Hopefully, yesterday we convinced you that video was within your budgetary reach. Now, we can look at the benefits that are possible for your brand by deploying video as part of your marketing mix.

Online Publisher’s Association reports that 69% of online users have watched a video online. 24% do so at least once a week. I am going to surmise that these numbers could have seen a growth during the writer’s strike which propelled people to the web for new content.

Advantages of Video

Audience - As the numbers above demonstrate, your audience is likely
there. Video gives you another avenue to touch customers and prospects and deliver your messages. The more opportunities you have to touch a potential customer - the more likely you will be there at the right buying decision time.

Brand - Video is engaging and that makes it an excellent platform to build your brand. Be sure to analyze your audience and deliver good content that they can use. Your audience will thank you for it by passing on the content to others virally, exposing your brand to more potential customers.

Details - Video is an excellent presentation tool. Utilize video for training, education, product demonstration, company news, and other messages that you want to present to your customers.

Channel - Videos can be organized into a series or webisode as part of a channel, allowing the marketer to build on their programs.

Flash - Video can be used to add interactivity and pizzazz to a site without the search engine unfriendliness of Flash. Video has the same visual stimulation and excitement, but doesn’t throw search engines off. Plus, you can store your video on sites such as YouTube and embed the link on your site. This maximizes bandwith and makes sure your site
does not slow down.

SEO - Google owns YouTube so Google likes video. In fact, most search engines have some way of indexing video. The use of video can boost your search engine rankings. Make sure you tag your video properly to receive full benefits of keyword optimization. Post your video on other sites where possible and make sure to include a link back to your main site. This creates a one way link to your site that search engines value as well.

Social Media - Video is important to social media campaigns as well. Social media is like PAC-Man when it comes to content. You must continue to feed good content to keep your programs growing. Social media particularly enjoys video as it can be used in multiple outlets. Social media is also a good way to promote your video content as well.

Fun - Video can be entertaining. Human beings like to have fun, and remember no matter what you are selling there is a human being on the other end in some function. Video gives you the opportunity to stand out from a crowded, always the same marketplace. It is also an excellent starter for contests, games, and user generated content as
well.

That is a lot of advantages. Couple that with the affordability, and you might be convinced to begin a marketing program. However, you probably need to justify it to management, so tomorrow we will discuss tracking and other marketing metrics for video marketing programs.