Videos are a unique form of content that all websites should be putting to good use. While text is still quite effective and isn’t likely to ever go away completely, it does have its disadvantages. Some concepts are simply easier to explain or demonstrate by showing them in a video. And this is especially true with products.
Videos are simply a superior form of media content for communicating your message. In the past, slow internet speeds made a focus on text essential. But with today’s high-speed internet services and lightning-fast digital gadgets, video content has taken its rightful place as king.
Most businesses are already sold on the idea that videos are gaining popularity and that using them in their content marketing plan can be a good idea, yet they’re still holding back. Perhaps you are still sitting on the fence in regards to video and need more information regarding the benefits of video marketing. If that’s the case, then consider these following seven points.
1. People Spend More Time on Sites with Video
The first way that video marketing can benefit your business or that of your clients is that videos make websites more “sticky”. People love watching videos, and websites that have high-quality videos see their visitors stick around longer on their pages.
The longer a visitor stays on your website, the more likely it is that they will end up taking some kind of action, whether it is to click through to view more content, fill out a lead capture form, follow one of your social media accounts or make a purchase. So you definitely want to be using video content to engage your audience members and hold their attention.
As videos increase the visitors’ time on your website, that can also give some search engine optimization (SEO) benefits, which will be explained below.
2. Customers Are More Likely to Buy Products After Viewing Videos
Think of some of the new products you’ve recently purchased, especially any kind of big-ticket item as opposed to consumables and lower-priced products that you buy every week out of habit. Did you see that product being advertised on television or in videos on social media and retail websites? And if so, did those videos make you think that you might want to get that item?
Seeing products in action or being modeled in a fun way is likely to influence viewers toward purchasing the product. Whether the product is for personal use or for their business, watching videos makes a big impact on their decision to buy the product. This is why you need to focus more heavily on videos in your content strategy. If you’re relying on text and static images only, you are losing out on sales.
3. Videos Influence People at Every Step of the Buyer’s Journey
The “buyer’s journey” is a model for understanding how customers decide to make a purchase. It consists of three major steps: awareness of their problem, consideration of possible solutions and then decision to purchase one of those solutions. You could also add additional steps within and around those three main steps, since customers might also need to learn how to use certain types of products, and there are sometimes follow-up products and services that the customer might also be interested in purchasing.
Businesses may require different types of content and different marketing strategies at each of these different stages along the journey. Videos can be invaluable at each of these different steps.
For instance, one video might focus on the specific pain points that your product is designed to address, connecting to the prospect on an emotional level. Another video might highlight the features and benefits of the product. Other videos might push further into these benefits to close the deal, while follow-up videos could further the relationship with the customer to give them additional value and usage from their product or as a way to upsell additional ones.
Some videos might address all of these steps in one video, but that is not always the best approach because someone at the follow-up stage will not be interested in watching several minutes that address the earlier stages, since she already bought the product. So you see how important it is to target customers where they are at in their journey to better serve their needs.
4. Videos Get Higher CTR
Because videos are so effective at grabbing and holding people’s attention, they tend to get significantly higher click-through rates (CTR) than text only or text and images. All types of content have value, but videos have been shown to attract actions from readers at a higher rate.
Every landing page should have a video of some kind that makes sense and will influence the viewer toward taking the desired action. It is important to tailor the video content to fit the purpose of your landing page, as addressed in the section on the buyer’s journey above.
By customizing your videos to target each landing page that hosts them, your CTR will be positively impacted and your conversion rates will increase as a natural result.
5. People Remember Videos Better Than They Remember Text
Different people have different learning styles because their brains are wired in unique ways. Some people love to read text, and their reading comprehension has been developed to a high level. Others might be more visual learners, and they need some images, photos, charts and graphs to help them understand key concepts.
But despite these learning differences and preferences, almost everyone actually demonstrates higher retention levels when it comes to video. Here again, video is king.
Videos are the only form of media that can combine text, static images, moving images and audio to create a more complete learning experience. Combining all these elements within a video can help everyone who watches it to remember something vital to your marketing message. Whether it’s a powerful photograph, a humorous saying, a catchy jingle or a straightforward video presentation, more information is remembered as time passes.
Consider that most adults today struggle to remember texts that they read last month. Yet those same individuals can remember commercials they saw on television as kids. That is the power of multimedia and video.
6. People Trust Video Ads
As the web continues to explode with blogs and all forms of content, savvy consumers and executives alike are becoming stricken with ad blindness. In fact, many people won’t even click on an ad even when they do notice it, especially if it is a text ad or static image. But video ads get clicked much more frequently.
Perhaps it is because the video is already playing in the background, giving the reader a preview of the content it contains. If the opening clip is intriguing, they might at least click on the ad to enable the volume. This makes it even more likely that they will click through to the landing page.
The artistic vision of the video’s producer can also go a long way to build trust with your site’s visitors. Videos that start out with a very direct, sales-focused approach might work fine with someone who is fully ready to make a buying decision. But for those who are still at an early point in their buyer’s journey, a softer approach in the video may help draw their attention.
Establishing an emotional connection with the viewer is critical, since many people make purchases for emotional reasons and then later create logical reasons to justify the purchase.
7. Video Improves Search Rankings
Lastly, one major benefit of adding videos into your content marketing platforms is that videos help pages rank higher in organic search results. If you perform a search for competitive, high-volume keywords, you’ll often find that the top-ranked pages for those search terms have videos on them.
This is a major clue to the SEO value of incorporating videos into your landing pages, your blog posts and your social media posts. You don’t necessarily need to put videos on every single page or post, but you should make a major push to include media-rich content on a consistent basis.
Video marketing is a growing force in the business landscape of today’s internet. All businesses large and small are discovering the value that video can bring to their marketing campaigns, to their blogs and to their social outreach.
If you aren’t yet including video on a fairly large scale, now is the time to step forward into the future of commerce. Whether you are building your brand recognition with a new audience or are pushing for a hard sell with a warmed-up prospect, videos can help you reach your business goals faster than ever.
If you haven’t yet taken that first step into video because of budget concerns, then just start out small. Have someone on your team create some short videos to be used in-house as they build their skills and knowledge.
Or if you are ready and able to outsource the process to a professional, take your time to research your options and learn a little bit about video production. Even if you don’t produce the videos yourself, having some understanding of the process can help you form a vision and communicate your needs to those who will be creating the content for you.
Bio: Tristan Pelligrino is the co-founder of Motion Video, a national video production company focused on helping businesses reach their audience through video content. He started his career as an IT consultant working for large organizations like PricewaterhouseCoopers, IBM, and Oracle. After an early career in consulting, Tristan branched out to create a leading regional video production company and digital marketing firm, and he is now focused on spearheading the growth of Motion Video.