Why video marketing is a good idea

Three reasons why video marketing is important

1. With images, you incite your potential customers to action. Research shows that texts work mainly to convince people, while images encourage viewers to take action. Communication scientist Tom Powell did his PhD on this subject. For companies that want to convince customers of their product and make them think about it, this is interesting information.
2. Google loves video marketing. Video marketing is also a proven tool for increasing the findability of a website. In fact, it is actually a must. From a Cisco research Turns out that of everything we do on the internet, attention is increasingly shifting to video. As much as 82 per cent of our time on the internet is spent watching images. Yet the majority of business websites consist only of text. And that is a missed opportunity for several reasonsBy using video marketing, you can positively influence search results in Google, for example. This has to do with two things: videos keep visitors on a site longer. And Google takes that time into account when indexing web pages. Research shows that visitors spend twice as much time on a page with video as on a page without. But beware: you will only achieve this result if you put a relevant video on your website. With just any video, you will not attract visitors.
3. With video marketing, you reach a different target group. Young people prefer to be inform via social media than via traditional platforms. So it is important to also create content for TikTok, for example. Worldwide, this app is used by 500 million users. It is therefore logical that more and more companies and institutions can also be found on TikTok. The Red Cross, for example, has more than 100,000 followers on this platform. A brand like Dopper has almost 10,000 and Nike almost 3 million.

What does the ideal marketing video meet?

According to Marcus Sheridan, author of the marketing bestseller They Ask You Answer, there is no one ideal video, but there are 7 different types of videos that should not be missing from your website. The purpose of all videos is the same according to Sheridan: to gain the trust of potential customers. These are the 7 types of videos Sheridan recommends:

1. Frequently asked questions video

A video in which you answer 80 per cent of potential customers' most frequently asked questions. By posting this video online, you spend less time on exploratory conversations and clearly show who you are and what you stand for. Sheridan advocates answering each question in a separate video. Each video should meet the following requirements: the communication should be clear, effective and helpful.

2. Biographical video

A video in which employees introduce themselves, the so-called biographical video. In that video, employees explain not only what they do, but also what they like about their work. Also, don't forget to add a small personal part, about what someone does in their free time. Sheridan recommends adding this video to employees' mail signatures.

3. Product descriptions

These descriptions should at least answer one question: who is the product or service you offer not suitable for? By answering this question, you gain in reliability.

4. Landing page video

This video is intended for pages where you ask for contact details. This could be a contact page, for example, or a page where visitors can download a whitepaper. The video explains what happens to the data people fill in and why it is important.

5. Video with prices

Videos in which you explain the cost of the products you offer. These videos also explain how the price is established and why your rates may differ from those of your competitors.

6. Customer case

A video in which a customer speaks. He or she tells you about the problem or question that brought him or her into contact with you. And how you helped him or her with that problem.

7. Brand promise

A video in which you make your brand promise. What promise can you make to (potential) customers when they engage with you?

Creating a video content strategy together

Sheridan sees video primarily as a means of building trust. That, added to a good ranking in Google, makes it an interesting medium. Yet many companies see bears in the road. They don't know exactly where to start. It is a good idea to work with an external party to look at an appropriate video strategy. Our content marketers can help you with that.