Over the past couple of years, video has played a more important role in marketing strategy than any other content channel. Recent studies show that almost 50% of internet users look for videos related to a product or service before visiting a store/site¹ and 4x as many customers would rather watch a video about a product than read about it².
It is also a powerful way to communicate with your customers throughout the customer life cycle to tell your brand story, explain your value proposition, and build relationships with your customers and prospects. Video is also vital tool that can actively help you overcome some of your marketing challenges in the following ways.
Gaining a better understanding of complex products – explaining complicated products or services in text can often confuse or bore your reader and cause them to drop off your site or not convert. Using video enables you to use friendlier verbiage, animations, visuals and interactive Q&A to engage and maintain your reader’s attention
Growing the frequency of face to face engagement – with travel budgets continuing to tighten, video can provide an avenue to interact face to face with customers and continue to build trust and credibility. Video engagement will also allow you to resolve challenges and get questions answered more quickly than email communication while maintaining that human touch.
Bringing testimonials to life – testimonials are a beneficial way to tell your story through your customer’s eyes. Using video testimonials will provide that extra authenticity that comes from being able to see the positive vocal inflections and body language that a customer uses to bring his/her story to life.
Increasing interaction within your email campaigns – using video in email can increase open rates, click-through rates and reduce unsubscribes by making your emails more interactive and capturing your reader’s attention more effectively than text. Videos used in email campaigns should be no longer than 2 minutes so that you don’t lose your reader’s attention.
Strengthening your SEO – video is also a great way to boost your search engine rankings by following just a few
- Video should provide relevant metadata to help search engines index it
- Optimize key words in video descriptions
- Re-purpose your video on your other marketing channels
- Share your video on social media
- Allow embedding of
- your video
To find out more about how INXPO’s video platform for the enterprise can help with each of these marketing challenges, talk to us directly by emailing firstname.lastname@example.org.