Video has often been thought of as a way to make a website come to life. Well, it’s also breathing life into content marketing, email marketing, SEO, social and more. Not just because it’s eye candy – because it’s improving brand affinity, customer relations and, best of all, marketing and sales results. Audiences respond to video in a big way and marketers are starting to notice.
- Visitors who view product videos are 85% more likely to buy (Internet Retailer)
- Some retailers credit video with decreasing returns by as much as 25% (Internet Retailer)
- 52% of worldwide marketing professionals believe video has the best ROI (eMarketer)
How I love you, marketing video. Let me count the ways.
According to Strata, 7 in 10 U.S. ad agency professionals said video was their main campaign focus. Cisco goes so far as to say that in 2017, Internet video traffic will represent 69% of all global consumer Internet traffic. Use of video in marketing is up and the manner in which it is used is growing as well. Leading online retailers are increasingly using video on product and category pages because of the purchase influence it has. Some retailers report an increase in conversion of as much as 400%. Some other applications may surprise you.
One in four marketers use video in email campaigns, but many more would if they had video content. For those who do use video in email marketing, it has yielded an increase in the time consumers spend looking at and/or reading email, higher click-through rates, more forwarded emails, greater conversion rates and revenue gains.
By incorporating an email gate or lead collection form into your video (requiring a consumer to enter their email address to view a video) , you have another way to harvest qualified leads who are showing an interest in your brand. Using automation and CRM systems in tandem with that lead information enables you to tie consumer data back to their engagement with your content.
These days, you can track much more than just the amount of views your video is getting. Audience engagement, drop-off rates, revenue impact and more can be tracked with the right platform. Video analytics is giving marketers an understanding of who is watching and how each video is having an impact on the bottom line. Tracking video-viewing activity will help you qualify, score and segment your leads better. If you know that someone watches only a portion of your video, you can market to him or her differently than to someone who watches all of your video, enhancing efficacy and ultimately improving conversion rates.
You can’t do that on YouTube.
It may be the standard today, but YouTube can’t give you all the lead generation and rich analytic capabilities just mentioned. There are other programs emerging that can maximize your video marketing custom-branded playback, advanced analytics and more. Likewise, if you’re thinking that consumer-sourced video content or amateur video is what you need, think again. ComScore finds that professionally produced video outperforms user-generated video by at least 30%. The good news? Our in-house production department can work miracles with your budget.
We do, and we wouldn’t be practicing what we preach if we didn’t insert our own video in this blog. It’s our demo reel. Take a look at how we’ve utilized video and helped clients take advantage of this powerful brand builder. And we’ll look forward to the increased probability of hearing from you real soon.
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