What do you enjoy more: Reading information or watching it? Are online videos more important than websites? Do you need both or is one of them enough? Should you be blogging or vlogging?
The Internet has created a lazy monster and the monster wants bite-sized, easy to digest, entertaining content that can be gobbled up quickly and on the go. Digital marketing experts know people’s eyes read in z-shapes and hate web site navigation choices. Further, more and more website visitors refuse to fill in forms and even leave your website if there isn’t a video on the home page that explains the service offering.
To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products. – Brian Halligan – Hubspot
Fast Internet makes it possible for viewers to get their online video entertainment fix more easily and on more devices than ever.
So why should you be one of those inspired entrepreneurs that add a video to their website?
- 1 in 4 consumers lose interest in a company if it doesn’t have a video
Do you feel overwhelmed by looking at pages and pages of text? One in four people are – in fact, they are so overwhelmed they leave (source: Animoto).
Marketers haven’t been slow to pick up on this trend. By 2017, video marketing will account for 69% of all consumer internet traffic, according to Cisco. Nielsen confirms 64% of marketers expect video marketing to dominate their strategies in the near future.
- Online videos generate more leads to your website
Let’s say you offer a landscaping service. You could post an explainer video about “how to build your own garden path with railway sleepers”. People searching YouTube for landscaping inspiration might come across your useful bite-sized information and eventually decide they are just too lazy to build it themselves. Guess who they are going to phone for a quote?
Videos hosted on YouTube and Vimeo and shared across social media, channel visitors to your website. Much like a shop with doors facing different lanes of a shopping centre. Makes sense?
- Search engines looooo-ve online video
When Google bought YouTube in 2006, they immediately included video into their ranking algorithm – first as views and since 2012 as watch time. It comes as no surprise that the chances of getting a page one listing on Google increase 53 times with video (source: Forrester).
People search for explainer videos rather than blog posts. After all, videos dominate universal search results 65% of the time (source: Reelseo). And the best news: Videos can be optimised for search engines just like blog posts to rank on top of search results.
- Marketing videos bring the message across
Videos are not only more fun to watch it, also brings the message across a lot better.
Diode Digital found that video promotion is 600% more effective than print and direct mail combined. They also found that, before reading any text, 60% of site visitors will watch a video if available.
- Marketing videos make your message stick
….and viewers remember marketing videos better, too. Online Publishers Association observed way back in 2007 that 80% of viewers recall a video ad they have seen in the past 30 days. 26% of viewers then look for more info about the product, 22% visit the product site, 15% visit the brand site, and 12% make the purchase.
- Marketing videos are cheap to produce
Video production costs have fallen significantly in recent years and you no longer need to be a technical whiz to work out how to use it. In fact, I have come across clients, who take video on iPhone or camcorder and then edit straight in YouTube – with good results.
If you want a more professional production you can contact marketing agencies like ourselves, most of us have partnered with small production companies.
- Online videos minimise load time
Lots of text and tons of image material slow down the load time of your website. Slow load time irritates website visitors. Embedding explainer videos on your website and linking to YouTube and Vimeo instead decrease your load time. Video footage is exponentially more powerful than the written word. According to Forrester Research’s “a minute of video is worth 1.8 million words.”
- Online videos are easy to share
Online video links are very shareable on social media and people are tempted to watch. Take Facebook’s new autoplay function for instance – even those who were just quickly checking their timeline are now watching minute long videos.
1 in 5 Twitter users discover videos each day from tweeted links. What’s more, two-thirds of Twitter users feel it’s worth watching videos tweeted by brands. (Source: Hubspot)
Marketing videos can be shared at a click of a button and if they are upbeat, inspiring and informative enough often go viral.
- Online videos are good for Branding
Videos appeal to peoples souls. Axonn Research found, seven in 10 people view brands in a more positive light after watching interesting marketing video content from them.
A professionally produced marketing video gives you endless opportunities to display company and service culture. We all know that beautiful footage is more convincing than pages of text. Admittedly marketing video content is more important in some industries than in others: Imagine planning a holiday and shortlisting game lodges. Would you appreciate a video of the lodge, its facilities and staff?
With online video quickly becoming a key tool for people to satisfy their information and entertainment needs, companies that fail to include it in their digital marketing strategy will do so at their expense.
YouTube videos are a powerful way to add value, establish yourself as an industry expert and make your business known.
One Click Media assists companies to realise their digital potential. As part of our 360-degree approach to marketing, we are able to assist you with beautiful, professional marketing videos.Please contact us for a quote.