When Connecticut Lighting Centers redesigned its websites in 2011, it added video to its marketing strategy. From video players on the homepage to a robust YouTube channel, the goal is simple: reach customers in a more personal way.
“We knew that video was an important part of our overall marketing strategy as it visually showcases the wide array of products and services we offer,” says Kristy Lee Downer, Digital Marketing Specialist at Connecticut Lighting Centers.“It also gives our customers a look inside Connecticut Lighting Centers and Restoration Lighting Gallery. They see who we are and what we do.”
Connecticut Lighting Centers has the right idea. Based on the results of Software Advice's recent B2B Demand Generation Benchmark Report published in partnership with Eloqua and CMO.com, video marketing should play a big role in your content marketing strategy if it doesn’t already.
One of the survey’s most telling facts: 92 percent of marketing respondents use video. It ranks higher than case studies, live demos with reps and price quotes.
Another big statistic: according to comScore, a company that specializes in digital measurement and analytics, 181.9 million Americans watched 38.8 billion online content videos just in April 2013 alone, while the number of video ad views reached an all-time high of 13.2 billion.
Connecticut Lighting Centers uses an ad agency to shoot its videos and then uploads them to its YouTube channel and website homepage. The store’s videos center around in-store promotions and highlight tips and tricks for lighting the home, with subjects like outdoor lighting and LED lighting.
Recently, by fine-tuning its YouTube pages with video tags, titles and detailed descriptions, Connecticut Lighting Centers has increased its site traffic coming from YouTube.
“We realize that Google now displays video results and people may find us through one of these videos,” Downer says. “Having well-tagged and well-written video descriptions that provide a link to our site is important to our Web marketing strategy.”
Grapevine, TX showroom Passion Lighting utilizes a mix of videos produced in-house and professional spots on its website and YouTube channel. Topics range from roundups of store offerings to “how-tos.”
The store is currently developing an aggressive video strategy, to be rolled out this fall, that will include “blog-level” videos and professionally shot and edited videos at a ratio of 10 to 1.
“Everything that we tried to pursue was really expensive and there just wasn’t a cost model that made sense to do it,” says Passion Lighting owner Bruce Paul of the professional videos he tried to have produced initially. “We want new videos up frequently and this just isn’t feasible for us with a professional, so we’re developing what I call a ‘rude/crude’ video development team in-house.”
This in-house team will create short, quick videos and the professional spots will focus on bigger, broader topics that have a longer life span online.
Although he seems to have it all figured out, Paul says that developing a video presence has been challenging. “Video takes a lot of time, resources and help, and it’s been really surprising to me how little progress I’ve made on something that’s really important to me, just because of all the pieces.”
Regardless, though, Paul says he’s making the investment in video because the lighting industry is very visual. “Video adds another element to the consumer experience and allows us to reach outside of our local market. We’re going to be doing 10 times what we’ve done and I’m excited because it’s so worth it.”