Level Up Your Video Marketing In 2020

January is a special time for lots of businesses as it’s usually the month where marketing managers and business owners plan for the year ahead. Video marketing in 2020 is set to be even more exciting than it was last year so keep reading for the latest updates.

If the last decade was all about the emergence of video as one the most effective ways to inspire your audience, the next decade will be about building your brand by telling more enriching stories.

In this blog we will focus on the emerging trends in video marketing for 2020 so you can make the most informed decisions when implementing video into your integrated marketing strategy.

1. Social Platforms

It’s no secret that social media platforms love video. It’s easy to see why too. Video is the most effective medium for engaging audiences thereby keeping users on those sites for longer. Don’t think Facebook, Instagram, LinkedIn and Twitter are all old hat now, just because new social platforms such as TikTok, Lasso and Byte have all recently arrived on the scene.

Social video is essential because it’s important to put your video where your customers are. Social is all about discovery and awareness so you should treat your video content here a little like bait.

2. Embedded Video

If your video content on social media is your bait, then you should think of the video content on your website as a means of aiding conversions or generating enquiries. Video is great for this because it feeds all of the senses we as humans rely on (with the exception of smell but that may well be a technical evolution for another day).

You can use free or cheap tools such as YouTube or Vimeo to host the videos on your website however this isn’t always in the business interest. We’ve written extensively about why you should be hosting the videos on your website using an online video platform such as TwentyThree or Wistia. Take a look at our blog here about why your business needs a blended video strategy.

3. Segmentation

Content that targets everyone, focuses on no one. The great thing about social media is that it is easier than ever to locate, identify and target your audience.

Sadly a lot of the more established social media platforms are now expecting businesses to pay for the reach they used to enjoy through more organic means. That said, there is still a lot of scope to reach new audiences via LinkedIn.

If you would rather not pay for eyeballs, one of the exciting and attractive features many of the new and emerging social media platforms offer is that they don’t yet have the same restrictions on organic reach that the more established players have. The obvious flip side is they often don’t have the equivalent number of users meaning the organic reach is likely to be smaller. On the plus side though, at least you won’t have to pay for it.

4. Personalised Video

All of the main social media platforms have become increasingly video focused, this means as part of your video marketing strategy for 2020 there is more room for personalised video outreach using the native messaging tools contained inside of each of the platforms. In fact this can also be a technique used to get around the curbs on organic reach imposed by the established social media giants. Personalised video or 1:1 video as it is also known, isn’t restricted to social media platforms either, it can be used in email too.

Since adopting a strategy of personalised video around email, we have experienced a 34% increase in booked meetings to discuss video marketing with our clients.

5. Brand Identity

You can use video to harness the power of your brand identity. Once upon a time producing a video to promote a product or service online was something of an after thought. Now, it’s video first

The trick here is to be consistent. Consistent in your message, consistent in the time of posting and consistent in the look and feel of your content. Marketing typically works in three ways; what do you want your customer to learn, what do you want them to feel and what do you want them to do. Being consistent in each of these messages means your video strategy will be not only easier to measure but easier to manage too.

5. Critical Mass

A little bit of a follow on from the previous point but effective video marketing is also about critical mass. In order to post regularly you need to have a certain amount of content in order to keep it consistent. It’s easy to fall into a rut when you’re trying to manage so many things but one of the things you can do when producing any video content is try and create some derivative content too. Bloopers and shorter versions are great ways of extracting more material from a given production.

Thank you so much for reading this blog. I hope you found it useful and informs much of your planning for 2020. If you would like to discuss your plans and how you can maximise your video effort for the coming year and beyond please do let me know. You can ping me a message on LinkedIn or alternatively if you would like to have a chat, please book a meeting with me by clicking the button below. 

Wishing you all the best for 2020.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

Top Four Ways Video Enhances Marketing Automation Efforts

Marketing automation is the process of creating alignment between businesses and their customers using software. That email you received after completing a form on a businesses site… that was likely from a marketing automation tool. That text message you receive to let you know how far away your package is… again, likely produced from marketing automation software.

