Does My Business Website Need Video?
There’s no denying that video marketing has blown up on the internet in the past couple of years. A quick scroll through the most popular social media platforms will provide proof of this.
In 2018, video marketing reached a new high as more small to medium businesses understood the power of placing their teams in front of the camera to interact and engage their audience. According to analysts, this trend is set to increase in 2019 and the years to come.
If you’re looking to cultivate a higher level of trust, enhance your engagement with your customers and ultimately increase your conversions then you absolutely need video on your website.
Here are a few reasons why you should consider including video in your marketing strategy.
1. Consumers Respond Better to Video
Why is this?
Video replicates face-to-face communication
Video replicates a face-to-face in-person connection that humans consider essential in order to establish trust. People like to see faces. They consider them to be a vital component in building strong relationships.
People also like to see body language, the expression of personality, feelings, and reactions. It helps complete the visual storytelling picture and cultivates an emotional connection that allows a message to be understood beyond the gut level.
Video stimulates both visual and auditory senses. Unlike plain text which relies on a combination of specific words and visual cues i.e. emojis to bring about the desired effect, video brings together movement and noise – two aspects that our brains are highly sensitive to.
According to research, our brains have evolved to respond quickly to a combination of motion, image, and sound. This is a trait passed down from our cave-dwelling ancestors that ensured their survival. It’s therefore not surprising that a whopping 90 percent of the information that enters the brain is visual and this information is processed 60,000 times faster than written copy.
This means that by choosing to include video content on your business website you ensure your prospects will be hooked and stay longer on the site. They will also be able to retain more of the information they receive. The more memorable the content, the greater the likelihood your prospects will take action.
2. Videos increase sales
Studies indicate that around 81 percent of customers who watched a brand’s video were convinced to make a purchase and that 76 percent of businesses that incorporated videos not only benefited from increased traffic but also increased their sales.
Similarly, some studies have found that including a short video, with a strong call-to-action in landing pages can turn these pages into lead generating machines. If you have lots of traffic (or even low traffic) to your website embedding a short video is a highly effective way of compelling people to take action. In some cases, the conversion rates are as high as 80 percent!
In addition, if you have any complex products such as software you can also increase business sales by using a video to build enthusiasm and demonstrate how the product can make your customers’ lives better.
3. Video content is easily shareable
Did you know that the share rate of videos is 1200 percent higher than both text and links combined? In addition, more than 60 percent of website visitors will opt to skip the text and watch a video if it is available. This is regardless of whether it is a product video, corporate video, app video, testimonial video or even explainer animation video. This makes video marketing a super powerful tool for any small to medium business that seeks to engage its audience, boost its traffic and increase its conversions.
Whether you’re selling a product, offering a service, or just creating a bond, video marketing is what you need to take your business to the next level. Customers want to feel like they know you before they can take any action. When done correctly, video marketing creates this feeling.