As an agency you want to kick butt for your clients and increase your own revenue. But it’s not always easy:
Getting reach on social media is harder than ever, and with content marketing your clients are up against a mountain of similar content from competitors. In this environment, it’s no wonder your own marketing takes a back seat too.
But help is at hand:
Video allows you to cut through the noise and get results for your clients, while at the same time increasing the range of your offering. In this article we will explain how to offer video as a service.
Online video is a massive phenomenon: by 2020, CISCO estimates that 80% of all internet traffic will be video. As a marketing tool, video is highly effective. Viewers are 64-85% more likely to buy after watching a product video. Some 70% of marketers think that video converts better than any other medium.
In the big agency world it’s an arms race with many investing heavily into video production capabilities. Where does that leave your agency? How do you take advantage of the opportunity?
How to Offer Video as a Service
It’s important to distinguish between video production and video marketing. The former is what we do and the latter is what you do. Making the video is only part of the story – you need to make the right video in the first place, and know how to promote it (more on that later). Here’s how to get started:
A Typical Journey
For most clients, the starting point is to get a company overview video made, e.g. in animation. A company explainer video is great for increasing website conversion rates and can yield immediate benefits. The journey looks as follows:
It’s essential to make a great first video, because the video styling/designs are an important company asset and can be used in future work.
This is where you come in as marketer. Having a plan for incorporating video into your marketing plan is a good idea. The field of video marketing is evolving fast. Back in 2015, most companies simply made an explainer video and were done with it. But nowadays marketers understand that video is a great tool to use across the sales funnel. This is a big opportunity because all this stuff is still in it’s early stages so you can get a jump on the competition.
Um, so how exactly do you do that?
We’ve prepared this super-comprehensive image below showing how to use video across the sales funnel.
That’s all fine and detailed, but: what content will work best for your client?
What Types of Videos Work Best?
It really does depend on the company, e.g. may depend on who their audience is and how they’re reached.
Website explainers and product videos are a good place to start (see this case study). Testimonials really really work. They’re a form of social proof and we’re a big believer in them.
But here’s a handy rule:
Take a look where you are already reaching a large audience. This can yield good answers for where a video can help improve performance. For example, if your client has a large salesforce then a video for it’s salespeople can be a powerful tool. You can also look at weaknesses in their sales funnel to see where a video might help.
Get in touch and let’s talk about ideas.