Are you looking for a way to reach more potential customers and increase your sales? Do you want to build a connection with your audience through an engaging medium? Then it's time to bring video into your inbound marketing strategy.
Video marketing has become increasingly popular over the years, surpassing traditional methods of advertising and promotion. In today's digital age, this powerful tool can be used in many ways to grow businesses and spread awareness about a brand or product.
Through creative storytelling techniques and persuasive messaging, video marketing can revolutionize your approach toward reaching customers.
There are numerous advantages of utilizing this form of media and in this article, we’ll discuss some of the key benefits that come with investing in video marketing for business growth.
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Video Marketing Video marketing is a type of online marketing where you use video content to promote your products and services. |
Why Use Video Marketing?
Video plays a crucial role in your content strategy due to its ability to capture the audience's attention in a snack-sized, memorable, and measurable format. These attributes make videos the perfect medium for marketers who aim to engage their target audience with short and attention-grabbing content.
From a visual perspective, videos allow marketers to educate their audience on complex topics, share real-life customer stories, and inspire marketing-specific actions such as demos, trials, and subscriptions. The use of videos helps to make the content clearer and more easily digestible for the target audience.
In addition to its exceptional ability to convert, video has become particularly valuable to data-driven marketers. This is because they can accurately track and measure audience engagement levels through the use of content engagement analytics.
This valuable data provides marketers with a clear insight into the most engaged leads and helps them to prove the effectiveness of their marketing strategies.
By tying videos directly to the deals they are aimed at influencing, marketers can identify which assets are resonating with their target audience and make informed decisions about their marketing initiatives. This type of reporting is crucial for marketing professionals who aim to optimize their campaigns and increase their overall impact.
Video Marketing Benefits to Power Your Business
Video marketing offers many benefits and opportunities for businesses that are looking to maximize their digital presence. From engaging with customers to boosting your brand recognition, video marketing can help increase your visibility and reach new audiences.
So let's take a look at the various video marketing benefits that can help power your business:
1. Grow Revenue
If you're looking to grow your brand's revenue, video marketing is a modality that you should consider. Research has shown that businesses that incorporate video into their marketing strategy experience a 49% faster growth in revenue compared to those that don't. This significant difference in growth can be attributed to the powerful impact that video has on sales.
One of the key reasons why video has a positive impact on sales is its ability to effectively demonstrate a product or service in action. By showcasing a product through video, you can give customers a clear understanding of what it does, how it works, and why it's worth their investment.
This helps to build trust and confidence in your brand, leading to a higher likelihood of purchases. Adding a video to a product page has been shown to increase purchases by up to 144%.
Incorporating video into your marketing strategy can have a huge impact on your brand's revenue growth. So if you're looking to grow your business and increase sales, consider incorporating video into your marketing mix.
2. Influence Buying Decisions
The influence of video on buying decisions cannot be ignored. Numerous studies and surveys have shown the significant impact video has on customer behavior and decision-making.
Search Engine Journal reports that video aids 95% of enterprise B2B buyers in conversion. Additionally, Forbes states that 64% of customers are more likely to purchase after watching a video about the product or service.
Moreover, according to HubSpot, 97% of marketers report that video has played a crucial role in helping their customers better understand the product or service being offered. This goes to show the powerful impact video has in influencing buying decisions and promoting a better understanding of the product or service.
3. Rank Higher in Search
Video has a captivating effect on users and it increases the time they spend on your website. This prolonged engagement not only benefits your conversion rate but also has a positive impact on your website's search engine ranking.
Google uses the amount of time a visitor spends on a website as an indicator of the relevance and quality of the content. When visitors spend time watching videos on your site, it is seen as an indication that the content provided is valuable and relevant to their search query. This leads to an improved search engine ranking for your website.
In essence, video not only provides a unique and engaging experience for your visitors but also helps boost your website's search engine ranking. This makes video an important aspect of any content marketing strategy.
4. Increase Traffic
Video marketing can drive increased traffic to your website, thanks to improved search engine optimization (SEO). One of the benefits of video marketing is that it often results in more backlinks, which can help you rank higher in search engine results pages (SERPs).
Including an embedded video on your website can increase your traffic by 55%. This is because people are more likely to choose a website that has video content, especially if it's relevant and not an annoying, unrelated advertisement.
