This is a guest post written by Marina Turea of Digital Authority Partners.
Video is becoming an increasingly crucial marketing tool and with good reason. Online users can not get enough of it, with 85 percent saying they watch or stream video content at least once per month. 54 percent demand more video content from brands they do business with, according to HubSpot Research.
But we have only scratched the surface. It is predicted that video content will be responsible for close to 80 percent of all online traffic by 2020, and the hospitality-related videos are right in the mix. Accordingly, Google says video is the new frontier for hotel marketers.
Even though text-based content and photos play a big role in hospitality marketing, video as a channel has exceptional benefits that make it truly a game-changer for hotel marketers. Nonetheless, every hotel needs to partner with the right video marketing experts to ensure the best results.
In this article, we are going to look at 10 key reasons why hotels should not only produce more video content but also work with a video marketing agency.
(1) Video is a Powerful Medium for Every Guest’s Touch-point
Tourists interact with video content on just about every touch-point with the hotel. In a comprehensive study, Google discovered that 56 percent of business travelers and 35 percent of people who traveled for pleasure interacted with hospitality-related videos.
The good thing is that potential guests watch videos in almost every phase of their decision-making process. More specifically:
66 percent of people watch travel-related videos when trying to decide whether to take a trip or not. 52 percent check out videos when thinking about which type of trip they would want to take.
63 percent of travelers watched videos when researching tips, activities, attractions and things to see and do in their destinations. Even before that, 65 percent watched videos when choosing where to go.
Ultimately, 54 percent of travelers check out videos before deciding which hotel to stay at. However you look at it, video marketing is a Holy Grail channel that allows hotel marketers to engage the vast majority of guests throughout their decision-making process.
Success with video marketing lies in quality, engagement level, and relevance. Hotels need to leverage the right video marketing tools. But, more importantly, they need to hire an agency that can help them tailor and position their videos properly.
(2) Nurture Emotional Connections
Inspiring people to travel, let alone to stay in your hotel, is not an easy walk in the park. It is the job of hotel marketers to make people feel that they “need to be there.” In saying that, emotions play an immense role in the guests’ decision-making process.
In other words, it is crucial for hotels to connect with their target audience on an emotional level. After all, there is nothing quite like visuals when it comes to instilling a person’s innermost and basest emotions. This is an area where video marketing comes into the picture.
Videos help put the guests right in front of what you offer, whether that is scenic surroundings, spa experiences, amazing pools, sumptuous meals, and much more. Did you know that video activates mirror neurons?
These are special agents in the brain that allows you to feel and experience what you are watching. When you watch a video of a guest receiving a calming massage at a spa, for instance; you will start experiencing the same relaxing sensation.
You probably do not have the tools, techniques, and expertise to create videos that can truly evoke an emotional connection. That is why you need to hire a reputable agency that knows the ins and outs of emotional marketing.
(3) Build More Trust Online – People Trust Quality Video Content
It does not matter if it is user-generated, ad-based, or brand-produced, video content is trusted by your potential guests. In a broad survey, measurement consultancy firm Nielsen found that about half of people either somewhat or completely trust video ads online.
Even still, it is important to use a video marketing agency to ensure that your videos look and feel professional. This will help build more trust and credibility for your hotel online.
(4) Access Top Talent and Expertise
You already understand that professional video content is essential for hotel marketing, but do you have the kind of people who will get the job done right? Building a full in-house team can be time-consuming, not to mention the hefty cost of equipping, training and on-boarding new employees.
As an alternative, some hotels resort to freelancers. Unfortunately, the market has become oversaturated with freelancers thanks to the internet, which can make it incredibly hard to find top talent. The last thing you want is to put your video project in the hands of fly-by-nights.
Video marketing agencies help make the whole process easy for hotels. When you outsource to an established video marketing agency, your project will be handled by a team of specialists. With camera pros, editors, emotional intelligence specialists, and other experts on board, you will get video content that will deliver the most traction and ROI.
(5) Keep Up with Ever-Changing Trends
Like other aspects of digital marketing, the world of video marketing is always evolving. To stay ahead of the curve in the hotel industry, you need to keep abreast of the latest trends. After all, video tactics that worked yesterday might not cut it today or tomorrow.
This is especially true in an increasingly globalized industry like hospitality. It can be hard to catch up if you let yourself be left behind. Hiring the right video marketing agency takes the pressure off of you. That’s because a reputable agency is always on the cutting edge of market best practices, video techniques, equipment, trends, and technology.
(6) Get Better Results
Hotel marketing is multifactorial, which is why you need to leverage these 12 tips to make it easy, effective and hassle-free. If used properly video is a powerful tool that can help deliver incredible results.
Marketers who use video get 66 percent more qualified hotel leads each year. Even better, hotels that use video marketing enjoy a 56 percent increase in brand recognition and awareness. Ultimately, it all boils down to guest booking experience, an area where video marketing can boost by up to 76 percent.
These are remarkable results that you can amplify by outsourcing to a vetted video marketing agency. People want to see more video content. Do you have what it takes to tailor hundreds if not thousands of videos to optimize results?
Thought so – a video marketing agency does all the heavy lifting so that each piece of video content you put in front of your target audience will get you more bookings and increased ROI.
(7) Focus on What Matters Most – Delight your Guests
Again, video production, editing, and placement can consume a great deal of resources and time very quickly. This can be a pain for small and upcoming hotels that are trying to get off the ground.
Remember there is a lot that is involved in getting the video ready for marketing. And the learning curve itself might be too steep for some hotels. That’s why it is a no-brainer to outsource the entire process to a video marketing agency.
The agency will get the job done right without too much disruption to your daily routine. This way, hotels and hotel marketers can focus on what truly matters – growth and delighting the guests.
(8) Help with Creating an Actionable Video Marketing Strategy
There is a lot that goes into creating a sound video strategy. A great agency will help you every step of the way.
Picking the right platform – virtual tours, local event videos, facility updates, and user content are some of the best types of videos for hotel marketing. Some video styles fit some video-sharing platforms better. The agency will help choose the perfect platform for your videos where you will reach the most of your audiences, whether that is YouTube, your website, Facebook or Instagram.
Going mobile – More people watch videos on mobile than ever. This should be a big part of your video strategy. With experts on your side, you will easily deliver videos that are optimized for watching across all screens.
Storytelling – your videos should tell your hotel’s brand story and deliver the right message. You need an experienced agency to tailor your message and content to resonate well with your target audience.
(9) Cut Inefficiencies
Most digital marketing campaigns are riddled with inefficiencies, and video marketing is no different. Oftentimes that means wasted money, resources and time. To avoid this, you need to leverage the experience of an agency to create your video content and build marketing campaigns more efficiently.
They have professionals who will produce top-notch content efficiently and cost-effectively. Instead of wasting money on overhead expenses, markups and administrative costs, your dollars will go to creative execution to generate the most ROI.
(10) Scale your Video Marketing Activities Smartly and Quickly
As a hotel marketer, you need to use different types of video to attract, engage and delight guests. That often means producing several videos in a week or even a day. A video marketing agency has a full-service team that will help you scale smartly and quickly, all without breaking the bank.
The Video Revolution
The video revolution is here to stay, and every hotel should stake its claim right now. It helps with brand awareness, booking, reputation management, educating guests, and much more, which is why it’s a must-have in your hotel marketing toolkit.
As you can see from the aforementioned reasons, a video marketing agency can put an incredible ally. You can save time and money, as well as reduce inefficiencies and get better results. The trick is to do due diligence to find the right agency for your needs and budget.