Importance of Videos
- Progressive Businesses
95% of businesses think video is just an expensive gimmick only a few use. They think they’re doing ok without it. Especially if theirs is run mostly on recommendations.
However the evidence shows they are misdirecting themselves.
Reliable Statistics show new prospects take 10 times more notice of a website with video than one that hasn’t. And video converts two to three times the amount of browsers into customers than sites that don’t have it.
- The Evidence
In 2020, 92% of marketers say that video is a vital part of their marketing strategy. This has grown from 78% in 2015, showing that the importance of video is growing.
According to 88% of businesses that use video, video has doubled their customer base in just 2 years. When you consider that only 33% said the same in 2015, it shows that consumer sentiment toward videos is much stronger now.
Some businesses on you tube have received hundreds of new customers from their web site in 3 years.
Video Promotion can return 100 times your investment over the same 3 year period.
Q: So why doesn’t everyone do it ?
A: They don’t know the figures. Why should they ?
- Relevant Searching and “Connecting”
Like Google, businesses are searched by prospective customers who want more information on a subject area or business. And that is exactly what is done by prospects after the initial Google search. Videos deliver your most important relevancies and personability more effectively than any text can and connect empathically in an incomparable way.
For each industry video can be used to deliver what the prospect wants to hear in terms of you meeting their needs closer than your competitors.
And this is where expertise comes in. You need the right video delivering the right message for your business with the most effective scriptwriting and quality shooting. The association with how you and/or others come over in your business on the video will provide instant first impressions far better than any text and photos.
That’s why there are so many companies growing because of the right use of it.
- Number 1 for Business
You tube Business is the number 1 for business searches ahead of Linked in. This is because you tube is searched by industry rather thn linked in’s bias towards people. It doesn’t say much about the business itself.
While convenient and efficient for the consumer, video marketing provides marketers with an attractive, versatile, and extremely shareable medium to reach their audiences. In fact, Diode Digital recently found that online video is a 600% more effective marketing tool than print and direct mail combined.
But it must be done correctly. And that means more than just a video team.
It means a well thought through script with creative, relevant thinking to deliver optimum results.
3) Who Benefits Most ?
Certain types of businesses benefit more by video than others. All for different reasons:
C1) Professional Services: Demonstrates Knowledge, Skills and Personability of staff. Solicitors, Accountants, Vets, Dentists, Doctors, Architects, Surveyors, Property Developers, IT Consultancies and more.
Most importantly it develops a professional brand.
C2) The Trades: Hairdressing (Esp: Top Salons), Special Treatments, Medium sized and Large Builders (Displays a Conglomerate of skills at work and working effectively as a team), Animal Breeders and Training and more.
C3) Teaching: Esp for Online courses and lectures, but also for showing School Facilities, Happiness of the children, and personability of staff. Very Effective if Professionally Done.
C4) Restaurants: Sells the Sizzell, the cleanliness, delicious food, customer service and the environment (and how busy you are).
C5) Anything involving Socialising such as upmarket pubs or clubs : Captures the atmosphere words cannot.
C6) Top Hotels and Hospitality: Shows off Facilities (Especially Conference Rooms being used) and Customer Service.
C7) Gyms: Shows off the equipment and people working out.
C8) Destination Retail: Any retailers whose customers travel to them rather than have customers as passing trade. Large Main Car Dealers, Expensive Night Clubs, Holiday Camps, Shopping Malls and Large Retailers.
And anything where seeing and hearing is easier and more effective than reading.
Video as Powerful Content
There are 5 Types of videos that are used commercially.
- The Interview Video
The interviewee answers prearranged questions about his practice by a trained interviewer.
A very effective way of demonstrating subject knowledge, skills, experience and personability within a limited budget.
- The Recruitment Video
Made to attract the best staff available.
- Testimonial Videos
Videos that highlight real customer testimonials and feedback. Social proof is a powerful tool and there is no stamp of approval stronger than a satisfied customer.
There are techniques to get customers to record a video and capture the essence of the customer’s experience ranging from asking the right clients at the right time to offering motivational incentives such as a complimentary hygenist session.
3 or 4 Testimonial Videos are worth 100 written ones.
- The Advertisement Video
This gives you the opportunity to promote your business’s key messages or brand using a selection of vibrant images, music, and more.
Used on You tube, Facebook or Instagram these can be linked back seamlessly to your website.
- Stepping Stone Videos
Stepping stone videos are short videos of 30 seconds. For your business, it can be a new product launch, a new website, a new service, or anything else you’re introducing to get the prospect to take more interest in what you have to offer. They rely on a hint of dramatic build-up without actually revealing too much. They are often part of a longer campaign.
Easy to Shoot
Videos typically need 5 steps:
- Planning, Creative and Storyboarding (Who says what, and for how long.)
- Scriptwriting (Not always needed in detail but notes of the topics is)
- Shooting (Video, Audio and Lighting)
- Uploading to You tube and linking/embedding on your website
But it doesn’t have to be expensive.
This depends on how long the process takes and how many people will be involved. Usually a cameraman and editor is minimum. You can write your own script but we advise that you do not for the same reason you should not DIY copyright your own website.
This is because things have to be done in a certain way to deliver the correct central message in the best way, and keep “hitting the nail on the head” in terms of keeping prospects interested and drawn into trying you out.
48% of consumers want videos to reflect exactly what they are interested in, not what you think they are. That takes research and skills at delivery. Videos now form an important part of a consumer’s decision-making process so they have to be done correctly.
In order to get a customer to convert after watching a video, you need to ensure you are meeting their expectations. That is where professional planning comes in.
Professional videos for websites and Youtube/Facebook/Instagram are quoted on a customised basis because each one has different objectives and involvement.
They start at £499.