The success of Marketing Automation tools like Marketo, Eloqua, Hubspot and Pardot have led to an explosion of communication.  Target buyers are bombarded with marketing messages meaning they are all too quick to press the delete button, often making decisions in seconds. 

So, how do digital marketers combine video with their marketing automation software to cut through the noise and build a positive rapport?

The answer is simple: Video.

Video is an easy and powerful way to squeeze even more bang out of your marketing automation practices and get better results.  Video can be used to incrementally improve every stage of the marketing funnel.  

Working with Element 26, Buto has put together the top 4 ways video can further improve and enhance results from your marketing automation efforts.

Build Quality Lists

Due to the recent tightening of data protection laws, a significant challenge for marketers is sourcing and building high quality and targeted lists.  Without a target list, email marketing is all but redundant.  

Integrating in-video contact forms into videos at the start, middle or end helps feed marketing automation platforms with quality leads for future marketing through nurture campaigns.  

Improve Results from Campaigns 

With video now the preferred method for consuming content inserting video into campaigns can dramatically improve the results of digital marketing campaigns. Unbounce found including a video on a landing page increased the conversion rate by 80% and Hubspot see including a video in email campaigns leads to a 200-300% increase in click-through rates.

There are different types of video for different stages in the customer journeyCurata identified the top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%).  When it comes to getting prospects across the line, 90% of users say that product videos are helpful in the decision process (Hubspot)

Therefore video can significantly increase results of marketing automation campaigns throughout the stages of the customer journey.

Enhance Data Insight

The analytics available on video views are arguably much more granular than those for consuming written content.  For example, if a prospect downloads a PDF, marketers don’t have a view on if they have actually read any of the document.  With video, marketers get statistics on how much of the video a prospect watches. This can feed into improving video content as well as providing incredible insight into the quality of the prospect viewing the video.  Those viewing the complete video can be ‘scored’ or rated higher by the marketing automation platform than those watching under half of the video. This enhances the accuracy of lead scoring models with ‘real’ interest as opposed to ‘implied’ interest.

Video can, therefore, contribute to a more accurate lead score and an indication of interest to help personalise and tailor future marketing and sales activity.

Increase Reach 

Most successful marketing campaigns include promotion and sharing on social networks to widen the reach and access new prospects beyond known data lists. Marketing automation platforms include the ability to easily share content and monitor campaigns via in-build social media sharing buttons and shareable videos.

Using video as part of social campaigns can further improve the success of marketing campaigns with social video generating up to 12 times the shares than text and images combined.  Twitter themselves see video on Twitter as 6 x as likely to be shared than photos. Therefore, by using video in social media campaigns integrated with marketing automation platforms, digital marketers can significantly increase their reach (and track it) to a much wider audience. 

Coupled with the sophistication of a marketing automation platform, video (done well) is extremely compelling and a great way to foster engagement and yield better results from marketing campaigns through shares, click-throughs, lead generation and data insight.  

Get in touch today to unlock the power of video and enhance your marketing automation efforts with Buto.

About the Author

Guest Post

At element26.tv, we love sharing the voices of the businesses we know, love, respect and admire. Some of the contributors we are partnered with, others are not. This guest blog was carefully chosen as we feel the author brings incredible value and we hope you agree with this assessment too.

If you have any questions or concerns about this post feel to get in touch with us via our contact form on elementwentysix.com/contact

Why Your Business Needs To Become A Content Company?

Whilst success tends to be subjective, I’ve long believed that the businesses which excel tend to be those with the most compelling story. In many cases, it is this same story which binds a business to its audience that sets them apart from their competition. It is this essence of ‘brand‘ which keeps customers returning and defines successful content.

Depending on how long you have been in business, the means by which you convey your story may have changed. Where once the Yellow Pages was the go-to destination for reaching your audience; social media and search have all but transformed how content is found.

