prospect. This can be a more engaging and effective way to explain key points and address questions or objections.
- Ongoing Helpful Tips
Use video to provide lasting value to your customers, sharing tips and best practices to help them get the most out of your product or service. This can help build trust and loyalty over time, leading to repeat business and referrals.
Keep in mind that videos you use on your website can also be utilized in the sales process. And if you're worried about producing a "perfect" video with high production value, professional edits, and an irresistible thumbnail, you're not alone.
While these elements can be essential, they alone may not guarantee success.
A recent survey of trends in video marketing suggests that 78% of consumers value authenticity and relatability over polish and high-quality production. This doesn't mean you should ignore video and audio quality, but it does suggest that other factors determine a video's success.
In other words, while a well-produced video may catch viewers' attention, the content and message ultimately resonate with them.
Create authentic, relatable, and engaging videos that address your audience's needs and interests. With a strong message and compelling storytelling, even a lower-budget video can significantly impact your marketing efforts.
To sum it up, video is no longer an option but a necessity for your sales and marketing strategies if you want to stay ahead of the competition.
It can help you to prove the claims about your offerings are true, establish trust with prospects, and answer questions effectively.
It can help you connect with your target audience, tell your brand story, and showcase your products or services in a way that resonates with viewers.
So, if you haven't already, it's time to start thinking about how you can leverage the power of video to take your business to the next level.
Schedule some time to talk with us today!
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