January gets all of the attention when it comes to New Year's resolutions — mostly because so many of us give up before the month is through, falling back into comfortable old habits and waiting until next year to really change.
But the key to starting something new is to focus less on the goals and outcomes, and more on the processes and beliefs that will get you there. As James Clear writes in Atomic Habits, "It's hard to change your habits if you never change the underlying beliefs that led you to your past behavior."
All too often, businesses hold back from fully committing to video marketing because of underlying beliefs that are hard to shake:
- Video is too expensive.
- Video production, especially post-production, is slow and labor-intensive.
- Video content is hard to update.
- My team won't want to be on camera.
Only when we change these beliefs can we truly change our habits — and the outcomes will be worth it.
The truth is that in 2022 video production is cheaper and more efficient than ever before. But more important than that is the fact that your customers expect video from your brand. They almost require it. At the same time, video builds trust with your audience in a way that no blog post or website copy can.
In 2021, more than half of all businesses used video in their marketing, and the frequency and speed of production continued to climb. According to Biteable, 36% of marketers today make videos a few times a week, and 14% make videos every day.
And video is not just for marketing. Nearly a third of businesses use video in their sales process, and this results in shorter sales cycles and higher close rates.
Experts have predicted that video will make up more than 80% of all internet traffic in 2022, so if you're not embracing video now, you're in danger of falling behind.
But not to worry. In this article, I'm going to break down what should be in your 2022 business video strategy, whether you're a total novice or a video veteran.
Remember though, video creation is a commitment. You can't just make one or two videos and be done. We recommend developing a culture of video within your organization so that video content becomes a part of everything you do — from your marketing strategy and sales process to communication within your business.
The points I will lay out below are meant to deliver quick wins and long-term results, provided you commit to producing video content.
In this article, I'll cover:
- Business video strategy for newbies (including hiring a video producer, planning a video strategy, and using video in the sales process)
- Business video strategy for veterans (including live video, virtual events, and video podcasting)
In other words, there will be something for everyone. Let's dive in together.
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