Last week we held our first industry insight event here at Flow HQ – ‘Moving Brands: Video Marketing Masterclass’. The night was a huge success and we’ve received some amazing feedback from our attendees about how useful they found it.
We had four excellent speakers talking about a range of the challenges that marketers face when using video for marketing.
In case you missed it, we’ve put together a round-up of some of the key learnings from the night here.
Mike Pye, a marketing consultant with over 10 years experience, kicked off the talks by discussing the power of video, with some compelling stats showing the effectiveness of video as part of your marketing strategy. Mike stressed the importance of repurposing video for a variety of uses in order to get the most out of it, as this can be one of the main challenges marketers face when looking to commission video. Mike’s final thought was, “you don’t have to be good to start, but you have to start to be good”.
Flow’s owner and Creative Director Karl Doran was up next. He focused on 5 key principles to create good branded content: know your audience, quality counts, have a brand style, tell a story, and be authentic. One of the most important points Karl focused on was the balance between quality and quantity, and how high quantity, low-quality videos, although the algorithms might love it, can actually damage a customer’s perception of your brand. Karl also recommended 5 pieces of video content that every business needs: a brand film, testimonial videos, social teaser films, explainer film, and onboarding/training videos.
Rich Wood, Director of Six & Flow, mixed it up by talking about conversational marketing (such as chatbots) and how using it as part of your strategy can help improve the quality of leads and increase conversion rate. Rich explained that customer expectations have changed and people now expect much quicker, if not immediate, responses from brands. Replying to customers a few hours after they’ve emailed you dramatically reduces conversion rates, because they’re no longer in a ‘buying state of mind’. Hence the shift to market-disrupting chatbots which have proved hugely successful in increasing conversion.
Del Parsons, a business growth specialist, closed the night by discussing using LinkedIn as a lead generation tool. According to Responsive, native video uploaded on social media generates 1200% more engagement than images and text combined. Del stressed the importance of using subtitles on any video posts so you don’t miss out on audiences who listen without sound. Del’s key takeaway from the event was to ALWAYS use a call to action – a post missing a call to action is a missed opportunity.
All in all a great night. Huge thanks to all our speakers and attendees. We’re looking forward to hosting more events here at the studio. Check out our Twitter, Instagram and LinkedIn profiles for regular Flow updates and to find out when we’re hosting more events.