How Video Marketing Works…
It’s very difficult to depict the mechanics of video marketing in a diagram, although one of these days we might have a serious attempt at it. Most of the efforts we have found on the web fail to really convey the potential and complexities of video sharing — it’s probably too organic and dynamic to convert to a diagram. Here we will attempt to give an explanation using mere words and hopefully by doing so readers will appreciate the complexities we are referring to.
All of the above being said, at the core of video marketing is a very basic proposition which goes something like this; people love watching video, statistical data proves this beyond doubt, and, therefor, if you can produce a good company video then lots of people will watch it, many will share it (on social media, through texts, and via email), and people will be driven to your website or product page where you can convert them to customers. That’s the theory and it works.
Of course, it goes without saying that there are technicalities involved when it comes to deploying video on the web for marketing purposes. Outside of the essential challenges of video production itself, the process requires an array of skills, including the ability to brand videos appropriately (this is a design task rather than a video production task), you need to understand how to embed and integrate video into websites and email, it helps if you understand how to optimise videos when it comes to uploading them to video channels like YouTube (using all the basic ingredients of SEO in terms of keyword research and targeting), and, importantly, you need a good grasp of how social media works.
The magic of video marketing is revealed when you do all of the above well. Consider: the more people that watch your video, the more people will share it, and, the more people who share it, the more who watch it. There’s real potential for exponential growth here, of course, and that’s where the word “viral” comes in.
Alas, before you get too excited, please don’t assume for a second that some industrial cleaning company from Glasgow is ever going to find it easy to produce a video for marketing purposes that goes global or viral, generating millions of views and untold riches. That isn’t going to happen. But, more realistically, an industrial cleaning company from Glasgow could produce a video that helps with their ranking on search engines and that same video could play a vital part in convincing those who watch it to pick up the phone — success on this sort of level is massive for a small company.
And, so, there you have it. Video marketing is both complicated and simple at the same time. It works. The better the video and the better the marketing, the better the results.