Whether you’re an eCommerce firm, an attorney, a dentist, or heavy equipment manufacturer, video marketing can boost your business. Why? Because video sits at the crossroads of two truths: it’s the medium that conveys the most information to consumers, and video is the medium that people prefer to consume.
One-third of all online activity is spent watching video, and that number is only growing. If you want to connect with consumers, educate them about your brand, and convert them into customers – why not use their preferred source of online content?
51.9% of marketing professionals worldwide name video as the type of content with the best ROI, and 70% report that video converts better than any other medium. This doesn’t mean that creating a video is the answer to all of your marketing goals, though.
Success hinges on the right video, the right message, and the right production quality to differentiate your brand.
There’s an astounding number of poorly-produced marketing videos roaming cyberspace, and this is your opportunity to stand out. By incorporating high-quality video content with the right targeted message, video can drive the next big boom for your business. Here’s why:
Video Marketing Drives User Engagement
The average internet user spends 88% more time on a website with video, shoppers who view video are 1.81 times more likely to purchase than non-viewers, and just using the word “video” in email subject lines boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%.
On social networks, video generates 1,200% more shares than text and images combined.
Aggregate stats aside, here’s real world example to personify the results that the right video strategy can bring.
Crisp client, attorney Travis Jacobs, was looking for a way to differentiate his law firm. He knew that video was a growing driver of web traffic, and he was looking for a way to brand his practice and stand out among the bigger, better funded firms that he competes with.
As a boutique law firm, quality is a major pillar of Travis’ practice. So he partnered with Crisp to create video content to exemplify his brand.
“I wanted a video that tapped into us personally and conveyed an image of professionalism, but I hadn’t found a provider that was doing what I was looking for. After seeing Crisp Video’s work, their videos were exactly what I had envisioned.” – Travis Jacobs, The Jacobs Law
After creating a brand video to showcase his firm, here are Travis’ results:
“Our videos launched in October. Within two months (by December) we were getting about two to three times the calls we were getting before we posted them, and the calls were for more value-added work and fewer one-offs.
By January we had to hire an answering service because we were getting so many calls during the day that we couldn’t get existing work done fast enough.” – Travis Jacobs, The Jacobs Law
With a single video, Travis was able to drive engagement and increase prospect calls by more than 300%. If correctly planned, produced, and implemented – video marketing can drive premium results for your business.
Video Helps Content Rank Higher
YouTube (and its owner Google) favors seconds watched, comments, shares, likes, and websites hosting your video when ranking video content. Not views.
Which do you think receives more of the above: a poorly-produced, grainy video or professionally crafted, visually engaging piece? Create quality content that viewers want to watch and share, and you create another way for users to find and engage with your brand.
Quality content impacts more than just your search ranking, too. According to a study conducted by Unruly, enjoyment of video ads increases consumer purchase intent by 97%.
Create meaningful, professional, content that viewers enjoy, and your video strategy will be poised to be a marketing success.
Video Converts More Customers
Businesses who use video grow revenue 49% faster year-over-year than companies who don’t. Furthermore, the average conversion rate of websites using video is 4.8% versus 2.9% for those who eschew video content.
As always, though, quality proves to be key driver when it comes to conversions. A 2016 study by Invodo found that videos rated at least four out of five stars had over twice the average buy rate of videos rated three stars or less. The lesson here? Invest in your content, and the ROI will take care of itself.