These days, videos are a crucial part of a company’s overall marketing strategy. Businesses of all types and sizes use videos to show product demonstrations, elicit emotion and connect to build relationships with customers.
According to a recent HubSpot survey, 96% of B2B organizations use videos in their marketing campaigns and 65% of marketers plan to increase their mobile ad budgets to account for video.
Not a shocker. Most of us watch so many these days we don’t even think twice. We find ourselves scrolling through our phone, mindlessly clicking on videos that magically appeared in our newsfeed. Sometimes we don’t even realize we’re watching a video that was strategically created by a content team, thoughtfully designed to strike a chord and encourage social sharing.
We also watch videos to learn information on products or how to use them. Sometimes we seek these videos out, other times we stumble upon them when searching for information.
A recent personal example of product video comes to mind. I was browsing the West Elm website for home décor ideas and noticed how they incorporate product videos into their descriptions. Before I knew it, I’d clicked on and was watching “The Perfect Bedding For All Seasons,” a one-minute video describing the benefits and advantages of their Belgian Linen bedding.
Besides making me want to take a nap, the product video gave me a better glimpse into the product quality, features and what makes that particular bedding different than others on the market. In educated me on why I should pay a premium for a blanket.
Naturally, my marketing mind couldn't help but think about it from that perspective - the planning, production and placement of that video. I know someone at West Elm is studying the analytics, reviewing how many views that particular video gets, where they're coming from, and most importantly - what are the results? How many people that view it actually purchase the product? This data is helpful for ongoing analysis and product marketing.
I didn’t purchase right away, but it certainly wasn’t a coincidence that I got an email the next day with that very same bedding suggestion. Subject line: “You’ve got great taste.” Good workflows AND flattery. Gets ya every time.
Small Businesses Can (and Should) Utilize Product Videos, Too
Granted, West Elm has a giant marketing budget and plenty of resources to activate these things. Fortunately, these very same concepts apply to smaller businesses as well, no matter the products or services. Small organizations shouldn't be intimidated to incorporate product videos into their marketing. Whether you are a B2B or B2C organization you can benefit from integrating videos into your overall strategy, and there are many cost effective options available.
Video Marketing can help with the following:
- Describe products (or services) accurately and effectively
- Educate prospects on your company and its offerings
- Build relationships with current and potential customers
- Product Demonstrations (show people how that app works, or the proper way to apply your sunscreen)
- Help establish brand personality
- Elicit emotion
- Encourage social sharing
- Reach specific targeted segment
If you'd like to create branded product videos but aren't sure where to start, adWhite can help. Contact us for a free inbound marketing assessment so we can learn more about your objectives and discuss how videos can play into reaching your goals.