The begining: How to use video in marketing

There are many ways to market your business today. What to consider when exploring video marketing. Photo: Fickr/Vancouver Film School

WASHINGTON, September 17, 2013— There is no doubt that American consumers today are expecting more. Your marketing strategy should be constantly aiming reach those picky potential customers where they already are. According to a 2012 study conducted by Invodo and the e-tailing group, people are watching more videos over more in channels in more locations than ever: 

“Consumer consumption of video has exploded over the past few years. According to YouTube, over 4 billion hours of video are watched each month. Our e-tailing group 2012 Mystery Shopping review revealed that 70% of retailers, versus 59% in 2011, made video part of their shopping experience in the past year.”

In short, your business should be doing more than simply dipping its corporate toe into video marketing. An article recently posted on shares insights into why this form of marketing is essential today. The article offers enlightening statistics, including the fact that 81 percent of senior marketing executives currently use online video content—a number that has more than doubled since 2011. This should douse any excuses businesses might currently have for not making use of video production in their marketing plans. 

There are many forms of video marketing available for business owners today, whether it’s an advertisement, brand description, branded entertainment, Web series, video blog or video content via social media. Platforms such as Vine or YouTube, reaching 4 billion views daily, are designed specifically for video engagement. However, you can now create video content for Instagram and very soon, Facebook. According to the Social Times, “Social video campaigns are booming – they generated 2.7 billion views in 2010, up from 820 million in 2009.” That’s a one-year leap that simply cannot be ignored.

Along with social media, where you can generally post more relatable, fun posts, there are other options for delivering meaningful video content to consumers. Additionally, every industry is able to embrace and benefit from video production in their marketing plans.

For example, say The Commerce Hotel and Casino wanted to embrace this form of marketing to promote their popular table games. They could use video marketing on social media for campaigns or fun how-to stories, or put together an entire video marketing strategy aimed specifically to reach new customers. After all, the hotel and casino industry notably focuses on promoting their services and atmosphere to attract new customers. What better way to showcase these features then to literally show consumers what to expect through video representations?

SEE RELATED: Need to know tips for your Google+ marketing strategy

Video marketing is searchable, shareable, measurable and effective. Videos are one of the top search items on all platforms, including mobile. By getting your content into consumers’ hands, literally through their smartphones, you are guaranteed effective exposure.

Further, videos are intended to be shared. If your customers like your content, they will quickly share it with friends, constantly increasing your reach.

Video marketing today is a vital promotional format, the lack of which may very well cause your business and marketing efforts to suffer. Be sure to analyze your specific industry and see what types of videos are best for you. Check out what your competitors are doing, and meet or exceed their efforts, but with a higher level of quality.  

Remember: you can always use YouTube in your marketing efforts for less money and less effort. Check out this Guide to Getting on YouTube from Social and the City.  


SEE RELATED: Social media marketing: Narrow it down

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Courtney Gordner

Courtney Gordner is a passionate freelance writer that has expertise in social media and communications. She's a new writer for The Washington Times. Feel free to contact her anytime!

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