Guest Post from Kylie Carlson, IAWEP: The Advantages of Video Marketing

When you think of video marketing, you might immediately think of big, established companies with deep pockets, professional editing staff and high-tech production gear and software. Which is then followed by the dreadful thought of even trying to compete with them for the attention of prospective clients. The reality, however, is that you don’t have to have Hollywood budgets or an expensive agency in your back pocket. With your smart phone, some patience and a fair bit of humility, you can harness the power of video marketing to effectively deliver your brand message and boost sales.

The Basics of Video Marketing

Let’s take a look at real results: recent studies show that 74 % of users who watched a product video went on to buy that product. I don’t know about you, but that’s a fantastic number! Better yet, Google is a huge fan of videos on your website, which directly correlates to SEO favoritism. According to online video editing and sharing platform, you’re 53 times more likely to show up first on Google if there’s an embedded video on your website.

Think about how often you encounter video marketing in mobile usage alone. The auto-play feature on various platforms was rejected as a nuisance at first. It’s growth just in the past year makes it clear that it’s here to stay. Now, we thrive on receiving entertainment and information this way, so why not take advantage of this tool to market yourself to your present and potential clients?

Aisle Planner Storytelling Through Video with Ale Vidal

What’s Trending

Consumers have increased demand for how they receive content, even if they don’t realize it. The average attention span continues to decrease, but as industry pros looking to expand their business, we can learn to work with this.

Social media is ever-evolving. Scrolling through a content feed is still a prominent motor reflex. Instagram, Facebook, and Snapchat, however, are making this a more intimate and personal experience. Live streaming, ‘Stories’ and other features are defeating the barrier of costly video production. Users love to feel like insiders, and these tools give them an excellent opportunity to connect with the brands they love and want more from.

Aisle Planner Storytelling Through Video with Ale Vidal

How to Utilize These Tools

While overall aesthetic and branding should be consistent in your videos, the rough-cut and real time aesthetic of even the most popular videos are preferred over more traditional, promotional selling techniques. Behind-the-scenes moments and sneak peeks of upcoming products is the easiest way to achieve this. Consumers like to be in the know, and if you’re hyping up a future release through video marketing, the chances are that your excitement will be contagious.

Video marketing can also go hand-in-hand with email marketing. Incorporating a ‘sign up’ feature into your campaign gives them access to content not readily available anywhere else, and you can easily personalize your emails to potential clients to make them feel valued.

Lastly, more and more marketing platforms are enabling their customers with video sharing, creating the ability for pros to meet the demand and showcase their work in this rich format. Here on Aisle Planner, the Enhanced and Premium Marketplace directory listings support both YouTube and Vimeo hosted videos in their portfolio galleries. In this placement, videos can be the perfect opportunity for you to deliver informative, biographical videos about you and your business or beautiful walk-throughs of some of your best events over the past year (know anyone with a drone…?).

With today’s technology, video can be a relatively easy and but highly effective marketing tool to engage your audience and book new clients. Why miss out on building a stronger relationship and creating loyalty with them? Press that button and start recording!

The International Academy of Wedding and Event Planning

Kylie Carlson has been leading the Academy from its inception in 2007  She started with nothing more than a dream, a bucket load of passion and an unrivaled knowledge of the wedding industry. In her words, “events are in my blood, its all that I know and its all that I want to know”.

Kylie’s drive, determination and focus have seen her take one small online training company based in Australia to a global training organisation that now offers regionally tailored courses in the UK, Australia, New Zealand, North America, the UAE and GCC, South East Asia and our latest campus based in Spain for our Spanish speaking students.

About the Author

Kylie Carlson
Kylie Carlson

Kylie is the Director of The Wedding Planning Academy in Australia. She is an internationally renowned speaker and is on the Advisory Board as the only Australian Representative for Event Solutions Magazine, one of the industry leaders.

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