Chances are, in the last week you’ve viewed a video online. Maybe it was simply a baby laughing or a kitten having its first bowl of milk.
You’ve also very likely viewed at least one video recently created by a business to either tell you more about themselves, let you know more about a product, or sell you a story about their brand.
That’s because these businesses know that using video is an incredibly smart and savvy way to engage consumers at every step of the sales process. They know and understand the numbers and facts, like that YouTube is the number two search platform (right after Google) or that data shows that humans can’t resist looking at things in motion.
But even deeper than the statistics is the fact that video can be an incredibly powerful–and even affordable–way to add yet another poignant touchpoint to your customers’ experience with your business and brand online.
Here are a few reasons to consider video for your business.
1. Easily Consumable Information
Many people report preferring to watch video rather than reading text, and data shows that when video is present, visitors spend more time on page than if there’s simply copy. Even more importantly, businesses can give a lot of information in a very short amount of time, which can:
- Save time overall
- Shorten a learning curve
- Make better use of your staff’s time
For example, using video as a part of the sales process to demo a product or service not only saves time in verbally explaining a process, it allows your sales team to spend more time on building relationships.
2. Content Over “Quality”
Truly, there is no medium that favors the right kind of content over the quality of the production like video. Most YouTube videos, in fact, are taken with phones or point and shoot cameras. Even more interestingly, the top 100 YouTube channels feature mostly individual users–not brands–who typically don’t have huge budgets to produce video.
But they “win” by producing great content that’s relatable. The lesson? Even if you don’t have a Red Bull sized budget for video content marketing, you can do video content marketing.
3. Easy Multiple Device Viewing
We throw around the term “responsive design” a lot, to mean that websites need to be able to be viewed easily on multiple devices. Video is a great responsive tool that is consumable on mobile, tablets, laptops and desktops. Plus, with consumers using mobile devices more than ever to access the Web, forget them scrolling through endless amounts of text on a page to learn more about you.
4. Multiple Touchpoints for Conversion
Each video is an opportunity to extend a conversation with a viewer or customer, either through a Call to Action at the end of the video, links to landing pages a video’s description, or annotations in the video itself on YouTube. Other e-commerce video platforms, like Cinematique, allow viewers to buy a product directly from the video in which its being demonstrated.
Videos can be linked to or embedded in multiple places on multiple platforms, allowing you to reach your consumers where they are, and when they want to consume information. Each view is a touchpoint about your brand, service or product, and helps to build the overall experience with your company.
5. Enhanced Search Opportunities
Google really likes video, and makes it easier than ever for companies to rank higher in search with well-optimized titles, tags and descriptions. Video appears in around 70% of the top Google listings, and provides a more visual search experience for your customers when you choose compelling thumbnail images.
Video isn’t going anywhere, and, in fact, is being adopted more and more by companies as consumers demand more easily consumable custom content. And with studies showing numbers like a 70% bump in email click through rates when video is used, or a 44% increase in conversions when a product is demonstrated on video, it is a savvy investment for small to mid-sized businesses.
And the investment is really the main reason to use video in your business; it’s one of the most effective ways to easily “play with the big boys.” Everyone has a decent video camera these days, and even without a giant budget, businesses can use a little creativity and a little time to create a better overall experience for customers.
So…why aren’t you using videos in your business?