Many businesses are aware of the importance and impact of written content for their online marketing success. There are customers for every product and service looking for information and answers to their questions, and businesses are realizing they need the right strategies in place to connect them to target audiences. It has been reported that 65% of businesses blogged or planned on blogging in 2013, and that figure is only going to grow this year. To extend their reach and increase their web visibility and conversions, businesses need to apply that same marketing understanding to videos and video content.
Videos and video blogging (vlogging) have entered into the content marketing scenario in a big way. Videos are a fast, easy way to grab the attention of your target market. They are easy to make and are a fun way to share information and increase your reach!
People are hungry for video content and they’re finding it online.
Nearly 800 million people consumed Web videos last year – a total that will close to double in four years to 1.5 billion, according to networking services giant Cisco. Web connected devices like tablets, phones, game consoles, and TV sets are driving the widespread rise in video consumption. Nearly all of those people will be consuming more video than they are today. Online video already accounts for more than half of all Internet traffic.
Video should become one of many tools in your Marketing quiver
You may find an audience and customers that live and breathe video. In the event that your business is looking to improve its SEO and conversions, video might just be the missing element. YouTube shouldn’t the sole tool used in a video content marketing strategy. Other popular sites, like Viveo and Vine, make video sharing fast and easy.
Video marketing is spreading from retail businesses to business-to-business firms, with 7 of 10 B2B marketers now using video as a marketing tool. That’s up 35% from last year!
Many social networking sites like LinkedIn have opened their sites to video advertising.
Find your company’s video fans
You are sitting on a gold mine of potential content marketing value as there are over 1 billion unique visitors to YouTube every month. Those visitors (potential customers) provide plenty of chances to engage with a huge and devoted customer base. Some of the most valuable types of videos include:
• Presentations – Unique services or products are probably not going to feature a lot of in-depth videos. You can corner this market with informative, industry-specific demonstrations.
• Provide answers – Ever since Google released its Hummingbird search algorithm, it’s become more important to provide valuable answers to the questions searchers are asking, no matter how complex.
• Spokesperson videos – Many vloggers (video bloggers), build close relationships with their viewers. Establish trust and a rapport by addressing followers on the topic that brought them to your videos in the first place.
Making your own Videos
If you are completely new to video making, you may be wondering where to start or how to approach a particular video project. We have prepared a few tips for you, as there are things to understand about making online videos.
Due to the popularity of the Internet, and YouTube in particular, online video quality standards and expectations have been lowered. An online video does not to be of the highest quality and, as matter-of-fact, a rougher style makes the video seem more authentic.
Besides videos being relatively easy to make, they can be inexpensive to make. The process doesn’t require really expensive equipment. Video quality on most smartphones will give all you the quality you need. Videos can be uploaded directly to YouTube and Facebook (and other players) with the click of a few site buttons.
Get in the practice of shooting videos and keep video-making in mind as you go about your business day – as you never know when a share-able moment will pop up and you want to be ready. Real viral videos happen when people are ready with their cameras and they catch a moment.
Andy, a member of the Everbearing team, shot and uploaded this example of how simple a video can be, in a matter of minutes from her smartphone.
Making a video can be simplified by following this three-step process:
1- Pre-production – Planning the video and gathering any resources you might need.
- Plan the approximate length of the final video, how many shots you will need to achieve this, how much talking you can fit in, etc.
- Find the music or other sounds that will be added to the video (but watch out for copyright infringement).
- Plan a script or storyboard, if needed.
- Decide what medium and format the final video will be shown in. Be aware of any special requirements of the medium, and the best way to convert (encode) into the correct format.
2- Production – Camera work and sound recording.
- Be sure to hold the camera as steady as possible.
- Eliminate extra background noise and voices.
- Create a pleasant but simple backdrop, if needed.
3- Post-production – Editing and/or encoding the finished video.
- Removing unwanted footage.
- Arranging desired footage in the correct order.
- Adding music, titles, transitions and possibly other effects.
- Converting (encoding) into the correct format(s).
Globally, and not counting mobile, in 2014 it is expected that there will be nearly 2 billion Internet video users, double what existed just last year. So, if you are wondering what the world will be doing to occupy itself in 2017, evidently it will be shooting video or watching it.
Question is, will they be watching your videos?
Trying new marketing strategies, like Video, can be yield big results – if you beat your competitors to the punch!
Let the Everbearing team support you in your foray into video, or to grow your existing video marketing – whether those needs are with equipment choices, pre-production, production, or post-production needs.
Share your video challenges or success below!