Discover video marketing and how it could benefit you.

“90% of marketers say video has helped them generate leads.” – Wyzowl

Incorporating video into your digital marketing strategy and communications is highly effective in influencing, educating, and communicating with your target audience.

So, let’s dive into it.

What is video marketing?

Video marketing is using video to market your product or service across a variety of digital channels. Video evokes emotion, allows you to tell your stories and genuinely connect with an effortless dialogue.

So why is video marketing important?

“Video is worth 1.8 million words.” – Dr. James McQuivey of Forrester

People genuinely don’t seem to read as much anymore and with the speed people digest their media, integrating video into your marketing strategy has become a necessity.

Plus, video marketing has some amazing benefits

Video can capture attention and keep audiences engaged more effortlessly than text or static images. The dynamic nature of video, especially if you get the visuals and audio right, creates a memorable brand interaction that goes deeper than an article or blog.

Social media platforms prioritise video content, making it more likely to be seen and shared by customers and team members – increasing your brand’s reach and visibility.

Studies consistently show that incorporating video on landing pages or in email campaigns significantly increases click rates. 66% of people prefer to learn about a product or a service through video over reading. Whether it’s telling your brand story, showcasing a product or sharing customer testimonials, video provides a more naturally persuasive and convincing way to communicate with potential customers.

Improved SEO
It is not only social media, good old Google favours websites with video content, ranking them higher in search results. Video snippets in search engine results pages can also increase click-through rates, driving more traffic to your website.

Building trust
Video humanises your brand and gives it a personality, something that is harder to achieve in the B2B space. Whether it’s through workplace footage, interviews with team members, customer testimonials, introductions or demos of your products/services – video helps build understanding, trust and credibility with your audience.

Company culture
Video is a powerful medium for showcasing your company culture. It gives viewers a glimpse into your workplace environment, values, and team dynamics. In a competitive market it can help you attract like-minded employees as well as foster a sense of pride and belonging among your employees, partners and customers.

Strengthening your brand image
Video allows you to convey your brand’s personality, values, and unique selling proposition in a way that resonates with both your team and your target audience. Through storytelling, visuals, and music, you can evoke emotions and create a lasting impression that strengthens brand recall.

Many B2B brands think video is for FMCG and consumer brands… I beg to differ

“Business to business products and services are often harder to understand, so using video to create a story that explains what you do and at the same time builds pride and emotional connection to why you do it, is a very powerful communication tool.” – Caitlin Dillon, Focused Marketing

Video can of course be more expensive than other creative output, but it can be cleverly planned to optimise your return on investment. By planning ahead and working closely with our video partners, we help our clients capture the content they need to tell their stories across a number of channels and elements of their business.

Recent professional shoots for our customers have incorporated the filming of products, equipment, staff stories, customer testimonials and more. This content will be shared in a variety of formats such as brand videos, product launches and social channels across the year, maximising ROI on the professional shoot. Check out our blog post covering the various types of video marketing here to learn more.

There is no doubt that video increases engagement, understanding and brand trust, and in turn boosts conversion. And while everyone is a videographer these days with your phone in your pocket, we highly recommend engaging a professional videographer if you are using it to build out your digital content marketing strategy. Polish is so important to brand image.

Talk to us if you want support with building video into your 2024 content marketing strategy.