Why you should be using video marketing and 5 suggestions on how

Whether you’re a big enterprise with a professional video team or a small business owner with an iPhone, there’s a way to make video marketing work for you.

Why you should be using video marketing for your business

Video is unique in its ability to convey a powerful message to viewers, in a way that static forms of content can’t.

80% of your online visitors will watch a video, while only 20% will read content

source: digitalsherpa.com

If you're wondering if it's worth investigating video for your business is worth being aware of how video can aid your online visibility.

Your Website is 50x more likely to appear on the 1st page of search if it includes video.
source: digitalsherpa.com

In addition, Social networks favour video in their algorithms, knowing that this rich form of content is more appreciated by users. Video comes with other advantages on your social networks for example you may only have 140 characters for your Tweet, but you can also include a video in a Twitter Card for greater appeal to your followers.

5 ways to use Video Marketing for your business

 

So you may be interested in harnessing some of this potential power but wondering how you can integrate videos into your marketing plan.  Here are some suggestions:

1. Website Introduction

This is quickly emerging as one of the most popular ways to integrate video into a marketing plan. They are easy to add to your site that will automatically play an introduction video to new visitors.  The video itself can be as plain as an advisor speaking to the camera welcoming visitors, or a professionally produced company profile.  Here's an example that we integrated for Dynamic Illustrations:

2. Welcome Emails

In a similar way to having a welcome video on your website, you can use video in your automated response when an online visitor signs up to your mailing list.  It can increase the immediate interaction with your new lead and can make the response feel more personal and considered
An introductory company email that includes Video improves increase CTR By 96%
source: digitalsherpa.com

3.  Lead Generation

Social media videos can also be used for lead generation. So much of online lead generation content is very technical and very dry. People might see a lengthy whitepaper and decide it’s not worth their time to fill out the form to download something they probably won’t ever read. Videos are a lot more appealing. A video that teases a relevant webinar or event is more likely to get shared, spreading that lead-generating content to a wider net of prospects.

90% of users say that seeing a video about a product is helpful in the decision proces.

source: digitalsherpa.com

In making your lead generation video don’t be afraid to make your initial call-to-action simply a share button. Once the video has been shared you can point the interested audience to more complex lead generation channels.  Or you can use a button to direct them to find out more on your website.  We use this approach for our Woof Social Media video offering benefits of what our customers can expect from Woof Social Media:

75% of users visit the channel's website after viewing a Video
source: digitalsherpa.com

4. Customer Support

One of the less common ways to make use of videos is for customer support. By using social video to answer customer inquiries, you get to answer the question in a very visual and personal way, which makes it easier for your clients to learn a solution. You also create something that is more shareable than a lengthy thread of discussions, which makes it more likely that other people facing the same issues will find that solution.

 

5. Explaining difficult concepts or products

Some services or products are difficult to explain.  Videos can help to explain your message and simplify complicated procedures and messages.  Arbor networks have cleverly used a video to explain how their service can help prevent a DDoS attack, this is quite a tricky concept to explain:

Videos increase people’s understanding of your Product or Service by 74%
source: digitalsherpa.com

 

Social video also needs to be shareable. You’re not just optimizing for the channel, but for sharability as well.

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