We get this question all the time.
“Why should I use marketing videos if my current marketing works well for my business?”
And the honest answer is… you shouldn’t! If you’re 100% satisfied with your ROI, then why mess with a good thing?
You should only use marketing videos if you want more.
More traffic and exposure for your brand. Higher conversion rates. A stronger relationship with your customers. You know, the kind of benefits that video can deliver much better than other types of content.
And that’s exactly what we’re going to cover in today’s article – how marketing videos can benefit your business in the short term and in the long term…
…even if you already have a good thing going, and enjoying a healthy ROI from your marketing!
Sound good? Then read on.
Part 1. Marketing videos for business strategy: the short-term benefits
You might say, “So… you want me to focus on marketing videos for business strategy, and just hope it pays off someday? Thanks but no thanks!”
We understand your concern – and we share it. Nobody’s got time for amazing marketing that doesn’t produce results as soon as possible! So that’s why we’re going to show you how marketing videos can deliver you quick, short-term wins as soon as you start using them.
1. More exposure
Of all the types of content you could make, video is the most shareable by far. As in, your marketing videos can get 1,200% more shares than your texts, images, or audio! Why is that?
Well, for starters, all the biggest online platforms are either video-centric, like YouTube, or video-friendly – like Facebook and Instagram. But that’s not the main reason!
The main reason is that video is an emotional audiovisual medium. It engages several senses at once and it makes us feel things! People get inspired by lifehacks, laugh at cat videos, and sob at the this 4-minute sequence in “Up”… and then they pass it on. They feel compelled to share their emotions with others.
And that’s what makes video content so powerful. So if you want people to share your marketing videos, you want to focus on two things:
- Convey an emotion. There’s a ton of research about how emotion affects online sharing – here’s our favorite article on the topic by Harvard Business Review.
- Tell a story (when you can). Stories reach viewers more effectively than straightforward marketing messages… not to mention that they are more memorable. Use them!
2. Higher engagement
If you’ve ever binge-watched anything, then you know how hard it is to put down a good video.
(And if you never have, we are in awe of your steely willpower – and frankly, confused about why you’re still reading this and not curing the world of procrastination!)
Sure, marketing videos aren’t exactly as watchable as hit TV shows, but there’s growing evidence that says, pretty definitively: video grabs attention!
For example, did you know that adding a video to your website makes visitors stick around longer (according to 80% of marketers)?
And that’s not the only statistic proving that marketing videos increase engagement! Here’s some more – mobile users watch anywhere from 2.5 minutes (for iPhone users) to 3 minutes (for Android users), and even 5 minutes (for the iPad)!
And since mobile Internet traffic has exceeded desktop traffic as of last year (according to this study), it’s more important than ever to get those mobile users engaged. Luckily, marketing videos offer the perfect tool to do just that!
And even on desktop devices, marketing studies say that most viewers are comfortable with watching videos 2-minute videos – and even video content between 6 and 12 minutes long can engage consumers!
3. Higher conversion rates
The biggest reason you want to focus on marketing videos for business strategy is simple… conversions. If you want to turn more leads into prospects, and prospects into customers, very few things will give you the kind of ROI that video does.
But let’s talk numbers, shall we?
Here’s the evidence that says video content boosts conversion rates:
- 60% of consumers say that watching a video has changed their opinion on something.
- 84% of people have bought a product after watching a video about it.
- Using a marketing video on your landing page can deliver a conversion lift of up to 80%!
Now, some industries (like ecommerce) can benefit more from using marketing videos in their sales process than brands in other markets. But no matter what you sell, you can take advantage of the persuasive power of video, and generate more revenue – with the same number of leads!
And even if you get no significant conversion rate boost from using video, there’s something else it can do for you that can be just as valuable, if not more so. But that brings us to the long-term benefits of marketing videos…
Part 2. The long-term benefits of marketing videos
Quick wins are great – but a true entrepreneur always thinks ten steps ahead! So let’s take out our crystal ball and predict how marketing videos for business strategy will affect your brand in the long run…
4. Faster sales cycle
Effective marketing is all about building strong, long-lasting relationships with your customers. And while it does get great long-term results, one major downside is…
…it can take forever to get people to buy. And potential sales don’t really count towards your bottom line, sadly!
This is where marketing videos truly shine. They can help you control the sales cycle, and even shave off days – if not weeks! – off of it. Here are just a few ways you can use marketing videos to close sales faster:
- Re-engage and warm up cold leads who didn’t buy earlier and became inactive (this also feeds into benefit #3).
- Tailor your marketing message to different customer personas, or even individual customers.
- Deliver your sales pitch in the most effective way possible (almost as good as a face-to-face meeting), but at scale.
An effective marketing video is like a salesperson working 24/7, delivering the perfect pitch every single time. Use them, and you’ll find that you are not just converting more prospects into customers, but conversions happen sooner than before!
5. Higher customer retention
Long-term repeat customers are the Holy Grail of any business.
Although, considering that US companies lose $136.8 billion dollars every year to preventable customer switching… maybe they’re the Roadrunner?
If you’d rather not play the play of Wile E. Coyote, your business strategy needs to emphasize retention as much as possible.
Research shows that using marketing videos when interacting with new customers will improve retention. That means, more of them will stick around to purchase again, often in greater volume. Which is great news for your cash flow and your growth!
This is how you can focus on marketing videos for business strategy in a way that boosts retention:
- Create customer onboarding videos to put them at ease after purchasing and reduce “buyer’s remorse.” Show them how to get value out of your product or service!
- Produce short marketing videos that solve the most common problems and objections your customers might have, and put them in your FAQ section or knowledge base.
- Delight your existing customers with occasional personalized videos: like birthday well-wishes, holiday greetings, or just thank-you videos for sticking with your company.
6. Lower audience attrition
Before someone becomes a paying customer, they will inevitably spend a lot of time just… hanging out, for lack of a better term! Reading your emails, interacting with you on social media, consuming your content, browsing your website, you name it.
It’s a fragile situation. At any point, these potential customers can leave, never to return again. They might not buy for a while, and there’s not much you can do to dissuade them from jumping ship.
Unless, that is, you use marketing videos!
Just like with customer retention, video content does wonders for keeping your leads and prospects in your orbit longer. Here’s just one example – using marketing videos in your emails can slash unsubscribe rates by 75%!
There are many ways video content can help you build and maintain a connection with your customer base. You can use it to:
- Educate your audience and help them solve their problems…
- Entertain people and raise awareness about your brand…
- Build anticipation and desire for your product or service…
And more! However you choose to keep your potential customers interested and engaged, video can help you pull it off in the most effective way possible.
Need help creating effective marketing videos? Let’s talk!
We’ve created high-converting marketing videos for superstar companies like Twitter, Uber, Netflix, and others (check out their kind words here). That’s right, we’re name-dropping!
We’d be honored to create something just as awesome for your brand.
If you’ve ever watched an effective marketing video and thought, “I want one… but how can I be sure it actually turns out good?” – know that, with us, you won’t have to wonder.
The Draw Shop uses world-class copy with fully custom animation to create marketing videos that get your customers to opt in, call up, and buy from you. We’ll create your persuasive video to the exact requirements you give us, keep you in the loop every step of the way, and deliver the finished product within 4 weeks (or faster, if you’d like).
Do you have an awesome video idea you’d like to run by us? Then let’s talk!
Visit this page to book a free, no-obligation pow wow – and our team will get back to you post-haste!