You might be wondering what all the hype around video is nowadays. You're probably questioning if it's worth the effort to invest in another marketing medium - and how will it help your content marketing strategy? More importantly, how is video going to help convert customers and deliver ROI?
Well in case you haven't noticed, people LOVE video! So much so that Consumers spent 39 minutes per day in 2015 watching video on mobile devices, up from just three minutes in 2011, and Cisco predicts that by 2017, video will make up a whopping 69 percent of all consumer Internet traffic. And what's really compelling is that video in an email leads to a 200%-300% increase in click-through rates, adding video to your website increases chance of a front-page Google result by 53%, and 64% of consumers claim that after watching a video, they are more likely to purchase a product online.
So how can you create videos that engage your audience? Here are some ideas:
1) Post a video about how to use a product. People love how-to demonstrations - show off how great your product is and it will sell itself!
2) Post a testimonial from one of your most admiring patrons. Let their enthusiasm shine through to get you more sales! (see above example from the Mt. Evans Freedom Run)
3) Post an event video. If you are hosting an event, post a video from last year to showcase the highlights. See how fun it is to attend?
4) Try a behind the scenes video blog. Show your audience the exciting things you do to get everything ready for them. They'll appreciate getting to know you better and it will create an emotional connection to your brand.
This is just the tip of the iceberg when it comes to video marketing but to get the ball rolling, you need to start with a strategy that tells your story. Remember, optimize videos for each digital platform, use titles, subtitles, captions if needed and create a pointed call-to-action. Keep your video short and sweet (less than 2 minutes) to make the time spent watching it worthwhile for your audience.
Video is here to stay and growing in importance. The great news is that investing in video with the right strategy can deliver some BIG results!
stats taken from insivia.com, vidyard.com, and skyward.com