Video marketing is an essential tool for any modern business. Long gone are the days of door-to-door sales, and buying an advert in the paper no longer holds the same effectiveness as it did a decade ago. Modern marketing incorporates many different types of styles, but more than any other medium, video marketing has really proved its value, with 86% of marketing professionals saying it is useful for generating leads.
Video marketing itself is not a new concept. In fact, it was back in 1941 when video marketing made its debut with the very first television ad. From this point on it has been a continuous increase of more and more ads on TV, to the internet, to viral videos, and somehow we arrive at today, where video marketing is one of the most powerful advertising tools we have on our journey to increased brand awareness and understanding.
Before we jump into the benefits that video marketing can offer your business, let's start with the basics:
What is Video Marketing?
Video marketing is the use of video content to promote your business. This has traditionally meant television ads but now includes videos on social media, websites, and other modern mediums. It aims to engage your audience and get them invested in your product by sharing information about it in an entertaining and engaging way.
Video marketing is an extremely powerful tool for businesses (after all, 83% of marketers say that video is a key aspect of their marketing strategy) because it offers a much more succinct way of telling prospective buyers the story of your product–at least that's what 94% of marketing professionals think.
Benefits of Video Marketing
The following are just some of the many compelling benefits that video marketing can have for your business:
1. Social Media Engagement
Video marketing makes your product more accessible through channels such as social media. Social media platforms push video content more than other types of content and video content can get up to 12x the amount of engagement that other content can achieve. What’s not to love?
A strong social media presence is becoming ever more important in the world, and it is a unique way for prospective customers to get to know your brand and your product over time. A good social media presence builds brand trust, and good videos build a good social media presence.
It’s also a very important part of a good social media strategy to interact directly with people. This helps to show the personality of a brand and increases that ever-important brand loyalty.
2. Content Shares
If your product is already receiving 12x the amount of engagement as your other posts, then it follows that it should result in more social shares. Social media content is a critical aspect of your social media plan and they help to not only improve reach but also to improve brand trustability.
92% of mobile users share videos with other mobile users. So even outside of the most popular social media channels, video content is being shared widely around the internet. Yes, social media is an important tool for increasing your reach, but there are plenty of other ways that video content is disseminated.
The bottom line is, content shares, regardless of platform, give your brand the chance to show potential consumers what you align yourself with and it makes the brand more interactive for consumers.
3. Improved Memory of Your Product
Video helps potential customers understand your product much better and much quicker. In fact, 59% of consumers prefer to learn about a product through video than through text. And that’s not all.
Video marketing helps viewers recall more information than reading does. In fact, studies have shown that people who read about a product, say through a blog or an article, recall about 10% of the information. In contrast, people who learn about a product through video recall about 95% of the information.
The statistics are clear. If you want your potential clients to understand and to actually remember your product, video is the obvious choice. A great option for this kind of video is a how-to or an instructional video. This helps clients to visualize themselves using your product, which in turn, makes them more likely to buy. And isn’t that the point of marketing?
4. Brand Transparency
Video content has a unique feel of being a sort of conversation with your clients. If you are regularly publishing video content on social media, then your followers will feel like they are really getting to know you. This doesn’t just apply to social media, but in any way that your customers receive communication from you.
Particularly if you are sharing regular updates about what is happening within the company, your charity commitments, the latest product updates, and so on, then your following will feel like you are showing brand transparency.
Brand transparency is a great tool because if consumers feel like they understand you, your prices, your values, and the way you conduct business, they are more likely to buy your product. In fact, 90% of consumers say brand transparency plays a part in purchase decisions.
5. Increased Web Conversion Rates
It’s not just social media that video can help to improve. Research has shown that including a video on a website's landing page can increase conversions by up to 80%. Video helps buyers through their journey and can be used in a multitude of different ways.
Whether it’s a testimonial video used to boost conversions, an instructional video that demonstrates how the product is used, or a showcase of the product, video marketing is a very powerful tool for helping the buyer make their decision.
6. Increased Email Conversions
Including videos in email marketing campaigns can also offer exceptionally good results. The use of video in email marketing campaigns can help your client to feel as though they are receiving a more personalized experience, as well as learning more about the company itself.
It can also be used to make big announcements, such as product launches and internal news. Video used as a part of email marketing has led to 200-300% increases in CTRs as well as keeping subscribers reading the email itself. Plus, your viewers are more likely to remember it.
7. Improved SEO Results
Video on a webpage can help to increase conversions, as previously discussed. It can also help to improve the amount of time that a customer spends on the page. So, it follows naturally that video content helps to improve the SEO of the page in question.
In fact, it follows so naturally that 85% of marketers are already using video to boost their SEO. It boosts traffic, earns you backlinks, improves your website UX, and of course, it helps to increase your conversion rate.
8. Improved ROI
Video marketing drives traffic to your site. With increased social shares, increased conversions, better SEO results and more, video marketing is the way of the future when it comes to appealing to consumers. If you know your audience and capture their attention in the first 10 seconds then you have already won half the battle.
Not all of your video viewers will go on to purchase your product, but they will all remember who you are and what you stand for as a company. The increased traffic from all channels will offer you a huge new customer base, and a great return on your investment.
9. Works With Other Marketing Strategies
Whatever your current marketing strategy may be, there is a high chance that video can complement it. If you are focused on social media, you already know from day one that video can increase your social shares tenfold (or twelvefold).
If your content strategy is focused on blogs then video marketing can be used to greatly improve your content through how-to videos or any kind of video that represents the brand. The same applies to email marketing–video marketing is an integral part of the strategy.
10. It’s What Your Audience Wants
Customers want their brands to make videos. They want to get to know who they are buying from and they are searching for a reason to choose your brand instead of the competitor. 54% of consumers say that they want to see more video content from the brands they align themselves with.
And isn’t marketing about communicating your product with the audience, after all?
Conclusion
Video Marketing is an extremely effective marketing tactic and grabs the consumers' attention much faster than text ever could, and if the content is well-produced, it keeps it. You can tell viewers your entire product history in two minutes and they will remember it. Your video content offers consumers exactly what they want.
If you want to speak to the professionals about your video marketing goals, get in touch with us today and see how we can help you on your journey.
