Video marketing is revolutionizing the way businesses are reaching prospects and customers. It is an effective tool to gain brand awareness, lead generation and online engagement. By 2017, video will account for 69% of all consumer Internet traffic, according to Cisco. By 2018, that number will rise to 79%.
So, why is it important for your small business to adopt online video into your marketing strategy?
- Strong Consumer Attention
The attention span of online consumers is short. Videos have been proven to capture consumers’ attention more than any other medium. They are naturally engaging and easy to digest in an age of information overload. According to Cisco, 65% of video viewers watch more than 3⁄4 of a video. 78% of people watch videos online every week and 55% of people watch videos online every day.
- Higher Engagement
Video is key to great engagement. Audiences are 10 times more likely to engage, embed, share and comment on video content than blogs or related posts.
- Improved Search Engine Optimization (SEO)
Utilizing video in your content marketing efforts will help improve your SEO. According to Comscore, adding a video to your website can increase the chance of a front page Google result by 53 times.
- Access to Analytics
Video platforms like YouTube and Vimeo provide statistics for free. Monitor the performance of your videos with up-to-date metrics and reports in YouTube or Vimeo Analytics. Get access to watch time, traffic sources, demographic reports or more.
- Better Email Click-Through Rates
The use of video in emails has been shown to increase click-through rates. According to Cisco, using the word “video” in an email subject line boosts open rates by 19%. Having a video in an email increases click-through rates by 65% and reduces unsubscribes by 26%.
- Stronger Emotional Connections
Video is a powerful tool to evoke emotions online. Video content that is interesting, unique and of high quality will arouse strong feelings within an audience.
- Drive Consumers to Your Website
With YouTube’s annotation features, you can create buttons within your YouTube video that will take visitors directly to your website or landing page. This is a great way to drive engaged prospects to an opt-in page.
- Increased Customer Conversion
Video converts more customers. Recent research shows that 71% of marketers say video conversion rates outperform other marketing content.
- Easy to Share
Websites like Vimeo and YouTube give your videos the chance to be seen by millions of people. Posting your videos on these sites is an easy way to start getting exposure. From there, you can use resources like social media, blogs and your website to help increase brand awareness and target your audience directly.