When launching a marketing campaign for a new product or service, you are typically met with high marketing expenditure but low market share and minimal revenue. Your main concern should be building up brand awareness rather than building sales… but whats the best strategy for that? Nothing is as effective at this as a good marketing video, in fact, video content could help increase awareness of your brand and products by up to 170% and brand favourability by upto 500% (JLB Media Productions)
A good product video can help to relieve these pressures during the initial phase of the product life cycle (PLC). Marketers who use video increase their revenues 49% faster than those who don’t. (Aberdeen via Vidyard, 2015). In fact, video content can be used at any stage of the product life cycle – and the customers purchase journey – to support and strengthen your marketing campaigns. Your videos can make visitors aware of who you are, teach them about what you do and help them to evaluate your products or services.
In this article, we look at how you can use video to attract the right kind of attention, in the right places, at the right times.
Why marketing videos are the perfect promotional material
So you’re just getting ready to start your campaign. Let’s assume that your target customers don’t know anything about your products or who you are – they’re right at the beginning of the purchase journey. Your marketing expenditure is high because you need to get noticed, but you don’t yet have much money coming in. What you need is a cost effective solution which can build up brand awareness quickly.
Video marketing is the natural solution, with 52% of professional marketers believe video content has the highest return on investment than any other content. (HubSpot, 2016). Including video production into your marketing strategy means you have quality, engaging content to use on all of your marketing channels, such as on your website, on social media or on platforms like YouTube and Vimeo. As well as helping with your campaign, they can boost the long term performance of your site because they’re easy to keyword and they rank well on search engines. Read more on how cost-effective video marketing is, here.
How video content boosts brand awareness
Online videos can be a powerful tool for raising brand awareness amongst your target audience. 80% of online visitors will watch them, while just 20% who will read a full page of writing. When used in email campaigns, it can increase click-through by 65%. It also has the following key benefits:-
- It’s highly shareable so can get passed around on social media.
- It’s more memorable than a text advert.
- Viewers see videos as more honest and relatable.
- It’s a great way to highlight the features and benefits of your product.
If you’re keen to get the benefit of this but feel you need help with professional video production, London is a great place to be – right at the heart of the industry – but you can arrange to get business videos made anywhere in the UK.
When and where to use your campaign promo video
Product launches don’t come out of the blue. You can draw a lot more attention to yours if your start trailing it with a promo video a couple of weeks beforehand. Then you can film the launch itself and use that to further promote your business.
Short videos tend to get more attention than longer ones, so when you’re not well known, the best way to get attention is to post 20 or 30 second teasers on popular platforms like YouTube. You can also make short demo videos about product features, or how-to guides. After your product is released and people start using it, you can add testimonial videos to your arsenal.
Use your videos on social media and in email campaigns to direct people to your website. On your website, use them to direct people to the product page. Video on your landing page can increase conversion by as much as 80%. All your videos will contribute to your long term visibility, so they will help you to build brand awareness and to maintain it.