Add Online Video to Your 2018 Marketing Strategy
03.01.18 · Ashley Bowen Cook
Marketing budgets keep getting cut and teams are consistently tasked to do more with less. In this ever-leaner landscape, do you get tired of trying to make the case for using more video in your marketing? Well, you’re right to keep making the effort. By 2019, 80 percent of all online content will be video. If that’s not argument enough, here are some additional supporting points to use the next time you approach your boss about the issue.
Apply Your Budget Strategically
Video generates greater recall. Research shows that 20 percent of people remember what they hear. 30 percent remember what they see. 70 percent remember what they hear and see. So, if you apply your budget to where it does the greatest good, that would have to include video.
Our pilot recruitment campaigns for Piedmont Airlines offer a good example. Repurposing creative content into video snippets help budgets go farther and provide the short bursts people engage with more. Is it working? Yes. The pilot recruitment campaign doubled monthly application goals in the first year.
Develop Deeper Associations
Video’s one-two punch of sights and sounds connect at a gut level. Viewers don’t just absorb facts. They feel something. Use video to build your brand. Share who you are, what you do, how you do it, and why you’re the best option out there. Generate trust and instill confidence. People do business with people/companies they like.
Expand Your Definition of Video
More and more companies are publishing video of five seconds or less. Give preference to light, snackable content over heavy, over-stuffed banquets. 43 percent of video on social media are animated GIFs. 35 percent are 10- or 15-second videos.
Instagram Stories offer a good option. They’re easier to produce and because they don’t live online forever, there’s less urgency to make them perfect. We’ve been impressed by Garmin Aviation’s use of this platform, particularly at shows like Oshkosh. People can follow Garmin’s Instagram Stories throughout the event to see a wide range of aircraft equipped with Garmin’s world-class flight displays, autopilots and other avionics upgrades.
In addition to Facebook, Executive AirShare has been reaching out to pilots on Instagram. Its #PilotLife series gives prospects a taste of what it would be like to fly for the country’s third-largest fractional ownership program. Photos from pilots in the field supplement our video. A strong call to action with a dedicated link in Instagram’s bio takes them to deeper content on the EAS website, including a place to apply.
Realize Cost Efficiencies
People want more organic, real video, which means fewer big-budget productions and less-slick, more journalistic efforts. This doesn’t mean poor quality or poorly thought through video, only that everything doesn’t have to be at the level of your tradeshow booth video or new-product commercial.
This column originally appeared in the March 1, 2018, issue of BlueSky News.