Sally Lee
Video is an often overlooked element of a marketing program. But in truth, it plays a core part in a successful marketing strategy. This is particularly true if you are focusing on improving your client acquisition efforts.
When you’re working to boost your acquisition numbers, video can add engagement with your audience, broaden your reach and allow you to convey more of your firm’s personality and approach to these prospects.
Don’t just take our word for it, take a look at some of these great stats that support the power of video for an acquisition program!
YouTube is the 2nd largest search engine in the world
(Source: YouTube)
One key to getting more clients for your firm is to get more people to your website. Organic search (people finding you through a search engine,) is a key part of this. With YouTube, the stats speak for themselves as to why you should be taking advantage of it:
- YouTube has more than 1 billion users
- Every day people watch hundreds of millions of hours on YouTube and generate billions of views
- The number of hours people are watching on YouTube each month is up 50% year over year
- 300 hours of video are uploaded to YouTube every minute
YouTube is a powerhouse and should be leveraged to build your awareness and increase web traffic. YouTube can also provide you with a great platform that can integrate easily with your website and social efforts, making it infinitely easier to incorporate video into a variety of places.
The average Internet user spends 88% more time on a website with video.
(Source: Mist Media)
Once you get people to your site, you want them to spend more time on your site. Video is a great way to increase the time they spend engaging with you. Beyond the video, they are now on your site. Once you’ve provided them with engaging and compelling content via video, they are significantly more likely to spend time looking at your other content and learning more about who you are and what your firm does.
This can also be a good time to offer them a premium piece of content, so that you can capture their information after having engaged them with your video. And by the way…
Videos on landing pages increase conversions by 86%.
(Source: Social Fresh)
Landing pages are a critical component of any client acquisition program. This is where your conversion form lives and where you will be able to collect the information on your potential new clients. Anything you can do to increase conversion rates on a landing page should be explored. With video providing an 86% increase in conversions, it is a tactic to not be overlooked.
So why does video have such an impact on conversions? As noted above, people will spend more time on the site while utilizing video and that time increase alone will impact the conversion rate. But also, with video you can provide much deeper insight into the benefits of the offer you are promoting (be it an eBook, White Paper or consultation,) so that prospects really see why they should provide you with their contact information.
92% of mobile video viewers share videos with others.
(Source: Invodo)
When you create content that people want and put it in a form factor that is preferred by them, they are more likely to share that content. And when they share that, you are expanding your reach and increasing your potential client base.
65% of executives have visited a vendor site after watching a video
(Source: Forbes)
In case you were wondering, video marketing isn’t just for reaching a consumer audience. It’s also crucial to impacting your commercial clients and prospects as well. In the Forbes Insight Study, “Video In The C-Suite”, Forbes found that video had a direct impact on executives and that executives are increasingly utilizing video as their preferred format of information consumption.
They are watching more video, more frequently. 64% of executives are seeking out video on business insights and expert advice. So don’t dismiss video just because your target sits in the C-Suite. Execs are people too!
Final Thoughts
When it comes to your client acquisition efforts, you want to build a solid, consistent strategy that provides your road map for success. Video can not only play a key role in that strategy, but can significantly increase and improve your success rates and also be a lot more engaging for your prospects. Plus, it gives a great opportunity for you to show your personality and maybe even have a little fun with it.
To learn more about client acquisition, download this free eGuide – A Magnetic Approach to Client Acquisition: An Intro to Inbound.
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