How Videos Can Benefit Your Business

Written by: Leo Manning

As a marketer, the most important part of any strategy is the content development. Actionable, relevant content is what helps a business excel against competitors and stand out in their industry. Today, video content has the potential to become the most unique content, but only when it is utilized efficiently.

Using Videos for Marketing

Using videos for marketing is not a new concept. However, video development previously was not feasible for most businesses due to the cost of video creation, including planning, storyboarding, recording, and editing. 

But that’s changed. Companies now are capable of making videos on much tighter budgets due to the increase in video capabilities of cell phones and the abundance of low-cost software and apps to edit videos. There are even apps such as Splice, Adobe Premiere Rush, and InShot, that let you edit videos from your phone.

For example, Rebecca Lopez Kriss from the City of Philadelphia Department of Revenue discussed their department’s use of video at her #SMDayPHL talk, “Government Social: The Broccoli of the Internet.” In her talk, she highlighted how a cell phone, open source editing software, and about $400 worth of equipment allowed her to develop over 60 videos that increased their social media engagement drastically.

Benefits of Using Video

Like other types of content, video is a direct and effective way to engage your audiences across channels. Videos are often unmatched – videos that engage your target audiences can drive more traffic than almost any other form of content. In fact, according to a study by Wyzowl, 68% of consumers say that they would prefer to watch a short video to learn about a new product or service instead of articles, infographics, and eBooks.

In fact, there are several different types of videos that can be used by your business. For example, product videos are relevant in both B2B and B2C settings to showcase your company’s products in an applicable way. On the other hand, explainer videos discuss issues that your audience is facing, and then allows you to potentially tie-in how your product can be a solution. 

Additionally, videos are usable across almost any industry. For example, our friends at AlliedPixel wrote about just how effective personalized videos can be for recruiting efforts. Through one admissions campaign for a university, they found that accepted students who watched their personalized admission video were 12x more likely to enroll than students who did not. And they were 19x more likely to enroll if they watched the video to completion.

You Have the Video. Now What?

Congratulations, you now have a video that you can use to promote your business. But now what?

Just as with any other type of content, it needs to be leveraged tactically. You should never just create a video, put it on your website, and then assume you’re done with it. Here are a few ways that you can promote your video:

Organic Social Media. Slicing your full videos into smaller, bite-sized clips is a great way to use one video several times. Videos that showcase your products in real life scenarios can earn a lot of engagement and increase awareness about your company.

Paid Social Media. Aside from being used organically on social media channels, videos are ideal for digital marketing efforts. Videos often draw users in and encourage them to learn more, making them ideal to improve engagement.

Email Marketing. Although videos cannot be directly embedded into emails, thumbnails can be inserted to drive traffic to the website to see the full video. Leveraging video email marketing is an effective way to drive audiences to your website and increase potential conversions.

Interested in seeing how Slice could support your marketing efforts with an effective video and content strategy? Reach out to our team here!

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