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July 12, 2021

Video: The Powerful Marketing Tool

Video: The Powerful Marketing Tool

In this episode, Kristina is talking about video marketing! Don’t roll your eyes. We know you don’t want to be on camera! But it is time! If you’re not using video in your marketing efforts, you are giving away business and revenue to your competitors that do!

People like watching videos more than reading text. In fact, 86% of consumers want to see more videos. These are YOUR customers! Tune in to this episode to hear Kristina talk about why you should give them what they want!

Is your goal to get more business? To bring in more revenue? Did you know that 184% of consumers are more likely to purchase something when video is involved? Listen to this week’s episode to learn how to create more engagement and ultimately more revenue for your business.

There is nowhere to hide from video marketing! Consumers are watching an average of 16 hours of online video per week. The statistical numbers don’t lie. They tell a story. Catch this episode to understand the importance of using video in your online marketing efforts.

BY THE TIME YOU FINISH LISTENING, YOU’LL UNDERSTAND if you’re not using video in your marketing efforts and your competition is, you’re missing out on revenue!

When you finish listening to this episode, tell us how you plan to implement video into your marketing efforts and tag us on Facebook or Instagram @theringtheblingandallthethings

Connect with the host:

Kristina Stubblefield - social media @kristinastubblefield  


Kristina Stubblefield  0:00  
Video posts are rising to the top of news feeds everywhere, people are more likely to stop mid scroll for eye catching video content. If you're not using video, you're not being seen or found. And you're giving away business and revenue to your competitors that do tune in to this episode to hear some jaw dropping statistics, and all the reasons why video marketing is your express route to rising above your competition. Welcome to Marketing Monday on The Ring The Bling and All The Things podcast. My name is Kristina Stubblefield. And for over 15 years, I've served as a marketing strategist and business coach. Also, I was once a wedding vendor. In these podcast episodes, I'm providing bite sized digestible marketing solutions and information that can be immediately implemented, and make an impact on your business. Now, let's dive in to this episode.

I know some of you out there are going to roll your eyes you may have already done so when you saw the title for this week's episode. Video Marketing is so important. And I really want to emphasize why in the best thing to showcase that is through statistics. numbers do not lie, they tell a very important story. And when I start talking to clients about video marketing, they say, Well, I don't want to be on camera. Well, for those of you out there that are your business, there's no where to hide from video marketing. Unless you've been living under a rock the past year plus, you have to have heard something about Instagram rules or tik tok, or Facebook, and Instagram in itself have put so much focus on video marketing. If you do not stay up with the changes that have happened, or that are coming down the pipe for Facebook and Instagram, and the other social media platforms, I am here to tell you, they are putting video at the forefront of their plans with their social media outlets. It doesn't matter which platform. They are all embracing video. And these statistics scream why they do people like to watch a video more than reading text. You can say whatever you want, why people are doing that. Sometimes it's just more convenient for a person to watch something than it is read something

Unknown Speaker  3:25  

Kristina Stubblefield  3:26  
podcasts have become very popular. Why? Because you can push play and you can listen, you don't have to read a book, so to speak, you can actually hear the information through audio. And video is not going anywhere. And one of the best parts that I find is wedding professionals have the most to talk about on video that let me rephrase that they have the most options when it comes to video content. Now, before we go diving in deeper to that, let's talk about these numbers just a little bit. And these numbers that I'm pulling from are from word stream. And this was last updated may of 2021. So fairly recent. And here's where I want to start with this. There has been a 52% increase in the last two years on this topic that people watch an average of 16 hours of online video per week and that is increased 52 person in the last two years. Think about that for a minute. On average 16 hours of online video if you're not embracing online video How can your potential customers find out about your business. That that's the whole point that I'm going to really be focusing on today. They have to know about you, they have to see you, they have to be able to find you. And the easiest way for them to do that, and the most effective way is video. So let's keep going before jumping around on topics. Social video generates 12 100% more shares than text and image content combined. Can we talk about that number for a minute? 12 100% more shares? When you put stuff out on social media. What do you want, you want engagement. And part of that engagement is shares. The more people that share your content, the more eyeballs that you get on your business product or service to people that may not know about you. Well, 100% more shares. If you put out a video, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Now, I don't know about my listeners out there. But if I'm going to spend the time doing a video, whether it's recorded or live, I want people to retain some of the information I share with them. Just like when I do this podcast, the format I do it in is small, bite sized digestible episodes, that you can immediately take something away and implement it in your business. I started out doing that way. And I plan on continuing doing it that way. Because I want someone to take, even if it's just a little bit of information from the episode, I want them to feel comfortable implementing that in their business. Because at the end of the day, if you get results, you're going to be more apt to come back to listen to what I have to say, seek me out for additional help. But also, it's going to help move the needle in your business. Okay, let's keep going 95% though, that is unbelievable that people can retain that much more information by watching a video than just reading it in text. The next 190 6% of people have watched an explainer video to learn about a product or service. So let me hear what you have to say about this one. Because I probably already know what's running through your mind. Well, if I explain how to do something, or if I show a person how to do something? Isn't that taking away from my business? Absolutely not. I will

