Video marketing can be intimidating. From strategy and technology to production, editing, and being on camera, it can be a whole new world with new skills to be honed.
Some, and maybe even you, are immediately hit with imposter syndrome.
“We can’t afford to do video marketing. And we don’t know how to do it.”
Questions flood your mind:
And you’re right to wonder. These are all questions and concerns that need to be addressed if you’re going to be successful at video marketing, and in this guide, we’ll do just that.
But first, why go to all the trouble in the first place?
In 1979, English synthpop group The Buggles sang “video killed the radio star,” and a mere two years later it became a meta declaration of the video dominance that was about to occur in the music industry with the launch of MTV.
Forty years later, music videos have ironically become a bit obsolete on our television screens, but the presence of video in our lives, in general, has grown dramatically, especially in marketing.
In fact, modern buyers crave video when researching a purchase.
In 2021, when asked how they’d most like to learn about a product or service, 69% of respondents to a survey by Wyzowl said they prefer to watch a short video than read an article, view an infographic, or watch a webinar, among other things. Moreover, another survey reported that 83% of respondents had found a product/service-explainer video had helped them make a buying decision.
With its mix of visuals and sound, this is no surprise. Video is scientifically proven to help communicate information faster and more effectively, bringing a number of benefits to marketers and businesses thanks to its ability to:
Establishes Trust: More than anything, the education and humanization shared in video helps establish trust with your audience. This trust is the catalyst for closing deals and creating long-term, customer relationships.
People want to trust the businesses they are giving their money to. This is why Marcus Sheridan teaches that we are all ultimately in the business of trust.