Video is one of the most effective ways of engaging with your customers. This easy-to-digest format is great for building brand awareness, driving traffic, creating a buzz and generating social shares. So it comes as no surprise that 92% of marketers say that video is an important part of their content strategy.
Video is such a powerful marketing medium that it should be front and centre when it comes to your marketing campaigns. Gone are the days when video could be considered an afterthought. You need to integrate this strategy into ALL your marketing efforts, and the sooner you do it, the sooner you’ll see results.
But just in case you are unsure about whether to add video into your marketing mix, here are five reasons that might change your mind...
Why you need to add video
Video is proven to boost conversions. A recent study by e-tailer StacksAndStacks.com highlights that visitors were 144% more likely to purchase after viewing a video, while a study by Forbes shows that 90% of customers say video helps them to make more informed buying decisions. By adding video to a product page or landing page, it's clear that you can dramatically boost your conversion rate.
Inform and educate
Video is one of the most effective ways of informing and educating customers about your product or service. A recent study shows that 96% of users watch an explainer video to learn more about a product, while a separate study showed that 74% of users who watched an explainer video about a product subsequently went on to buy it. So, if you have a concept which is difficult to explain, use video to inform and educate your users.
Google loves video content
Video helps to engage users which in turn ensures they stay on your site longer. This is one of the most important metrics used by Google to establish if your site contains quality content. This is proven by a recent study, which shows that your site is 53 times more likely to show up on the first page of Google search if you have a video embedded on it.
Building trust is one of the cornerstones of effective internet marketing. Video is one of the most effective ways of building trust and loyalty with your audience, as unlike the written word, video lets you humanise your brand. People like to do business with other people, so if they can see you and listen to what you have to say, they are much more likely to take the next step and make a purchase.
Encourages social shares
Video is much more likely to be shared on social media than any other type of content. Social networks themselves also actively encourage video sharing through innovations such as Instagram Stories, while 76% of users say they are open to sharing branded video content with their friends. To summarise, if you are not utilising video on your site, you are missing out on a huge amount of potential traffic.
Where video has the biggest impact
As more brands begin to see the importance of video, marketers are having to think carefully about how to integrate video into their website. In the next section, we’ll look at the most effective pages you can place video content on to generate the best results.
Your home page is one of the most visited on your website and it serves as an entry point to the rest of your content, so this is the ideal place to put a video. But be careful, you don’t want to get too promotional on your home page. You need to make a great first impression, so try to educate visitors about your brand and product/service first. That way they’ll be more inclined to explore the rest of your content.
Landing page videos are proven to boost conversion by up to 80%. With this in mind, aim to create a landing page video which highlights the benefits of your product or service. If you have a complex offering, break it down into small blocks by carefully explain each stage. Users will find this type of video engaging and it will greatly enhance the chances of them taking the next step in the sales funnel.
Knowledge base page
During the early stage of the buying cycle, customers will be keen to learn more about your product. A FAQ page is a go-to page here, but you can take this page to the next level by adding video. Aim to create a small but targeted video to answer any questions your customers may have. This is particularly useful for showing off features or explaining how your product works.
Customer testimonials are one of the most effective ways to use video. Consumers have become suspicious of written testimonials, which can undermine the effectiveness of this once-powerful strategy. But your site visitors are much more likely to believe a video testimonial because they can see the person for themselves. Try supercharging this strategy by using video testimonials to tell emotionally-driven stories.
Not having a video on your product page could be costing you sales. A short but concise video about your product or service can help to turn browsers into buyers. According to the Wyzowl survey, 72% of customers prefer to learn about product features through video. While a video should never be a replacement for words or images, adding one could make a dramatic difference to your conversion rate.
This article highlights the important role video plays in building brand awareness and loyalty with today’s media-savvy consumers. By not integrating video into your marketing you are almost certainly missing out on potential sales. However, that doesn’t mean text is dead - in fact, it's far from it. Text on its own still plays a vital role for SEO purposes, so a video should be used as an accompaniment to text and not as a replacement for it.
The quality of your video content is also important. While your videos don’t need the production values of the latest Netflix blockbuster, they do need to be professionally produced and deliver a clear and concise message. Videos also need to be optimised for mobile, because 75% of all video content is played on mobile devices.
But don’t let that put you off. There are more apps and tools available today to help you make great video content than ever before, so get out there and start creating stunning videos to show off your product or service today.