Whilst TV remains a primary channel, the prescriptive schedules of the traditional broadcasters have been disrupted by both a technological and a social layer. The technology is always-on and constantly connected whilst the social layer attempts to infuse a sense of community into the connected experience.

Collectively, over-the-top platforms (OTT) such as the Chromecast, Amazon Firestick or the AppleTV run many of the channels we find on our mobile devices i.e, Facebook, YouTube, Netflix, Amazon Prime etc. This means that the sit-back experience of the living room has become an organic extension of our mobile lives and vice-versa.

This represents a tremendous opportunity for today’s businesses. The power has been democratised, we can reach our target audience wherever we choose but first we have to accept that to do so, we must meet the prospect on their terms,  be it on either social media or out there in the wilderness of the open web. For more on what social channels befit your business, check out our blog ‘Choosing The Best Social Channels for your B2B Video

The customer is empowered to opt-in to your brand – or not as the case may be. This is why we must be producing content with a deeper understanding of personalisation, relevance and intimacy. Maybe a good place to start is to ask ourselves, ‘how well do we know our customer?’

So, why is Social, the Open Web and OTT so important? Because the customer is ageing. It should come as no surprise that millennials have arrived in positions of influence within the enterprise and millennials inhabit the social layer like no other demographic in society. Successful content today will entice its audience to participate in its reach.

If you look at how millennials engage with social media, it can be incredibly intimidating. There are multiple channels, speaking to different audiences with those users often rifling through their feeds at a pace which could be best compared to a treadmill for thumbs. Each moment is transitory and absolutely nothing feels permanent.

Daniel Ek – Spotify CEO

Spotify owner Daniel Ek, recently proclaimed in a letter to investors that Spotify wasn’t in the music business, it is in the moments business. I get his logic but by that definition, we’re presumably all in the ‘moments’ business.

The question remains, how do we enrich that moment so that our audience cares enough to be truly engaged. Successful content has to be powerful because online interactions need to stick almost immediately or risk not sticking at all.

As it happens the channels have been giving us a clear indication of the direction of travel for some time and it’s fairly widely accepted now that video is the most effective medium for capturing and retaining attention in social. Even LinkedIn has finally caught on, adding video to both personal profiles as well as company pages.

As business owners, it is our job to shape these conversations. To do that we have to be the creators of content which adds value and capitalises on the zeitgeist. Successful content is relevant, not spam. Not only that but we also have to do it with a certain level of scale because at the top of the funnel, our audience is only tapping into us for moments at a time.

We need lots of moments with our prospect for them to begin to notice us, even more for them to get a sense of our offering. More still to turn them into fans. Is it any wonder that we’ve witnessed a content explosion over the last few years. Further down the funnel, the moments we share tend to be longer because the engaged prospect will want more from us. 

If you haven’t done so already, step back and ask yourself ‘What is the story of your business? Why should your prospect care?’ The successful businesses of tomorrow won’t just have a fantastic story but they will weave their audience into the narrative and make them feel part of it because after all, what is a brand without loyalty?

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

A Lesson In Video From 2017

Now we have entered 2018, I thought, instead of embarking on yet another blog containing predictions for the forthcoming year, it might be more interesting to share a lesson from the previous 12 months. A big thank you to Jane Trill for being kind enough to let me tell her story. 

Jane runs a growing online fashion design business. A year ago she had five employees, in 2017 she took on another 2 and in 2018 she hopes to employee at least three more people. Two of which will be going into her marketing team. 

A couple of years ago, I met Jane at a networking event in the City. She explained to me that she had built her business on networking but she was beginning to find it tiresome as it wasn’t scalable. Jane had accomplished many things in her career but the ability to be in more than one place at a time was still evading her.

Jane & I went for coffee a few weeks later because she wanted to pick my brains about video marketing. Like many business owners I speak to, Jane had heard the hype around video but her previous attempts hadn’t gleaned the results she was hoping for.

