With over a billion users, YouTube reaches a substantial portion of the four billion people on the internet every day.
If your business isn’t posting videos, you are missing out. You’re missing out on traffic; you’re missing out on sales; you’re missing out on increased revenue.
As serial entrepreneur, angel investor and CEO of VaynerMedia, Gary Vaynerchuk writes: “The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Instagram, Snapchat or Youtube, the content you need to be thinking about creating and marketing on social for your business is video. Period.”
JUST Creative founder Jacob Cass agrees, saying video implementation is currently one of the top SEO trends. He told Content Marketo that “videos will … gain more value, as well as localized search, especially when it comes to voice search and integrating with smart products and services such as Amazon’s Alexa.”
The Upsides of Businesses Using Videos
There are definite advantages of using videos as part of your social media outreach. Some of these include:
- they provide a new source of organic traffic
- they give you a new subscriber base
- they are a new funnel to use in email marketing campaigns
- they provide a new way to interact with your audience
- they establish you or your business as an industry leader or expert
- boost revenue by as much as 49 percent faster than you would without videos
That last benefit is from marketing expert Neil Patel, who says he’s been stepping up his own video presence. While Facebook is another great video venue from which to drive sales, Patel says “YouTube’s audience is king when it comes to landing sales and customers [with] the best post-click engagement of any social media platform.”
People are busy; with distractions coming in nearly all the time, their attention spans are short. So, the preference these days tends to be watching videos rather than reading.
And when you show what your product can do, rather than explain it in text, you’ll be joining the 72 percent of businesses that say video has improved their conversion rates, web designer Christine Austin writes. In fact, three-quarters of B2B organizations that used video in marketing campaigns say it was a good return on investment. Plus, your videos are more likely to be shared, with 92 percent of mobile video consumers sharing videos with others.
How Does A Business Owner Start Using Videos?
So, has your small business uploaded its first video to YouTube yet?
If not, first make sure you know what is unique about your brand and what your audience really cares about.
For example, if you’re selling software with state-of-the-art security features, the team at Sikich Business says you can “position your brand as the software that safeguards the most critical operational and financial data. This positioning helps your audience sleep better at night knowing their data is secure – more secure with you than with any other competitor.”
Then you’re ready to press record.
Don’t worry if you don’t have the budget for high-production videos. The team at Shopify examples of how companies using extremely simple videos build sales. One is Right Channel Sales, a CB radio provider; they just record individual product reviews. The video doesn’t cost anything to make; it’s informative; it targets their customer base; and it positions the company as experts in their field.
Other businesses that have used video as part of the marketing campaigns explain why.
Electronic Office Systems
Andrew Ritschel, owner of Electronic Office Systems in New Jersey, says video helps differentiate his business from his 90 local competitors, and win more sales. Potential customers appreciate the convenient, time-saving nature of seeing what EOS offers by video, before scheduling an in-person sales call. His sales team uses videos in their presentations to easily demonstrate the benefits of the company’s products and services.
While chief marketing officer at accounting firm Berdon in New York, Kayte Steinert-Threlkeld said the money the firm spent in video production was one of the best marketing investments they had ever made. And instead of hosting the videos on the company website, Berdon started a YouTube business channel (a very simple process) with informative videos that are each two minutes in length.
The power of video is clearly demonstrated in a 2013 case study by Voilà Chocolat founder Peter Moustakerski, who explains how he used video to raise nearly $500,000 in first-round funding. “I don’t think I would have done this without video. Ever.” he told MultiVision Digital. With a video of just over one minute in length, Moustakerski was able to introduce his startup at investor meetings in a format that was interactive, emotional and engaging — without having to say a word.