Should Video Be In Your Marketing Mix?
For the small to medium sized business looking afor cost effective marketing solutions: YouTube says that *1 billion unique users* now visit them every single month! What this tells us is the broad expansion of high speed data networks NOT only make the video consumption experience accessible, but convenient & fast! And with Internet-enabled smartphones & tablets offering the consumer on- the- go mobile connectivity, they may very well be visiting YouTube for video over written content when searching for business information OR instruction.
It’s not likely that video will ever replace the written word, but under certain circumstances it certainly performs. Video is 12X more likely to be shared than written content. Talk about content marketing and web optimization! And many will agree that video is easier to digest, so if leveraging content to drive more traffic is a goal (and it should be), video is certainly going to be a complimentary marketing & advertising tool.
Not Quite Sure How Too Produce Video?
If you’re not producing video content yet it’s NOT going to be difficult to jump in and start. The type and quality of video you’ll want to produce depends on the purpose, the brand and the target market, but cost can be minimal to nothing. The fact is virtually every modern PC either offers a camera with recording capabilities or easily allows them to be plugged in. Smartphones offer this too and there are countless other options to create and save video for upload to a website. We do a lot of WordPress tips & instruction using inexpensive screencasting software. In our case it’s a customer service tool and we produce simple screencast videos to do it; however, we’re not shy about mixing in the random advertising video either. For instance, ‘What Does Responsive Website Design Look Like?‘ means to both educate & advertise on the subject of our leading design services. Typically we create video when a client asks a good question and we feel that answer is going to be useful to others. Once created, we upload to the Kinetic YouTube channel where we can optimize with titles, descriptions and other useful configurations. If you’re using a phone camera you maybe be able to set up a YouTube app’, but if not it should be simple to email it to yourself where upload from a PC is simple!
A second and very different example is this NYC Real Estate Team who has committed itself to local authoritative, yet at the same time super folksy, brand marketing video content. It’s on- location based video in the Soho neighborhood of Manhattan and they use a professional videographer for quality required when presenting their unique brand. And they also choose YouTube!
Why Consider A YouTube Channel?
Both ourselves and The Patrick Lilly Team use YouTube for a few obvious reasons, including:
- First, a video uploaded to YouTube is stored for FREE. Granted there is some advertising to contend with, but video files eat up storage creating cost. And short YouTube or other video host support, they also require media player application hosting and special care for load speeds.
- Second, YouTube offers a ‘per video media player embed code’ easily used in other websites and social networks. With simple embed code, views will easily multiply!
- The third is search & web optimization. What’s indexed in YouTube is automatically indexed by Google. Google obviously being the most trafficked search engine in the world; YouTube being the most trafficked video search engine.
- And fourth is shelf life: versus television, when video is hosted on YouTube and in other places (via the embed code) views and exposure to new audience can be endless. And it’s a heckuva lot cheaper than producing a television commercial, not to mention the potential for more and more visibility.
Summary, Video Marketing For SMBs
You have valuable knowledge and your target market is likely searching for it every day. It’s likely many appreciate video, possibly because they are on the go using mobile devices and video can make consumption more convenient. And sure, planning an approach to video is key depending on what and how you’d like (it) to be presented. No one ever said marketing was easy; however, basic video creation solutions & YouTube certainly make this form of advertising cheaper, easier and potentially much more valuable!