Got a smartphone in your pocket? Time to jump into the exciting world of video production!

Businesses need a video marketing strategy. From what was once was a television dominated landscape, video has become important on every platform and channel. Video can no longer be just one piece of your overall plan. Video needs to play a strong, if not central role in your marketing strategy and outreach effort. Whether utilizing Facebook Live or having video created by a professional, video will help you to effectively reach and convert prospects into consumers.

A Facebook executive predicted that the platform will be all video in less than five years. While a focus on optimizing your web presence and content for Google is Search Engine Optimization 101, you still need to consider how to get found on Facebook, Instagram, and the world's second-largest search engine — YouTube.

Video production has become vastly more accessible to marketing teams of any size. Production equipment is much less expensive than it once was, and now even smartphones can shoot in high-quality, 4K video. Plus, for most social videos, the more simple and authentic the video, the more genuine the content — and that's what really matters to your audience.

Before launching any marketing campaign, it's important to determine your primary video goals. Your goal can be to increase brand awareness, engagement, or even to get conversions for a free trial offer. However, it's important to only pick out one or two goals for each video. When you have more, your video's message will be unclear, which makes it difficult for viewers to determine what action they should take.

When determining your goals, be sure to keep the demographics of your customer profile and target audience in mind.

How old are they? Where do they live? What are their interests? How do they typically consume media? What stage of the marketing funnel are they in?

All of these questions can help determine what type of video you should make and where you should post it. For example, if your target audience is not familiar with your company, you probably want to make a video that focuses on brand awareness before producing an in-depth, product video. You'll also want to host your video on a site that already has a large reach like Facebook and YouTube.

Let's take a look at the numbers regarding video marketing. According to a report from HubSpot Research, 54 percent of consumers want to see videos from brands they support in comparison to email newsletters (46 percent) or social image based content (41 percent). Video content was the most memorable (43 percent) in comparison to text (18 percent) and images (36 percent).

Video marketing volume statistics from Wordstream:

■ YouTube has more than a billion users, almost one-third of total internet users.

■ 45 percent of people watch more than an hour of Facebook or YouTube videos a week.

■ More than 500 million hours of videos are watched on YouTube each day.

■ More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.

■ 87 percent of online marketers use video content.

More fun video marketing facts from Wordstream:

■ 51 percent of marketing professionals worldwide name video as the type of content with the best Return On Investment.

■ Marketers who use video grow revenue 49 percent faster than non-video users.

■ Internet video traffic made up 69 percent of all global consumer internet traffic in 2017.

■ By 2019, internet video traffic will account for 80 percent of all consumer internet traffic.

■ The average user spends 88 percent more time on a website with video.

The thought of video production can be both exciting and a little overwhelming. Video editing and marketing can seem intimidating at first, but with a little practice and patience, you can produce high-quality content that is unique to your business. Try turning a written blog into a video or create a product tutorial. Using video to showcase your product and offerings in a new, interesting way is sure to engage your audience. Pick up a camera, start filming, and watch your customer interactions increase. With 71 percent of consumers watching more video online than a year ago, businesses can no longer ignore its growing popularity. It's time to make video a key part of your marketing strategy!

To learn more about video production and video marketing, join us June 15 from noon to 1 p.m. for our monthly Lunch and Learn series. Brown bag lunches are encouraged; snacks, water, coffee and tea will be provided. RSVP to

Nathan Watchman is a digital brand specialist with Sentinel Digital Agency, a sister company of The Daily Sentinel that provides marketing services to businesses across the Grand Valley. To submit a question for our experts to answer, email us at or give us a call at 970-256-4387.

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