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The Case for Video Marketing

The Case for Video Marketing

Written by enCOMPASS Agency

Here at enCOMPASS, we put a big focus on the merits of video marketing. There are a number of reasons for this, but what it really boils down to is this: Video marketing works. Because it’s easy to digest, online consumers have come to prefer it over text and even images. The rise of video has completely changed the way people consume information on social networks. What’s more, video content is easy to share. And, for business owners who may not feel as comfortable writing content, video can be a more relaxed fit.

What Do the Numbers Say?

If you still need persuading, a recent post from MarTech offers some compelling data points. Consider these findings:

  • Video content can boost click-through rates by as much as 200 to 300 percent.
  • Mobile video consumption has been steadily increasing by 100 percent each year.
  • About 59 percent of corporate decision-makers say they trust video marketing more than they do blogs, articles, etc.

We’d also note that video consumption has become increasingly dominant on several of the most popular social platforms, including not just Facebook but also Instagram and even Twitter. The bottom line for marketers is that video represents one of the best ways to amplify your message and make a direct connection with consumers.

How Video Marketing Helps Your Business

The prominence of video is clear, but what are some specific ways in which video can prove advantageous to your business? Here are a few suggestions.

Videos Can Boost Conversions

One reason to embrace video content is that it can actually help you increase your sales. Some studies show that, when you put video content on a product landing page, it can boost conversion rates by up to 80 percent!

Why is this, exactly? Part of it has to do with how our brains work; most of us receive information through visuals, which means video can convey a lot of information to us in a short span of time. Video can also help you create trust in your product or service, whether by offering consumers a demo or simply talking them through it.

Video Can Be Valuable for SEO

When you embed videos in your website content, it can give you a big SEO boost. Google’s algorithms really love video, and it’s not hard to figure out why. When people are watching videos on your website, they tend to linger there a bit longer than they might otherwise; this increases your website dwell time, and it sends signals to the Google algorithms that your content is valuable, relevant, and trusted. Those are all huge concepts for SEO rankings.

Video is Made for Mobile

More and more consumers are using mobile devices to access the Web, and video content is tailor-made for these mobile users. Indeed, most of us would sooner use our phone to watch a YouTube video than to sit reading a long article.

More than 90 percent of mobile users say they watch videos on their phone, while YouTube itself claims that mobile video consumption rises by more than 100 percent each year. If you’re looking to reach mobile users (and you should be), video marketing is paramount.

Video Marketing Engages Lazy Buyers

Perhaps that sounds harsh, but look: A lot of us like to do online research before we make a big purchasing decision. But there are days when you’re just not up for a rigorous deep-dive into consumer reviews, how-tos, etc. Video can be a lifesaver, allowing for a quick and easy education.

Marketers need to keep those “lazy,” end-of-a-long-work-week buyers in mind, and video is one way to connect with them.

Video Lets You Amplify Your Message

Finally, video is meaningful because, in addition to capturing the attention of existing buyers, you can also expand your message to new buyers.

The reason for this is that video, more than any other type of content, is fun to share. Indeed, social media users overwhelmingly say that they’re happy to share branded video content when they find it entertaining or informative. Maybe that’s why social media marketing pros have doubled and tripled down on video in the last few years; it’s simply the best way to encourage sharing.

Where to Start with Video

The one daunting aspect of video marketing: Knowing where to start. Thankfully, you don’t have to book a fancy recording studio or have a lot of high-end equipment to produce meaningful videos. You do need to have a strategy for how you’re going to place your videos, however. That’s something the team at enCOMPASS can help with.

Indeed, we’ve guided clients through each stage of the video marketing process, and we’d love to talk with you about your own video needs. Reach out to us whenever you want to chat!