Studies have found that websites with video receive 41% more traffic from search engines. This is because people are more likely to choose a website that has video content, especially if it's relevant and not an annoying, unrelated advertisement. Research has shown that there is a 157% increase in traffic from SERPs when a video is present.
Additionally, Google uses the time a visitor spends on your site to determine whether you're providing the information they're looking for when they search for a particular term or phrase. When visitors hang out on your site and watch a video, Google considers this a sign that you're providing valuable information, which can help improve your search engine ranking.
5. Get More Backlinks
Video marketing not only helps improve search engine rankings but also generates more backlinks for your website. This is because embedded videos are known to increase the number of backlinks by almost three times, which is a significant improvement in your website's search engine optimization (SEO) performance.
Google evaluates the domain authority of a website when determining its search engine ranking results. Domain authority is a measure of how well a website is seen as a key contributor to a particular discussion. When there are more backlinks to your website, it indicates that it is seen as more authoritative, which in turn improves its search engine ranking.
Therefore, incorporating video marketing into your digital strategy not only offers the benefits of increased traffic and improved SEO but also helps boost your website's domain authority and search engine rankings.
6. Increased Conversion Rates
Video marketing has been proven to be a highly effective marketing tool, with research from Aberdeen Group indicating that video users have higher click-through rates (27%) and web conversion rates (34%) compared to other marketing methods.
EyeView Digital also reports that incorporating video into a landing page can increase conversion by an impressive 86%. This increased conversion rate can be attributed to several factors, such as the ability to include shopping options in the video and the education of customers, who feel more confident in making purchases after watching a video.
Moreover, research indicates that consumers are highly influenced by video in their purchasing decisions. 81% of consumers have reported that branded videos have convinced them to buy, and 74% of consumers have been convinced to purchase after watching an explainer video. This shows that video works so well because it allows people to see things in action before making a purchase.
It's worth noting that promoting your video is not necessary to see results, as simply placing the video on your landing page can result in a higher conversion rate. With these impressive statistics, it's clear that video marketing is an effective tool to increase click-through rates, web conversion rates, and ultimately, revenue.
7. Video is easier to share
Video marketing offers many benefits and one of them is its ease of sharing. Social media is a key aspect of today's marketing landscape and video has proven to be one of the most shared types of content.
According to data from Wordstream, the social video gets 1200% more shares than text and image content combined. This trend is also evident on professional networking platforms like LinkedIn, where videos are shared 20 times more often than other types of content, according to Sales and Marketing Solutions.
The reason why videos are so popular is due to their entertaining and practical value. They offer tips, tricks, and hacks that can be useful to the audience, making them more likely to share the video with others.
In addition, platforms like Instagram, TikTok, YouTube, and Vimeo have added the ability for businesses to create shoppable videos, providing an opportunity for brands to make money online.
When incorporating video into your marketing strategy, it's important to work closely with your marketing team to determine your budget and desired return on investment.
To maximize your marketing budget, consider what types of videos will be most effective for your brand. Whether it's product demos, how-to videos, or customer testimonials, make sure to choose the right format for your target audience.
8. Build Trust and Brand Authority
Video marketing has the potential to build trust and brand authority. In today's digital age, 50% of online consumers are known to search for product videos before making an online purchase. This presents an opportunity for companies to showcase their professionalism and transparency, and to engage and ignite emotions in their target audience.
High-quality videos can be produced at a more cost-effective rate than ever before, and they can help elevate brands and encourage a sense of familiarity and loyalty with consumers. When a brand exudes authority, it reduces the need for visitors to seek out resources to affirm its reputation. Trust is the foundation of conversions and sales, and video content is likely to foster that trust.
Promotional videos can also help address consumer skepticism about buying products and services online. Effective marketing videos present products in a conversational form, creating a sense of individual approach, which is why 57% of consumers say that videos gave them more confidence to purchase online.
YouTubers have become the most powerful social media figure to promote a brand, and video content is a powerful tool for content marketing. As Mark Schaefer, the Executive Director of Schaefer Marketing Solutions, put it, "the new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content."
Video marketing is an important aspect of a comprehensive marketing strategy, and it offers numerous benefits, including building trust and brand authority.
9. Convey Information More Efficiently
Conveying information to potential customers can be a challenge, especially if you're trying to make a complex topic simple and easy to understand. Video is an effective solution to this challenge as it can communicate the key points concisely and memorably.
