Did you know it’s predicted that 80 percent of all global internet traffic will come from video by 2019? And that 90% of customers say videos help them make buying decisions? Currently, over one third of the time people spend online is devoted to watching videos (source)
Whether we like it or not, video is here to stay. So are you going to stay on-top of what’s effective or are you going to get left behind in the dust?
What Is Video Marketing?
Video marketing is a form of media that engages your viewer through visuals and audio. It connects the viewer in ways that print and other media never will. As media continues to develop, more and more consumers have made video their preferred method of consumption. Instead of reading a 10 minute article, they want to watch a 30 second video.
Video marketing works because it's fast and easy to consume. Viewers can learn more about a company in a short video than perusing through 15 pages on the company website. Consumers have short attention spans. Video has an unique way of capturing their attention and delivering the message.
Video is used to share stories, promote products, explain services, and educate viewers.
Why Is Video Marketing Effective?
One of our clients has achieved tremendous success with video marketing today. Frank Klesitz, CEO & Co-Founder of Vyral Marketing, is a leader in the industry. His company provides expert, done-for-you video marketing for their clients.
He says the number one metric they pay attention to is this: minutes consumed.
Minutes consumed is the time the prospect or customer has spent with your company. Whether that’s through your website, your newsletter, your emails, or your videos.
That’s why video is so effective. It engages viewers and allows them to spend time with you. The more they engage, the more they learn about you and trust you. This leads them down the buyer's journey and ultimately influences their buying decision.
57% of consumers say that videos gave them more confidence to purchase online. Think about it, when you’re able to put a face and voice to the product or company, you feel like you know them. You’ve become familiar with who they are and what they’re about.
How to Use Video Marketing With Direct Mail
Vyral Marketing continues to have killer results with their direct mail because they strategically pair it with their video marketing.
What they’ve found to be successful is this strategy: introducing/attracting leads offline (direct mail) and connecting/engaging with them online (videos). This combination has proven to be effective time and time again. With this strategy they’ve increased the quality of their leads, producing better conversion rates.
What they’ve found to be successful is this: attracting leads offline (direct mail) and connecting with them online (videos).
Let’s take a look at one of their recent postcards and analyze what makes it successful.
First, you notice how simple and attractive the postcard design is. The colors are consistent with their brand and the bright orange “New” bubble grabs your attention. The headline at the top is easy-to-read and intriguing.
The subhead “Real Estate Client Interview,” tells you the image is a screenshot from the interview being advertised. This postcard communicates you can watch this interview about “how Darren James sells homes with video.”
Next, the call to action is obvious. Vyral Marketing wants you to visit the URL located at the bottom of postcard. And because “Darren James” is at the end of the URL, you understand the URL will take you to the video being advertised, not somewhere else. It's simple and clear with how you should respond if interested in watching the interview.
Once you head to the URL, here is what the landing page looks like.
You immediately know you’re in the right place because the same screen shot is used from the postcard. Vyral Marketing does a great job at giving you a preview of what you’ll hear about and learn from the video. Lastly, there is a form asking for a minimal amount of information in exchange for access to the interview. By driving the lead from the postcard to the landing page, Vyral can be confident that high-quality leads are filling out the form.
This is a great example of how Frank attracts leads offline and engages with them online.
Where To Start With Your Video Marketing
You might be reading this and are fired up to get going on your own video marketing... but where do you start?
Sit down for 10 minutes and brainstorm every frequently asked question your company receives. Then, start creating short videos that answer those questions. It’s that simple. Once you have them created, you can promote them on your website and social media. Email them to your house list letting your customers know you created a helpful video that may solve one of their problems. This is a great starting point for you to launch into video marketing. Good luck!