Why your marketing plan needs video

by | Oct 14, 2016 | Video Marketing

Whether it’s on your website or social media, adding video to your marketing plan is no longer optional, it’s expected.

Does your marketing plan include video? If not, now is a good time to get started. Video has been a component of marketing plans for years, but plenty has changed and video content is more important than ever. When used properly, video content can be highly effective and a worthwile investment.

Why your marketing plan needs video.

Online Video Consumption is Growing

First up, let’s talk about the growth of video. Cisco has repeatedly released reports that show online video consumption is growing rapidly. Online video already accounts for 70% of all internet traffic and is expected to grow to 82% by 2020. That’s a lot of video!

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total internet traffic 2015

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total internet traffic 2020

What does this mean for you?

With more and more people regularly watching online videos, expectations for video has also increased. When a visitor lands on your website and doesn’t see a video, what does this say about your business? With such a small window of opportunity to capture a visitor’s interest, videos can pack a lot of punch. They used to say every business needs a website – now every business needs video content.

Image of a smartphone with YouTube app

Videos are super flexible

No, videos are not hanging out at your local hot yoga studio, what I mean is that videos no longer have a single purpose. Forget the yawn inducing promotional videos from the 90s and early 00s – videos today have many different styles including animation and live-action and they can be anywhere from ten seconds to ten minutes long. Additionally, videos are being watched from many different sources and across many different screens.

If you need to reach a specific audience, explain a complex subject or bolster your existing marketing tactics – video is the perfect solution.

Here’s how video content can work for you.

Target a specific audience
YouTube, Facebook, Twitter, Instagram and Snapchat are all serving up videos on a daily basis to hundreds of millions of viewers. With powerful audience targeting tools, you can target exactly who you want to reach – including those who have already visited your site.

Explain a complex subject
Have something complex to explain? Why limit yourself to words and images? Video can quickly and effectively explain difficult and complex subjects. Ever heard of the term explainer video? These videos are increasingly abundant, and for a good reason. Write a good script and you’ll engage and inform your website’s visitors within two minutes. Not bad.

Support all stages of your marketing funnel
From building awareness to informing customers to providing post-purchase support, video content can play an important role in your marketing plan. Whether you’re just getting started with a new marketing plan, or you’re looking to strengthen your existing one, video is a solution worth considering. Video can prompt that first click-through, decrease your bounce rate and even improve customer satisfaction. Instead of thinking of video as serving a single function, ask yourself, how can video benefit each stage of my plan?

Time to watch some videos

All this information is just a scratch on the surface, but by asking how video can benefit your marketing plan, you’re taking the first step. It’s important to note that like all forms of marketing, if done poorly, your video content won’t deliver your desired results. Reaching out to professional video producers and video marketers early in the process is important. They know the process best from concept to distribution.

If you’re not quite there yet, start by paying attention to the videos you watch everyday. Which ones work? Which ones don’t? Where did you see the video? Email yourself the ones you really enjoy so you can reference them when you’re ready to include videos in your marketing plan.

Video Inspiration of the day.

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