Videos in Marketing
“On average, 70% of the buying decision is made before a prospect talks to the company” – Marcus Sheridan
Videos in marketing can be the difference between success and failure when it comes to someone engaging with you, buying with you, or even jotting down your name for a potential meeting down the line.
In this blog, find out why they’re such an important tool in your marketing shed.
You never get a second chance at a first impression, and you want the best first impression possible for your organisation.
Website
In fact, videos in marketing and on your website are likely the first impression people have of your entire organisation nowadays. Consider the modern consumer (and I will be making a general point to illustrate a point); they are often lazy, glued to their screens, and straight to Google for answers, with a pandemic still on their mind.
If there’s mention of your organisation or you match what they’re searching for, do they take the time out of their day of vaping and fidget spinning to jump on their (probably) electric scooter and have a look around at what you offer in person?
What’s more likely is they’ll go straight to your website and have a look around. Which leads us onto the question: Is your homepage a good shop window?
Are you filled up with hard-to-find information and still images? Does bland text cause your eyes to strain a little?
Or, do you have an eye-catching headline video that showcases everything you are? According to Forbes, viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in text. The increase in click-through rate with video is as high as 96%, and videos are shared 1200% more times than links and text combined.
It’s also a nice little side benefit that the Google algorithm absolutely loves videos. It will boost you right up the rankings and help you appear more frequently in search results.
Social Media
The same concept applies to social video marketing.
The buyer we’re talking about will be active across most social media channels and likely check you out there too, especially if you link out from your website.
Of course, not every post on social media has to be video, and we aren’t suggesting that they should be, but you definitely need some, even short video marketing.
Not just because it’s visually impressive and shows off what you do better than any other medium, but because it adds some weight to your content and makes people think that this is an organisation with something about them, or in other words, it builds trust with the buyer.
Specsavers made the point about the importance of visuals instead of descriptions far better than we ever could; apply this thought process to your social media posts.
Additionally, video posts on social media receive 48% more views. Why? Because it’s intriguing! Intrigue creates intrigue, too; you want people to dig around and watch your other stuff.
Sales
Adding a product video to your landing page can increase sales by 80%. Yep, 80%.
We could bore you with some stats about videos in marketing and the subsequent effect on sales, but honestly, you might as well give it a quick Google of it yourself (after reading this blog of course) and gain an understanding of the power of it.
We mentioned trust earlier on, but if you’ve worked in sales, or in fact made a reasonably lavish purchase yourself, you’ll know that trust is the cornerstone of everything.
If you didn’t trust the Apple brand (we can discuss the data later), would anyone blindly buy the new iPhone, iPad, AirPods, or whatever? Would there be opening events and people camping outside the Apple shop?
For the prices they’re up at, of course, you wouldn’t. You’d likely wait to see reviews, read about it on social media, and maybe even try out your friends’ new gadget.
But how do videos build trust?
Product videos in marketing – People can see your product in action and see that you aren’t the Del Boy of your world. Whatever it is, if you’re selling something physical, there’s a way to demonstrate its use.
Even if your business is a service, there are always ways to show what you do. Take a look at our portfolio for examples of video marketing or ideas for your own video marketing efforts.
Testimonials – Get real-life people to give real-life reviews of your work and their experiences with you. Case study videos are a great way to showcase your product and include a testimonial, but if you can just get someone sitting down and talking about how good a time they had working with you, it adds significant value to what you say about yourself.
For example
Videos in Marketing: The Epidemic
Truthfully, videos in marketing are becoming more accessible and widespread as more people realise how powerful a tool it can be.
Eventually, it will move from being a standout to being a standard.
It’s always possible to catch up, but it’s better to stay ahead of trends. Among you and your competitors, would you rather be a veteran or a novice in the video game in a couple of years time? Do you want to be recognised as a pioneer in video marketing? Then get to it!
Videos in marketing are already important enough, so don’t fall behind further!
If you’d like to discuss videos in marketing or upgrade your content strategy, please get in touch today! We work with organisations at completely different stages of their video journey, so don’t be shy.
Thank you for reading our blog about using videos in marketing. Check out the rest of our knowledge centre here, or look at some of these great resources!
Why use video marketing and how to stand out
Video email marketing vs. Video brochures
What is the best kind of video content to make for business?
Take a look at our work...
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