Video is one of the most talked about marketing strategies in the modern business space. And, why not? There are few mediums as effective as video when it comes to telling your brand story, announcing a new product or service, attracting customers and prospects, or even hiring employees. No wonder video has become such a power tool.
Here’s a quick look at why video is becoming essential for your business:
- Sixty-five percent of executives have visited a vendor’s website after watching a video. (Forbes)
- Seventy percent of marketers have reported that video has a better conversion rate than any other medium. (MarketingProfs)
- An email containing a video has a click-through rate that’s 200-300 percent higher than one without a video. (Forrester)
- Sixty-four percent of consumers are more likely to buy a product after watching a video about it. (comScore)
- Landing pages with video produce 80 percent more conversions. (Unbounce)
Plus, YouTube is one of the biggest search engines in the world—second only to Google—with more than four billion views every day. Imagine the exposure you’re missing if your business isn’t represented. However, it’s not all about YouTube; there are dozens of platforms and myriad ways your brand can use online video.
How Video Works For Your Business
As effective as online video can be, you need to create it with an objective in mind if you want to accomplish anything. Here are a number of situations where video excels.
Capturing customer attention. With customers constantly being blasted by marketing messages, it’s difficult for brands to capture attention. Video can help cut through the noise and easily infuse more appeal into your promotional content, or illustrate your services more clearly to a potential customer. People are visual creatures, and our brains process images faster that text, aside from the fact that it’s just far more interesting to watch a video than to read a block of web copy.
Creating better relationships with your customers. Thanks to the Internet, customers are better informed and educated about what they want and what their purchasing options are. They no longer trust traditional advertising—but they do trust people. Video helps put a real face on your brand and give it a personality, which helps you gain trust and build stronger relationships.
Showcases your products. Nothing beats a great video when you want to generate buzz around a product launch. Using an explainer video, you can show customers your newest release, and help them see how it works, and how to use it. You can even create videos with quick tips and “how-tos” to help them do more.
Rank better on mobile search results. Sites that are optimized for mobile now get higher results in Google’s search index. If those sites have video also, studies have shown your chances of first page results increases by 50x. That number will only go up if your site is mobile optimized AND includes video.
Build your brand image. Video can help shed the perception that your brand is a faceless entity and establish it as an interactive, engaging, customer-centric company. Behind-the-scene videos are a fun way to let customers see and get to know your company, and your staff, up close and personal.
Hire and train new employees. Recruitment videos are the hottest new tool for talent acquisition. Videos featuring company employees and highlighting corporate culture are a great way to attract potential hires. Videos also boost employee training efforts. One-on-one training can be time consuming. You can save both time and cost by creating videos as learning resources that can be used as part of the on-boarding process—and reviewed later, if needed.
You have plenty of opportunities to leverage online video for your business. If you haven’t explored the potential of video yet, now is the time to start.