With video, you have the opportunity to grab the viewer's attention and provide them with all the information they need to know about your product or service in just a few seconds.
In a video, you can use visuals, animations, and sound to help illustrate your message and make it more engaging. This is especially useful when trying to explain complex concepts or technologies, as the viewer can see the product or service in action, which is often much easier to understand than written instructions.
Moreover, video offers a level of flexibility that written content cannot match. You can easily change the script, visuals, and other elements to adapt to your audience's needs and preferences. This makes video an ideal choice for companies that are targeting multiple audiences, or for those that want to reach people who learn best in different ways.
10. Excellent Return on Investment (ROI)
Video marketing can offer a significant return on investment for businesses. This is because video provides a unique and engaging way to communicate with potential customers and capture their attention.
Thanks to advancements in technology, producing effective video content doesn't have to break the bank. Simple, well-planned videos made with a smartphone can be just as impactful as high-budget productions.
Many customers prefer videos that are straightforward and focused on delivering information about a product or service, rather than flashy and expensive videos that don't provide much useful information.
Video marketing is not only a great way to engage with potential customers and build brand awareness, but it can also offer a substantial return on investment.
11. Warm-up Cold Audience
Video can be a highly effective tool for converting cold audiences into warm, interested customers. The process of warming up a cold audience starts with providing value and demonstrating a deep understanding of their needs and challenges. This is where video content can play a crucial role.
By offering informative and engaging videos that address their pain points, you can show potential customers that you understand their needs and have the solution they are looking for. This could be in the form of a product demo, a how-to guide, or any other type of content that provides value and educates the audience.
With video, you have the opportunity to introduce your brand and communicate its unique value proposition in a way that captures the attention and interest of your audience. By doing so, you can build trust and establish your brand as a credible and trustworthy source of information.
It's important to remember that not all audiences are the same. Those who have already engaged with your business in some way can be targeted with a more direct approach, such as free trial signup pages or product demos. But for those who have yet to engage with your brand, video can be a valuable tool to help make that connection and start building a relationship.
12. Build a Connection with Storytelling
Building a connection with your target audience through storytelling is a powerful way to sell products. A majority of purchasing decisions are emotional and driven by personal perspectives and interests. Video content provides an opportunity to create an emotional connection with your audience by showcasing not just the product, but why it exists and how it can solve problems for consumers.
For example, storytelling can build a connection with your audience can be seen in the marketing of a new car model. A static image can show the design, color options, and specifications of the car. But a video showcasing a person joyfully driving the car on scenic roads, listening to music, and enjoying the smooth ride, creates a stronger emotional connection with the viewer. They can imagine themselves behind the wheel, experiencing the freedom and excitement of driving the car.
Product videos provide immersion and create an emotional experience for the viewer, which can generate a stronger connection than just a product image. The online buying experience often starts with an image that inspires interest and creates awareness, but the video takes it to the next level, providing a more impactful and memorable experience.
13. Meet Expectations and Increase Retention
Implementing video in your marketing strategy can bring about numerous benefits for your business. One of the most notable benefits is the decrease in product support claims. This means that customers can use your products without needing additional help and are more satisfied with the items they receive.
Moreover, businesses have reported an improvement in customer return rates after implementing video marketing, with some businesses even producing rates three times higher than the industry standard. This goes to show the impact that video can have on customer engagement and satisfaction.
Regardless of the marketing message, video is an effective tool to reach and engage a wide audience. For e-commerce brands in particular, video marketing has the power to build trust with customers and create a sense of belonging. This can lead to a loyal connection between your brand and your target audience, which is the ultimate goal for any brand.
Start Marketing with a Video
In conclusion, video marketing is a powerful tool that can have a lasting impact on viewers. It allows businesses to tell their stories through compelling visuals and sound while connecting with audiences in effective and creative ways.
When it comes to creating an effective video marketing strategy, there are many factors to consider such as choosing the right format, targeting the right audience, optimizing for various platforms, and more.
But no matter the approach you take when creating your videos, remember that the real goal is to give people something they can relate to — something memorable — and make sure you’re delivering value every step of the way.
With these principles of video marketing firmly in place, you can be sure that your campaigns will create meaningful connections with your customers!
