Video Marketing

Pros and Cons of Video Marketing

Pros:  people love video, video is very engaging and more likely to get shared, video converts best, you can say a lot more in 5 minutes w/video than in same reading time, some people read at low reading levels and/or can be a little lazy sometimes.

Cons:  a video costs more and takes longer to make than a similar piece of written content, sometimes people’s imaginations when reading print can be more powerful than how your actual video comes off, you’ll need to properly format your video so it can be seen on various devices and browsers.

As you probably noticed, the positives are all about reaching more potential clients and creating excitement about your business, which in turn increases the likelihood they’ll buy.  Because you can watch what you want when you want online, as a marketing medium, it’s quickly taking over the internet.  The negatives are mostly related to cost and hassle.  The main question in deciding whether to employ video as a marketing strategy for your business usually comes down to cost vs. ROI and the time frame of that return on investment.

Video Concepts, Scripting and Production

Once you decide that video can help grow your business and will be profitable long-term, then the process starts, like any design project, with some ideas as to what may work.  Video style, length, format, script, etc. can all very depending on what the team is trying to accomplish.  Ultimately, winning concepts turn into Scripts and winning scripts get produced into videos.

Sometimes, the video and voice of the actors will get recorded at the same time, but even more frequently, the voice over will be done separately and then edited to match the video.  This is most common on simpler, less expensive videos that are really slide shows made up of pictures, text screens and/or video snippets that are spliced together and then music, speaking or both overlaid once completed.

Many video production, advertising, PR or marketing firms encourage their clients to spend as much as possible to get the highest quality they can afford.  We frequently recommend these simpler videos, which often produce higher conversion and draw better traffic than their more expensive full motion counterparts.

Video Uploading and Custom YouTube Channels

Once your videos are made, you’ll need a place to host them so your potential customers or partners can click URLs all over the internet and watch them play.  Whether you have one video or hundreds, you’ll need to upload them somewhere so your visitors can watch them.  There are paid for services like Amazon S3, your own web hosting where your website is stored (not recommended as can be resource hog and make problems for your other sites) or YouTube or any of the 30+ other free major video hosting sites out on the web.  Loading to YouTube, particularly if you want to format the video properly for search engine ranking and high ranking within YouTube, can take much longer than just quickly loading the same video to the smaller or more generic video sites.

If you decide to go with Amazon S3 video hosting, you’ll need to open an account, set it up and start uploading your videos to it.  If you decide to host your videos on your own server, then you’ll want to speak with tech support or customer service at your hosting company to make sure you’ll have enough resources to handle them.  Loading them on your server can result in having to up-grade your hosting service to be on the safe side..

Should you forgo those other two options and decide to save the costs and hassle by uploading your videos to YouTube, then you’ll likely want to build out your own YouTube Channel, format it and set it up properly.  You can then have all or most of your videos uploaded in one central location.  As a bonus, your new fans will be able to subscribe to your YouTube Channel, “like it”,” comment”, etc.  The other video hosting sites are simpler and have less traffic than YouTube, so we always recommend YouTube or YouTube plus a number of the other video hosting sites as a bonus but not as a replacement.

Video Marketing: Organic and Pay-Per-View…

Now that your video is now produced and uploaded, it’s time to figure out, based on your target market and budget, whether it will be best to use organic or pay-per-view marketing to get it in front of your potential customers.

Like traditional organic SEO, the organic ranking and marketing of your videos will take longer and the costs will be spread over time as it will be a work in progress.  Like traditional PPC, the pay-per-view advertising of your video will bring quick traffic and leads, will cost more right out of the gate and long-term on a monthly basis.  Just like website SEO, we usually mix the two, using more PPV initially until the organic traffic and leads catch up, at which time we would normally ease off of the PPV being spent as those clicks could be reduced.

Video Marketing as part of your Marketing Plan

Although video marketing can operate as a stand alone marketing strategy, it is much more profitable when used to support and supplement an already effective print and/or digital marketing plan.  For example:

1). A video added to the front page of your website will almost always increase your visitors time on the page, call to action conversion and the perceived professionalism of your business.  The same holds true for video used on a sales page, squeeze page or landing page.

2). A video tour of your business, team, case study etc. can be hosted on Youtube and ranked to the first page of Google so it shows up when potential customers search your business name.  Customer review videos can similarly be ranked for your business name to increase your business’s reputation.

3). Similar videos to #2 above can also be posted on your social media sites to assist in engaging potential buyers and converting them to customers.

Please feel free to call 404-944-2949 to ask any questions or schedule one of our marketing consultants to come see where and how we can be of the most help.