Video marketing is a forward-facing marketing strategy that allows businesses to work engaging videos into their marketing campaigns. And it’s becoming more important for restaurants to incorporate this strategy than ever before.
A recent survey conducted by Think with Google, a data analysis section of Google.com, found that half of all internet users will look at a video before going into a physical building, and 80 percent believed a demonstration video helped them make a decision in purchasing.
Other analysis found that having engaging video content leads to 800 percent more sales conversions.
In other words, having videos on your website can increase your ability to attract new customers by eight times!
On the surface, video marketing is pretty simple. You shoot a video and put it on your website. However, there is a little more to it than meets the eye.
Before you start filming, there are a few things you need to keep in mind. First, you need to track various data points and monitor your customer engagement like a hawk. If your customers are not responding to your videos, your data will tell you why. Some questions to keep in mind are: What do customers not understand about my business? What stories can I share? What resources can I dedicate to my videos?
Your customers can help you answer some of these questions, too. Having a customer comment card on every table can help illuminate things that are unclear about your services, your menu, or your brand in general.
Second, you need to make sure your videos focus on the stories, not sales. Customers are inundated with advertisements every day and have become very adept at weeding out the ones that are trying to get them to buy versus one that is trying to educate them. Make sure you can condense what you want to share into a short video. Sharing your chef’s life story may not engage your customers as much as short video showing how well your team works together, or one about what keeps your chef coming back to work every day.
Third, you need to make sure you’re using the appropriate platforms to distribute your videos. Consumers are far more responsive to ads and videos on social media than on a company’s website, according to Impact, a marketing and sales consulting firm.
But, what’s in it for you? What kind of return can you expect from all of your efforts?
According to Neil Patel, a marketing consultant, customers who view videos are between 64 and 80 percent more likely to purchase a product afterward. This can translate into a meaningful boost in sales.
Video marketing is also a SEO goldmine. 70 percent of the top 100 search results contain a video, and can help boost your visibility. Considering that video accounts for 74 percent of online traffic, you can’t afford to ignore this marketing strategy any longer.