10 Oct Lights, Camera … Scroll?
Are You Taking Advantage of Video in Your Marketing Efforts?
It is amazing how in this day and age we have more information at our fingertips than ever before. With a simple Internet search you can retrieve millions of results, and search engines are becoming more dynamic by providing you with the most relevant and current information available.
That being said, how do we break through the abundance of information and get our brand or content to really engage our target audience?
There are many variables involved in optimizing your content to improve visibility and reach the widest number of potential customers, but we can all agree that once consumers find your material, engaging them with a video will have a far greater impact than having them read a Web page filled with content. Simply put, people are willing to spend more time watching videos than reading text or breaking down an infographic because it is a tedious activity for them. They want action.
I get it, but how does this really affect my marketing strategy? How does this affect my business?
Sixty-three percent of senior-level executives visit a vendor’s website after viewing a video. This is one reason why many companies have increased their video marketing budgets by more than 53 percent.
Let’s grab some popcorn and break this down.
Visitors who view a video on a retail website tend to stay on that site for two minutes longer than those who don’t. This in turn increases the number of purchases they make on that site by a whopping 43 percent and increases the average dollar amount for each individual sale by about 13 percent. So it seems that visitors are using those two minutes to spend money.
Not only that, videos can make your business 53 times more likely to be found by search engines like Google and Bing. At the same time, videos can improve your chances for engagement through email by increasing your click-through rates by as much as 250 percent.
Take a look at a couple of examples that really make an impact by using short videos to tell their stories: Chipotle’s “The Scarecrow,” which explains the importance of eating clean, and Six Degrees’ own “Brand-Building by the Numbers: Six Web Trends for 2015.”
It really is hard to argue with the fact that customers are 85 percent more likely to make a purchase after watching a video.