Video is a critical component to any good content strategy. And, when it comes to increasing sales, well, video is a top performer. (According to research conducted by Wyzowl.)
- 4% of consumers prefer to learn about a new product or service by reading a manual
- 5% prefer speaking to someone on the phone
- 44% prefer to watch a video
Why do consumers prefer video? Done right, it’s more engaging and creates a more meaningful experience for the viewer. It seems more personal, and that’s a good thing, especially when it comes to forging that all-important trust relationship that is so beneficial to driving sales.
How To Use Video
Multichannel marketing is a relatively new term that speaks to our ability to market to our prospects using various platforms such as websites, blogs, LinkedIn, YouTube, text, Facebook, e-mail, print media, word of mouth, etc. Multichannel marketing is about choice – how, when, and where we communicate to our prospects.
Video is an adaptive medium; it works on multiple platforms. For example, a longer video can be featured on your website to give in-depth information. Clips from that video can be used to communicate a concise message to targeted prospects on LinkedIn. You get the idea. The key with video is the same as with any other form of content: Make sure you’re communicating the right message to the right prospects on the right platform.
You have to make sure your videos (and all of your other content for that matter) are timely, relevant, and targeted. And, please make sure your video quality is good and promotes your brand favorably.
If your 2017 marketing plan doesn’t include video marketing, I recommend you make the necessary adjustments and incorporate this effective sales tool into next year’s strategy.