The first thing I wanted to clarify was her expectations. What was it that ‘everyone else’ was supposedly achieving that she wasn’t? As it turns out, a few friends of hers had utilised video within their marketing and had seen success growing their database. For Jane, she was lucky if she even got views, despite paying for engagment.

As it tuns out, Jane was victim of a two things; changes in the way social platforms prioritise content and crucially, the content she was making wasn’t really fit for purpose.

 

 

1) Changes In Social Platforms

Organic reach has been undergoing a slow and painful death. According to a study from EdgeRank checkerbetween February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%.’ What does this equate to in real terms. Well if your page had 100 fans, then in 2012, 16 of them would have seen your post in their feed. In 2014, that was as low as between 6 & 7.

In many ways, the decline of organic reach has been borne out of necessity. If you look at the average Facebook feed these days, it is an incredibly busy place. There are simply too many Pages, producing too much content for too many fans. What that means in a nutshell is, competition for visibility within the News Feed is incredibly high.

If the writing wasn’t on the wall for organic reach by 2014, things took a turn for a worst in October last year when Facebook introduced the Explore tab. In doing so, they subsequently moved a lot the organic content into this view freeing up the main News Feed to be exploited by paid content.

It was Jane’s understanding, that Facebook prioritises posts which include video. This is only the case when the videos are published natively to Facebook. Jane was publishing her videos to YouTube and then sharing the links onto her company page on Facebook. A common mistake we see regularly. As soon as we published these videos natively, a combination of video on the platform and some tweaks to her paid targeting engagement quickly increased.

2) Content Type

Producing fashion lines for both younger and older women, from the outset it was obvious that Jane had more than one audience. Using one film to speak to both of them was unlikely to succeed. We have a principle at Element 26 of 1:1:1, which essentially represents one film, for one audience with one message. Adopting this policy has been a great way to make sure our videos stay focused.

Whenever I am asked to take part in speaking engagement, I invariably ask the audience how successful they have been with video marketing. The response is often a mixed bag and a lot if it comes down to a misunderstanding around the role video can play on the web. I have come to the conclusion that video has an identity crisis because almost everyone I speak to, presumes that video is purely for advertising purposes; aka top of the funnel. In reality, there is a versatility in video which should be embraced from everything from advertising to sales enablement.   

Jane’s goal was to turn more of her customers into advocates but she didn’t have the budget to create videos out of all of her lines. What we proposed was a mixture of branded content (telling stories about how the fabrics are ethically sourced to the relevance to the community) and also user generated video. Thankfully Jane already had a number of passionate fans who were easily motivated to make their own films. Your possibly thinking that this sounds expensive when in fact it was highly cost-effective. To begin with, to test the waters, we repurposed the footage she already had; changing the messaging depending on the audience. It was only when this was proven to be effective that we created any new videos.

3) What is Jane going to do 2018?

The content plan has evolved somewhat now that Jane’s database is up and running. We have a monthly plan dedicated to creating content that is focused on nurturing her database and converting those prospects sending us a hand-raiser. Jane isn’t completely free of networking but she does have one more evening free to spend with her young family. 

So, rather than publishing predictions for the year ahead, I thought it would be more helpful to focus on the timeless principles of marketing. Tell a meaningful story and you will form an emotional bond.

If you’re interested in learning about the story types which are proven to connect with audiences we have produced another blog on the seven basic story types. They’re all top of the funnel and designed to move your audience emotionally. You can find the blog on this link here.

 

seven-story-types-for-your-advertising-films

If you’re interested in taking video marketing more seriously in 2018, let’s grab a coffee or maybe some lunch? If you’re not in London or would prefer to have a quick chat then there is always Skype. All the best for 2018.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

Choosing The Best Social Media Platform For Your B2B Video?

Let me start by saying you shouldn’t even think about posting a video on social media unless it’s a good one!

