Video has become the main marketing tool in contemporary business. Why? Because statistically we increasingly watch more videos rather than read books or listen to the radio. It is believed that by 2022, 82% of all consumer Internet traffic will be dominated by video.
And there are a few more reasons why you should use video in your marketing communications:
- Video makes you credible – it can help you be recognized by your market.
- Video works faster – it has an influence on our imagination. A couple of two-minute videos work better than articles (most people are lazy and don’t want to read more than a paragraph). Making videos is also faster than writing text.
- Video gets shared more – statistically, pictures and videos are the most shared on social media, so use it to your advantage.
- Video makes you more familiar to your customers – 90% of our judgments are based on what we see and customers are more keen on to co-operate with somebody they already “know”, even if only from a short video.
- Video helps to build relationship with customers/your audience; it feels more personal than reading an article or a dry description.
- Video is the most effective and cheapest way to work – offline materials, such as leaflets, folders or other advert materials, which are more expensive (once you give them away you have to make new ones; videos can be used all over again).
Part 1: Be a person of great learning!
Use the full potential of videos.
Video wasn’t born as recently as some people might think. It is a part of a very noble art, the “small child” of a very powerful “daddy”: the movie picture.
Nevertheless, it is a film art and it’s a mighty one; it has an impact only on two of our senses which are sight and hearing, however it has enormous influence on our emotions and imagination.
With the image, movement, word, sound, music, light or narration which are constituents of a video, you can create any concept in recipients’ minds. You can almost compensate for the lack of other senses (touch, taste and smell) in your videos, by creating their image.
Let me explain – if you skillfully show coffee being brewed and there is a person inhaling its aroma, touching this wonderfully warm mug and sipping it with a great pleasure, you can be pretty sure the viewers will experience a sensation of warmth, their mouth will water and they will have a cup of coffee (“actually maybe somebody is already brewing it – it smells almost like it”?!). And this is actually what you want to achieve.
By the way, have you heard about The Kuleshov Effect? It is a film editing (montage) effect demonstrated by Soviet filmmaker Lev Kuleshov in the 1910s and 1920s. It is a mental phenomenon by which viewers derive more meaning from the interaction of two sequential shots than from a single shot in isolation (you can watch Alfred Hitchcock explaining it here https://www.youtube.com/watch?v=MCK53Lb4-pI ). There are literally hundreds of such examples which show how video is powerful and can influence people.
If you use the full potential of a video, you can expect great results by taking the audience (your customers) to the point where you want them to be.
Learn film history, analyse the best movies like Citizen Kane, The French Connection, North by Northwest, Paris, Texas, Sophie’s Choice, Battleship Potemkin, Chinatown, 2001: A Space Odyssey, Jesus of Montreal, 8½, The Wedding and many others. Understand the style of the best film directors, like Kubrick, Wajda, Fellini, Lumet, Bergman, R. Scott and a 100-200 others great film creators. Immerse in the magic world of film. Then get back to your video business and make great videos.
Understand the ideology of Television.
For many people Television is very reliable. It is almost like a piece of reality – if something is not in TV, it doesn’t exist.
As you might suspect television is another very powerful forefather of video.
I like very much the summary of an anthropologist, Edmund Carpenter, well known for his academic work on visual media:
“TV images come to us so fast, in such profusion, they engulf us, tattoo us. We’re immersed. It’s like skin diving. We’re surrounded and whatever surrounds, involves. TV doesn’t wash over us and then go “out of mind.” It goes into mind, deep into mind. The subconscious is a world in which we store everything, not something, and TV extends the subconscious….Such experiences are difficult to describe in words. Like dreams or sports, they evade verbal classification.”
Video derives from TV and is a part of this phenomenon and popularity in our world. People have already a strong habit of watching TV. They associate it with a great way of spending time, having pleasure etc.
You should be aware of this habit, our natural inclination to immerse in a world of stories, and remember that video is the art of image, the art of seduction.
