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Benefits of Video Content Marketing

Benefits of Video Content Marketing
Akrish Sripada
May 12, 2017

In the last decade, the digital world has changed dramatically. There are many consumers who are opting out of desktop and laptop computers, for searching the internet and interacting with the relevant desired video content marketing that is readily available online. Nowadays, consumers prefer to surf the internet and browse through relevant video content marketing using their mobile phones and tablets. Furthermore, due to the advancement of technology, the digital landscape has become much more cheaper than what it previously used to be, as there are virtually no boundaries of how consumers can interact through relevant video content. Moreover, there is a fair amount of evidence that tells us, that with the emergence of new media and marketing channels represent both, a tremendous opportunity, and a serious threat to today’s marketers. In order to make it easier for consumers to contact businesses and vice versa, the concept of digital marketing was introduced to the world. Digital marketing consists of many divisions. As businesses progress, video content marketing has become the future of marketing in the digital context.

Video content marketing is basically the concept of using videos for promoting or marketing brands, promoting products or services and building customer rapport. In other words, video content marketing is a front facing marketing strategy that includes engaging videos into a business’s marketing strategies. In today’s fast paced world, people are fortunately able to keep up with the emerging forms of content marketing, such as video content marketing, thankfully to the accessibility options available nowadays.

Video Marketing Statistics

Since video content marketing has been the new face of content marketing, let’s take a look at some of the statistics of video content marketing that has been published by HubSpot:

  • By the year 2019, video content marketing is projected to claim 80% of all website traffic.
  • Marketing emails can boost their click through rates by 200% to 300%, if a video is added.
  • Integrating videos on relevant landing pages can optimize conversion rates by 80%.
  • 90% of customers have stated that, viewing a video can help in their purchasing decisions.
  • Mobile video consumption grows by 100% every year, as told by YouTube.
  • There are 64% of consumers who are ready to purchase a product online, after viewing a video about it.
  • There are more than 87% of online marketers who opt in for using video content marketing as a part of their digital marketing strategies.
  • 59% of company decision makers prefer watching videos, rather than reading blogs.
  • It has also been claimed that a single minute of video content is equal to 1.8 million words, which makes video content marketing the most effective approach in digital marketing.
  • In April 2015, it was revealed that more than 4 billion videos were being played daily on Facebook. By September the numbers doubled to a whopping 8 billion videos being played daily.

Video content marketing can serve as a route to display the how-to’s of a product or service, promoting customer testimonials, live stream events, and deliver trending content. Basically video content marketing is done when the brand or the business creates videos that promote the company, drive sales; build awareness of the products or services offered, and to build effective customer engagement. Like other marketing efforts, video content marketing too is data driven and companies need to establish certain analytical tools which can monitor the video content marketing metrics and also track the customer engagement levels. According to Wyzwol statistics, there are 61% of businesses that have induced video content into their marketing campaigns. This trend is progressing rapidly and is scaling new heights.

Benefits of Video Content Marketing

1. Video Transforms From Brand To Demand To Sales & Service

There are many people who still think that digital videos are viral content on YouTube, Facebook, and other fancy landing pages that speak about that specific brand. However, in the recent past, we have seen many successful brands utilizing their video content marketing efforts throughout the entire customer experience, so that they could build better customer relationships, educate buyers, increase conversions, and improve customer satisfaction. The companies or brands that have tasted success by using video content marketing in their digital marketing strategy ranked the effectiveness and cohesiveness of various types of videos mentioned below:

  • Customer Testimonials.
  • Product Demo or Service Demo Videos.
  • Event Videos.
  • Leadership Interview Videos.
  • Case Study Videos.
  • Webinars.
  • Video Blogs.
  • Tutorial Videos.

2. Rise of Video Content Marketing In B2B Markets

The businesses that sell best are those which challenge the customer psyche, to think out of the box and educate them as trusted individuals. Articles and case studies are significantly helpful tools, but there is nothing to beat the power of video content marketing, when it comes to educating buyers and building trusted emotional connections. Video content marketing is proving to be the next big thing, in terms of being highly accessible throughout the entire sales cycle. Smart sales personnel are using smartphones and webcams for recording personal greetings or for sending follow up messages after a meeting has been concluded. Moreover, many sales associates are taking advantages of video testimonials, for showcasing how other clients achieved success.

There has also been a rise of “micro demo” video marketing libraries as a method of increasing efficiency and effectiveness of online product demos and reviews. Modern sales associates are urged to create customized on-demand product demos, by a means of assembling a series of short videos on different topics, that can be viewed by the prospective customer. This reduces the number of hours spent on product demos, and it enables the marketers to track and monitor how many prospects visited, and how much of the video content they have actually engaged with. We can be rest assured that video content marketing will increase within the B2B segment in the coming years.

3. Video Content Marketing Complements Brand Recall

Most of the customers who have watched a video in the last 30 days would remember it quite well. One of video content marketing’s core competencies are that, it is visual and auditory, which simply means that it is more easier to remember than text based content. Brands are remembered by customers because they also remember the video marketing content that they have viewed, which translates to sales, leads, and more conversions for the business. More than this, customers have a tendency to share the videos that they have enjoyed the most, which directly expands the brand’s online reach.