The days when B2B companies got a free pass and were able to choose dullness over creativity are long gone. Intel, for one, got that memo, as you can see from its campaign ‘If cables were people’.

Intel has cottoned on to the fact that the name of the game for B2B video is the same as it is for B2C video – make the viewers feel something. In this case, it aims to raise a smile. But it could just as easily be to make them cry or even scream at the screen, so long as it creates a gut response in those watching.

Video’s ability to generate emotion is the reason it works so well on social media. In fact, video on social media generates 1,200% more shares than text and images combined (Adelie Studios). So, it’s no surprises that in 2016, 62% of B2B marketers rated video an effective content marketing tactic (Content Marketing Institute).

Which begs the question: with so many social media platforms to choose from, which ones are best for you to post your B2B video on?

Video And The Buyer’s Journey

To answer that question, we need to take a step back and think about why you made your video. In other words, where does the video fit in the buyer’s journey for your business’s goods or services?

That journey starts when a potential buyer becomes aware of what you offer. A video at the awareness stage needs to grab people’s attention about what you sell or do. It should create an emotional connection with the viewer in the way the Intel video does. The more a video gets people talking, and sharing on social media, the more people it is going to reach.

One B2B company that does this brilliantly is Adobe. It’s Secret Agent: How’s Your Customer Experience? video promoting Adobe Marketing Cloud is one of a series aimed squarely at making potential customers aware of its product. There’s no explanation at all about what the product does or how it works.

Other types of videos along the buyer’s journey include:

  • Product or services videos that show how your products or services work. Buyers will watch these when they have moved beyond the awareness stage and are actively considering whether to buy from you.
  • Culture videos. These show your business’s culture, with the aim of transforming you from a faceless corporation to one that has a human side. I love this example from Schneider Electric, Llama Superstar, which has bags of personality.  https://www.youtube.com/watch?v=MfrPFc5mK3o
  • Testimonial videos that act like old-fashioned word-of-mouth endorsements.

Which Social Media Channel Should You Choose?

Where your video fits on the buyer’s journey will help inform your decision about which social media platforms you can use for your videos. You also need to consider how the platform functions and its audience. In most cases you will want to take an omni-channel approach with your video marketing and place different content on different platforms. Let’s look at each social media channel in turn.

Facebook

Video on Facebook generates around 32 billion views per day. If each video were watched for only three seconds, Facebook would generate over 3,000 years’ worth of watch time every single day. 

With staggering statistics like this, you may think that posting your video on Facebook is a no brainer. And it’s true, if you are looking to raise awareness, Facebook can be an excellent platform. It’s easy to ‘like’ video on Facebook and the more likes your video gets the higher it will appear on people’s timelines. It is also very personal so you can engage with people directly.

It has downsides, though, one of which is due to the way Facebook works. You are only relevant for so long as you appear on people’s timelines. Once you drop off you are nowhere to be seen. Also, because Facebook content is within a ‘walled garden’ it is all but invisible to search engines. Plus, you can’t embed calls to action in Facebook videos in the way you can on YouTube (see below).

Videos that work best on Facebook are snappy lifestyle pieces, news items and funny meme-type videos. Anything too corporate will get ignored, so your video needs to be authentic and preferably either shocking or amusing. Remember video published natively to Facebook will out-perform embedded video content so if you decide to use Facebook to reach your audience you will see better results by publishing that video content directly to Facebook itself.

YouTube

One billion hours of YouTube videos are watched every single day. Content on YouTube tends to have a broader range than it does on Facebook and includes videos that inform and educate as well as those that entertain. 

As a result, people search for videos on YouTube – something you can’t do on Facebook. And, as YouTube is owned by Google, videos hosted on the platform rank higher in search results than ones hosted elsewhere. Also, YouTube allows you to annotate your videos and add ‘Cards’ – clickable hotspots – that link to other videos on your channel or back to your website.

