What about video marketing?

[The Byre]

I agree, but that's the whole point. Statements like: "Video marketing is one of best ways to really stand out from the crowed and build trust with your target audience." are disingenuous and incorrect. It's not the best way - it's just one way that might work for the right products or services if promoted on the right platform to the right target.

This!

All these statements - "Video is X . . ." are just generalisations.

It's like saying "The English are X" or "The Chinese are Y." Pointless. I have met Chinese people who are definitely Y and English people who are completely Z.

Video marketing is whatever you make it. Good, bad, pointless, tedious, boring and some even serve to damage sales! It's up to the person making the video to ensure that it achieves precisely and exactly what it was supposed to achieve.

If you go back to my rather long post half-way down page one, the post about the audio software and the guy who makes excellent how-to videos, you see there an example of a huge set of very long videos, some up to 12 minutes long, that serve a purpose. They explain how to do certain things. They are just screen captures and nothing else. No clever production values whatsoever!

But these videos have boosted sales significantly. The problem was, people heard about this SW, tried it and because it worked somewhat differently, some just hit a brick wall and gave up and returned to the less advanced SW they were familiar with. Now they can click-on a video and have the exact situation or problem explained. Pause, rewind, go over it again and the penny drops!

"Hey! This is seriously kewl!" they say to themselves, as they re-sync lips to picture, re-tune that guitar solo, or tighten up a sloppy drummer and thanks to those how-to videos, they convert from try-out customers, to paying customers and fans of the software!

REMEMBER

Fans - not customers!

People who use that SW see themselves as a global family. They have become fans!

Your customers that keep coming back are your fans! They like you and they are buying your story! You are friendly, personable, reliable and your prices are right. If there is a problem, you sort it out for them and as a result, they are your fans!

Marketing videos are no different to any other marketing material - TV ads, leaflets, banner ads, whatever! They must hit that point dead-on.

A short and well-made 'This is us!' video can bring the emotional proximity that helps turn a customer into a fan.

But be warned - a badly made video, or even a brilliantly well-produced video that misses its mark, can drive customers away!

 

[pickaweb]

Some people like to read.
Some people like to watch.
Creating content in different formats is a great idea.
Youtube has huge traffic, being there will be a bonus for your traffic.
All the best

 

[fisicx]

Youtube has huge traffic, being there will be a bonus for your traffic.

Only if people find and watch your videos and then click on the links. Which for most people is very unlikely.

 

[BusyVids]

I know I'm probably biased but video marketing is the best form of marketing because you can absoutely engage with your customers. However, it has to appeal to both the visual and auditory senses and cannot be too pushy in terms of sales pitch. It can however be corny, catchy, fluffy and very entertaining. People love video, that's why Youtube is so massive. Also, we're accustomed to watching ads on TV, so a video ad is not much different except as producers we can get away with much more and be much more creative.

Video productions are quite inexpensive, which means they can be customised to target small specific interest groups rather than mass markets. Google also recognises videos on websites as valuable content and so video can improve website ranking. An advert in a newspaper or magazine will cost much more than a video and has a very limited life span. Google or Facebook ads have to be continually topped up but a video has a one off cost investment and can stick around for many years.

I rest my case.

 

[UKSBD]

Here's an example of what I think is a great way of using video.

A mate of mine has a website that sells house signs, plaques, pet memorials, etc.

He has some nice photos on his website https://www.rusticstone.net but you get a fair better idea of the quality of them from watching the video.

 

[fisicx]

I know I'm probably biased but video marketing is the best form of marketing because you can absoutely engage with your customers.

I've just brought some logs for the wood stove. I googled local suppliers, found Ray, called him on the phone and he's delivering tomorrow. How would a youtube video have helped? This is just too awful to even comment on:

The gas boiler is making a funny noise as well. I googled a plumber and he's coming to fix it. I don't need a video to find a plumber.

