The fact we’re spending more time online these days is undeniable. Customers are increasingly reaching for their online shopping baskets rather than visiting a bricks-and-mortar store – something that has only been accelerated by the pandemic.
According to an eMarketer report from Sept 2020, UK consumers were forecast to spend £141.33bn ($180.39 billion) online in 2020, a massive 34.7% increase from 2019. This means e-commerce would account for more than 30% of total retail sales in the UK for the first time.
With customers going online, businesses have to adapt or risk being left behind by more internet-savvy competitors. Digital marketing has never been more important for reaching these new online audiences.
And within digital marketing, the use of video marketing is exploding.
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Why video marketing?
Here are a few reasons why you should consider video marketing:
- It’s a proven effective method of reaching targeted audiences
- It effectively builds relationships and trust with customers
- You can communicate a lot in a short space of time (as opposed to reams of copy)
- It can be used across a range of platforms
Despite the use of technology, creating videos for your business is almost ‘old school’ in the way it approaches and builds relationships with your customers. Much like an in-person sales pitch, you will be putting your business in front of an audience and illustrating how you can help them.
Video marketing is really effective at building a personal sense of trust in your customer, over time promoting your business as an expert in its field.
What sorts of video can you produce?
Video marketing comes in many forms, and is easy to adapt to the needs of your business. These could include:
- Introduction videos about the nature your business
- About us/team profile videos
- YouTube series – product guides, how-to videos, commentary about your industry or niche
- Assembly/instructional guides for your product
- Email marketing videos (in a follow-up email sequence for example)
- Bespoke sales pitches
What videos you make and where you post them will depend on your audience.
Once you know everything about your customers, you can produce content accordingly to meet their needs. Videos are a fantastic way to drive traffic from other platforms such as YouTube or social media towards your business’s site, and encourage sales once your customer is there.
However, you need to understand your customer completely to keep them on that sales journey.
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What to consider for your videos
Before you start thinking about what sorts of videos you’d like to create, it’s important to consider your audience. Creating an ill-suited video is just a waste of time and money on your part, so definitely consider the following:
- What are you trying to achieve with this marketing? What are your business’s goals?
- How much are you willing to spend? How much is a new customer worth?
- Who exactly is your audience? Where are they going to be watching your video?
- What is the pain point, the need, of your customer? How can you assist with that in a video?
It is vitally important you go into video marketing with a clear idea of who you customer is, where they’re looking and what they want.
Video marketing is an investment in your business’s future success. If you want to know more about getting started with video marketing check out this free webinar designed to get you started on your video marketing journey.
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