go to a battle with this one all day long. Because just because you show someone how to do something that does not mean number one that they have the time number two that they want to spend the energy on it, that does not mean that they're gonna be like, Oh, well, they just showed me how to do it. So here we go. I don't need their service. Now, could that happen? Well, of course it also depends on what industry you're specifically in, or what type of wedding business you have. But taking the time to go through and explain about your products or your services brings attention to your business. And if 96% of people will watch an explainer video that gets more eyeballs on your business. And if your videos are done correctly, you're going to at least mention your business name. It may even have your logo on the video. So there's some branding purposes there as well. So next 180 6% of people would like to see more video from brands. Well, what if you're not even doing video 86% of people want to see more videos. Whether they are your customer or not. People are wanting more video content. 64% of consumers make a purchase after watching branded social videos 64% So there's a couple other interesting ones I want to throw in here. 68% of consumers prefer watching videos to learn about new products or services, compared to articles, infographs, ebooks, and presentations. So what that tells you right there is they wouldn't video over anything else. 82% would rather watch live video than read a social media post 82%. Again, why I turned to the numbers is because it holds a lot of keys. It tells you a lot about audiences, especially that are living on social media. And if you're spending time marketing your business, on social media, you probably want to use the marketing asset that's going to produce the best results. Which is why we're talking about video soon. Now, one of the questions that a lot of people come to me and say, well, exactly how long should I make a video? I mean, should I stay under two minutes? Does it really need to be 30 seconds. We can have multiple episodes on this topic. But here's what I'm gonna say. It depends on which social media outlets, you're putting the video on YouTube, people expect or automatically assume a video is going to be longer if it's on YouTube. If it's on Instagram, your attention spans are not near the length, because their expectations on Instagram are short and sweet and to the point. So they really have to catch attention in a limited amount of time. And then you have the middle ground. Are there videos out there that have been five minutes long that have produced great results? Absolutely. I've done some of them. Have there been videos that have been 20 or 30 seconds and have produced excellent results? Even 15 seconds? Yes. It depends on the platform that you're putting the video on? It depends on the message. It depends on who your target audiences. There are main ingredients that equal the answer you're looking for. The answer is not the same across the board. If someone tells you different, that would be incorrect. It's not the same across all platforms.

One of the other questions that's asked to me a lot of times as well I have an e commerce site is video really that important? I'm going to share with you this statistic, consumers who end up on an e commerce site through a user generated video are 184% more likely to purchase and spend 45% more staggering statistics. Now sometimes people will ask me what all different types of video are there really to think about in this is what I'll share with you. You have explainer videos, you have presentation videos, testimonial videos, sales videos, and then I would say you have your also your video ads. That's the main buckets is how I would consider that in breaking down videos especially used in a marketing setting, so to speak. And that's one of the things that's really important is when you're spending money to run ads on any social media platform. Video provides 30% maybe a little bit higher conversion rate. Any amount higher in conversion rate. That just means you get more bang for your buck. That's what that means. And video provides that especially to small business owners. Those people in the wedding industry specifically can get such a better response impressions, engagement clicks, depending on what your call to action is, they can get an action so many more times through video. Yo ads, then a graphic, or some other type of ad. And one of the things that I talk to wedding professionals a lot about is how video can help you generate leads. It is an outlet that provides the best lead generation out there. It is unbelievable when we run these tests. And sometimes I have to do that, because we will like know, this, this is the way I want to do ads. Okay, you're asking for my expert opinion. And that is what I'm giving you is not only my experience, but also I've seen firsthand how it works. So sometimes I have to do these tests. Okay, let's do it your way. And then let's do it the way I recommend. And the way I'm gonna recommend with ads is nine times out of 10, maybe nine and a half times out of 10 is video. Why? Because if you're if you get involved with a marketing company, a marketing agency, marketing consultant, anything in that spectrum, you are going to judge their performance based on what they produce for you. And if your goal is to get more business to get more leads to get more sales, you're going to be judged on how those ads performed. How many leads that brought in? Did that increase sales? Did that increase traffic to the website. So if I know going in, that I'm going to be judged based on performance. And I'm not saying that that's wrong by any stretch of the imagination. I'm going to want to put the best marketing asset forward that produces the best result. into me, in what I've seen what I've experienced, the continuing education I do on a regular basis. All points me to video marketing, video ads, video content for website, video post on social media, having a YouTube presence, the list goes on and on. And absolutely, it can be overwhelming. But again, it goes back to having a plan. There are times that I meet with people that it is just about a video plan. And that is so important. How are you including video on your website, and your email blast?

