Study after study has shown that video is the easiest and most effective way to engage customers and drive them to take action. Video works exceedingly well to create brand awareness, activation, onboarding, and retention. Effectively using video as a component of your marketing strategy helps you gain a competitive edge in an increasingly crowded market.
According to a Wyzowl State of Video Marketing Report and Hubspot surveying:
- Online video watching has almost doubled since 2018.
- Nearly 93% of brands reported new customer acquisition came from videos posted on their social media.
- 87% of video marketers reported that video gives them a positive ROI.
- 85% of consumers report wanting to see more videos from brands.
- Video usage in ad campaigns increases conversion rates by 34% according to Vidyard.
- Unbounce reports including a video on your landing page can boost your conversion rate by up to 80%.
Clearly, video is no longer a nicety; it’s a necessity to ensure your brand is responsive to consumers’ growing desire for efficient and informative self-service options along their buying journey. More consumers than ever before are digesting content before reaching out to sales. Video enables marketers to target different personas to deliver the most relevant and compelling information at various stages in the sales funnel. Video has been shown to be superior at explaining information and building momentum, so it’s a great choice to keep moving prospects further into the buying journey and down the funnel by directing them to the next relevant video. Avoid the pitfall of the “request a demo” option. It works much better to use wording like “watch our demo now.” Simple changes like this will boost your conversion.
In order to take full advantage of video content, you need to understand the best strategies for using video as well as how to track and quantify its impact. The importance of video will only grow as we move further toward enterprise self-service. Let’s take a look at the four most common types of videos you should be creating.
As the name alludes, this approach is best when you need to explain a complex product or service or differentiate your brand.
This is typically a series of videos that welcome new customers and work to get them more familiar with a product or service by addressing key areas. Often these videos will include screen captures and audio instructions to show actions the customer will need to take.
This video approach allows you to demonstrate your product or service to show prospects exactly how it works. This type of video also makes use of screen captures and audio instructions.
These videos are your opportunity to showcase satisfied customers to positively influence prospects.
Top Tips For Maximum Results
These tips will help you achieve your video marketing goals and track your results.
Shorter Is Better – The goal is to deliver relevant information as quickly as possible. Follow these time guidelines:
Explainer Videos: 45-90 seconds
Demo Videos: Maximum of 10 minutes
Onboarding Videos: 1-3 minutes
Testimonial Videos: 45-90 seconds
Using More Videos Is Better – Don’t think of your videos as a one-stop shop. Instead, realize that the most effective approach is to drip your content over a series of videos. Prospects are more likely to watch more short videos.
Use Videos To Address Pitfalls – Use what you know about your sales funnel and any of its possible pitfalls and address them with videos that pull prospects down your funnel.
Track the ROI Of Your Videos – You’ll want to track who watched what and how those views impacted your KPIs, influenced new leads, the amount of new pipeline, and new revenue generated.
For marketers looking to deliver on the new self-service buyer journey, maximize their sales efficiency, and increase conversions, video is a must in your marketing strategy. Video delivers a full-funnel strategy that is proven effective.