Stories can capture the attention of your audience because they elicit emotion. A great story can also encourage potential customers to trust you, and it can play on their nostalgia. This is why you need video marketing. It can help you communicate the entire character of your brand in under three minutes and in a very persuasive manner. Before we dive into the importance of video marketing, let’s look at some video marketing basics.
Video Marketing Basics
Video marketing is a broad definition that addresses the different types of videos used by brands to promote their products or services. This includes video banner ads, explainer videos, interviews, and live videos, among others.
Not sure why other brands are investing tons of money in video marketing? Well, as a business, you need lots of things to survive. You need solid leadership, a compelling offering, good customer service, and much more. Unfortunately, there are thousands of businesses offering exactly that, so sticking to the basics won’t cut it. What you need to stay ahead of your competition is a good way to tell your brand story. That’s where video marketing comes in. It’s an emotionally engaging and multi-sensory experience that can capture short attention spans and make people pause. Apart from that, people remember the content they see in videos more than what they read or hear. This is why video marketing has become so popular.
So how can video marketing help your business? There are lots of ways video marketing can benefit your business. For starters, it has a high return on investment, meaning the money you part with is not lost. Furthermore, video marketing is a great way to increase engagement on your digital and social channels. It can also help you to educate your audience and to better your search engine rankings. All of this builds better brand awareness. In the next section, we dive deeper into the benefits of video marketing for businesses.
12 Benefits of Video Marketing
Here are some reasons why video marketing should be part of your content marketing strategy:
Importance of Visual Content
People prefer visual content rather than going over pages of text. When someone is trying to decide whether to buy something or move on, they want to see something convincing that will help them decide faster. Video marketing gives your brand a better chance of convincing your potential customer to make a purchase. According to WordStream, placing a video on a landing page can increase conversion rates by 80%.
People are Watching Videos More on Their Phones
People are almost always holding their phones nowadays, and they are consuming more and more mobile video content. There is a lot of evidence backing this up. It has been shown that placing videos on a Facebook page increases user engagement by 33%. This is the same for website pages. People love playing videos on their phones either on the go or relaxing at home, which gives you a great opportunity to present your business to your target audience.
Increase Conversion Rates
According to Forbes, as much as 90% of buyers say that videos help them make buying decisions. The other 64% say that watching videos increases their chances of buying. Video generally increases user understanding of products and services. It can be difficult for users to buy what they can’t understand. This is why video will push them to make the decision to buy faster.
Embedded Videos Keep People More on Page
Video has also been shot to keep people on a page for longer, which increases the chance of them making the decision to buy. When people stay on a page for longer periods, they are likely going to see the call to action, which is what leads them to buy by pushing them further down the funnel. This is why you need to consider embedding a few compelling videos on your web pages.
Video Marketing Helps to Increase Customer Trust
There are several ways to use video to boost customer trust. For instance, you can use foundation videos to build the groundwork of your brand’s identity, mission, voice, vision, and goals. People love learning more about brand stories, and that can help them develop a connection with the brand. You can also use video marketing to provide customers with information about your team and the environment your business works in. Apart from videos that help customers learn more about you, you can also use customer testimonials. This is one of the best ways to boost trust, especially if the testimonials are in video form.
Video Content is Highly Shareable
You will find that videos have extremely high social sharing potential. When compared to text and images, videos generate 1200% more shares. This means once potential customers play your video and they find it interesting, they will start spreading it to others, which increases the chances of it being seen by people who are interested in your products. Therefore, by using video content that is more shareable, you will reach a wider audience and give them a chance to buy your services or products.
Video Content Increases the Impact of Email Marketing
Did you know that including a video in an email can boost the click-through rate by 200%-300%? Research also shows that by simply including the word “video” in the subject line, the open rate of emails can increase by as much as 13%. This is why you need to ensure that your emails contain videos and that your audience knows that there are videos in the content of your emails.
Video Marketing Can Improve Your Website’s Ranking
If used correctly, video marketing can help you outrank your competitors and appear higher on search engine result pages. Google seems to favor websites that display video content, and therefore, they can easily outrank competitors. This is why 85% of marketers use video as a tool to boost their search engine optimization efforts.
Video Provides Detailed Information About Products and Services
Video can be very detailed. It’s easier to show customers how to use a product or service using video. This will tell customers that your business is legitimate and well-established. Product videos are also great when it comes to showing customers that you are invested in providing a top-notch customer experience. Not every business takes steps to ensure that customers see and understand exactly what they are buying upfront.
People Like Live Video Streams
People generally love live broadcasts. Simply put, live video broadcasts are engagement winners. According to Facebook, people tend to spend more time watching live videos than non-live uploads. This is because live videos give people the chance to communicate and socialize among themselves and also interact with the broadcasters. You can use this engagement to your advantage as a business.
Video Can Help You Get More Backlinks
Did you know that videos can help with SEO by attracting more backlinks? Videos with high-quality information can attract links from bloggers, news sites, and other high-authority websites. This can help increase exposure, and it inspires people to click over to your website. This is why a lot of businesses invest in SEO video marketing.
Video Improves Brand Awareness
Increasing brand awareness is a great way to boost sales. Fortunately, video marketing can help you do this! Explainer videos can help people understand more about your products, services, vision, mission, and team. You can use an explainer video as short as two minutes to convey the key messages of your brand, which encourages viewers to find out more.
Summing Up
If you are looking to improve your business, then you should definitely consider video marketing. Research shows that video is a great way to improve SEO and boost conversions and sales. This is why no less than 31% of marketers add a video to help with their search engine optimization efforts. A lot of websites have reported SEO boosts the moment they add a video. This is because video decreases bounce rate by increasing the amount of time people spend on pages. Videos also increase conversion rates. About 60% of marketers report higher customer acquisition the moment they invest in video marketing for small businesses.
These are some of the reasons why video marketing is so powerful, and why including video in your content marketing strategy can be a good start to improving your business. However, before you start investing in video marketing, you may need to come up with a video marketing checklist that you can create with the help of an experienced digital marketer. That way, you can get the most out of your video marketing efforts.
