Ask Vikki: Should I invest in video marketing?

Question: As a small business owner, I’m always looking for ways to reduce expenses. My marketing team wants to spend a significant amount on digital advertising next year and I’m not sure I can afford it. Thoughts?

Answer: You can’t afford not to invest in video.

Online video marketing is expected to be the most effective form of digital marketing in 2022. There’s no better way to connect with consumers. The average person spends over 90 minutes a day watching online videos and while doing so, about 80% are buying products. How much you spend on video production is up to you, but remember, you could be putting your company and its reputation in front of millions. We all know the importance of first impressions.

“Professionally produced video has the power to reach an audience and clearly convey the benefits and uses of your product or service. By using a professional firm, you gain a marketing partner that can produce a high-quality piece that makes an impression on your audience and shows the quality that your own business can provide,” says Kris Burnett, principal of Burnett Media.

Burnett says sure, anyone can shoot a video on a smartphone, but the companies she works with say they want to do it right.

“Good lighting, a well-written script, clean audio, and professional editing, graphics, and animation can truly enhance a video and grab the viewer’s attention to keep them engaged. And by using professionally recorded audio, parts of the video can be repurposed for use in podcasts, the company’s website, e-newsletters, blogs, or social media platforms. Pro SEO teams can also help optimize your videos further.”

Your marketing team is right. Video is the wave of the future. By 2024, video marketing dollars are expected to exceed $9 billion.