I watched a load of Top Gear videos on youtube yesterday. The most annoying thing was the adverts. Especially the one for feminine products which appeared with alarming regularity.

 

[BusyVids]

I've just brought some logs for the wood stove. I googled local suppliers, found Ray, called him on the phone and he's delivering tomorrow. How would a youtube video have helped?

How would it help? It would help because people are using Youtube as a searech engine. The video you referred to as "Too awful to even comment on" works for this client who is based in Warrington. Why? Go to Youtube and search for "firewood warrington", without the quotes and you'll get the answer. Simple! If you still don't believe it then give the guy a call and ask him about how much this video has helped his business.

 

[fisicx]

But far more people are using Google to find goods and services. And even more use eBay and amazon.

I'm not saying video doesn't work, I'm just saying is not the best form of marketing as you suggested. It's just one form of marketing that may or may not work for everybody.

How many people have searched for 'firewood warrington' on youtube compared to Google?

 

[BusyVids]

Youtube is the second biggest search engine (Source: https://www.google.co.uk/search?q=i...firefox-b&gfe_rd=cr&ei=0zv-V4C-N6yn8weduJ74Aw)

I already said in my post I was biased but I'm not the only one who thinks this. What is better then in your professional opinion? What else allows you to demonstrate your products or services right in front of your customers? What else allows you to talk to your customers and inform them? What else is as entertaining as video?

 

[fisicx]

Just because youtube get billions of searches doesn't mean it gets lots of searches for products and services. None of the trending topics include marketing, it's still a tiny niche when compared to entertainment and news.

When I needed a plumber I just wanted a local man and his phone number. When you need to buy flowers for the wife do you need a video? When you need the opening times of a shop do you need a video? When you are looking for some new socks do you need a video?

Video does work. It's just not always going to be the best form of marketing?

So a question for you. When you want to buy something online and are comparing suppliers how do you do the comparison? Do you watch a load of videos on youtube or do you Google and see what prices are on offer?

 

[UKSBD]

You can get good quality video made for free from Google if you spend £350 on AdWords promoting it - https://director.youtube.com/onsite/

Only available in select locations but being made available to more soon.

 

[BusyVids]

I can see you don't really get it. I've just given you a link, which proves that Youtube is the second biggest search engine. When you need a plumber, florist or whatever, do you dig out the old Yellow Pages, look in your local paper or search online? That is the question? The answer is most people will look on their smartphone and Google it or check out youtube, especially for live reviews etc. They don't walk around with a Yellow Pages under their arm.

Some videos will show up in the Google search results and these are usually checked out first. Personally I always check out Youtube if price isn't an issue. Many younger "consumers" do the same, only many watch the videos on Facebook.

I just happen to believe that video is a far superior medium for advertising and marketing than any other methods and that's why I'm in this business. We create videos exactly how our customers want them... end of.

 

[Don Smith]

Since when was YouTube a search engine? Its not, it's a video platform and the only searches it performs are within it's own site. Unless something recently changed.

 

[The Byre]

I have several acres of woodland, a chainsaw, a tractor and a log-splitting machine. I spent a happy weekend pulling the cut logs to the wood-shed for spitting and stacking.

Our plumber does not believe in websites, despite which, he and his team of four are loaded with work. The auto repair shop is the same. "Internet? Not interested!" Good old word-of-mouth still works around here!

Videos are no different to any other marketing tool, they are never a magic bullet.

 

[fisicx]

I just happen to believe that video is a far superior medium for advertising and marketing than any other methods... end of.

End of what?

As @Don Smith said, youtube is not a search engine. It has a search function but that doesn't make it a search engine.

And only you mentioned Yellow Pages, I didn't. We were in London last week and wanted a restaurant near the theatre. I did a Google and found one in a few seconds. Youtube would have been no use at all in this instance. My wife wanted some replacement plates for our dinner service. She did a Google image search and found a supplier. How would a video have helped?

