Why are so few companies using video for marketing? It’s ridiculous!
Someone needs to get fired.
As a director and producer, video marketing is a topic I’m very passionate about. I am biased, but what better way to connect people to your voice and your soul? Short of connecting face-to-face, there’s nothing better.
It’s expensive. Right?
Wrong. Professional video production costs have dropped significantly in the past five years. Limited budget? There are so many tools. Everyone has an HD video camera on their smart phone. How does every random band in America have multiple music videos? Heck, even cats have their own videos.
Why doesn’t your business?
But what about Business to Business (B2B) marketing?
B2B clients are people too. Video works for everything. Anytime you have people involved, they are moved to action by passion, information, people, and music, all core strengths of video as a medium. I challenge you to post one marketing scenario in the comments below where video marketing would not work.
Need examples? One small (but growing) business who sells directly to consumers and other businesses is basically putting on a clinic about how to use video…and it’s working. Take a peek at Johnson Creek Enterprises:
“How to” videos (5,500 customers know how to use their new item)
Company soul (2,200 spent 8 minutes watching what kind of company this is)
Unboxing (2,900 customers more comfortable with making a purchase)
Product launch (2,400 now aware that this company listens to requests)
Celebrating milestones (3,500 fans learned that this company has exciting plans ahead)
Of course these are just a couple examples from one company. Hardly proof, but they’re not Exxon Mobil. You don’t need millions of views (or dollars) to make video work for you.
Now lets get back to the whole business of firing one’s marketing director. Great leaders use their intuition and look around them. If you need to read a blog post like this to know you’re missing the boat, you probably shouldn’t be on it. Video allows brands to share passionate, personal, relevant pieces of content for their community for free.
If you don’t know that by now, then yes, it’s probably time to find a different line of work. This is old news. Boring.
Video marketing isn’t even experimental. It’s a clear cut way to reach people with your message in an increasingly connected and visual world.
If you’re not paying attention to trends, you need to get a different job.
Sorry for the rant tonight,
PS. I’m not criticizing people that don’t know how. I’m criticizing people that don’t want to know how.
If you’re in the Milwaukee area, I’m giving two free talks at the American Marketing Association and Social Media Club on the subject as part of my #VideoMKE series. Feel free to join us.
Here’s the fun trailer we put together:
Get future posts by subscribing to “Thoughts from an 8pm Warrior” via email for free. For more of my marketing thoughts or to discuss a video project, visit AttentionEra.com or follow @AttentionEra on Twitter.Google+