Video has become an increasingly popular tool for organizations looking to improve their marketing and sales campaigns. In the past three years, the number of organizations leveraging video tools has increased by 24 percent, demonstrating a steady growth of adoption.
According to an infographic from Depositphotos, 80 percent of marketers say leveraging video has helped increase website traffic and generate leads. Further, according to the same infographic, 95 percent of key messages are retained when the content is in video form, which can drastically improve efficiency of campaigns and justify the investment into video.
PR Daily recently published Depositphotos’ infographic data in its article, “Infographic: The state of video marketing for 2020.” In this post they highlighted some of the infographic’s most compelling statistics, one of which uncovered how Facebook still ranks as the No. 1 social media platform for consumers to watch brand videos, beating Twitter.
With this data in mind, decision makers are well positioned to increase ROI on their marketing campaigns through the integration of video. Further, with video proven to increase web traffic and generate sales leads, video’s benefits can cross into other departments and ultimately have a positive impact on organizations’ bottom lines.
In addition to creating video advertisements and investing in webinar content, below are three ways companies can creatively integrate videos into existing campaigns:
- Improving training and support. Explainer videos have emerged as a way for organizations to better clarify their products and solutions to key audiences. Videos are a great alternative for visual learners and can help employees and customers internalize data before reaching out for help. In fact, according to data, 41 percent of marketers say that investing in video has helped them reduce support calls. Organizations can save time and resources to support more complex problems and invest in other areas of the company.
- Giving presentations a second life. Attending or hosting industry trade shows can be a huge time investment for executives and the entire company. Depending on the location of these shows, marketing teams can spend hours investing in show collateral, including presentations, with only a small number of their target audience ever seeing the content. Marketers can expand the reach of this content and get the most out of their investments by recording presentations or transferring decks into video formats that can then be shared with a wider audience.
- Amplifying announcements or company updates. Video is also a great way to tease out announcements or demonstrate company milestones that have a visual component. This could be a series of videos sharing features of a new product or solution, or executives could share their new office space in a video, which can illustrate the update better than a written document. Further, marketing executives can share details about software updated with a guided video of the screen or by interviewing an engineer or member of the product team and sharing the video on social media and on other channels.
In addition to the use cases outlined above, marketers can leverage video in vlogging (video blogs), video product demos and video case studies. These are just a few of the ways marketing teams can begin to integrate video into their existing strategies and see the impressive results video can deliver (e.g., increase web traffic, improve engagement and increase sales).
Investing in professional video tools or partnering with digital production firms can be a big investment; however, there are smaller steps companies can take to integrate video in ways that align with their budget and current equipment. To learn more about breaking into the video medium, check out the blog post, “How to Integrate Video into Your Upcoming PR and Marketing Campaigns.”