Making the case for video marketing

video camera - video marketing

If you’re reading this, you know that incorporating video into your marketing strategy is a must.

Most organisations recognise the importance of video marketing, however if you need support highlighting the benefits, this short guide will help you to make the case for video in your marketing strategy.

Highlight the numbers

Present your colleagues with some hard facts that demonstrate the impact that video marketing has:

•     Online videos will account for 80% of all consumer web traffic by the end of 2020

•     5 billion videos are watched on YouTube every single day

•     Marketers who use video grow revenue 49% faster than non-video users

•     90% of viewers say that product videos are helpful in the decision-making process

•     Including video on a landing page can increase conversion by up to 80%

•     Using the word video in a subject line boosts open rates by 19%

•     40% of users take some kind of action after viewing a video

•     92% of mobile video consumers share videos with others

Outline your objectives

Make sure you identify the objectives of each video and determine the purpose of the video campaign. Common goals for videos include:

•     Brand awareness

•     Engagement

•     Lead generation

•     Sales

You might want to consider the following:

•   Who is your audience?

•   What is the message?

•   What type of video does it need to be?

•   What’s your goal?/What would you like your audience to do?

This helps inform your video content and also helps to measure success.

Make sure that these objectives are aligned with the already defined and agreed goals and KPIs of your organisation.

Provide goals and targets

Highlight how you will measure campaign success based on your objectives. Create some SMART goals (specific, measurable, achievable, relevant and time-bound) and detail which metrics you will use to measure success. Make sure you detail what analytics you will track to confirm you’re hitting your targets.

Metrics which align to common video goals include: Views, click-throughs, conversions, shares.

Don’t focus entirely on quantitative data, it’s not all about the views and clicks as this doesn’t account for any emotional engagement with a video in the context of brand building. A great way of gauging whether your target audience is paying attention is measuring how much of your video has been viewed.

Plan your content

Plan your video content based on your objectives. Telling a story in an engaging way is key to a successful and compelling video.

Our top 5 tips for creating a great promotional video are:

1.       What’s your goal?

2.       Know your brief

3.       Pick a style

4.       Tell a story

5.       Make it happen

Take a detailed look at our 5 steps to creating a great promotional video.

Impress with examples

There’s no doubt that statistics are a great way to evidence the impact of video, but if you really want to convince your colleagues on the power of video, try and find a success story from an organisation which is similar to yours to help illustrate your proposal.

Prepare a budget and an action plan

Be prepared to outline budget requirements for each video/video campaign. To get the most from video marketing it requires commitment and long-term investment so put together a comprehensive budget for all your video needs.

Consider what other resources will be needed as part of a video marketing strategy, for example, which team members will be involved in executing the plan, estimated timelines and methods of promotion and distribution.

For more video marketing tips, or to explore your brief, get in touch today.


Guest post by Janno Media

Janno Media is a video production company based in Aylesbury (UK) with a rich and varied client base spanning the UK. We have a unique blend of experience in marketing, communications, PR and video production creating bespoke, results-driven video content.

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