Greg Cawood — September 14, 2017 — September 14, 2017
Over the past 5 years, we have seen the widespread adoption of video as part of our daily online life. Millions of people take videos with their digital cameras and mobile phones and upload them to YouTube and Facebook each day. But video content isn’t just for capturing precious moments with your loved ones. Video marketing is also becoming the preferred medium of communication with prospects and customers online.
At IQnection, we recognized early on that video marketing was going to become the way of the future, and invested heavily in building a robust video production capability. Today video is becoming one of our core services, and we think that it should be part of virtually every website and inbound marketing campaign.
- Selling is about storytelling, and videos are a great way to share a story.
People need information to make informed decisions. Videos that engage people by telling a story in which the viewer can image themselves are an extremely effective way of demonstrating the benefits of your products or services.
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Imagine a video of someone actually using your product! Rather than a video which is simply a demonstration of how the product or service works, think of a story you can create around the experience of using that product or service. One of the golden rules of branding is to make the customer the center of the stories your brand tells. Showing customers how someone might engage with your product throughout the day is a great way for people to imagine themselves using it.
- Videos keep people on your website longer and engage them with your content.
Short, informative videos keep people engaged with your content significantly longer than text and pictures. In fact, people stay on websites with videos 60% longer than sites with just text and pictures. Google likes pages where people spend time, which they refer to as “dwell” time.
- People work with people, and video helps people get to know, like and trust you.
Not only do videos show the features of your product or service, they also provide an opportunity to showcase your personality. Because you have so much control over how information is presented, you have the unique opportunity to showcase the culture of your company or lifestyle that aligns with your product.
It can help create a more genuine connection with your audience, so your potential customers come to trust you.
- Videos keep your audience interested, no matter your product or service
While not every product has popular appeal, there is someone out there who is VERY interested in what you have to sell; your target audience. They are taking the time to research your products, and they care about what they see. Videos give you the power to visually show off your product or service in a short amount of time. This is your opportunity to make something captivating for your audience, so they stick around to learn more about your products and your company. The more engaging your video, the more opportunity you have to pull them into your marketing environment and hopefully encourage them to make a purchase in the future.
- Videos can feel more “alive” than text.
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It is one thing to write down the reasons why someone should buy your product. But most customers would rather spend their time watching a video. Then they can see your products in action and virtually “meet” the people they will work with. Hearing, seeing, and feeling are very powerful. Video is your opportunity to show off everything your product can do. Video is dynamic. Video can help connect customers to your company and product in a more emotional way.
- Videos are fast and convenient.
Let’s be honest. Nobody has any time anymore. Especially people who make a lot of important decisions for their company. They do not have time to sift through hundreds of pages of search results, read entire websites, or subscribe to blogs and white papers. You need to find a way to get important information to them quickly – preferably in under two minutes. Video marketing can get your point across quickly and engage potential customers who otherwise wouldn’t have taken the time to call or schedule an appointment.
- You don’t have to be a professional actor to be great!
Any business owner with a passion for their company can stand up and speak about their products and services. At IQnection, we have developed a number of techniques to make people feel comfortable and at ease while being filmed. Also, interview style videos are a strong way to tell your story. If you’re a little wary about creating a video for your company, our video team will be there to help!
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