I've been using Google all morning to do some research for a new conservatory. Haven't seen a video in any of the results. I certainly wouldn't use youtube to look for 'Hampshire conservatory installers'.

So I do get what you say, I just don't happen to agree with it.

 

[ethical PR]

I can see you don't really get it. I've just given you a link, which proves that Youtube is the second biggest search engine. When you need a plumber, florist or whatever, do you dig out the old Yellow Pages, look in your local paper or search online? That is the question? The answer is most people will look on their smartphone and Google it or check out youtube, especially for live reviews etc. They don't walk around with a Yellow Pages under their arm.

Some videos will show up in the Google search results and these are usually checked out first. Personally I always check out Youtube if price isn't an issue. Many younger "consumers" do the same, only many watch the videos on Facebook.

I just happen to believe that video is a far superior medium for advertising and marketing than any other methods and that's why I'm in this business. We create videos exactly how our customers want them... end of.

Actually I think YOU don't really get it.

Youtube is a media platform for video's - a very popular platform. It is not a search engine. If you search on Youtube you will not find content outside of the platform.

Whether people use Yellow Pages or not when looking for suppliers is NOT the question. If you understood marketing you would know that people use different channels depending on the product or service they are looking for and their demographic and consumer habits.

If I want a plumber or florist would I look for one on Youtube - no. I would ask my mates and neighbours for a recommendation.

What research can you provide that backs up your claim that younger consumers check out product and service video's before making a purchase?

Unfortunately it shows a real lack of understanding about marketing to claim video is 'a far superior medium'. Like any other communications it's all about whether the channel/activity is relevant for the target audience, how well the medium is designed/produced/written and how well it is promoted.

 

[BusyVids]

Why don't you just Google "is Youtube a search engine?" and read what other professionals are saying about it. You'll also find all the stats regarding Youtube's users too. I've given my opinion and I'll stick to it. I can remember when people were saying email wouldn't replace snail mail... and voila! I don't understand why so many people are always in denial? And why do you have to be so derogatory? I've been in marketing for almost 30 years and I make a good living from it, so to say I lack an understanding of marketing is completely unfounded and unnecessary. I've got work to do so I'm not going to waste anymore of my precious time arguing the toss with you mate.

 

[The Byre]

When you need to buy flowers for the wife do you need a video?

As my wife is not dead, she doesn't need any flowers.

When you need the opening times of a shop do you need a video?

My wife (that's the one that isn't dead, remember) does the shopping.

When you are looking for some new socks do you need a video?

No, I need my wife. She buys all my clothing for me. I have no idea where socks, shoes or even trousers come from!

 

[fisicx]

@BusyVids So if you want a plumber in your home town, you would go straight to YouTube and do a search?

Nothing to do with being in denial, it's just that nobody I know (including the young people I work with) begins their search for products on youtube. They may end up on youtube but it's not the start point. And that's why it's not the best form of marketing - it is however a good support marketing tool.

 

[ethical PR]

Why don't you just Google "is Youtube a search engine?" and read what other professionals are saying about it. You'll also find all the stats regarding Youtube's users too. I've given my opinion and I'll stick to it. I can remember when people were saying email wouldn't replace snail mail... and voila! I don't understand why so many people are always in denial? And why do you have to be so derogatory? I've been in marketing for almost 30 years and I make a good living from it, so to say I lack an understanding of marketing is completely unfounded and unnecessary. I've got work to do so I'm not going to waste anymore of my precious time arguing the toss with you mate.

Absolutely anyone is entitled to express their opinion (within the forum rules). I wasn't expecting you to change it. My information was for the wider forum audience.

I am not being derogatory about you - I am simply pointing out a fundamental of marketing is that 'people use different channels depending on the product or service they are looking for and their demographic and consumer habits'. Your assumption that most people will use Youtube reviews to make consumer choices about products and services to me shows a lack of understanding of marketing.

Youtube is one of a number of online and offline channels people use when making purchasing decision.

It doesn't work for all businesses and very much depends on the quality of the video content.

