When I discovered video marketing, I wasn’t your average “video guy.”
I didn’t go to film school or dream about directing movies someday.
I was a marketer, so all I knew was what the data was showing me. And it was clear that video was getting the best sales and marketing results.
These days, that’s not very surprising.
But back then, internet speeds weren’t what they are today, YouTube was just a dream, and smartphones didn’t exist. In other words, video wasn’t accessible like it is now.
Today, the biggest benefits of video are well understood, and we’ve already discussed them in the email I sent you a couple days ago.
But now that I’ve made thousands of videos in dozens of industries, I’m starting to notice some of the less obvious benefits of video — things that won’t show up in your sales or marketing metrics, but are just as important to marketers.
Things like:
- Increasing the profile of your marketing department with internal stakeholders
- More extensive opportunities for repurposing your content across multiple marketing channels
- Deeper relationships with customers and potential customers, which translates into more word-of-mouth marketing
- Better product information recall from both prospects AND your own team
None of these benefits will show up in your Google Analytics, but they might be some of the most important benefits of video marketing.
Consider just the first hidden benefit; when members of your own company see a beautifully executed video project, the sizzle factor alone can have a huge impact on your marketing budget and career.
While it may not be true for every business, most marketing teams are still treated like an expense.
Video can help you change that perception by providing increased ROI and improving your team’s response to your marketing efforts.
It makes sense, because as we discussed a couple days ago, videos offer higher perceived value. Your staff and leadership team are much more likely to watch your shiny new video than they are to read a blog post. And because your videos will be flashier and transfer more emotion, the reactions will be on a whole other level!
So what about the other three hidden benefits? Well that’s what today’s video is all about.
But do you want to know the #1 reason why video should have a prominent place in your sales and marketing strategy?
Then be sure to read tomorrow’s email! It’ll be titled: [ROI] Ch. 5 of 5: The future of digital marketing.
Todd
P.S. I’ve got something special for you tomorrow, but it’s super time-sensitive. I wanted to let you know in advance so you don’t miss it.
