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HOW TO: Use video marketing in your mobility business

David Barrett crop

David Barrett, managing director of Pic PR, a creative communications agency specialising in the care sector, argues why, if you are going to make one major marketing move this year, it should be adopting video.

It’s no secret that we are living in an increasingly digitised society. With digital content a mere click away, it follows that the speed and ease with which content can be consumed tends to dominate marketing decisions.

There are few mediums that are as quick and effective as video.The distractions of modern business life means that most people don’t have the time or energy to thoroughly research products or services.

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The potential buyer simply wants to see evidence of the product/service in action so they can determine whether it would be a worthwhile investment. With video projected to claim more than 80% of all web traffic by this year, it’s important to recognise the strengths of video marketing early on.

The distractions of modern business life means that most people don’t have the time or energy to thoroughly research products or services. The potential buyer simply wants to see evidence of the product/service in action so they can determine whether it would be a worthwhile investment.

With video projected to claim more than 80% of all web traffic by this year, it’s important to recognise the strengths of video marketing early on.

Visual aid

It is undeniable that visual media boosts customer engagement. After all, vision is our most dominant sense. Websites that use videos have an immense advantage over those who rely on simple text and images, something that various tech giants have capitalised on.

Videos automatically play on Facebook and Instagram, for example, while media outlets such as the Mail Online now has a pop-out video feature which also plays automatically as soon as a reader scrolls past the link in a story. This lessens the likelihood of a potential customer simply scrolling past a monetised video.

Moreover, seeing a product in action naturally evokes a greater faith in its capabilities. The use of visual material will help a buyer feel more confident about their purchase. Video marketing therefore gives a brand more natural credibility.

There are also statistics that clearly support the value of video for brand promotion. Hosting a video on your website’s homepage has been shown to increase conversion rates by as much as 80%, while using the term ‘video’ in an email subject can boost email open rates by 19%.

There are also statistics that clearly support the value of video for brand promotion. Hosting a video on your website’s homepage has been shown to increase conversion rates by as much as 80%, while using the term ‘video’ in an email subject can boost email open rates by 19%.

Brand credibility

Brand credibility is the foundation of conversions and sales. The whole concept of content marketing is based on trust and creating long-term relationships with consumers.

It certainly pays to present yourself well as, according to research, two out of three people admit they would rather watch a video about a product than read about it, while three out of four say they’ve been convinced to buy a product primarily thanks to a video.

However, the stats also suggest that having video for the sake of video isn’t the right approach with three in five having been put off a product/brand due to a poor video. It’s therefore essential to have a video that does your product/service justice and not just look to tick a box.

Another big strength of video marketing is its highly visual and auditory nature. This naturally makes it easier for users to remember than text-based content. When consumers remember your video marketing content, they also remember your brand, leading to more sales for you.

Video content should be produced in line with your brand guidelines to ensure they are as effective as they can be. This means keeping colours, fonts, logos and tone of voice the same in your video marketing as they are in your blogs and articles.

SEO

Video marketing is also important in that it allows you to increase the time spent by visitors on your site. Longer exposure signals to search engines that your site has good content. For example, research shows that you’re 53 times more likely to show up as the first result on Google if you have a video embedded on your website.

Since Google now owns YouTube, there has been a significant increase on how much videos affect your search engine rank. Moreover, it is always worth opening the door for potential customers to take the next step. Writing interesting titles and descriptions will demonstrate a thoughtful and polished touch that customers pick up on. Providing links to your website, products and services will also make your video more easily searchable.

Social media

As previously mentioned, social networks are now encouraging users to post more video content with new features. In a short space of time, Facebook launched 360 Video, Live Video and Lifestage. Instagram brought out 60 second videos and Instagram Stories, while YouTube is the second most popular social network in the world.

These features have encouraged video marketing to the extent that 500 million people a day are watching videos on Facebook. As most consumers spend at least several hours a day using these networks, they are more likely to see, and spend time looking at, your brand if you utilise similar resources. Customers have come to expect visual material when browsing the web.

Emotion

Videos are one of the most powerful ways to evoke emotions online. Background music and close-up shots offer a variety of attributes beyond traditional content like tone of voice and written descriptions.

Moreover, consumer behaviour suggests that purchases are made when a personal connection has been established. There is great scope for creativity when it comes to video marketing, all of which can be used to forge a connection with your consumer.

Case Study

Your Mobility came to us to help with their online presence. Our activity has been based on producing a series of case study videos. The world you operate in can be an emotional one, and one where through your products and services you can be making a real difference. It is therefore important then to tap into this emotion.

Once these have been completed, and signed off by all parties, the Your Mobility team then push out on all social channels, as well as featuring on their website. These by far get the most engagement, and also, act as a neat sales tool for the Your Mobility sales team.

On top of this, and what often happens when we do go and film people, fascinating stories come out from these filming sessions, which then can be turned into PR materials for the press. After all, everybody likes a human interest story.

So if you’re going to do one major thing this year with regards to your marketing strategy, implement video. It’s a must.

Tags : marketingprvideovideo marketingyour mobility
Joe Peskett

The author Joe Peskett