The benefits of using video in marketing are not widely appreciated.
I suspect that some small businesses are in denial, either thinking that video is too difficult or expensive, or worried about appearing on camera. Both of these excuses are mental road-blocks.
However, some research has been put into the benefits of video marketing that shows that it is statistically beneficial on a number of fronts:
The Benefits of Video Marketing
Consumers are more likely to remember your message when they see it in a video format, according to Social Media Today. Because the majority of information transmitted to the brain is visually-oriented, it’s processed an estimated 60,000 times faster than text – resulting in retention rates for visual content that are typically 65 percent greater than for text information.
An estimated 90 percent of online shoppers use videos to help make shopping and buying decisions. As a result, retailers report that products showcased in online videos are outselling products not receiving video support.
Visitors to your website are 64 percent more likely to make a purchase after watching a video. What’s more, those visitors tend to stay on your site two minutes longer than those consumers who don’t watch a video. That’s a big plus for your search rankings: the better your visitor engagement, the better Google likes it – and will reward your site accordingly.
Your website is 53 percent more likely to be displayed on the first page of Google’s search results for relevant keyword terms if it includes video, and will attract two to three times the number of visitors.
According to Forbes, 75 percent of executives view work-related videos at least once per week, and an estimated 65 percent will visit the advertiser’s website after watching a video.
Adding video to your blog posts can generate three times the number of inbound links to your website than posts without video.
Including a marketing or explainer video in your emails can increase your website referral click-through rate by 200 to 300 percent, according to Forrester Marketing. Equally impressive is the fact that adding video to introductory emails can reduce subscriber drop-outs by 75 percent, based on a study by email marketing services provider Eloqua.
Hopefully, you read the above carefully and thoughtfully because if you are creating any sort of content for your website then this is a brief summary of why you should be using video in your marketing:
- Video content is 65% more likely to be retained
- 90% of shoppers use video to make decisions
- Website visitors are 64% more likely to purchase after watching a video.
- You increase your chance of appearing on page one of Google by 53% (which will increase traffic to your website.)
- 75% of executives view work-related videos at least once per week
- 65% will visit the advertisers website after watching a video (- that seems very high to me!)
- You are 3 times more likely to generate inbound links to a page or post with video
- Email clicks increase by 2 or 3 times if you link to a video
- Subscriber attrition reduces by 75% if you use video in your introductory video.
These numbers cannot be ignored if you are an internet marketer.
Each piece of your content also needs a video to leverage the preference of visitors to consume your marketing message via video.
I also feel that many businesses could benefit by using video for their internal training programmes - inception training for new staff, performance training and so on. Create it once and it can be used to train a limitless number of new staff - a huge saving in resources for many businesses.
Also video can be used to educate customers in two main ways:
- FAQ's or 'Frequently Asked Questions' can easily be answered via video
- Product demonstrations are a powerful but under-used video marketing tool.
The benefits of using video in marketing are many which is why I have created a video marketing course called Video Hooks.