Repetition, series, cycles, habitual programmes, etc – these are what makes television a very strong medium! Use your videos as part of a series that can build strong habitual attachments in the same way very popular YouTube channels do.
Part 2: Understand sales and business rules
Be someone who really understands audiences.
Because of different target groups there are also different viewers. Luckily, there are various genres of videos, too. So, think like a marketer, think like a psychologist, like someone who has a deep understanding of people’s choices and motivations, fears, hopes, dreams, plans and inclinations.
When we understand needs of our target group we can adjust videos’ style (e.g videos for kids won’t be too sophisticated but will have a simple message and merry music and probably in videos for millennials rather modern music than classical and the quick action with fast changing shoots will have more chance to catch their attention).
Perhaps you are wondering which kind of video you should make. Here are a few examples of tools you can use to attract your audience:
‘Talking Head’. Ask an expert from your staff to explain your business in front of a camera – it really works; it’s not only quick and easy to produce but foremost personable and great at building an emotional connection between the viewer and you/your company.
Testimonials. The most powerful, easy and effective way to sell your business, as people are more likely to believe your previous satisfied customers than you boasting about your business.
Behind the scenes. Show people how you work, show them something interesting and all those fantastic people working in your company.
Tutorial. Simple PowerPoint presentation – it might to seem boring, but it’s good for sales, training etc.
Q&A. Ask your clients about their questions or worries, and simply answer them in this video.
So, use a proper style of video – good for your specific audience; something that can particularly influence them. And remember, make your video distinguish. The best!
People expect you to be known…
Videos are the best way to build your personal brand. There are plenty of examples when only one single video makes somebody very popular or even famous.
That’s why it is a great idea to use Inbound Marketing, the only marketing that really counts today, with all its tools such as blogs, newsletters, pdfs, ebooks, webinars and especially videos, attracting customers by different forms of interesting content. Use those as much as you can, to make known yourself to your audience. Rise your/your company’s personal brand.
Do you know the Top 10 British brands? Let me remind you of a few of them like Vodafone, Shell, HSBC, Orange, Tesco, BT, Barclays or Deloitte. These brands are ubiquitous also because they use regularly videos and audiovisual communications. You can also make your name very popular, using specific tools especially video marketing.
…and be generous.
Give your potential customers something for free; that little something that is a sample of “goodies” which await them in your company. It might be knowledge, advice, e-books, lectures, presentations, webinars, an invitation to subscribe, a video tutorial, how-to videos or anything else you consider worthy to give away. It helps you to build a strong relationship with your potential customers.
Part 3: Go deeper
Work systematically, day after day.
You might be able to achieve great things by luck but how often does something like that happen to many people? And how often does it happen to the same person all over again? When you rely on systematic, regular work you can sure to achieve great results.
Create and cultivate good habits. Only if you work systematically and do not stop even when there are some difficult days (and you can be sure they will come), only then you can achieve your targets.
This rule applies to everything, also to your marketing strategy. You can’t think that one video or few videos from time to time will do the deal. Only the content systematically placed in the Internet has a chance to attract attention. That is why spending on marketing should be a set percentage of your business’s monthly income. And it should be done regularly, every month, even in those “lean” months.
Buckminster Fuller’s “Knowledge Doubling Curve” shows us that human knowledge, which was doubling approximately every century until 1900 and by the end of the World War II every 25 years, now is doubling on average every 13 months.
In the face of this, the systematic work and improving yourself is even more important to grow your business hand in hand with others, in order to stand out from the crowd. And obviously every additional effort will even let you take the lead.
Obviously, that requires being well organized and if you already are such a person, it will be easy to understand this need. And if you have a difficulty on that matter, you can reach for content about building good habits and simply learn how to be more organized.
Know your mission and goals – have a deep sense of your business.
It is also extremely important to know and remember your mission and your goals. Create a clear and focused direction for your business. Define the goals and results that can be achieved in a specific period of time. The goals then become like a magnet. You might approach various obstacles on your path to success, however, if you are faithful toward your aims, they will keep you on the right track.
Your videos should be the result of your marketing strategy and very precise business goals.