When it comes to explaining something on your website there is no doubt that the written word still rules the roost. But what happens when you have read fifteen different websites, all of which have got pretty much the same content, and you want to decide who to actually engage with? Or what if you don’t understand what the words actually mean because the subject matter is so complex and dry? This is where video comes into its own.
It’s important to understand that a video is not a guarantee to clinching the deal. Videos are not some magic bullet to winning new clients. For example, if that Nigerian Prince had sent me a video asking me to send him my bank details for his millions I still probably wouldn’t have thought it was a great idea. But I probably would have watched the video, just because it would have been entertaining. And that is where video adds value; it demonstrably increases engagement. And we know that the longer someone engages with your content, the more likely they are to then engage with you.
The power of video is in bringing you closer to your clients and prospects. People don’t have conversations with pages of text and they don’t have conversations with brands, they converse with people. Human nature is to build relationships with people, to empathise with them and to become familiar and friendly. When they engage with your business for the first time it will often be through a website, which by its nature doesn’t present that opportunity to socialise. But that doesn’t mean that first engagement can’t be an opportunity to begin that familiarisation. Videos allow you to introduce yourself and your other staff to start building a relationship before they even meet you. It makes an otherwise faceless brand into a human. And that is incredibly important in building initial relationships, because we are more likely to trust people who we have started to empathise with than we are with someone who we have only read about. Think about it, who are you going to be more comfortable picking up the phone to talk with? Someone who you feel you have started to know because you can picture their face and have seen them talking (through the medium of video), or someone who you don’t know, have no idea what they look or sound like and only know as a name in black and white on a website?
The power of video for marketing is well established now. In the 2014 Social Media Marketing Industry report, 73% of participants said they planned to increase their usage of original videos in their marketing plans. More significantly perhaps is the appetite to learn about visuals and videos. 68% of participants wanted to learn more about using original visual assets and 60% wanted to know more about producing original video content. 93% of marketers said they will use video for marketing in 2014, with a further 3.3% considering. Over 96% of marketers surveyed had video as part of their marketing strategy last year, and 83.9% said they already have videos on their website. This shows clear intent within the digital sector to embrace and use video as a key part of marketing activity. But at the end of the day is this just to make the website look better and stand out? Bearing in mind the investment that has to be made in video, the key question often asked is not "are we going to do it?" but "does it actually work?"
In 2014 the report showed that 82.4% of marketers said video had made a positive impact on their marketing efforts. That is an incredible endorsement into the value that video can add to a business. What is interesting is that the type of video being used is quite varied as well:
• 72.8% producing on-location shoots
• 68.1% making testimonials / interview style videos
• 58.3% moving image / presentations
• 55.8% motion graphics / animation
So businesses are not just relying on a talking head. Instead they are embracing video as an alternative way to deliver their content to their end users. In fact, over 65% of participants said they were going to use more than 10 videos for marketing, with 50.5% intending to explain how new products and services worked through video and 49.1% of respondents using video as a key part of their lead generation work.
There is no doubt that video is fast becoming one of the key ingredients to any marketing strategy. From 2013 – 2014 the use of video on websites increased from 67% to 84% and in 2015 this is going to grow more. It is also important to make sure that video is having the most impact on a site:
• Is it short and snappy, rather than long and laborious?
• Is it the right kind of video for the content (interview / animation / presentation / etc.)?
• Is it making something boring into something entertaining?
• Does it give the viewer answers, but leave them wanting to know more?
Video brings you closer to your customers and prospects, starts to build a rapport before you’ve met them and helps to demonstrate the breadth and depth of skills and knowledge within your business. It is one of the most effective ways of creating advocates of your business, which in the end is what helps grow your business. The other consideration is that with video becoming so widely used in marketing, can you really afford not to be using it in your marketing?
If you are interested in using videos on your site why don't you give us a call to discuss our video packages?
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