How Is Video Influencing Marketing Efforts?

The impact of video on businesses and their marketing operations cut across areas such as sales, customer patronage, consumer experience etc. With more investments into video marketing, businesses are recording increase in ROI (returns on investment). These occur through their strategies targeted at making more sales, increasing web traffic, educating customers, and offering consumer support.

Increasing sales

The sales and marketing departments of businesses use videos to stand out amongst competitors and attract visitors for the purpose of converting them into buyers. Compared to other marketing strategies, e.g. email marketing, video marketing is more compelling and offers a dynamic platform for the presentation of content to prospects.

A survey of the impact of video on sales revealed that 69% of people were convinced to purchase a piece of app or software primarily because of video marketing.

An excellent way to use video marketing to increase sales is to upload product videos on your business website and create videos that the marketing team can use for sales purpose. The nature of video makes it a powerful tool for marketing and conversion.

Increase in web traffic

Virtually every business has a website. That’s the new order. However, having a website is not enough to meet business goals. The website needs to be visited by potential customers and those prospects have to be converted to customers, and possibly promoters.

Video has proven to be an effective tool for attracting website traffic and making visitors stay on the website longer. Companies publish videos on their social media channels and use them to drive traffic to their websites. The videos on social media platforms are usually eye-catching and compelling, making the audience click to find out more about the product or service the brand is selling.

Upon visiting the website of the brand, more video content encourages visitors to stay longer on the site. Such video content comes in the form of tutorials, stories, testimonials, brand benefits, product descriptions, product uniqueness etc.

Enlightening new customers and sharing product information

When you have potential or new users and customers, video content is the best tool to quickly and efficiently explain them how to use your products and services. Newegg does this superbly with their short, but concise video product reviews. Studies show that product videos help almost all users understand the product better.

These videos, called explainer videos, far supersede texts or brochures, because they have a significantly higher capacity to be remembered by the customers.

Creating explainer videos is relatively cheap and afford the brand the chance to show exactly how the products work. How-to and tutorial videos are examples of explainer videos that far supersede hitting the F1 button. The length of the video depends on the content, but it is usually short and straight to the point.

Customer support

Customer service is a critical factor that determines how long customers will remain loyal to a brand. Regardless of the quantity of purchase that customers make, they still want to be treated well by the best customer service of any brand.

Brands have now adopted the use of videos to provide answers to questions and queries that users may have, so that they can help themselves without having to reach out to the customer service team.

The videos are made for frequently asked questions and furnish the customer with visual instructions on how to solve her problems. With this structure in place, only a few matters will require the attention of the support team.

Social media

The social media has come to be one of the most powerful tools for video marketing efforts. Customers continue to increase on a daily basis and the social media channels include features that enable ease of access to videos. The delivery of video content on platforms like Twitter or Facebook is seamless and enhanced by autoplay features, which integrate with mobile devices without a glitch.

Additionally, the majority of the social media channels allow the videos to be delivered in short form, meaning the message of the content can be succinctly passed across with a corresponding call-to-action. With social media video content, the use of captions and hashtags enhance the spread and reach of the message. Live videos and analytics are also supported.

Interactive videos

An emerging variant of videos is the interactive video feature which enables viewers to steer the conversation in the direction that best addresses their concerns, while providing them individualized and personalized experiences.

Of the 20% of marketers that have adopted the interactive videos in their marketing strategies, about 80% have found it effective. One of the companies that have adopted them is Deloitte.

Webinars

Webinars (short form of web based seminars) are presentations, lectures, workshops, or seminars transmitted over the internet via video conference tools. When you want to use long video content for your marketing project, webinars are a great way for achieving your aim. They add value to your customers and encourage audience interaction, possess high quality visuals, include hashtags, and host question and answer sessions.

A unique selling point of webinars is the fact that content is always relevant in that it can be reused at a later time. Besides, webinars usually contain interactive features that allow viewers to participate in real time discussions.

For a full comprehensive flow of the power behind video marketing, check out this detailed infographic from 16Best.

URL: https://www.16best.net/blog/brands-using-video-marketing/
Source: https://www.16best.net/