Little Orchard recently teamed up with students from the MMU to understand businesses’ views of the value of video content as part of their marketing strategies. Qualitative research was undertaken, specifically in the form of face-to-face interviews with managing directors.
Key findings included:
1. Have you had experience of using video content before?
Approximately half of respondents had not used or considered video content. The responses given suggested that participants were not aware of the benefits of video content.
Those which had experience of video content, used it internally for introducing new products to employees; on a company website as part of an SEO strategy; internally for HR videos.
Generally the more forward thinking businesses seemed to be harnessing the advantages of this tool.
2. What do you perceive the benefits are of using video content?
Answers included:
- A benefit of video content was to keep customers on their website
- More effective communication with customers
- Video provides greater consistency for training and HR purposes
- Creating brand reach and television advertising
The sample considered video content as a means of increasing profit and sales.
3. What would you use video content for?
The answers from participants encompassed three main subjects, SEO marketing; HR videos; communication. Examples of specific uses included:
- Social marketing via You Tube and on company websites, in particular for help or advice videos
- HR videos were also highlighted as a viable video content use
- The main theme of this answer however, was for communication, to either customers or employees.
The participants responses suggested video content would be advantageous to communication due to the visual representation it provides. Resulting in the main reason provided for the use of video content, as a form of marketing.However due to the variation of answers, although all participants agreed on the broad use of video content, it was clear that not all participants knew exactly how they could implement video into their marketing strategy. Suggesting that specific advice on how video content could help individual businesses would be effective, as part of a video content package.
4. Do you have any reservations about using video content in your marketing?
The response to this question was in the majority no. The interview responses suggested that if any reservations were present, that these could be overcome with an explanation of how ROI and alignment with business strategy could be
achieved with video content.
Conclusion
Clearly Little Orchard needs to make sure our clients and potential clients completely understand just why video content is currently providing the best ROI for their marketing budgets. It’s important that marketeers value their video content, understand how it can engage with and connect to their target audiences, and realise just how measurable video content results can be.
Talk to Little Orchard today about your video content strategy and find out how our “Discovery+Planning+Implementation” process can pack a powerful ROI for your brand! Call Lewis on 0845 838 7396
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