— April 30, 2019
In the past few years, video marketing has become increasingly popular. Google loves it. Customers love it. But what is it about video marketing that’s really so powerful?
1. Video Boosts Conversions and Sales
Video makes it easier for your customers to connect with you directly. Many customers simply have a more emotional reaction to video than they do to other forms of marketing–and that significantly increases the odds that they’ll make a purchase from your company. Customers are a reported 144% more likely to make a purchase after viewing a product video than they are if they don’t view a video about the project before having a purchasing opportunity. Not only that, 74% of customers who were shown a marketing video about a product bought it after watching. When you want to boost sales, video is a powerful opportunity. This makes it a powerful tool for influencing customer buying decisions–and one that your business can’t afford to avoid.
2. Video Encourages Customer Trust
When it comes to your customer base, trust is more critical than ever–especially if you have an online store. Customers worry about being scammed or getting goods that they can’t trust. Videos, however, encourage trust: 57% of consumers admit that video gives them more trust when they’re buying online. Video allows customers to get a behind-the-scenes look at real people and real products related to your company, and as a result, they’re more likely to trust what you have to offer.
3. Google Rewards Video Creators
Google’s algorithm is constantly changing, but one thing is clear: video helps build your search ranking and puts you in a better position to get that critical first slot in your preferred Google results page. In fact, sites that have videos are 53 times more likely to get that coveted first slot in Google’s search results. What is it that makes Google like video so much? Several elements:
- Visitors who stay to watch a video are spending more time on your website, which tells Google that it’s offering something valuable.
- Google knows that videos intrigue customers, so it rewards sites with that type of content.
- Google now owns YouTube, which means it has a more vested interest than ever in rewarding video content.
Even if it doesn’t get you into the top three positions of Google’s search rankings, video marketing can help significantly increase your search rankings–and over time, you just might work your way into that top spot.
4. Video Marketing Helps Explain the Details
Do you have a hot new product that solves a key customer problem? A service that customers don’t entirely understand? Video is like old-style show and tell: it’s your chance to show your customers the exact answers to their questions and concerns. Through your video, you can bring complicated concepts to life and show customers exactly how to handle almost anything. From using a new product to explaining exactly how a service may benefit your customers, video can help you take your efforts the extra mile and decrease customer confusion, which in turn leads to higher sales rates. After all, customers aren’t going to buy a product that they don’t understand–but you already know that once they learn more about your product, they’re sure to dive in and make those purchases.
5. Technology Favors Video
Mobile users love videos, especially if they’re optimized so they can watch them anywhere. Facebook prioritizes video when it’s deciding what will appear in its customers’ newsfeeds. More and more, technology is favoring video over other types of content marketing, and with good reason. All you have to do to take advantage of it is create video content of your own! Not only does current technology favor video, future technology is increasingly likely to do the same, which may mean even more emphasis on video creation for many marketers.
Now that you know more about the power of video, it’s time to start integrating it into your marketing plans. You don’t want your business to miss out on the advantages of video marketing.