Video marketing allows you to connect with your customers by personalizing your marketing message and telling a compelling story. From the extremely bite-sized—yet effective—branded videos on sites like SnapChat—to longer form customer testimonials on YouTube—and round out the product descriptions on a website, video really is an open frontier for (trackable data) exploration.
Capitalizing on recent trends in video marketing
Everyone knows that video is hot right now. Video marketing in general and interactive video, in particular, are the two winning co-stars in a year that saw more sheer video content and more interactive video content being incorporated into blogs, social media marketing, email marketing, and e-commerce websites.
Although traditionally thought of as a video sharing website with social media components, YouTube has also been called the second-largest search engine after Google because customers use it to research the brands that inspire them.
YouTube alone gets four billion—with a B—views per day, and videos marketed through YouTube cross the B2C-B2B divide since over a third of B2B customers are more likely to make a purchase after viewing a video ad, and a whopping 92% of B2B customers watch online video to inform their buying decisions.
Use video liberally throughout your inbound marketing
The fascinating thing is that video is both a useful marketing tool in its right and also a potent added catalyst to your email marketing campaigns, search engine optimization, social media engagement, and lead generation.
When you spruce up your email marketing campaign's messages with video, you can expect to see higher open rates, much higher click-through rates, and higher conversions when you add video to your landing pages. Your click-through rates will, on average, nearly double (increase by 96%) and your conversions will increase by 80% just by adding video to your landing pages.
Just mentioning the word "video" in the subject line results in an approximately 20% spike in your email's open rates. When you consider the fact that your emails need to be inaugurated in the first place to be clicked through or for customers to give you more information about their habits and preferences, you start to see how adding video to your emails actually forms the foundation of improved ROI for your email marketing campaigns.
Search engine optimization.
Google, the web's most popular search engine, actually acquired YouTube recently, and there's a ton of implications from that. About three-forths of the top 100 Google search results are for video, and incorporating video as part of your overarching inbound marketing strategy makes your company more findable on Yahoo! and Bing as well.
Adding a few videos to your online repertoire makes your company much more relatable to your customers and brings your brand that much closer to the people you serve. In terms of hard-and-fast numbers, though, using videos in your inbound marketing has been shown to increase your conversion rates by about a third by making the prospect of a quick e-commerce purchase that much more tempting.
Social media engagement.
Another thing to consider: The more customers that find your videos through search engine queries and video ads, the higher the chances that your video content will be commented on and shared across social media, resulting in a virtuous cycle of more exposure and improved lead generation.
A lot of these video sharing and social media sites work in tandem with one another to drive your views and lead generation: Nearly 1,000 YouTube videos are shared on Twitter every single minute.
By sharing your videos on social media, fans are doing some marketing legwork themselves and extending your brand reach. Just consider the fact that over 90% of mobile users regularly share videos with others.
Keep videos short, sweet and relevant.
Even though the average viewer is going deeper into videos before clicking on annotations or links to social media, most users are time-strapped and want to be entertained throughout.
This works hand-in-hand with the fact that your company can't possibly tell its entire story within 2.4 to 3 minutes of runtime—the average time Android and iPhone users, respectively, spend on a single video viewing.
Your viewers are paying particular attention to how attractive the thumbnail is and how much time it will take to view the entire view. What do we mean by this last point? Customers expect testimonials and crowdfunding videos to run slightly longer than storytelling ads and explainer videos.
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