- Category: March 2015 - Video Advertising
“Once a nice-to-have, video is becoming a fundamental part of any content marketing strategy”, Linda Crowe, VP of Digital Marketing Solutions at Brightcove states in the ebook How to convince your boss it’s time for video marketing. “Video positively impacts demand generation, eCommerce, brand awareness, and social media engagement, still, some companies are reluctant to pursue a video strategy because leadership may not be fully aware of the benefits of video”, she states.“
Already 95% of best-in-class marketers are using video as a content marketing channel, according to Aberdeen Group, pointing out that video has a significant impact on the metrics that matter most to marketers. “This goes beyond soft metrics like brand awareness and affinity to real bottom-line impact like conversions and cart size, Linda Crowe explains.
Brightcove’s whitepaper provides six convincing reasons why video marketing should be on top of a company’s management agenda, for short they lead to:
SEO improvement: Video provides a simple, effective way to improve search engine rankings while also enhancing the human appeal of a page. Adding video to a landing page makes it 53% more likely to show up on the highly-desired first page of Google results. That alone is reason enough to start implementing a video strategy, but a higher ranking is just the beginning. On average, including a video in your search results doubles the clicks to your website too.
Lengthen time on site: Video is highly effective in getting visitors to stick around, with the average user spending 88% more time on a website with video. The longer a visitor is on your site, the more likely they are to remember your brand and respond to your efforts. This correlates to increased effectiveness in all areas of your online presence.
Expand reach with mobile and social: Mobile video delivers more than entertainment — for brands it delivers impressive and rising engagement. Close to 40% of consumers state that video increases the chance they will make a purchase on a mobile device. Hence, integrating video into your mobile strategy places your brand into a coveted spot at the nexus of the two biggest online trends today — digital video and mobile. This empowers your brand’s story to be told wherever customers go.
Increase email and nurture effectiveness: According to a survey of companies using video in email campaigns, 55% achieved higher click-through rates, 44% saw longer engagement times, and 41% reported an increase in sharing or forwards. Just as valuable, adding video to direct email makes people much less likely to opt out of your list— enabling you to reach them in following campaigns. Obviously, the combination of video and email marketing is an effective strategy and can significantly increase your direct mail campaigns success.
Improve landing page conversions: Online video allows for storytelling in a more vivid and engaging way than static text and images ever could, making viewers much more likely to take the next step through the conversion tunnel. The average website conversion rate for a website without video is just 2.9%; that number increases by an impactful 65% for a site that uses video to 4.8%. Put that video on a landing page and the results are even more impressive, as conversion can increase by 80%. Visitors who reach your landing page have already taken an active step to interact with your brand. Reward their attention with the kind of content they enjoy and value, and reap the rewards of the power of video storytelling with higher conversions.
Boost online sales
Sales are the lifeblood of most companies. However, they can also be one of the most persistent hurdles, as selling new business is a lot easier said than done. From ads to online point of purchases, video helps people learn about your product, understand its appeal, and feel more confident buying it, all of which translates into higher sales. Shoppers who watch online video for instance, are 1.8 times more likely to make a purchase than non-viewers, or retailers who take advantage of video have seen a 40% increase in sales.
Besides, 52% of consumers who watch product videos say they are more confident about their purchasing decisions, which translates to higher satisfaction and fewer returns since they are more likely to make the right choice. Ultimately, that makes for a much better customer experience while helping close sales and keeping customers happy.