Why Do You Need Video Marketing?
Video Marketing Strategy
While most marketers know that video is essential – and may even be posting videos on the regular – there is not always a strategic marketing objective behind it. In this blog we examine video marketing and its growing importance in content marketing.
Video Marketing Statistics
There’s no question that video is imperative for marketing. People today are spending a third of their time watching online video content and where the views go, ad dollars follow. According to Wyzowl’s Video Marketing Statistics 2021 Survey, 87% of companies use video as a marketing tool, up from 61% since 2016, and 81% of consumers reported they have been convinced to buy a product or service by watching a brand’s video.
In 2020, video marketing continued to accelerate as we saw brands publish more video content to keep up with the growing customer demand because:
Each day, more than 1 billion hours of videos are watched on YouTube
86% of video marketers say video has increased traffic to their website.
94% of video marketers say video has helped increase user understanding of their product or service.
EWISE SAYS: The trend is clear. Videos are becoming more of an expectation than a novelty! If you don’t have a video presence, then you may be missing out on customers.
Video Builds Trust
Video and Brand
Video marketing is critical for branding because this form of content is likely to engage audiences and ignite emotions. YouTube, Instagram, and Twitter content creators are now among the most influential social media figures that can promote your brand. So, if you are serious about content marketing, you should also be serious about video.
Buyers are often skeptical about buying products and services they see on the internet, but when done the right way, promotional videos can foster trust. Successful marketing videos present your products in a relaxed, conversational form that gives consumers more confidence to purchase online.
EWISE Says: Appearances are everything. If the production value of your video is not adequate, then it could reflect poorly and hurt more than help.
Video Engages Buyers
Video Marketing Increases Sales
Video content is becoming fundamentally crucial to the way brands engage buyers online. According to Cisco, 82% of global internet traffic—both B2B and B2C—will be video-based by 2022 (it had already reached 75% in 2017).
According to Spiceworks’ 2019 State of IT report, 50% of companies plan to create videos to support brand awareness this year, while 52% of them plan to deploy video for the purposes of product education and awareness. B2B tech brands particularly benefit from video’s unique capability to communicate complicated concepts to potential buyers.
EWISE Says: Complex sales can benefit from using videos since you can visually explain concepts that may be hard to understand with just words. By properly educating your buyer, you are increasing your chances of a sale.
Video Appeals to Mobile Users
Video Marketing on Mobile
According to YouTube, every year mobile video consumption rises 100%. Since people like to watch videos while on the go and as the number of smartphone users continues to rise, your video audience gets larger and larger. Also, Google reports that smartphone users are 1.4 times more likely than desktop viewers to feel an emotional connection to brands that show video content or ads on their devices.
EWISE Says: With the rise in mobile usage, having a mix of content styles (that are always mobile friendly) is the key. Video is one of the best ways of capturing mobile engagement.
SEO: Google Loves Video
Video Marketing and Website Rank
Videos enable you to increase the time visitors spend on your site—extended exposure builds trust and indicates to search engines that your site contains good, useful content. In fact, according to Moovly, you are 53 times more likely to appear at the top of a Google search if you embed a video on your website. Since Google has owned YouTube, there has been a significant increase in how much videos affect your search engine rank.
The message should be clear: As video continues to transform the marketing landscape for both B2B and B2C, brands can no longer afford to miss out on the opportunity it presents. The path forward lies in crafting a comprehensive plan that articulates what the brand hopes to achieve with video, and how it intends to track progress toward its goals. With these essential frameworks in place, any marketer—even one new to the world of video—can set a video marketing strategy into motion.
EWISE Says: Making sure you have the right components to increase your search page ranking can be a daunting task. Having the right team in place to work on SEO while you focus on your core business can be a big help!
Authenticity is Key
Video Marketing Keeps It Real
One trend that has come out of the Covid-19 pandemic is that now more than ever there is a spotlight on authenticity. Showcasing social causes or charities that you support as a business when creating content for your video can differentiate you. Not only is it a good thing to help worthy causes, but as a side bonus it can also help create an emotional impression that can help boost your chance for a sale.
EWISE Says: Don’t overthink it. Sometimes something as simple as a video tour of your business or a quick personal message from the business owner is all you need to make that personal connection with your customer.
We are an Alpharetta marketing firm with expertise helping local and global businesses enhance ROI by defining their target audience. We focus on buyer-centric programs that elevate brands, sharpen messaging, launch products, pinpoint campaigns, boost awareness and unlock opportunities within your target audience. If you're interested in learning more, check out our full suite of services.