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If video wasn’t a part of your marketing strategy before 2020, it probably is now. While the population was either in isolation or quarantine, everyone was continuously online, desperately consuming content either out of boredom or a demand for information. And the medium of choice was most often video.


Why Is Video Marketing Important?

The appeal of video as a means to obtain information is intuitive. People are visual (and, maybe, a little lazy). Consuming information via images and video is easy and makes the content memorable.

Consumers – millennials and Gen Z consumers in particular – prefer to get their entertainment and information from online videos. According to Wyzowl’s “State of Video Marketing 2021,” 85% of people would like to see more video from brands in 2021.

Furthermore, video can improve your ranking in search engine results. Including video on a web page can increase your click-through rates, lower your bounce rates, and lead to valuable backlinks from other sites.


The Basics of Video Marketing

It shouldn’t be an afterthought; video should be an important part of your marketing efforts. If video is a new element within your strategy, however, it’s crucial to your success that you have a good understanding of the medium.


Understanding the types of videos

There are a number of different varieties of videos: demo videos, animated videos, live videos, and the list goes on and on.

In general, however, videos fall into one of three types based on their purpose:

  • Educational videos can be used to teach prospects and members something new, highlight the services and benefits you offer, or provide instruction or how-to guidance.
  • Inspirational videos motivate your audience with moving and compelling content and spur them into action.
  • Entertaining videos are meant to pique a user’s interest and enthrall them enough to seek additional information about your organization.

Each type might have a place in your marketing strategy, and it’s best to have a set plan before jumping headfirst into video creation.


Formulating a plan

Your video marketing plan will be specific to your association, but should include a few main elements:

  • Determine the content of your videos based on your audience. Make sure you know the demographics of your audience, the type of video and the information they’re looking for, and in what tone (e.g., serious, light-hearted, professional, casual) they would prefer your videos.
  • Decide on the placement of your videos on your website and other platforms such as Facebook, Twitter, Snapchat, etc.
  • Map out a content schedule that lists the types of videos and at what frequency you’ll post them with specific target dates.
  • Establish the metrics that you’ll use to measure the success of your videos.
  • Be sure to end your video with a call-to-action.


How to make a video

Video production may sound scary, but it really doesn’t take that much to create marketing videos. You don’t need state-of-the-art equipment or an expensive studio. If budget is tight, use a smartphone. In fact, research suggests that users are more drawn to videos that are less produced as they appear more authentic, and you can always invest in better equipment down the road once your video marketing takes off – or hire professionals.


How Associations Can Use Video to Grow Membership

There are a variety of reasons for membership in an association. Membership benefits may include access to proprietary information, education and training, networking opportunities, certification and licensing programs, industry events, and more. You know your association’s value, but it may be challenging at times to publicize your benefits effectively.

Video marketing can help distribute useful and relevant information to your audience. Live video and personalized, 1:1 video are particularly effective in helping both prospects and members get to know your association better and in demonstrating the advantages of membership.


Live video

Live video has exploded as a preferred medium in recent years. According to Daily Esports, the video live streaming industry has increased in hours of video watched by 99% year-over-year from April 2019 to April 2020.

You can utilize live video to talk about member benefits and highlight stories that demonstrate your association’s mission. Live videos can be used to conduct interviews and training, show behind-the-scenes at industry events, run product demos, and in numerous other ways that allow immediate interaction with an audience. Live video is more engaging than video-on-demand and can lead to users staying on your site longer.


1:1 video

There is no better way to connect online with your individual members and prospects than with personalized messaging. Video may seem like a difficult means of providing a personalized experience, but where there’s a will, there’s a way, and a personalized video can pay off big.

Associations can create personalized video messages instead of a phone call or email. The result is relevant messaging that members and prospects actually want, when they want it.

Personalized messaging also shows members that you value their membership by providing thoughtful information that shows you’re paying attention to their needs. This positive customer experience creates trust and loyalty and highlights the value of membership in your association.


The Bottom Line

Video marketing isn’t just a passing trend. It’s a powerful tool you can use to reach and engage with members in a meaningful way. Giving video its deserved placement in your online marketing strategy can help your membership flourish.