YouTube gives you the potential to reach a vast audience and because of its versatility works well for all sorts of videos: awareness, culture, testimonial, etc.  

On the flip side, your video can easily get lost in such an enormous sea. Plus, if you post a video both on your website and YouTube, people searching online are likely to be sucked away from your site and onto YouTube. Once there, it may be hard for them to stay focused on your video and they might be distracted down a YouTube rabbit hole. We’ve all done it!

Instagram

Instagram has more than 500 million active monthly users who on average share 95 million photos and videos per day. These are several million reasons why you should consider Instagram, but there are drawbacks.

The platform only allows videos of up to 60 seconds, although its Stories feature allows you to post a series of videos that will play like a slideshow. These disappear at the end of the day though, so there is no permanence as there is with YouTube.

Bear in mind Instagram’s demographic when considering it for your B2B videos. Unlike Facebook and YouTube, which span the generations, Instagram’s audience tends to be younger. I would say it has uses for awareness videos so long as they are short and breezy but doesn’t work so well for other types of video content on the buyer’s journey.

Snapchat

Like Instagram, Snapchat’s is mainly aimed at a younger demographic, with 18 to 24 year-olds making up 45% of its audience.

Two weakness of Snapchat stand out for the B2B market. First, it has no hashtag feature so it can be hard for new people to find you. Second, the content only lasts for 24 hours and once it’s gone, it’s vanished for good.  It can be a good platform for edgier original content that raises awareness of your business but beyond that its use for B2B videos is limited.

Twitter

Twitter claims that a tweet with video is six times more likely to be retweeted than one with photosThat means it should be an excellent platform for raising awareness. However, one downside of Twitter is that you don’t know who your tweet (and video) is going to reach (beyond your own followers) as its journey is at the whim of the audience. Like Facebook, the ‘feed’ nature of Twitter means that any tweet you post has a limited lifespan.

Twitter lends itself to sharp, original content and whilst it is good for awareness video, it really comes into it’s own when tied together with events. The best use cases for for video on Twitter comes in the form of reportage content. We’re live from this or that event.

LinkedIn

LinkedIn only jumped onto the video bandwagon this summer when it allowed users to upload video for the first time. This should be of great interest to B2B marketers given that 80% of leads sourced through social media for B2B marketers come from LinkedIn

It’s too early to say how effective video will prove to be on the platform but I think the fact that the audience is so clearly defined makes LinkedIn a ‘must-use’ for B2B videos. Videos can last up to 10 minutes though LinkedIn recommends videos of between 30 seconds and five minutes.

Drawbacks of LinkedIn are the fact that although it has more than 500 million members, only 23% use the platform on a monthly basis and when they do they average just two minutes a day on the site. I for one will be watching how video fares on LinkedIn with interest.

Conclusion

As with all your B2B marketing the starting point is to make great content. I encourage all my clients to have at least one video for each stage along the buyer’s journey and place these strategically on the social media channel that suits it best depending on the nature of the content and the target audience.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

5 Things Stopping You From Using Video Marketing That Shouldn’t

You probably know you should be using video to market your business but for one reason or another haven’t got round to it. We think we know what’s stopping you.

I was in a meeting with a potential client recently and he asked me, quite reasonably, to explain why he should be using video to market his business. (I don’t want to embarrass anyone, so let’s say he was a partner in a law firm; a soft target I know, but anyway.)

My immediate reaction was to stand up and start shouting something along the lines of, “Hello, have you been online at all in the past year or so? Have you not seen that video marketing has all but taken over the internet. That every marketer the world over is using it to sell anything you could ever want to buy in your entire life from nappies to old age homes, and including, by the way, legal services. B2C, B2B, what’s the difference, we’re all human and we’re all hooked on video, so wake up and get with the programme!”

Tempting as it was, I didn’t do that. Instead, I gave him a run down of some of the latest video marketing statistics. Stuff like:

  • 87% of online marketers use video
  • The average user spends 88% more time on a website with video
  • Video on a landing page can increase conversions by 80% or more.

