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Lights, Camera, Action

Suzi Jones, managing director of Narrative Glue Creative explains why video should be part of your marketing strategy

Online video content is fast becoming the most engaging medium. If you are not already using video to promote your business, then perhaps it’s time to start thinking about integrating some it into your marketing strategy.

According to a Cisco forecast, by 2017 video will account for 69% of internet traffic. It’s an impressive figure and one that your business shouldn’t ignore. But where do you start? Well it’s all about the story. Whether you are telling us how your business started, promoting a new product, or explaining how something works, you need to be really clear about your message. Get this bit right and you’ll have your audience wanting to know more about you, which means more traffic to your website. In our campaigns we use the slogan ‘We Make it. You Show it. Everyone Shares It’. In a nutshell, that’s what you want to achieve from video content.

There is nothing more immediate and impactful than a visual piece of PR to promote your brand. A high quality, short and imaginative video will deliver that message in a quick hit. Then let your social media really work hard for you by driving further engagement to your audience. You can keep your current clients informed of new products or services, explore new B2B opportunities and of course reach potential new clients.

In terms of social media, there is video content everywhere. Consider your own YouTube channel or Vimeo site, take advantage of Twitter’s new 140-second video upload and use it as a teaser to get noticed. Both Facebook and LinkedIn are alive with video content too. How we view content is also important, so making sure your video is optimised for mobile devices is crucial.

Finally, don’t be put off by huge production costs. You have a fantastic product and have worked hard to build your brand. If you are tempted to compromise on cost and end up with a poor quality video, it may end up costing you a lot more in the long run in brand damage.

The good news is, there are options available to every business, regardless of budget. At Narrative Glue Creative, we work with many clients who can afford to apportion more of their marketing budget here. We are also launching a new initiative called Narrative ‘Sparks’ which is a series of creative packages to help start-ups and small businesses promote their brand through video content. We also run a series of workshops on how to make your own in-house video productions.

Narrative Glue Creative is pleased to be offering all bpma members a 10% discount on video production.

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