Video Marketing: Powerful, Measurable and In Demand

Mar 12 2015

video

Don’t tell them. Show them.

This has been a marketing mantra for decades. Even when using audio or the written word, neither of which has a true visual component, the goal has always been to paint a picture in the minds of your audience.

But if you want to literally show people something – show them a product, a demonstration, a helpful tip, a testimonial, an employee bio or an interesting story – there is no better way to show than with video.

Video is the type of content people demand more than any other. Period.

Video grabs people’s attention and draws them in. It makes them laugh and cry. It inspires and motivates. It helps people relate.

Whether a video is hilarious or heartbreaking, it makes an emotional connection. And when video has that kind of impact, it gets shared.

Over and over.

Despite the power and popularity of video, most businesses haven’t made video a core component of their marketing strategy. Sure, you may see a couple of videos posted to YouTube and a video testimonial on the website, but that just scratches the surface of how video can be used.

Think about the versatility of video.

Video can be hosted on your website. It can be hosted on YouTube.

Video can be imbedded in emails, invitations and social media posts.

Video can be used for advertising.

Video can be viewed just as clearly on any desktop or laptop computer, smartphone or tablet.

And your company’s video content doesn’t have to be created by your company. Customers can use their smartphones and tablets to create video that spreads the word about your products and services.

How powerful is video in terms of impact and as a marketing tool?

Consider these findings from a 2014 study by Invodo:

  • 65 percent of video viewers watch more than three quarters of a video. Think about how happy you would be if each page on your website or each blog post performed so well. Think about how much more time visitors would spend on your website.
  • Emails with the word “video” in the subject line have 19 percent higher open rates and 65 percent higher click-thru rates. This also reduces unsubscribes by 26 percent.
  • On search engine results pages, eye-mapping technology found that video results appear more prominently and command more attention than other search results.
  • By 2017, 74 percent of all internet traffic is expected by be video.

Another key advantage of video is accountability.

New analytics tools make performance easier to track and measure. Because video resides on a video player, you can access valuable metrics through the player, even when the video is shared or syndicated from site to site.

For example, if someone goes to a blog post or downloads an e-book, there’s no way to know if anyone actually read your content.

Rather than simply tracking the number of views, modern video marketing platforms collect data that shows you what percentage of your audience is watching for how long. This data can also be integrated with customer relationship management (CRM) software, which helps you evaluate leads and measure ROI more accurately.

The opportunities presented by video are endless, and 2015 is the year in which video is expected to reach a tipping point. Are you ready to take advantage?

If you’d like to learn more about how you can harness the power of video and incorporate video into your marketing strategy, call 732-229-7100 or email mike@shorecreativegroup.com to schedule a free consultation.

 

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