Whether you're a B2B or B2C business, videos can help you strengthen relationships with your customers, save time, and boost conversion rates. And if you haven't experimented with this powerful medium yet, you're missing out -- 66% of B2B marketers are already creating video content to support both their marketing department goals and larger business initiatives.
When it comes to the use cases for video, the possibilities are endless across your organization: Sales teams can close deals with personalized video voicemails, support teams can walk customers through frequently asked questions with engaging tutorials, and HR teams can onboard new teammates with ease. But that's just the beginning. Businesses that have fully adopted video are constantly coming up with new ways to make meaningful connections with their audiences through video content.
In this post, we're going to review the business value of video and walk you through a step-by-step guide for using Wistia -- a video hosting platform -- to create video content for all of your marketing and business needs.
Why Video Content
In case you or your boss need some convincing, here are four of the biggest reasons why a video strategy is now a necessity for every company.
1) Video allows you to create an emotional connection with your audience.
Video is arguably the most "human" medium. With visual and auditory elements, it speaks to your audience's psyche in more nuanced and powerful ways than words and images can. It cuts through the noise and conveys trust, friendliness, and a sense of humanness. Because of this, video is an optimal tool for delighting, teaching, and influencing your audience, regardless of your topic or focus.
By establishing a more personal connection with your visitors, you can gain their trust faster and increase familiarity with your brand. And perhaps best of all, one video can speak to thousands of customers. In fact, some of your customers might even start to feel like they know you.
At Wistia, we like to capitalize on this idea by including videos on our landing pages for upcoming webinars. These videos lead to higher sign-up rates -- and according to EyeView, a video on a landing page can increase conversion rates by up to 80%. They also help our audience put faces to the names of the webinar hosts and establish our presenters as credible experts.
2) It's easy to measure the ROI of video.
It's easy to prove ROI and measure your results with video. In-depth analytics can tell you how your viewers engage with your content and whether or not they take action. Talk about measurable. We’ll cover this in-depth later in the post.
3) Video can improve your website's SEO.
Every online business wants to drive more traffic from search, and quality videos on your site can help you achieve this goal. When it comes to SEO, video has been a competitive differentiator for a long time, and video SEO could end up making the difference in your prospects choosing one search result over another.
Since video is such a rich medium (it closely resembles face-to-face interaction), Google will reward you for including it on your page, especially if you've optimized your video for search.
4) Visitors spend more time on your website watching video.
How can video impact the user experience on your website? We looked at the 100 most-visited pages on our website between 2013 and 2016 to compare the average of the total time spent on pages with video versus those without. We learned that visitors to our site spent more time on pages with video -- about 2.6 times more time, to be exact. That’s a huge number that speaks directly to video's superpowers.
No comments:
Post a Comment