The popularity of Promotional video has exploded over the past few years.
This post is the start of an ongoing series about the nuts and bolts of video marketing, covering the reasons behind video’s rise to the top.
Video marketing gives you unique capabilities and advantages to better connect with visitors and convert them into customers. Keep reading to discover 7 essential reasons why you should be using it to help promote your business.
Video Provides Advantages You Won’t Get With Other Content.
Integrating video marketing into your online strategy won’t just keep your trendy. It offers greater advantages you don’t get from written content.
Video makes a lasting impression, it provides a connection with your viewers on a human level. It provides the ability to give visitors an insight to your business showing your not a faceless online company and relating to them on an emotional level. This In turn translates to more reach, credibility and business compared to written content
Below are 7 reasons why you should embrace video for your online and social marketing strategy:
1. A WIDER REACH
The biggest benefit to using video to promote your small business is expanded reach. Video content enables you access to large and free traffic sources such as YouTube and Vimeo. Its a highly cost effective way to outreach your business.
It has become extremely simple for users to embed and share your videos on their websites and social media who are far more willing to share video content than written content gaining a wider reach with lots of potential clients.
2. SHOW PEOPLE YOUR HAPPY CUSTOMERS
Customer testimonials are a great way of boosting credibility and helping convert visitors in to customers. Smart and strategic customer testimonials have the ability to gain trust from visitors.
You should note that written testimonials are far better than no testimonials but video testimonials blow written testimonials out of the water.
- 65 percent of your audience is inclined to visual learning.
- Website visitors are 64 percent more likely to follow through with a conversion after watching a video.
- Online shoppers are 63 percent more likely to purchase a product if it has reviews and ratings.
- 90 percent of online shoppers say their buying decisions are influenced by online reviews.
This is just the tip of the proverbial iceberg. When you look at video testimonials in action, it’s clear that they provide high returns, no matter the industry.
3. INJECT PERSONALITY INTO YOUR MARKETING MESSAGES
Video is the only way to add personality into marketing messages for your small business, it has the unique ability to connect and build trust on an emotional level.
Written copy no matter how well written can come across as boring and sterile and can lack engagement. Your visitors will be more likely to do business with someone they know, like an trust. Even if you’re a genuine business offering a great product, hiding behind a corporate logo and anonymous web copy makes you blend in with mediocre competitors.
But you can do something memorable. Check out this video we created for Our Glass showing off their traditional skills of glass blowing and manufacturing:
4. GIVE YOUR AUDIENCE SOMETHING TO REMEMBER!
Do you remember the last Google AdWords ad that popped up in your web browser?
Me neither. We’re see thousands of marketing efforts online every day and none of them make a lasting impression compared to video. A majority don’t even register. Internet users are becoming increasingly “blind” to banner ads; our minds ignore them on a subconscious level. Even if text-based content manages to catch our attention, it’s highly unlikely we’ll remember it for long or act on it.
This fortunately is not the case with good promotional video content. Its easy to ignore written copy, but less likely to ignore video. Your users are much more likely to remember and respond to videos than written content.
5. A SEO BOOST
Google is continuously amending its SEO algorithm making it increasingly difficult for website owners to know where to focus their efforts. Fortunately one rule which doesn’t seem to be budging is the measurement of time visitors spend on your website, by adding a video to your web copy engages visitors causing them to stay on your page longer increasing the chances of conversion and improving SEO.
Video appears in 70% of the top 100 search results listings, By using video to promote your business creates huge SEO advantages. Search engines such as Google reward video creators with free traffic and streams of qualified visitors with the potential of conversion.
It shines clear that search engines hold videos in such high authority. There is an extremely high chance that there are already tonnes of articles and blog posts already covering your niche. The competition to rank well for that type of content is fierce. There’s more room to create a video that hits the first page of the search rankings.
6. INCREASED CUSTOMER SATISFACTION AND IMPROVED PRODUCT/SERVICE UNDERSTANDING
Marketing online presents unique challenges: visitors aren’t always able to see how your product or service works or operates, its. not tangible and they can’t experience it prior to purchase.
By using video you can overcome those hurdles by giving your customers a better insight to your product or service. Video provides the opportunity to give customers complete and thorough descriptions and procedures leaving your customers with no surprises.
Users don’t have to interpret written content and are more likely to engage when they can just sit back and watch while you show it to them.
Videos are also great for setting accurate customer expectations. Customers get a better idea of exactly what they’re purchasing, which leaves no surprises and reduces return rates. Diamond Jewelry Limited, an e-commerce store, decreased its return rate by 60% after adding videos to its product pages.
7. CREATE A CONNECTION WITH VISTORS
If only there was a way to compete with visitors’ micro attention spans, hectic schedules, and tonnes of other distractions?
Video can help reduce visitors’ resistance to engaging with your content and becoming leads or buyers. Video helps you reduce friction as much as possible by making it easier for visitors to become buyers.
Take a look how a video we created for Barratt homes putting an engaging spin on one of their housing developments:
Reading paragraphs of text takes effort and attention. For a lot of website visitors, it can be too much of a burden and encourages them to move on to one of the many other jobs they were doing. Video content allows users be lazy. They can sit back and take in the message you have created for them. EyeView conducted a study that found by simply adding video on landing pages could increase conversions by up to 80%.
Its Down To You
Investing in video for marketing will present you with more opportunities to connect and engage with potential customers and give you a range of advantages you won’t get from conventional content.
It is not a good idea to convert completely to video and abandon written content. By utilising the the two together you will get the best of both worlds.
If you’re looking for new ways to stand out and experiment in today’s competitive online space, it’s time to give video marketing a go!