Check out the stats. 72% of people would rather use video to learn about a product or service (Wyzowl, 2018). 95% of people are more likely to remember a call to action after watching a video compared to 10% when reading it in text format (Forbes, 2017). 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media (Animoto, 2018). Lastly, video marketers get 66% more qualified leads per year (Optinmonster, 2019).
Those statistics suggest that video content is something that most businesses should be investing in.
The number one reason people do not want to put out video content is they believe that what they do is not interesting. Let me ask you a question. When is the last time you went on YouTube and looked up “How to Do (insert uninteresting task)” and you watched that video? And then you looked down at the views and found that thousands of other people had sat and watched that exact same uninteresting video. We’ve all been there. The content does not have to be entertaining. It might just contain some critical information that we need. We seek out that information and we are willing to sit and listen to someone who will give us that information.
To a business owner, this is a dream come true. Someone who will consume your video content is saying, “I am interested in what you have to say, I give you my attention for this time.” The opportunity is yours to lose.
Video marketing is the most engaging form of media to date. There is a reason that video is the most popular form of media in every arena that it is available. When is the last time you watched a still picture on TV? Well, at one point, still pictures were a staple of TV and TV advertising. Not the case any more. Internet marketing is going the same way.
Websites with embedded videos increase traffic by up to 55%. Marketers who use video grow revenue 49% faster than non-video users. Videos can increase landing page conversions by 80% or more. https://www.impactbnd.com/blog/video-content-the-importance-of-video-marketing
Video has proven results. So how can you incorporate it into your marketing strategy?
DON’T aim for going viral! Do not do it. That is the same as aiming for winning the virtual lottery. You can aim for being engaging. You must definitely aim to make something that people will enjoy consuming. But do not build your plan around going viral. It is a flimsy strategy and you will see that it is not a proven strategy after one video with 12 views.
Here’s what does work, consistency. You need to make good quality videos, and keep doing it. “But, I do not have the time.” You’re right you probably don’t. Here is the way to make consistent video content that does not take up much of your time, but gives you a disproportionately large amount of content to use and re-purpose.
Have a weekly film session. Monthly at the least. Sit down and film for 2 hours. Create a long-form show that you can then cut into 3-5 minute clips and 30 second sound bites. Now you have content that can last you a month for 2 hours of your time. And not just any content, but content optimized for success on the internet for the foreseeable future.
In this world where attention becomes more and more valuable, you will have a system built for success with which to compete and win!
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