As marketers, we must decide regularly how best to invest our resources. But how do we know which investments will pay off in the long run? What if we fail to seize a major opportunity when it presents itself? Often, we pass up the moment because we believe it’s “not for us” or not worth the risk. Rarely do we get the chance to take advantage of a new strategy before our competitors, especially one that has proven its value.
Take, for example, the rise of video. When the internet was young it could barely support images, but the technology improved and now the vast majority of web traffic is video. In fact, 82% of web traffic will be video by 2021, compared to 73% in 2016.
As videos began to fill the internet, marketing followed. Now, 55% of people watch videos online each day. That’s over 500 million hours of video on YouTube alone, every day.
That’s a ton of untapped exposure for your business. And while most companies have started to see the power of video and have embraced it, there are still some who are yet to get in on the action. Among those who have started to use video, many don’t yet use it to its full potential.
If you’re in this category and reluctant to take advantage of video for your marketing efforts, you’re probably be thinking something like “our industry doesn’t really use video.” And you might be right, for now.
But this is a huge mistake. This mentality affects a lot of B2B marketers when they make the mistake of thinking video is purely for end consumers. What you should be thinking is “our industry doesn’t use video very much yet.”
Seeing video as strictly B2C ignores one key truth: whether business-to-business or business-to-consumer, in the end you’re still dealing with living, breathing people. And the thing about videos is that they’re effective with people, regardless of industry. They’re powerful, engaging, and persuasive.
If you’re marketing to businesses and you haven’t started video because your competitors haven’t, this is your wakeup call. If you’re one of the first in your industry to start using video, it will put you at a huge advantage. You have the chance to make your business stand out and rise above your competitors at the same time.
You might be thinking, “this sounds great, but what am I supposed to have videos of?”
After all, not every industry lends itself well to stunning visuals like travel or real estate might.
To figure out what kinds of video work for you, ask yourself: “what would our target customers like to see?” Whether your customers are individual consumers or businesses, they’re all interested in something. Give them the chance to see who you are and what you have to offer.
Maybe it’s a drone-flyover of your business. Maybe it’s an educational video about your product. Maybe it’s video testimonials from your previous customers, or perhaps even personalized video business cards for your employees.
Whichever route you take, find the right video production company for your budget. Show customers what makes your business valuable.
– Drew Estes, March 12, 2018 –