In 2015, 96% of B2B marketers used video in their marketing strategy compared to 82% of B2C marketers. In May 2015, Cisco reported in its VNI Global IP Traffic Forecast that 80% of all Internet traffic will be streaming video content by 2019.
Other significant video marketing statistics worth noting are:
• 81% of people feature their video on their brand website
• 52% of marketers believe video marketing is effective for brand awareness
• 67% of marketers found video marketing somewhat successful
Numbers like these suggest that video marketing is something marketers shouldn’t ignore, especially those who are responsible for the marketing function at small businesses.
I wanted to know how small businesses were using video marketing.
Randall Burg Yachts is an early adopter of video marketing. For over 10 years, the company has used over 250 YouTube videos to generate revenue.
Randall Burg, the owner, says “I’ve sold close to 1000 yachts primarily because of my use of YouTube videos. I’m part of YouTube’s ‘Unlock The Space’ program that gives me access to YouTube production facilities world wide.”
Burg explains what he sees as an advantage for marketers who use YouTube video marketing. He says, “once the video is live you can click the social media buttons and send your video from the video manager directly to Pinterest, Linkedin, Facebook, Twitter and your blog. One button does it all and it saves a huge amount of time.”
Stacia Guzzo, founder and CEO of Handcrafted Honey Bee, says she uses video marketing to help “create brand commitment.” For Guzzo, video is the key to a deeper, relationship-based connection between a brand and its customer base.
Guzzo used a music video to compete in the 2014 Martha Stewart American Made competition, collecting over 32,000 votes.
Ben (just Ben), the CEO of Grand Slam Garage Sales, leveraged video marketing to increase sales and he ended up securing a reality TV show deal.
More than 150,000 views later, Grand Slam Garage Sales saw an increase in sales and secured a reality TV show deal – both a direct result of the video.
Steven Sashen, CEO of Xero Shoes, started a “Sh*t Barefoot Runners Say” video series after realizing the power of video marketing with the company’s first DIY sandal-making video series.
The “Sh*t Barefoot Runners Say” series received over 500,000 views. The series drove sales and made Sashen what he calls “internet famous.”
Brett Tepper, chief brewing officer at Long Island Home Brew, uses Vift, a new video gift message platform to add a personal touch to any products a customer orders as a gift.
Vift allows customers and retailers to personalize gifts purchased online using custom video messages. The video messages are delivered at the same time the gift arrives. The video message is delivered via email or text message.
“We are excited to be offering Vift to our users and feel it allows us to continually utilize new technology to improve our customers’ shopping experience and grow our business,” says Tepper. “It also allows us to acquire new customers and communicate directly to the gift recipients for the first time.”
Cell Phone Signal Booster, an authorized reseller of weBoost, has a very unique video marketing strategy. The company uses re-purposed weBoost videos to increase the company’s rankings in search engines. Jazmin Mendoza, the company’s marketing representative, says “it was getting increasingly difficult to drive traffic from our Facebook page to our website. We knew part of our efforts needed to refocus on search.”
The company repurposed various videos that explain how and why cell phone boosters work and optimized those videos for search. The company’s efforts worked. Cell Phone Signal Booster has secured several top page rankings for industry related keywords.
The company has gone one step further and added closed-captioning to those videos to ensure they reach consumers who are hearing-impaired.
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