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Peter Jones
If you’ve been following digital marketing trends at all, it’s no secret that we've seen a video shift shaping the world of marketing more than ever in 2019.
Video is no longer an option for marketers — it’s a vital part of any content strategy that wants to taste success.
The question is… what’s next in the world of video marketing? In this blog and future blogs, we will look at answering this question.
1) Video Drives More Self-Service Sales Processes
Ten years ago, your website was the hub for prospects to build interest in your product. But if they wanted to go any further, they would have to get on the phone or meet with a sales rep.
Today, consumers have been trained to expect a self-serve, on-demand experience — one that gives them the information they want, when they want it, how they want it. In fact, 19% of prospects only want to talk to a salesperson at the consideration stage of the buying process, while 40% of prospects prefer to buy without ever speaking with a salesperson at all.
When you incorporate video into your sales processes, customers get what they want: a frictionless, self-serve experience on their time, and on their terms.
2) Consumers Expect Content to Be in Video Format
Marketers are now at a critical time where they need to view video as a necessity, not a luxury.
25% of consumers will lose interest in your brand if you don’t have a video explaining your product or service, so it’s easy to see how much of an expectation there is for video to be a part of the buying experience.
But your videos aren’t just about the consumer experience…
Today, the average product has more than 15 competitors. Unless you’re running a monopoly, that increased competition means that your brand will need to stand out from competitors by meeting prospects where they are (online) in the format they prefer (video).
3) Video Quality Trumps Video Quantity
Since the video landscape is becoming more competitive, the quality of your videos will need to become more of a priority. Just pumping out “another video” or two won’t cut it.
Video competition will eventually become too stiff for low-quality videos to get the views or results businesses need, which means if you’re going to invest in video, you need to do it well and do it the right way, the first time around.
Higher-quality videos rise above the rest, see higher engagement, and drive overall better results in the sea of digital content. Plus, they’re more likely to stand the test of time, which means you’ll see higher ROI and an asset that you can rely on for years to come.
4) Video Continues to Become a Larger Piece of the Content Marketing Pie
As the demand for video content grows, brands will need to save a bigger piece of their content budget for video.
It’s not that text or images don’t have a place, anymore. But video will eventually be expected as a part of the consumer experience, or else a big chunk of your prospects will lose interest.
5) More Brands Prioritise Creating a Video Strategy
While 73% of marketers say that video gets the best ROI, it was the other 27% that cited the lack of an effective strategy as the reason they didn’t see a larger return.
As hot as video has become, creating a video strategy is surprisingly not as popular. Many companies actually take the “ready, fire, aim” approach when it comes to video marketing by creating random videos before thinking about their strategy.
Expect that to change, though, especially as businesses discover that video gets the best return and results, only when it’s tied back to a well-planned strategy.
6) Sales Process Videos Become a Higher Priority
While most marketers are eager to create videos for awareness, the majority of them would see higher ROI from bottom-of-the-funnel videos. Why? Because video can help automate and speed up your sales cycle faster than any other type of content.
We will see a higher rate of video dedicated to closing the deal as more brands discover that sales process videos pull more prospects through their funnel at a much higher rate.
7) Salespeople and PR Use More Personalised Video
Personalised videos are making their way into the video marketing world, mostly to help salespeople build a personal connection with prospects while standing out in their inboxes.
And it’s a really simple concept…
Salespeople or customer service reps can record short videos on their webcam and email them to prospects or customers to follow up or introduce yourself as the main point-of-contact in case they have any questions – ‘Video Voicemails’. They are fast becoming a way to stand out and build a deeper personal connection to your brand or business.
Continued in a future blog…
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