(There are plenty more like this, which you can see here.)

Statistics can only take you so far, though. What I really needed to do, in classic sales style, was to answer his objections. And he had a few. They are the same ones we hear regularly, so it seemed like a good idea to put them on paper (if for no other reason than to stop me wanting to shout at people during business meetings).

Objection no.1 – it’s too expensive

It doesn’t have to be, really. It’s true, moviegoers wouldn’t expect to sit through a three-hour feature film shot on an iPhone but online it’s a whole different world. The main currency online is authenticity. People don’t expect to see Hollywood production values on social media feeds or even on websites. It’s how well the message resonates that matters.

This is a point Jess Taylor of Cancer Research UK picks up in a recent article in Marketing Week. “We encourage teams to create their own video content using mobile devices with internal training to support,” she says. “Video shot on a smartphone can be just as powerful as a high production film in some scenarios, so don’t rule out user or employee-generated content.”

Like anything else, you can spend a lot or you can spend a little, the choice is yours (and is relative). Effective video marketing starts by setting a budget and work backwards from there. With a little creativity, you will be surprised how much bang you can get for your buck.

Objection no.2 – you have no idea what type of video to make

That’s ok. I had no idea what blog I was going to write before this morning. Australian singer-songwriter Sia sat down at the piano one day without a thought in her head and 14 minutes later had written Diamonds for Rihanna – it’s now been viewed on YouTube more than one billion times.

The chances are that you have never really thought about the message you want to put across and where your video fits into your marketing funnel. In our blog, What Type Of Video Content Should I Make? we run through a few options: a talking heads presentation, a testimonial video, an event video, to name but a few.

Always remember that the best videos engage the viewer emotionally. This is something many people overlook, especially in B2B businesses. They think they need to be serious and formal in order to match the mindset of their clients. Adobe has turned this on its head with a hilarious series of videos over the past few years, as you can see on our blog: Emotion. The Crucial Element Of Your B2B Video.

Objection no.3 – none of our competitors uses video, why should we?

This is one we hear a lot, especially from professional services companies. The obvious answer is: “Even more reason then!”

The healthcare industry has been slow to embrace video but that doesn’t mean it shouldn’t do so. In fact, there are loads of opportunities for the medical sector to use video marketing and the smart companies have edged ahead of their competitors by doing so.

In our blog, 5 Things Healthcare Companies Can Do To Make Better Videos, we pointed out that seeking answers to health questions is one of the most popular activities online. For that reason, explainer and testimonial videos are especially powerful.

Objection no.4 – we can’t measure its success

Of all the objections, this is the easiest to rebut. Assuming your video is hosted by a dedicated hosting service such as Wistia, Vidyard or Brightcove, the metrics are almost endless.

Views are the most basic metric and will tell you how many people are watching your video, but that’s just the start. Engagement metrics can tell you what percentage of a video a viewer has watched and where people are dropping out. You can also measure a web page’s bounce rate with and without video to see how effective it is at keeping people on the site, and depending on what your video is for, how good it is at generating conversions.

Objection no.5 – where will we use it?

Everywhere. By which we mean on your website, on landing pages, on social media, in presentations, in one-to-one meetings.

Using the same content across different platforms is the norm nowadays. An advert by a large consumer brand, for example, will usually be aired first on TV and then have an online afterlife. Some rack up huge numbers on platforms like YouTube, such as Pokémon’s Super Bowl commercial.

Using the same content in more than one place can be an excellent way to spread your message, although how you do this will depend on where the video fits in your sales funnel. This is something we talk about in my guest blog on Impactbnd.com, Which Social Media Platforms Should You Post Your Videos On?

The short message is, if you are not yet using video as part of a blended marketing strategy, you really should be. There, I didn’t shout once.

To discuss how Element 26 can help you produce your first video, please contact us now.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk