Why Video Marketing? |:: How Are Companies Marketing With Videos?
Are you using the potent power of video marketing strategy to skyrocket your brand visibility, grow your online business, and boost leads and sales?
Do you know why your competition is using videos as an important part of their overall marketing strategy?
More consumers are interacting with videos today than ever before.
Today, it’s urgent and vital that you boost and ramp up your video marketing efforts to generate more sales and grow your business.
If you are not using videos in your marketing, your competition is.
So the most important question is, how are companies and institutions in your niche using videos to skyrocket the sales of their products and services?
So, why use videos?
In this article, you will learn why brands should be using videos in their marketing now.
You will also learn how companies are using videos.
Let's get started.
If you’ve been trying to figure out whether video marketing works for your brand or if you’re looking at convincing your marketing team to use videos, then keep reading.
For starters, statistics provided by Wyzowl, show that 63% of businesses are using video as a marketing tool.
And of all the brands surveyed by Wyzowl, 82% of them feel that video is an important part of their overall marketing strategy.
There are many persuasive reasons why you should be using videos as part of your overall marketing strategy.
Why Companies Are Using Videos
Online marketers are currently spending an average of 15 hours per week watching videos.
Cisco predicts that if this trend continues, videos will make up 82% of all internet traffic by 2021. So it’s a no-brainer that video marketing is a successful marketing strategy.
Here are reasons why your brand should be using videos:
#1. Video Boosts Conversions And Sales
If a picture is worth a thousand words, you will agree that a product video could very well be worth a thousand sales.
Videos now appear in 70% of the top 100 Google search engine results in rankings.
And viewers are more likely to buy after watching a product video. That is one marketing statistic that you can no longer afford to ignore.
Today, savvy and creative entrepreneurs are turning the online broadcast medium into a stunning communications asset.
Still, you may be wondering 'how well does an online video convert'?
Also, by adding a product video on your landing page you can increase conversions by 80%.
#2. Video Shows Great ROI
Some marketers may think that every video must go viral before their marketing efforts bring major improvements to their ROI.
However, videos now generate three times as many monthly visitors to a website as plain text posts.
Therefore, instead of relying only on hosting your videos on a rented digital space like YouTube, create a dedicated landing page for your videos in your digital storefront - your website.
Because 60% of visitors will watch a video before reading text on the webpage.
Also, having your audience watch your videos on your website boosts your search engine rankings.
However, paying close attention to your key performance indicators (KPIs) is the real key to getting the most ROI for your video marketing efforts.
Further, by paying attention to what works for your competitors, you can tweak and improve your video marketing strategies.
Here are important video metrics to track so that you can see how your video marketing efforts are contributing to your bottom line:
- Amount of time that video viewers spend on the landing page.
- Click-Through Rate (CTR) of visitors on the landing page.
- How many video leads were pursued?
- The percentage of people who watched the whole video on the website.
- Which videos did they watch that converted into leads?
- Brands that host their videos on YouTube, make effective use of their great analytics, as well as track website behavior with Google Analytics.
- The analytics helps you understand the videos that resonate the most with your audience so that you can amplify the performance and tweak their viewing preferences.
#3. Search Engines Love Videos
Viewing videos increase the time that your site visitors spend on your website and longer exposure builds trust. It also signals to search engines that your site has awesome content.
In 2009, Forrester's study found out that “pages with video are 53x more likely to rank on the first page of Google search results.”
In other words, Google search engine results pages (SERPs) rank pages with videos higher than those without videos.
Since the average online attention span is less than eight seconds, a high bounce rate – those people leaving your website after viewing a single page hurts your search engine rankings.
Website visitors that click in and out are not likely to buy your products or services.
Videos keep your audience glued to your website and that translates into higher search engine rankings.
#4. Video Appeals To Mobile Users
According to Animoto, 55% of consumers watch at least one video on their mobile device per week.
48 percent of millennials only watch videos on their mobile devices.
Adobe's research showed that 62 percent of mobile users use YouTube to discover videos and 42 percent find the videos using their social media platforms.
Many of the people that buy your products or services are watching more videos on their mobile devices than ever before.
That means that if your brand is not using videos optimized for mobile devices, you're leaving a lot of money on the table for your competition.
Another great reason why you should use videos in your marketing is that videos and mobile go hand in hand.
Did you know that 90% of your consumers watch videos on their mobile devices?
Are you aware that since 2013, mobile video views have grown more than 233 percent?
And according to YouTube, mobile video consumption goes up 100% every year.
Can you see that as the number of people who watch videos keeps growing, your video audience keeps getting bigger and bigger?
So that means more eyeballs waiting for you to engage and persuade them with your valuable video content.
Video Content Engages Customers More Effectively
Have you ever wondered why videos engage the audience more effectively than any other type of content?
The answer is that videos combine seamlessly auditory and visual senses.
With this in mind, you can increase immensely the level of attention that your audience pays to your content by using videos.
Ph.D. psychologist Susan Weinschenk says that we always pay attention to movement and noise.
As you already know, video content is the perfect mix of movement and noise.
So you can understand why your video content generates a strong emotional connection with your target audience.
Videos are ridiculously engaging because they are fun, cool, quick, persuasive, attractive, and emotional.
You can't beat that!
#6. Video Builds Trust
Embedding a video on your website builds trust and establishes a connection with your target audience or existing customers.
Video is persuasive because it has the power to put a face and personality behind the brand or company.
Using videos in your marketing, build trusts trust with your audience and establishes you as an authority in your niche.
And by using videos to share tips, entertainment, insight, and other relevant, useful, and compelling information, you impact the lives of your audience positively.
And that kind of humane strategy warms your audience to your products or services or a new offer from your company.
However, the goal of video marketing is to connect positively with your target audience by offering content that makes their day!
The sale comes later easily.
#7. Video Growing in Popularity Across All Channels
It should not surprise you that social media users love video.
A study done in 2018, showed that 54% of consumers wanted to see more video content from the brands or businesses they support.
Today, video has grown in popularity and it seems that every social media platform offers videos.
It might shock you that in 2019, people spent a weekly average of 6 hours and 48 minutes watching online videos.
That is a 59% increase from 2016.
Those figures were before COVD-19 and the impact that pandemic has on social distancing measures and our video consumption habits.
With COVD-19, Facebook and Instagram saw a 40% increase in usage.
The people that buy your products or services expect you to deliver engaging, entertaining, human, and valuable content on social media more than ever before.
And video is one of the most effective formats they want you to do so.
How Companies Are Marketing With Videos
Are you overwhelmed when you think of video marketing?
What type of video should you create to drive engagements, boost brand visibility, and skyrocket sales?
I will share with you the types of videos your competition is using to sell effectively online their products and services.
If you know the video strategy your competition is using and getting stunning results, is that not an open and still 'insider information' that you should capitalize on?
Here we go.
#1. Explainer Videos
An explainer video is a short online marketing video that explains a company's product or service.
You might think of an explainer video as a modern-day elevator pitch for a company’s product or service.
It may also be used to put a spotlight on a business idea compellingly and efficiently.
Effective explainer videos are designed to grab the attention of the target audience.
That means that most explainers' videos have high production value and a clear call to action.
Most brands often display their explainer videos on their landing pages, website, in emails, and more commonly, as ads on YouTube.
Some even use these videos to advertise their product or service on social media platforms.
Here are the key elements of an explainer video and what you’ll need to know to create your own.
What Makes A Good Explainer Video?
Every good explainer video has these elements in common.
- Short form: Explainer videos are usually under three minutes. The best ones are even shorter, between one and two minutes.
- A strong call to action (CTA): An effective explainer video should clearly state what it wants its target audience to do after watching.
- Focused on solving a problem: Explainer videos that get results are focused on addressing a specific pain point. It may explain a product or service, and answer why the brand is the solution.
- Match brand and audience: Great explainer videos match the style and tone of the brand, as well as the target audience they’re trying to reach.
- High quality: Explainer videos that get results are of high quality. It has to be of top-notch quality of production and content, to explain a brand’s value proposition effectively.
#2. Relationship And Sales Videos
You will appreciate why more people are watching and listening to videos than any other content.
The brain processes a video 60,000 times faster than text. Watching a video does not take much brain activity.
As a passive audience, it allows us to become immersed in the visuals and sparking emotions within us.
We think when we read and feel when we watch.
These feelings are the emotions that relationship marketing utilizes effectively.
As we watch videos, our emotions are triggered by colorful graphics, catchy slogans, audio accompaniments, and the amazing storyline of the video itself.
As your customers relate to you often, they begin to see the familiarity between themselves and your brand.
And when that happens, they begin to feel as though they know you on a more personal level.
Therefore, for you to grow a friendship and build trust between your brand and your customers, your content.
Relationship videos are also used to inform the target audience of what's new, how-to, or just videos that are used to reach out to your target audience.
On the other hand, sales videos are videos that direct people to take an action.
Sales videos are also called 'call to action videos.
By taking the time to understand how your competition is using videos, you can tweak their examples and use the insight gained to boost your marketing and branding to new heights.
#3. 'How To Videos'
'How to videos' are amazingly popular across all social media platforms since they drive tons of human traffic to your website or blog.
These marketing videos can be elaborate or simple.
There is no better way to add value in content marketing than to create a short video showcasing how to solve a common problem or just teaching people how to do something new.
You can take this a step further by using your products in the videos you create.
Sometimes it’s easier to show how your products can be used with a video instead of just a user manual.
Speaking of 'how to videos', who in the US would forget the very popular Bowflex machine commercials that offered free videos that were popular a few years ago?
Bowflex sells a $2,000 exercise system that offered their prospective customers free videos that cost them $6.50 to produce.
The success of that video marketing strategy is such that nearly half of those who viewed the video ordered the exercise system.
#4. Promotional Videos
A promotional video is simply a video made to promote a product.
In more depth, it’s something to encourage the audience to buy or know more about a certain product.
Promotional videos can be from 3 to ten minutes long. If it is shorter than 3 minutes, it is often used for advertisement.
If done effectively, a promotional video provides a company with an excellent opportunity to make their product or service shine.
They do so by showcasing all the best features of the product or service and how it benefits the consumer.
Promotional videos can be simple videos that explain in simple terms, your products or services and the benefits of working with your company.
Such videos show on a personal level how passionate you are about the work you do for your clients. Importantly, it also increases your chance of being hired by your target audience.
#5. Testimonial Videos
Since people value the opinions of their peers, testimonial videos are excellent in promoting your products, services, or brand.
From the BrightLocal study, we learn that 84% of consumers trust online reviews as much as personal recommendations.
Embedding your testimonial videos on your website or sharing testimonial videos on your social media channels can help you nudge your audience in the direction that you want.
What sets video testimonials apart from other types of video content is that it is authentic.
Your prospective customer watches your customer talking about how your product or service helped her solve a specific problem.
Testimonial videos can be used to showcase how effective your products and services are by the people who used them.
Testimonial videos are widely used for the decision stage of the buyer’s journey when potential customers are searching for information that will help them make up their minds.
A persuasive testimonial video can help guide prospects through the sales funnel.
#6. Outreach Video Campaigns
Are you sincerely looking for a mind-blowing way to reach out to a specific audience that you share a common interest?
Outreach videos are great and effective in creating a buzz or just getting the word out about an event or campaign.
For instance, you can create a video to promote a fundraising event for a specific issue that you care about passionately.
Then you can promote the video insanely on your website, blog, YouTube, Facebook, Vimeo, or other social media platforms that tickle your fancy to generate maximum response.
Outreach promotional videos don't have to be extensive.
A simple photo montage with music can be effective.
#7. Information Sharing Videos
These are the videos that we call the 'helpful tips videos'.
They are immensely popular on social media networks and blogs, especially YouTube.
Are you passionate about some information that you want to share so desperately with your audience, and you hate writing?
Videos are your answer!
A lawyer might use informational video to explain in simple plain English one point of law, from time to time, thereby positioning himself as an authority in his field.
For instance, a financial adviser could use videos to explain to his audience some of the mumbo-jumbo they speak in their niche.
Like, directives, or fiduciary responsibility to their target audience.
Are you getting the picture?
#8. Reviews And Tutorial Videos
This one is a no-brainer.
If you sell a product that is hard to set up, your customer would have an easier time setting it up if they can watch it set up on a video.
Video reviews and tutorials have helped companies explain their products and services in ways that printed materials like brochures can't.
Today, you can watch a video on how to reset your iPhone or how to use your phone as a Wi-Fi hotspot from your desktop computer or a mobile device of your choice.
These videos are helpful to your target audience, build trust in your brand, products, or services.
#9. Videos Are Awesome For Telling Your Unique Story
Just like anybody else, your story is unique and probably compelling. Many small business owners or solo entrepreneurs have used videos to express their passion for what they do, how they do it, and why.
By sharing and telling your story in your voice, with your mannerisms, you provide to your target audience, a most compelling reason to connect with you.
Your passion as you tell your unique story would nudge your audience in connecting with you and your brand.
Do you want to use video marketing to become the purple cow of your niche?
Contact our Lagos, Nigeria social media consultant to learn how videos can boost your brand visibility and help you generate insane leads and sales.
WhatsApp us at: +234 080 331 75396 or +234 080 579 37786