A picture is worth a thousand words, but can you guess the worth of a one-minute video? It’s worth 1.8 million words.
That’s enough to write a few books and still have some left over!
People love video. Perhaps it’s because they can play an observer to someone else’s story. Video has been popular online since YouTube launched and other social networks have noticed. They offer marketers analytics to help understand the performance of videos. Many have added an auto-play feature to drive more views and keep people on pages longer. In social media feeds that are filled with text and pictures, a video that plays immediately is sure to catch an eye.
Video’s Wildfire-Like Growth
Some predict that by 2017, 74% of all Internet traffic will be video. If your business hasn’t already started incorporating video into your marketing plans, it’s not too late to get started.
For B2B marketers, hearing that video marketing is on the rise may cause them to shrug and say that they don’t need it. Others look at their meager budget and wonder how they can manage it. With 90% of all B2B purchase process happening before a sales rep is involved, getting the right information to buyers is critical for success.
Every marketer knows how important it is to keep the attention of a customer. With only a few seconds, it’s hard to explain the best features or benefits of your product in written format. Videos can be your chance to show off your product or service visually and keeping the viewer’s attention. If given the choice of watching a video or reading an article on the same topic, a majority will choose video. This doesn’t just apply to the regular consumer, but also to business executives. Over half of business executives will visit a vendor’s website after seeing a video.
Video’s Place in the Buying Cycle
Video is most effective when your potential customer is identifying the vendors and considering what they can offer. In one survey, 96% of all respondents said that videos were helpful when making purchase decisions. This is because videos are where solutions are provided. Buyers can see the product in action and begin to visual themselves using it.
Without ever leaving the comfort of their office, customers can get a great look at the product minus the pushy sales representative looking over their shoulder trying to sell them a product. They can spend their time considering each of their options.
Besides demonstrations, businesses can use video to share testimonials. Let one of your most loyal customers talk about how amazing your product, service, or business is and share what they like best. People rely on reviews to help them purchase everything from clothes to cars. A video helps your potential customers hear how others have success and relate to others’ experience. It can also benefit your clients and help their business gain visibility.
Online video platforms allow for clickable links. You can lead customers further into the sales cycle with clear calls-to-action that happen while you still have their attention. Every video should link to relevant content on your website not only to give your customers somewhere to go, but also to improve your SEO.
Resources Needed to Get Started with Video
While some may worry about the cost of creating videos, technology has helped make it easy and more cost-effective. Slowly build your business’ video library and spread the cost over time. You don’t need to start with thousands of videos. You just need a few. You can also use the analytics from past videos to help make new videos perform better for your audience.
Videos don’t have to be created from scratch. Consider repurposing videos from other events, when a business executive speaks at a conference or events that your business participates. Make sure every video ties to your brand and your business.
Businesses are talking about video because social networks have recognized how important the messaging tool is to users. Investing in this partnership can only help you find more customers and connect them to your products and services now and in the future.