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Why You Need a Marketing Video Strategy

June 2022

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    80% of all online global traffic comes from video content.

    I’ll just let you take that in. 80%. Hopefully this stat alone tells you why a marketing video strategy is so essential.

    You’re probably expecting this blog to contain a how-to of construction marketing video tips on a shoestring (with the absence of Spielberg’s talent, budget or film crews at your disposal).

    Well, it’s not always that simple.

    You see, every marketing strategy, down to the way you use video, will be different.

    Maybe you have an in-house design or creative team, or one of your colleagues is a whizz at video editing? More likely you’re busy with new business or creating engaging digital content while you network with prospects, track down live project data and make new connections.

    Only some of you will have the capabilities to create your own video content or the resources to hire a professional outfit.

    So I’m going to give you a few practical ideas of the types of video you can create with just a smart device, laptop or basic Keynote/PowerPoint presentation skills.

    Live Video

    One of the easiest ways to use video marketing with limited resources is through livestreaming.

    As well as being quick and cost-effective, you can easily broadcast a live video via any device with a camera – for free – on a multitude of platforms; such as Facebook, Instagram and YouTube Live.

    And you’re giving customers what they want. A natural, authentic behind the scenes look at your business.

    Turn static presentations into webinars

    This is a great way to bring existing static presentations to life. You can talk through your presentation and record it. Pop it on your LinkedIn feed, tag any relevant business, or even share the video link in return for data.

    How-to videos

    Educational content is crucial and is a rising star for brands, particularly in the construction and product manufacturing sector.

    How-to videos are highly interactive and tutorials are fairly simple to create with basic filming resources.

    This type of video is ideal for demonstrating how things are sourced, built, made and installed, as well as answering common questions surrounding your products and services (much better than reading FAQs).

    There’s also plenty of opportunity for exposure. Many of your prospects will be using YouTube as their visual search engine. It’s second to Google, with over 1.5 billion searches per month (OBERLO, 2019).

    Testimonial videos

    Reputation is key in every sector. The growing popularity of testimonials and review sites has spread far and wide from TripAdvisor across industries and into recruitment, such as Glassdoor. Trustpilot is a credible pre-purchase resource for consumer and business purposes. And the best thing about creating this type of content? You can ask your customers to video it for you!

    It’s worth it. Sutherland Weston conducted a study that highlights 90% of respondents who recalled viewing online reviews claimed that positive online reviews influence their buying decisions.

    Practical advice

    Before you start, set up, record, or edit anything, make sure you’re clear about the purpose of your video. Who is it aimed at? How will they access it? Does it give your targets the solution they need?

    Every decision made during the video creation process needs to be made with your video’s purpose in mind, and what you want your audience to do after watching it.

    I’ll finish off with 7 more reasons why video is beneficial to your brand. Lights, camera, action!

    1. 1. 85% of businesses use video marketing
    2. 2. Landing page videos increase conversions up to 80%
    3. 3. 90% of customers say video helps them decide on a product
    4. 4. 72% of people would rather learn about a product through video
    5. 5. More B2C video is viewed on mobile – B2B video is desktop
    6. 6. Video shortens the sales funnel
    7. 7. Video builds trust faster than any other form of marketing.

    Source: Insynth

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