McDonalds for example have pulled out of using it as it didn't work for them when targeting young people

http://www.campaignlive.co.uk/article/branded-content-effective-marketing-tool/1409726#

By the way I'm not your 'mate'. We are on a business forum not a playground or the pub

 

[Scott-Copywriter]

I'm coming into this debate a bit late so this point might have been covered already.

A few exceptions aside, video marketing is just like content marketing. It can be self-perpetuating and spread awareness about your business if it contains value.

There are lots of of examples of such videos all over the web which spread virally. For example, this video of pressure washing from a company has over 100,000 views just because it's deemed so satisfying to watch:

It has even been shared on various news and media websites.

And let's not forget Dollar Shave Club's first viral video which racked up over 23million views and provided 12,000 sales over a two day period alone. This company has also recently been acquired by Unilever for $1billion.

There are plenty of other examples too. If it provides value, shows impressive skills or is generally interesting, people will watch them and share them for fun.

However, as mentioned above, it's not suitable for everyone. No single form of advertising is.

You just have to be clever about it. Figure out what people will want to see, not what you want to show them. Plain old advertisement videos can work okay in some cases, but they're wasted opportunities if they don't try to incorporate some sort of viral element which incentivises people to share them.

 

[fisicx]

There are lots of of examples of such videos all over the web which spread virally. For example, this video of pressure washing from a company has over 100,000 views just because it's deemed so satisfying to watch.

Indeed, but there are thousands of pressure washing videos that didn't go viral. And the one you linked may be popular but that doesn't mean it translates to enquiries any more than me watching a video on how to cut my lawn is going to entice me to buy a lawnmower from the creator.

I don't think any one disagrees that video can be a powerful marketing tool but of the millions of videos uploaded each day only a tiny number result in a conversion.

 

[Scott-Copywriter]

Indeed, but there are thousands of pressure washing videos that didn't go viral. And the one you linked may be popular but that doesn't mean it translates to enquiries any more than me watching a video on how to cut my lawn is going to entice me to buy a lawnmower from the creator.

I don't think any one disagrees that video can be a powerful marketing tool but of the millions of videos uploaded each day only a tiny number result in a conversion.

Of course, but you have to ask yourself how much of that is down to the medium of video and how much of it is down to the shortfalls of the content providers.

It's important not to tar everyone with the same brush. Those who don't use videos effectively are frankly in the vast majority, but this doesn't stop it working if someone utilises them correctly.

It's really no different from any other form of marketing. Well-written, informative and valuable articles can drive exposure and increase sales. Articles which are full of fluff and basically words for the sake of words will achieve nothing and then fade into the abyss of the millions of other uneventful pieces.

I do agree with you when you say that plain old advertisement-style videos are often a waste of time unless they're incorporated into a broader, pro-active marketing campaign. They'll certainly do next to nothing if the video is just left on YouTube in the hope that people search for them.

They can work sometimes. For example, someone earlier in this thread mentioned that they used a video with social media to drive a good ROI. However, this is just like any other pro-active advertising, except written content has been swapped out for a video instead, so it's really not that unusual.

One way videos can work well in respects to search engines is if a business can take advantage of the YouTube videos Google sometimes displays at the top of the SERPs. If a useful search term triggers a relevant video, it's a way to get exposure for the business at the top of Google for a potentially competitive term without SEO or Adwords. This is easier said than done though.

For the most part, whether the video is interesting or not, it needs to be within a concerted marketing effort. Making one of little value and just hoping it's found by the right people will achieve little.

 

[Yeongwonhi]

Youtube has been a thing for today. A small video can get viral and be known all over the world. The same goes with Marketing. You can always set up a video channel in there and start creating content which you feel will be useful or catch the Interest of people that has something to do with your business.

The good thing about it is that, as you grow your followers, you will never have to market too much in the future, as your followers themselves will spread the word via sharing your videos/contents.

So, I suggest you give it a try!