No matter what type of marketing you do, whether it’s an ad on TV or paying for Instagram, Facebook, Twitter or Tik-Tok ads, video is central. The only thing that matters is whether, or not, the money you spend comes back as customers or clients.
It doesn’t get any more complicated than that. And yet the graveyard of business failures is filled with examples of money wasted on marketing that produced no value.
Organisations with revenues that allow them to invest enormous amounts of capital into advertising campaigns that use media outlets such as television and social media, broadcast a message as widely as possible to develop interest in the products or services they offer.
Table of Contents
Video Is Centre-Stage Of Inbound Marketing
At the centre of that strategy is a crucial point: the only people who are going to pay any attention to that message are those people who actually need the service. The message – and the money it cost – is wasted on anyone who hears or sees the message, but simply doesn’t need it.
And this is where the internet and video marketing in particular, has changed the way organisations can compete. This is because, online, people search for products because they need and want them. When they reach your website, the most efficient way for them to understand your product or service, is to watch a video or two. In this way online, marketing is not about broadcasting a message outwards, it’s about creating a website online that’s easily found because people are looking for your organisation. With video at the centre of this strategy, inbound marketing draws clients to do business with you.
Let Customers Knock On Your Door
If you’re working with a limited marketing budget, the best way to find customers is to have them look for you. If you’re broadcasting messages, or putting up billboards, you’re sending out costly messages that are outbound. If you work with the stragegies of online video marketing, customers come to you. By attracting customers online, you’re going to save yourself a lot of money and time. Inbound video marketing strategies inbound allow you to market yourself with content and social-media that builds search engine optimization.
One final problem with outbound broadcast marketing that’s worth considering is how immune people have become to it. The argument that exposing people to your brand name keeps your business in the front of the minds of potential customers is really a last gasp rationalisation by those who want to sell space in the dying world of traditional media.
Industry Leaders Investing In Video Marketing
Many industry leaders have rapidly recognised the importance of using video in their marketing. This is reflected in one of the most recent marketing statistics reports by Wyzowl. The report shows that a whopping 87 per cent of businesses use video as a marketing tool. 1 Minute Media has experienced increased demand from clients across a broad range of Australian industries that now prioritise video.
The fact is that people are better informed than they ever have been before, and they know how to look online to search through websites, blogs and social media for information about which businesses they want to contact. Videos help your customers to make a stronger connection when researching online. This stronger connection leads to a higher likelihood they will purchase.
Already large corporate identities know this and are using a broad range of video styles for their customers journey.
Videos Designed For The Customers Journey
1 Minute Media have developed a range of video styles specifically for meeting your customers journey with your brand, and you can view these video styles here.
Our team recommends that your videos are optimised for search engines, and we help you make good use of social media profiles to ensure more effective engagement from the get-go. The advertising spend on the internet over took traditional media over a decade ago, and it continues to increase online.
Organisations continue to spend on advertisements on television, during high rating sporting finals, which cost thousands of dollars per minute. Online, where all websites are equal, there is no prime time and the value of what you put out is determined by how well you attract potential clients. The internet is the great equaliser.
So, What’s The First Step?
You need to have a website that contains compelling content that is interesting and useful to your clients and potential customers. You can build trust and credibility for your products and services if you write about how best to make use of the services or materials you provide.
Whether it’s in videos or blogs, you need to engage with people in a way that promotes your business. If you make sail cloth, you not only need information on the fabric design and colour for racing and cruising yachts, but you need videos of sailing world championships and somewhere where people can ask questions about performance issues.
You can think about content by thinking about the questions you’re asked by customers every day. Add this to industry information and statistics on changing attitudes or trends and even find industry experts to interview and post as a news article.
You’ll build positive relationships with your clients as you attract them to your business, rather than wasting a lot of money on ads that people ignore and pass over.
Step 1: Update Your Website To Include Video Content
If people are going to find your website you have to make sure that it’s accessible to search engines like Google.
The links to and from your website to other websites is one of the factors that determines how well your content is ranked by Google. This is how you optimise your presence.
If Google ranks you highly, your website will appear on the first page of any search that looks for you. If you come up first, your chances of getting that client are much better than those on pages two and three.
Step 2: Social Video Marketing
When you load content onto your website you should then share it on social media such as Twitter, Facebook and Linkedin. You can do this by embedding a Facebook ‘like’ button and Twitter ‘tweet’ button along with a share button for Linkedin or Reddit. These should accompany all the content you post.
Our team at 1 Minute Media will design and optimise a Social Media Video, cut from each of your main videos of our client campaigns. These cuts are designed to attract your clients attention as well as improve the strength of your inbound marketing.
This encourages sharing of your content on different platforms, amplifying its overall reach. In this way, inbound marketing allows businesses a unique offering. It costs less than traditional media marketing, attracts people who are looking for you and makes them more likely to sign up or purchase what you’re selling. Furthermore, it gives you plenty of exposure that won’t leave you worrying about whether you’re getting value for the money you’ve spent.