Video services, which were once considered a luxury item reserved for only the biggest and most successful businesses and organizations, has now become a necessity in the increasingly competitive age of digital marketing.
The Lancit Digital Media team shooting video for the Naples Children & Eductation Foundation
There are three main reasons to incorporate video into your marketing strategy:
1. Brand Awareness - This is the least trackable form of video marketing and therefore the most under-appreciated. We live in an age where insights, statistics, and analytics have become king and with good reason. Many modern marketers live by the adage, "if you can't track it you can't change it." While we believe this is a very valid point, the classic strategy of simply putting your brand out there in front of people can still have a significant impact on your bottom line. While a brand awareness video ad may not directly convert audiences into customers the moment they finish watching the video, when they do decide to begin looking for a company to do business with, you can be sure they will first look into the ones they have seen and heard about in the past.
2. Direct Sales & Lead Generation - This is the most directly trackable and quantifiable version of video marketing. Here at Lancit Digital Media, we typically create a series of videos optimized for social media outlets that is designed to provoke prospects into taking action. One example of a successful direct sales video campaign was a project we produced for the Naples Zoo. Our video campaign was focused on increasing annual membership sales during the holiday season and helped more than triple their sales from the previous year.
3. SEO - This one is simple. If your website contains rich media (video being the richest of all), you will be ranked better by search engines -- therefore increasing the odds that prospects will find you when searching the internet for a product or service you are offering. Also, by having video on your website it can serve as "the salesman that never sleeps," providing potential clients with information about your organization and connecting them with the people behind your brand 24 hours a day, 7 days a week.
If you would like to learn more about what video can do for your business or organization, please feel free to e-mail me at matt@lancitdigitalmedia.com. I would be happy to answer any of your questions.
Matt