In order for the videos to be memorable, marketers need to ensure that the videos are in line with the strategy of the brand. Marketers also need to ensure that the logos, colors, fonts, and other editable content has to be the same in the videos, as they are in the blogs and articles. Since video content marketing is different from text based content, users should still be able to identify the style and format of the brand’s videos online.

4. Video Content Marketing Can Boost SEO

Results have shown that 65% of business decision makers visit a website after viewing a branded video. This relevancy makes it clear that the quality and content of the video content can drastically improve the website’s SEO, by driving customers and website users to the landing page, or to the main homepage. Moreover, video content marketing can increase conversion rates as well, and it has been claimed that 39% of business decision makers contact vendors, after viewing their branded videos. Hence by adding videos to the landing pages on a brand’s website, it is much more easier to improve the company’s SEO ranking and can also boost the click-through rates.

5. Video Content Marketing Increases Conversions & Sales

There has been some proof in the past that videos can earn businesses some serious money. Reports have indicated that adding a product video on the relevant landing page can increase conversions by 80%. Video content marketing is also directly proportional to sales, and previous studies show that 74% of users who watched a video explaining about a product were more likely to purchase it. As we are all aware, pictures also can boost engagement hugely, so try and imagine what impact videos can have on businesses.

6. Video Content Marketing Shows Greater Return On Investment (ROI)

76% of the businesses worldwide have indicated that video content marketing provides greater return on investment. The only downfall here is that, the video production tends to be more costly, however, it pays off big time. Additionally, there are multiple online video editing tools that are constantly becoming easier to access and implement. The best part about video content marketing is that it is not necessary for the video to be perfect, as long as the content is great and impactful for the end user.

There are many more reasons why a company needs to allocate their budget for creating videos. However, these are some of the reasons why marketers need to spend on video content marketing for promoting their brands, products, and services. Achieving viral status should not be the primary goal behind creating videos for your brand, but companies should take note, that times are changing and that video content marketing is the way of the future. Due to the increase in technology, the attention span of the average consumer keeps decreasing gradually, and this makes it difficult for marketers to reach their prospective clients through other forms of marketing, apart from video content marketing. The best way of using videos is to communicate about the central components about a specific product or service, to your target audience.

Since video content marketing is instantly attracting and gratifying, it has been proven that it is one of the most powerful tools when developing your digital marketing strategy. Keeping this in mind, posting videos on YouTube and on other social media websites will not do the work. Marketers still need to take the traditional methods of marketing into consideration in order to ensure that the right message is being delivered at the right time, and on the right platform. The videos that marketers promote need to provide more information about the brand, product or service, rather than being entertaining. Video content marketing needs to offer additional value to the viewer by providing relevant information about the product or service, so that they can make a decision whether to purchase it or not, as opposed to one of your competitors.

Now that we have taken a look at the different kinds of videos available under video content marketing, there are few online sources that indicate video consumption has risen dramatically among online website users. The records indicate that there has been 43% more videos watched online between 2013 to 2014, which amounts to a staggering 38.2 billion videos, in a span of 365 days. Brands can be brought to life by creating attractive, engaging and shareable content. However, these brands must also be aware how they can integrate their video content marketing efforts with the ability of delivering it to the end users’ smart phones. According to IAB, video content marketing is expected to account for half of social spend in by the year 2018.

With the emergence of new technologies and online channels, marketing trends have also changed drastically with every new method and channel. As the years pass by, new technologies, new opportunities, and new social channels emerge. Hence the brands or companies that allocate their existing resources into new technologies prove to be more successful than other brands, within the same space. We can note that video content marketing is not a new trend, but in this changing market, video content marketing has certainly emerged as a winner.

Video Content Marketing Across Digital Platforms

1. YouTube

There are many video sharing websites available around the globe, however, YouTube dominates this field because there are billions of website users who watch hundreds of millions of video hours, on a daily basis. In order to enhance YouTube’s marketing capabilities, their strategy was to reach more viewers aged between 18 to 49 years old, than any of the existing cable networks available these days.

2. Company Website

The company’s website is a great source to add some of the branded videos. When prospective customers get to know more about your brand, then they are likely to visit your website. By enabling the video content readily available for them on the website, there are higher chances of engaging effectively with them.

3. Social Media

Social media provides the brand an opportunity to connect with new customers who may or may not be aware of your brand. Since customers have the option of sharing content, the brand has an advantage of reaching beyond what the website could accomplish alone. In the midst of social media, it is crucial to keep videos short and concise, because social media users do not have the tendency to watch lengthy videos.

Conclusion

Modern marketers these days have started including video content marketing within their digital marketing strategies in order to achieve the company’s marketing goals, and at the same time increasing the company’s revenue in the long run. Hence we can denote that video content marketing creates a powerful long lasting effect on prospective customers.

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