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Does Video Marketing Work?

When you consider your options for conveying your brand image and communicating your marketing messages, what media comes to mind? Websites? Brochures? TV ads and radio spots? In an ever-expanding Web 2.0 world, your marketing content has to find a successful balance to satisfy the needs of human consumers and search engine spiders, making video marketing a critical component in a holistic marketing plan.

Let’s discuss some quick stats in the US provided by comScore, the global leader in digital business analytics, so you understand the potential for marketing with video.

  • 89 million people will watch 1.2 billion videos today. Yes, today. Not for the week, or for the month, or for the year, but every day.
  • Businesses spent $1.4 billion in video marketing on 441 billion videos in 2010. This number continues to increase.
  • Video is popular across all age groups. Although 18 – 34 year olds spend the most time watching video, over 80% of the population across all age demographics watches video. So it isn’t just your teen that consumes content on the screen.
  • Probably the most important statistic of all, comScore reported that on average retail site visitors who view videos are 64% more likely to purchase than other site visitors.

These are 2010 statistics. All predications suggest that these numbers will increase over 2011 and we’ll see continuing positive trends for 2012.

In addition to these thought-provoking stats, here are four additional reasons why video marketing works.

1. When you market with video, you can convey your brand on many levels.

A holistic marketing strategy requires you to utilize varied forms of media because you need to connect with your target audience in a multitude of ways and in various locations. Video is powerful because it can convey a living brand through imagery, sound, and action. Plus, it can capture your market’s reaction which can be an excellent tool for research as well as publishing testimonials.  Furthermore, video educates and entertains in a way that is superior to many other forms of marketing. Ultimately, video marketing helps to create a better bond with your audience.

2. You can re-purpose your video content into other marketing collateral.

When you shoot a video, you have multiple components that you can convert into and include in other marketing collateral. You have still and motion imagery; you have an audio track, and you have a transcript. For example, let’s say your business sells software products that format college papers. You decide to shoot a promotional video walking a potential college student through the steps of using one of your products. You could take screen captures from the video and use them in other print and online media. You could take the audio track and upload it to your website or other sites for people who prefer to listen to process. And you could transcribe the audio track into a helpful user guide.

3. Video can be consumed in many different locations and on a variety of devices.

Customers watch DVDs on TVs and on their computers. They watch streaming video on their smartphones. There are video displays in airports, in public transit vehicles, and in retail locations for communicating thousands of marketing messages. Decision makers search for and consume videos online - on Google, YouTube, VEVO, Facebook, on businesses’ websites and on news sites. Displaying video isn’t limited to TV anymore. It’s in many locations, and it’s on the go.

4. Video satisfies the demands of human consumers and search engine spiders.

Although the search engine spiders can’t crawl the content of video, many of the online social video sharing sites like YouTube allow you to add in written content that aids with SEO. This includes keyword rich titles, descriptions, backlinks, and meta tags. And when you consider that YouTube ranks as one of the top three largest search engines, it shows the demand people have for watching videos as a means for entertainment, education, and researching businesses and products.

For more information about how video marketing can help your business attract and convert more customers, go to our Contact Us page, or call us at (410)-366-9479 ext. 2#.

Dina Wasmer is President of Incite Creative, a marketing and graphic design firm that provides brand-building services for financial services, insurance, education and non-profit industries in Maryland, DC and Virginia. For more information, log onto www.incitecreativeinc.com or contact dina@incitecreativeinc.com. 

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