As I was making my way around the world wide web this week, I noticed an article in Fortune titled 15 Trends Every Business Leader Should Watch in 2017. Ok, you got me. I'm a business owner. I serve business owners, CEOs, COOs, CMOs and other business leaders, so I checked it out. The contributor lists "15 trends and changes in products, marketing, and leadership to keep an eye on in the new year." What intrigued me most was #13 - Video Content. If you are a business leader and you are just now starting to watch video marketing trends, you have already been left in the dust.
Facebook CEO Mark Zuckerberg was quoted in July of 2016 as saying, "We see a world that is video-first with video at the heart of all our apps and services." That was 6 months ago folks. Facebook has been on this train for awhile. Zuckerberg can thank the ALS Ice Bucket Challenge and Chewbacca Mom for being the canaries in the coal mine. The canaries are now eagles soaring high above all other forms of content.
Video marketing is no longer the special your server tells you about when you sit down at your table. It's the featured item on the menu. It's the main course. It's breakfast, lunch, dinner and a late night snack.
So here's the disconnect and maybe the reason why the Fortune contributor says video is something to watch out for in 2017. According to HubSpot, of the sales and marketing professionals they surveyed, 65% of them said lead generation and traffic was their biggest challenge, more than any other challenge they identified. The same article points out 43% of people want more video from marketers. At the same time, marketers say those who do use video saw revenue grow 49% faster than non-video users! Who doesn't want that kind of revenue growth?! Thank you video marketing!
But are you seeing what I'm seeing here? The ingredients are there, the dish just needs to be cooked, served and eaten. If the sales team is looking for more leads and customers want more video content and marketers are saying they are seeing more revenue from video, we just need to get everyone at the same table to enjoy a meal together!
Video influences. Video is authentic. It creates trust. Video is not the future. Video is the present and the future. The time to embrace it has long since passed. Sales team, give your customers what they want. Marketers, give your sales team what they need. Ring the dinner bell. IT'S TIME TO EAT!
Media Masters is based in Austin, TX and produces video marketing content for small local businesses to large international corporations.