The power of a strong video marketing strategy
Guest blog post by jrc.agency associate, video production expert and MD of Reel-Film, Adam Chandler
We all know by now that video is one of the most powerful forms of marketing around. It engages audiences, informs customers, saves companies time and makes money! It can be used across a variety of platforms including websites, social media, sales reps, e-mails, text and more. But this begs the question – why do some companies simply have one video?
What should you be doing?
If you’re producing the right type of video and promoting it in the right way then that is good, but still only a start. We find that clients who run full video campaigns have the most success. In fact, we have a case where a client achieved 31 times return on investment after running a full video campaign. And another who increased their website hits by a stunning 400%, after a series of videos.
Social media is an ever-changing environment. A tweet is sent and then it is gone within minutes. Do you really want a video that is forgotten that quickly? Of course, you can keep reposting it, but after a while it just becomes old content. Why would you want engagement to last just a few days when it could last weeks or months instead?
We have another client who ran a series of videos, which were strategically published over time. This didn’t only mean that each of the videos were seen by more people, but also meant that the company got more attention and engagement. Ultimately this led to the client generating more money, communicating with their customers more effectively and gaining more exposure – what business wouldn’t want that?
Look at companies like Apple, Google, KPMG, PwC and other big-hitters. They are consistently publishing video content online as part of wider marketing campaigns. Most will argue they have the budget to do so, but they have that budget because video marketing generates a good return on investment for them. Of course, this allows them to publish more video content, therefore having increased success over time.
To give you an idea, our client with the 31 times return on investment made over £250,000 thanks to video. They are a local business with just nine staff – not exactly a blue-chip company – but they understand video and it works for them, so they keep investing in it.
Another example would be jrc.agency recently raising over £3k for charity with the Facebook Live video below. While the video itself was pivotal, a great deal of marketing and outreach work went on behind the scenes prior to the event, to ensure the Facebook audience was there on the day to watch, comment, share and donate.
JRC #WearRedinFeb LIVE charity challenge 2017 for the Children’s Heart Surgery Fund Donate: https://www.justgiving.com/fundraising/jrcagency
Posted by jrc.agency on Friday, February 3, 2017
Where should you start?
So, you might be thinking “where do we start?” “What should we do?”. There are so many different things you can do with video. Why not record a behind the scenes video of your office or a company event? Why not feature some employees in a fun Q&A? You could even put together a series of case studies in the form of videos. Ensure that you’re posting high quality video to the relevant platforms, with something that provides value to your viewers, on a regular basis. If you want to take it a step further, you could even try out Facebook Live to give your content an extra boost in engagement.
But don’t feel pressured to try it all by yourself or all at once. Ring your agency, video production supplier or marketing consultant and ask for their advice. All of our projects begin with an informal coffee and a chat. We talk about the business, where it’s going and then put some ideas for video content on the table.
Video can help achieve so much for your business. It can save you time, make you money, increase communication, showcase your skills and USPs, make new partners, recruit staff and help keep everyone safe. The possibilities really are endless.
In a nutshell; don’t think video, think video strategy. Consider the exposure you could receive from video marketing and have a chat with your supplier – that’s where it all starts. I guarantee that by the end, if done properly, you won’t be disappointed. In fact, you’ll probably want more!
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