On your lead generation forms on your social media outlets? How are you including video, because if it's done correctly, and it's done with a plan, you can repurpose a lot of content. What does repurpose mean? For most business owners, it means saving some money and saving time. And we all know that I say time equals money. But it has to come planned out. You have to plan according to what you're how you're moving the needle in the direction you want to do so in your business. And most of the time wedding professionals say I want to book more events. I want more leads to choose from. I want to target certain dates that I still have available on my calendar. So having a video marketing plan is really important. Now is that play a role in your marketing plan? Overall? Heck, Yeah, it does. And we can get into how all of that kind of meshes together. But I want to stick to a video marketing really about the importance of video marketing, because I have found people have to hear this over and over and over again. I'm not going to call out any names I several people that I have worked with in the past. It has taken multiple conversations in in sometimes multiple years of hearing me say the same thing over and over again. For them to take action. And by that action I mean for them to let the barrier down and say okay, I'm going to try video. It works. These numbers tell you why it works. Since I was talking About ads and video ads, I want to share this one with you that it is projected that from 2017 to 2024, digital video ad expenditure is expected to increase 41.9%. That is nearly 50%. In digital video ad expenditure, video ads just produce better results. Again, depending on your business, depending on your call to action, and depending on what your goals you're striving towards. And there's a whole lot more to talk about here with video marketing. When you start to get into so much of it, because I've done this for quite a while, people's eyes start to glaze over. And there's no use to keep going on and on about it because they're done. They, they, they just aren't ready to get into video marketing for their business. So I want to wrap up this episode with the plan to carry on the conversation of video marketing on an ongoing basis. Because I really want to tap into the different video components involved with social media channels. outlets, if you want to call them that, and especially YouTube, people always forget YouTube is the second largest search engine. The other thing is, Google has really pulled in video to make it part of its entire system. And if you're not you, if you haven't listened to my Google My Business episode, you definitely should go back and listen to that. But you know, you are now able to push video out as a post on Google My Business. So everyone is embracing video. And I want to challenge you to this. And people always look at me like I'm crazy when I say this. But I want to give you some tips of how you can implement video immediately in your business. Number one, go live, whether it be on Facebook, or Instagram. If you're not ready to be in front of the camera right now, in selfie mode, or having somebody else have the camera on you. And my camera, I'm saying your just your cell phone.

Let's just start there with your cell phone. Go live on Facebook or Instagram, and turn your camera the other way. If you have a business, do a walk through of your business cameras not even on you and talk behind the camera. Just do a video. Now, do you have to do lives? No. But here's where I've tried to tell people that you can start to break down that barrier. When you go live. It's out there. You can't think 1400 times about it or should I edit this? Or gosh is should I really put this out there not not even edited. But I'm rewatching this and I'm really questioning myself. Don't put yourself in that situation do lives just to get started. But then you're gonna say Christina, how can I repurpose that on multiple channels? Well, let's not focus on that right now we need to focus on is getting you to do video for your business. So number one, pick up your smartphone. Number two, go live. If you're not comfortable being on camera, it's okay. People need to start somewhere. Again, turn the camera away from you. And if you have a shop, walk through the shop and tell people about what you carry, what is inside your store. If you don't have a store, but you offer services, have some of them pulled up on your computer screen if you need to. and have your camera pointed at the computer screen. Maybe it's even your website if it's up to date and has good information and talk to them about the services that you offer. As a wedding professional, you have so much to pull from most of the time. You go to events and you set up go live from the event not during the event. But when you're there setting up how excited you are to be there and to be part of this event and why You're doing at the event. utilize that time to share with your audience. What you have going on. What service are you they're providing? What products did you make? Or do you have there at this wedding or event? Talk about your business, even if it's not in front of the camera. As wedding professionals, you have so many opportunities. Of course, you hopefully won't end up with video footage from the videographer, photos from the photographer at these events. But that's a whole nother topic. Take a moment, embrace the video, because I'm here to tell you these numbers are extremely important in telling us what is coming in the future. And video is going to be a huge part of social media, search engines, websites, everything. So if you're not already using video, it's important to start because your competitors are going to be way ahead of you. And the amount of time that it's going to take you number one to get comfortable on camera. Number two, to start recording videos or having someone help you do the videos. It's going to be an uphill climb. So get started now because I assure you your competition, if they're not already doing it, they're thinking about it. Maybe they're working on a plan with it. Don't get left behind, because you don't want to be on video. There are other ways to utilize video marketing, to your benefit without being caught up on being on camera. I hope that you found this episode helpful. Thank you all for following me. I'm really excited to be dropping these marketing Monday episodes. I'm really excited about it. And I look forward to your feedback, visit our website, or find me on social media and give me your feedback. Until next time, see ya.

Thank you for tuning in to this marketing Monday episode of The Ring The Bling and All The Things. If you would like to get notified of upcoming episodes, make sure to click the subscribe or the Follow button on your favorite podcast platform. We welcome any feedback from topic ideas to questions you may have. You can visit our website for previous episodes, or to send us a message just visit

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